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The use of the English language as an online strategic communicative and marketing tool aimed at international students

Michelet, Valentin
(2022)

Files

Michelet_29321700_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
After impacting the technology, transport and economic sectors, the globalisation of English is spreading further into the academic world. As a result, to be able to compete in today’s international market, higher education institutions must at the same time switch to English and adopt modern strategies of communication. This master’s dissertation aims to look at their use of the English language for international and recruitment purposes. In this master’s dissertation, two higher education institutions based in non- English speaking countries, namely the Catholic University of Louvain and the Humboldt University of Berlin, will be analysed regarding their academic website effectiveness, their social network communication, and their academic mobile applications. Several analytical frameworks, based on previous research, will help us draw up the communicative profile in English of the two higher education institutions. We will then discuss the research findings, to see if they confirm or deny the hypothesis previously formulated. Finally, the main research question will be addressed and answered, before discussing the limitations of the master’s dissertation and providing further ideas for future research.