How to recruit international students in China
"The branding and marketing techniques used to attract home students aren't going to cut it when recruiting overseas. Paul Hoskins explains how to differentiate yourself digitally in China
UK universities will need vision, agility, leadership and commitment to attract Chinese students Photograph: Murdo Macleod
It is evident to me having spent a lot of time in China that for the majority of UK universities, their overarching brand positioning is irrelevant to the Chinese market. The differentiating factors, all relevant in the UK, are invalid and misunderstood by the students they seek to attract as well as the agents that represent them in the marketplace.
Chinese students have two main influencers when researching UK universities; the league tables, most specifically a university's performance in a particular subject area, and word of mouth. Note that US universities have been building their reputations in Asia for around 10 years longer than those in the UK, which means they benefit more from this type of exposure."
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