International Students And Choice: Influence Of Institutional Communications When Selecting A Higher Educational Instituton In The United States

Many U.S. higher educational institutions have suffered budget cuts. In many cases, this has matriculated down to the admissions offices, resulting in reduced recruitment and marketing budgets. With reduction in recruitment budgets and a decrease in student enrollments, combined with growing competition for students, institutions are looking towards the international student market to help make up the difference in student enrollments. To increase the enrollment of international students, institutions need to understand how international students choose their destination of study and what factors influence the decision. This information will help to improve and enhance the university’s marketing and recruitment strategies. Using the Push-Pull Theory, this research seeks to understand ‘if’ and ‘how’ institutional communications from the university influenced the decision making process of international students at this Public Urban University (PUU), during their selection for the destination of study