The impact of the ECoC title The impact of the ECoC title on international student on international student recruitmentrecruitment

Gyöngyi Pozsgai – Tímea NémethUniversity of Pécs

ContentsContentsMission of EcocRole and neccessity of

international student recruitmentFactors motivating students

decisionsSurvey results Conclusions

European Capital of Culture European Capital of Culture programmeprogrammePurposeThe European Capitals of Culture initiative

was set up to:highlight the richness and diversity of

European cultures……regenerate citiesraise their international profile give new vitality to their cultural life boost tourism

(EU ECoC website http://ec.europa.eu/culture/our-programmes-and-actions/capitals/european-

capitals-of-culture_en.htm)

Educational tourismEducational tourismNew type of tourism is emerging –

educational tourism International student mobility is crucial not

only from an educational point of view but for tourism as well

Students often choose their universities not only because of the educational advantages of the university but also because of the attractiveness of the cities

University –localUniversity –local economy economyThe University has positive effects on

local economic developmentThese effects can be classified into two

categories: 1.supply effects—related to human

capital and research2. demand-side effects—related to

expenditure and its multiplier impact on local economy

ECoC- international ECoC- international universitiesuniversities ECoC should generate local economy – so does an

international university through the spendings of the foreign students

What do universities gain?1. The location of the univ gets more widely known

nationally and internationally – crucial in domestic and international student recruitment

2. Boosting cultural life – appealing to all students3. The better the ECoC is the more attractive the city is

– the more foreign students a university can attract

Possibility of paralellism between the success of the ECoC and the success of international student recruitment – do univs make use of the ECoC title in order to recruit more international students?

Role and neccessity of Role and neccessity of international student international student recruitment recruitment Huge increase in international student enrollment - 2009: 3,3 million

international students 2025: 8 million (UNESCO estimation )benefits

1. on institutional level – to balance growing costs, decreasing govenmental support-

substantial revenue solution for demographic decline

2. on societal level - important financial commodity - contribution to the US economy – 19 billion USD, UK economy – 14 billion USD ( 2010)

Canada : ( 2010) International students spent in excess of 7.7 billion USD on tuition,

accommodation and discretionary spending Created over 81.000 jobs Generated 450 million USD in government revenue In addition 34 million USD spent on additional tourism by the

international students and their families and friends

FFactors motivating actors motivating international student choice international student choice of host countryof host country‘Push-Pull’ model

Push factors economic and social forces within the home country

serve to ‘push’ students abroad Pull factors the decision as to which host country they will select -

it is dependent on a variety of ‘pull’ factors.- student’s prior knowledge and awareness of

a host country or institution, - recommendations made by the student’s

family and friendsInternational students tend to select a country firstand then an institution within that country.

International student decision International student decision model- levels of possible influence model- levels of possible influence on student decisionon student decision

(Bohman 2012)

Step 1. PreliminaryKey question: Should I study abroad?

Elements: students’ global identity and push-pull forces

Step 2. DestinationKey question: Where should I go?

Elements: perceptions of countries and pull forces

Step 3. Institutional typeKey question: What type of school is best for

me?

Step 4. School selectionKey question: Which school should I attend?

Elements: Personal preferences and pull forces ( costs, school location, student

services etc)

Role of locationRole of locationA more known location can

attract more international students – visibility and reputation as key pull forces

Marketing activity for Marketing activity for international student international student recruitmentrecruitmentHow can a university attract international students?- product, price, place, promotion ( 4 Ps) – marketing

mix elements

Product: programme, all services offered by the universityPrice: tuition fee, living expense, travel costsPlace: sales channels Promotion: promotion of the programme, services,

distinguishing features

HU: 70 universities – demographic decline, growing competition for domestic and foreign students

– the city’s ECoC title can be a determining distinguishing feature, an advantage towards the competitors

Survey among the Erasmus Survey among the Erasmus students of Pécsstudents of PécsOnline survey among the incoming Erasmus

students of Pécs 2012 – 200 students Before applying to the University of Pécs

did you hear that Pécs was a European Capital of Culture in 2010?

Yes 47%No 53 %

Did it stimulate your application to the University of Pécs?

Yes 68 %No 32 %

More then 50 % of our Erasmus students had no information about the Pécs ECoC title, however, if they know about it ,it highly stimulates their application

Decision making factors of Decision making factors of UP students - Survey results UP students - Survey results 201120111. I can study subjects here that meet my

interest2. University with a high reputation3. The degree I receive here helps me to get a

good job4. The city, where the university is

located, is attractive5. Traditional university with long history

Reasons/benefits of the Reasons/benefits of the ECoC title for the cities ECoC title for the cities 3 main ECoC categories :

1. Well known place with active cultural life ( famous for its cultural life)

A reward for the ongoing cultural boost of the city/ for the best application ( Luxemburg, Avignon, Antwerp)

2. Well known place with a previously different (industrial) image

Can help in changing the image of the city, industrial image to a culturally vibrant place ( Liverpool, Essen, Marseilles)

3. Less known place with an active cultural lifeCan put the city into the map of Europe – increase the

EU- wide recognitiation ( Sibiu, Pécs, Maribor, Kosice)

huge opportunity in promoting the existence of the city

Survey among the usage of the Survey among the usage of the ECoC title in university marketing ECoC title in university marketing communicationcommunication

13 completed questionnaires

1. Well known place with active cultural life - 4

2. Well known place with a previously different (industrial) image - 3

3. Less known place with an active cultural life - 6

Does your university use in its Does your university use in its marketing communication that your marketing communication that your university is located in a past/future university is located in a past/future EECCoC?oC?

No : well known places famous for their cultural lives

If yes, in which student enrollment If yes, in which student enrollment communicationcommunication

In which of your marketing In which of your marketing communication tools do you mention itcommunication tools do you mention it

Universities from less known cities use ALL marketing communication tools to promote that the university is located in an ECoC

IIs it an important factor in the decision s it an important factor in the decision making process of your international making process of your international

students that your university is located students that your university is located in a past/future ECoC?in a past/future ECoC?

More important for Erasmus students

Have you ever asked your international Have you ever asked your international students whether your city’s ECoC title was students whether your city’s ECoC title was important for them in the university important for them in the university selection? selection?

Universities from less known cities surveyed their international students about it

HHow many years beforeow many years before/after/after the ECoC the ECoC position of your city is it worth position of your city is it worth

communicating that your university is located communicating that your university is located in an ECoC?in an ECoC?

Before After

Conclusion Conclusion The competitiveness of a university is largely influenced by the

competitiveness and attractions of the city where the university is located

The marketing activity of the university should be in harmony with the marketing activities of its city

University cities should harmonize their tourism destination management activities with the aims of their universities – univ cities should serve the needs of the potential foreign students of their universities

In marketing activities the universities and their cities should work together more actively and more efficiently

An effective ECoC can result in a more effective collaboration of city and its university – can have a positive effect on the international student recruitement, too

A ECoC title is a unique distinguishing feature to speak about – in a growing competition it is a MUST to

- Distinguish our universities from the competitors’- Use the ECoC title in all our marketing communication activities/

tools- Thus help the students to make their choices

Thank you for your attention!

pozsgai.gyongyi@pte.hu