University marketing to attract foreign students

This book is about international university marketing and deals with methods and suggestions about how to attract foreign students. It covers two different fields of study: international university marketing and the analysis of the social situation of the foreign student. This paper deals with the importance of university marketing in an international context, the functions and objectives of international university marketing in general as well as its instruments. The focus lies on the foreign students and on methods how they can be addressed. Moreover, the efforts of three well performing universities are described from a benchmarking perspective. In the second part, a concept of an international marketing plan is developed for the HTW, Saarbrücken with the help of qualitative analyses. To sum up the main points, this paper aims to develop and improve the international university marketing at the HTW, Saarbrücken and may also be useful for other universities concerning their international university marketing efforts.