LEADING Strategies

Measuring the Effect of In-country Recruitment Activities on Future International Enrollment at a Large Canadian University

There are many recruitment methods and tactics an institution can choose to pursue diversification of international student enrollment goals. Return on investment in a choice of tactic can take up to three or more years to determine thus initial choice is vital. Just as important though is in our ability to measure the return. If we can not measure the return how do we know to continue the tactic or not? This 2-year longitudinal study measures the effect of one tactc: personal interactions that occur abroad (in-country) between campus-based recruitment staff and prospective students and school counselors in twelve countries across seven measures. Measures are compared to untouched prospective applicants and registrants from the same set of countries.

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