TY  - JOUR
T1  - Effective Marketing Techniques in Recruiting International Students:
Evidence from a Tertiary Institute in New Zealand
AU - Yang, Shaohua AU - Akhtaruzzaman, M. 
JO  - Journal of Engineering and Applied Sciences
VL  - 12
IS  - 2
SP  - 336
EP  - 352
PY  - 2017
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2017.336.352
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2017.336.352
KW  - tertiary institutions
KW  -international students
KW  -Marketing techniques
KW  -recruitment
KW  -WIT
AB  - This study seeks to extend knowledge of marketing techniques in recruiting international students
in New Zealand context. There are limited studies on marketing techniques in recruiting international students
in New Zealand. Employing a quantitative methodology on a tertiary institute (WIT) in New Zealand. The
research design was based on a descriptive research model typically used for survey based research. This
study uses quantitative methods, surveying 150 international students on the WIT campus in New Zealand.
Analysis was completed using SPSS Software to statistical mean. Findings show that effective marketing
techniques in recruiting international students for WIT are: the use of international agents, word of mouth and
online recruitment. Due to the various level of satisfaction revealed in survey results, this research indicates
that WIT is currently solely dependent on a single marketing technique (i.e., use of international agent). The
survey findings suggest that many international students are not satisfied with the service provided by agent.
The reason for it can be what the agent told them differs from what they face here in NZ. It is therefore
suggested that WIT should not solely rely on agents for marketing education to international students. Other
marketing techniques (e.g., online recruitment, participating in education fare in potential market) are also
essential to maintain a sustainable enrolment of international students. The study also makes theoretical
contributions, it contributes to a growing body of literature in marketing concepts of tertiary institutions. It
adds more nuanced understanding the theoretical foundation of marketing techniques in recruiting international
students. This study also makes practical contributions, it contributes better understanding of marketing
techniques in recruiting international students for the marketing department of the WIT and other tertiary
institutes in New Zealand. It is recommended that institutes engage with the quality international agents.
ER  -