Article: Foreign Students Opt for Online Search

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An article in University World News centered on a new report issued by the British Council’s Intelligence Unit and entitled, Online Marketing to a Global Student Audience. This report finds that the traditional use of printed university prospectuses as a means of informing international students hoping to study abroad at higher education institutions has lost its effectiveness, as students increasingly consult Internet search engines and social media such as Facebook. More and more, international students are conducting independent research on programs and institutions through online search engines and individual university websites.

According to Elizabeth Shepherd, the author of the report, "What this research shows is that universities need to develop an in-depth knowledge of Internet and social media usage in each of the countries they are targeting and tailor their digital marketing accordingly. It might mean, for instance, that they must be prepared to provide information online in the native language of the students they are aiming to engage with," Shepherd said. Nevertheless, the report emphasizes that despite the fact that prospective international students are increasingly using the Internet to inform their study options, "when it comes to making a final decision there is still no substitute for face-to-face interaction with trusted advisors or university representatives."

To read the article, please visit: www.universityworldnews.com/article.php?story=2011090214495385