Website and Social Networks as Higher Education Institution Communication Channel in Foreign Markets

Justs Dimants

Abstract


The purpose of the research is to evaluate the influence of HEI websites and social networks in providing information for international students on HEI and study programs.

The methods used in this study are in-depth interviews with experts (HEI marketing and public relation managers, web developers, Department of foreign affairs managers) with international students. Structure and content evaluation in comparison with highly appreciated foreign market players has been done.

For evaluation of different aspects of marketing communication channels - websites and social networks were analysed in scale of 1- 10. For data processing indicators of descriptive statistics (means and indicators of variability) as well as cross tabulations are applied.

The competition between Higher education institutions (HEI) in competition to attract international students has become more intensive. Active higher education export strategies of countries, growing number of study programs by HEI for international students and the decrease of numbers of young persons in student age in developed countries increases the competition worldwide for attracting international students. Several studies have documented the factors influencing the choice of HEI and study programs by international students. More and more academic research have investigated the significance of marketing and especially marketing communication channels like – websites and social networks.

 

Key words: higher education marketing, marketing communication channels, international competitiveness, foreign markets

Research paper

The paper is supported by the National Research Program 5.2. EKOSOC-LV


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