An analysis of students' decision-making process in case of exchange programmes

Abstract

Learning mobility is a key priority because of its impacts analysed by a number of studies. International education is becoming increasingly competitive with a growing importance of branding within educational institutions. Member states of the EU have been invited to increase the attractiveness of their higher education institutions, and several research studies have concluded that mobility should be better promoted. The aim of this paper is thus to analyse a student’s decision-making process on exchange programmes in order to help improve the marketing communications of a university. Eight individual surveys were carried out in order to understand how students decide on where to study abroad. The results of this study illustrate how to effectively use information sources within a university communications strategy and how to design a creative strategy.