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Marketing communication techniques in English to attract international students : the French-speaking UCLouvain in the spotlight - Analysis of UCLouvain’s communication tools and their perception by international students

De Clercq, Charlotte
(2022)

Files

DeClercq_40511900_2021-2022.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
In the era of globalization and digital revolution, the role of marketing has become crucial in all businesses, including in higher education institutions. To adapt to this new paradigm and attract potential students, higher education institutions have had to engage in strategic marketing and implement marketing activities. Although the need to develop marketing techniques has been discussed in numerous articles, little research has been conducted on the implementation of such marketing communication techniques in higher education institutions to attract international students. The objective of this dissertation is to bridge this gap by analyzing the marketing communication techniques implemented in English by UCLouvain to attract international students. This study was carried out using both quantitative and qualitative approaches. It reveals that a significant number of the key elements necessary to develop an effective strategy, as mentioned in the literature, are indeed present in the communication tools of the aforementioned institution.