Student Segmentation for an Effective International Enrollment Strategy

Abstract

To understand the diversity of these profiles and the changing needs of international students, World Education Services (WES) conducted an online survey in English to applicants for WES’ credential evaluation services from October 2012 to March 2013 . We surveyed those who applied or plan to apply for bachelor’s, master’s or doctoral programs in the U.S. In total, 2,992 questionnaires were completed. The report uses a combination of academic preparedness and financial resources to group international students into four segments: Explorers, Highfliers, Strivers or Strugglers. It highlights international students’ differences in information seeking behavior by level of education — bachelor’s and master’s degree — and key source countries — China, India and Saudi Arabia.This report endeavors to address the deficit of data on how international student segments differ in terms of their information needs while applying to study at HEIs abroad. In understanding these behavioral patterns, HEIs are more capable of formulating targeted recruitment strategies.

Keywords: international recruitment, segmentation, information search behavior, international student mobility

JEL Classification: N30, I20, I21, J00