The United States remains the undisputed leader in the educational services market, controlling nearly a quarter of the international market for educational services; leading European countries also hold a significant share. However, new players are now actively entering the educational services market, notably China and Japan, which are rapidly increasing the number of international students they enroll.
The experience of educational institutions in the United Kingdom, Poland, Germany, and the United States in building an effective system for attracting prospective students and developing an educational institution’s brand using modern marketing tools is analyzed in a study by N.V. Yanchenko and V.V. Polyova. “Marketing Innovations in the Educational Services Market: Domestic and International Experience”
The authors note that the experience of the United Kingdom—where leading universities have outsourced the development and implementation of marketing strategies to Services for International Education Marketing (SIEM), a global program designed to support British educational institutions in their international activities. SIEM operates in 65 countries worldwide, providing services in international student recruitment, market research, and the creation of conditions for developing cooperation with institutions in countries that are sources of potential applicants.
A SIEM provides:
- a comprehensive service that helps British universities gain a competitive edge in the international education market;
- the implementation of flexible and creative solutions tailored to each specific university, taking into account the unique characteristics of the dynamic demand in the global education services market;
- enhancing competitiveness, building an image (the desired profile), and effectively positioning the university abroad;
- analysis of foreign markets for educational services to adopt best practices through thematic meetings, joint training, and other activities.
Germany offers numerous advantages for international students. Here, international students pay the same tuition fees as students residing in Germany, and their fees do not increase. The financial factor is key in this regard. In addition, the number of courses taught entirely in English is growing in Germany, allowing students to earn a degree without knowing German.