Beyond More of the Same: The Top Four Emerging Markets for International Student Recruitment

Abstract

Today, almost one in two international students in the United States is from China, India, or South Korea. This has led an increasing number of higher education institutions to seek out international students from a broader range of countries to diversify their student bodies. The identification of target countries, however, is often based on anecdotal evidence, a method that is neither efficient nor cost-effective. We address this information need of higher education institutions by systematically identifying key emerging markets and offering strategies to successfully nurture them. The research is based on a two-round Delphi survey of higher education professionals in spring 2012. We find that U.S. institutions should increase their near-term recruitment efforts in the following four emerging markets, listed in order of importance: Saudi Arabia, Brazil, Vietnam, and Turkey. The report recommends institutions to adopt a portfolio approach for balancing recruitment opportunities with potential risks and uncertainties of expanding their efforts to emerging markets. Comprehensive report available for download from WENR link.

Keywords: international recruitment, international admissions, international student, enrollment management, foreign student, emerging markets, student mobility, higher education, Delphi method

JEL Classification: N30, I20, I21, J00, M30