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Sustainablestudentrecruitmentstrategiesfor
internationalstudents–casestudyoftheSchool
ofEngineeringatSRHUniversityHeidelberg
KatjaKuhn
Introduction
Overthelastcoupleofyearsthenumberofinternationalinstitutionsthatareac-
tivelyinvolvedininternationalstudentrecruitmenthasgrownconsiderably.Keep-
ingthisinminditmeansthatthemarketofstudentrecruitmentischanging.This
articlewilldevelopsomedifferenthypothesisrelatedtointernationalstudentre-
cruitmentandtrytoshowsomeapproachestorespondtothoseissues,referringto
acasestudydoneatSRHUniversityHeidelberg’sSchoolofEngineering.
Hypothesis1:InternationalAcademicCompetitionisincreasing:Nationsthat
previouslyonlysentstudentsabroad,havestartedtoimprovethequalityoftheir
ownhighereducationandespeciallyinthelastdecadedevelopedstrategiesand
policiestoattractinternationalpotentialcandidatesthemselves.Countrieslike
Malaysia,China,RussiaandSouthKoreaaswellasBrazilstarttobecomeinter-
nationalorbetterregionaleducationhubsthemselves.
Hypothesis2:Moreandmorecountriesaretryingtocompeteforstudentsfrom
thesamegroupofcountries.
Hypothesis3:Atpresentglobalinternationalstudentmobilityflowsarechang-
ingintwowaysinparticular.Firstly,withtheeconomicandpoliticalpowers
shiftingmoretowardseast,academicoreducationalmobilitypatternsarebegin-
ningtochangeinthisdirection,too.Secondly,theregionalisationofinterna-
tionalstudentmobilityisaccelerating,butsurprisinglystudentswilldosoby
stayingintheirownregion.
Hypothesis4:Variousinternationalstudiesexpectthatglobalcompetitionfor
students(andespeciallyforthemostqualifiedamongthem)willintensifyinthe
future.Thatmeanscountriesthatareattractingahighnumberofinternational
studentsshouldnottakethoselevelsofincomingstudentmobilityforgranted,
sincechangingregionalpreferencesmightcreatedifferentopportunitiesaswell
aslooser.
