International Student Recruitment, Brand Amplification, and Student Retention Initiatives in Higher Education

Deepak Sunil Kumar

Master's thesis

Abstract:

This study delves into the intricate landscape of international student recruitment, brand amplification, and student retention initiatives in higher education, with a specific focus on the Czech Republic. A comprehensive data collection process was employed, utilizing a well-crafted digital questionnaire distributed to both prospective and enrolled students in the country. The survey, disseminated through diverse channels such as social media and email, ensured a representative participant pool, enabling a thorough exploration of perspectives. Key aspects covered in the questionnaire included motivations for choosing the Czech Republic as a study destination, personal experiences within the education system, and recommendations for future students. Following data collection, a systematic data processing approach was implemented, employing statistical techniques such as descriptive analysis and analysis of variance (ANOVA). The aim was to unravel the basic characteristics, assess the significance of specific variables, and explore potential variations among multiple groups. The reliability analyses were conducted to gauge measurement consistency, and factor analyses were employed to identify underlying factors influencing observed trends. This rigorous methodology not only facilitated a comprehensive understanding of the dataset but also ensured the reliability and validity of the findings. The research questions addressed pivotal factors influencing the decision-making process of prospective students, innovative marketing strategies to boost admission rates and captivate international students' interest, and communication strategies commonly utilized to enhance recruitment, amplify branding, and improve student retention in higher education. This study contributes valuable insights to higher education institutions in the Czech Republic and beyond, guiding them in effectively attracting and retaining a diverse and international student body.

Keywords

International student recruitment, Brand amplification, Student retention initiatives, Higher education, Digital questionnaire, Innovative marketing strategies, admission rates, Communication strategies, and Institutional branding.

Language used: English

Date on which the thesis was submitted / produced: 27. 5. 2024

Thesis defence

• Date of defence: 10. 6. 2024
• Supervisor: Ing. Michal Ruschak, MBA
• Reader: Ing. Aneta Boušková

Institute of Technology and Business in České Budějovice

Master programme / field:
Business Administration / Business Administration