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ERIC Number: EJ1054972
Record Type: Journal
Publication Date: 2013
Pages: 12
Abstractor: As Provided
ISSN: ISSN-1942-2504
Marketing Study Abroad Programs: A Student Recruitment Model
Lukosius, Vaidas; Festervand, Troy A.
American Journal of Business Education, v6 n5 p483-494 2013
The number of American students studying abroad increases every year. That might suggest that recruiting students to participate in such an educational opportunity would present little difficulty. On the contrary, as domestic student participation in such programs has risen, so has the number of competing programs. Thus, the viability of any study abroad program, to a large extent, is a direct result of that program's recruiting effort. The foundation of that recruiting effort should be based upon an understanding of the factors students deem important in the program selection process and an effective promotional effort focused on those issues. These key factors include student segment(s) to be targeted, program cost and source(s) of funding provided, timing and duration of the program.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A