Recruitment of Students from China: A Survey of Higher Education Marketing Practices

Report Highlights

The study presents data from 29 colleges and universities about their policies and plans for Chinese international student recruitment. The report gives detailed information on spending on overall marketing to reach Chinese students, as well as on particular marketing vehicles such as social media and other internet sales platforms, international student fair attendance, use of recruitment agents, partnerships and other means of recruiting students from China. The report gives specific data on use of particular tour operators, including EducationUSA. The study also gives data on the percentage of overall recruits from Hong Kong, and from Chinese citizens already living in the USA or other host institution countries, and how much is spent marketing to those already living in the institutional host’s own country. For many datasets, data is presented for the recent past, currently and projected. Other issues covered include: size of staff, use of Chinese speaking staff, trends in courses of study of Chinese nationals and much more.