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ERIC Number: ED560446
Record Type: Non-Journal
Publication Date: 2013
Pages: 162
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-3033-9796-7
The Role of International School Counselors in U.S. College Recruitment Strategy
Foley, Amy Greenwald
ProQuest LLC, Ed.D. Dissertation, University of Delaware
The University of Delaware has embraced a global admissions initiative with minimal experience in international endeavors and a limited budget for international recruitment. This EPP serves as exploratory research for improving our understanding of the international student market in Latin America and working more effectively with international school counselors in international recruitment. To obtain qualitative research data, I conducted Skype interviews with 23 international school counselors from the countries of Brazil, Chile, Colombia, Costa Rica, Ecuador, Honduras, Mexico, Nicaragua, Panama, Peru, and Venezuela. The following questions guided the research: How do students make decisions on which U.S. institutions to apply and enroll? What is the role of international school counselors in the students' college decision process? How can U.S. colleges and universities best communicate with students and international school counselors in Latin America? The intent of this study is not to provide a blueprint for recruiting internationally, nor to design a systematic plan for branding the University of Delaware in non-U.S. markets. Rather, my research was exploratory in nature, serving to ferret out those ideas and findings that warrant further exploration and testing. My findings suggest that international school counselors may play an active role in their students' decisions upon which colleges to apply and enroll. In addition, the perception of an institution's brand is one factor in the students' college decisions. Location, in particular, appears to be a major factor in a student's college decision with Northeastern cities and certain states such as California, Florida, Massachusetts, and Texas being particularly popular among Latin American students. In addition, word of mouth among students and families, as well as personal communication and in-person visits play a key role in the college decisions among international students in Latin America, not unlike domestic students in the U.S.). Yet there appears to be no magic set of characteristics that constitute an ideal U.S. brand for international students in Latin America. My findings also suggest that the University of Delaware (UD) does not have strong brand recognition in Latin America and that much work needs to be done. International school counselors welcomed the opportunity to share their insights and stressed the importance of developing relationships with their professional counterparts - admissions representatives at colleges and universities in the U.S. International school counselors need to be educated about the university so that they may communicate our strengths to students for whom we would be a good match. Recommendations include continued recruitment travel to visit international students, schools, and school counselors throughout Latin America, as well as additional communication with students and their counselors via email and Skype. Recommendations also include revisions of marketing materials, including print and online resources, to strengthen our institutional brand among international markets. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Delaware