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2018

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University of Nebraska - Lincoln

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Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis Mar 2018

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses, University of Nebraska-Lincoln

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, which advertising ...