The impact of the ECoC title on international student recruitment Gyöngyi Pozsgai – Tímea Németh University of Pécs

Contents Mission of Ecoc Role and neccessity of international student recruitment Factors motivating students decisions Survey results Conclusions

European Capital of Culture programme Purpose The European Capitals of Culture initiative was set up to: highlight the richness and diversity of European cultures …… regenerate cities raise their international profile give new vitality to their cultural life boost tourism (EU ECoC website culture_en.htm )

Educational tourism New type of tourism is emerging – educational tourism International student mobility is crucial not only from an educational point of view but for tourism as well Students often choose their universities not only because of the educational advantages of the university but also because of the attractiveness of the cities

University –local economy The University has positive effects on local economic development These effects can be classified into two categories: 1. supply effects—related to human capital and research 2. demand-side effects—related to expenditure and its multiplier impact on local economy

ECoC- international universities ECoC should generate local economy – so does an international university through the spendings of the foreign students What do universities gain? 1. The location of the univ gets more widely known nationally and internationally – crucial in domestic and international student recruitment 2. Boosting cultural life – appealing to all students 3. The better the ECoC is the more attractive the city is – the more foreign students a university can attract Possibility of paralellism between the success of the ECoC and the success of international student recruitment – do univs make use of the ECoC title in order to recruit more international students?

Role and neccessity of international student recruitment Huge increase in international student enrollment : 3,3 million international students 2025: 8 million (UNESCO estimation ) benefits 1. on institutional level – to balance growing costs, decreasing govenmental support- substantial revenue solution for demographic decline 2. on societal level - important financial commodity - contribution to the US economy – 19 billion USD, UK economy – 14 billion USD ( 2010) Canada : ( 2010) International students spent in excess of 7.7 billion USD on tuition, accommodation and discretionary spending Created over jobs Generated 450 million USD in government revenue In addition 34 million USD spent on additional tourism by the international students and their families and friends

Factors motivating international student choice of host country ‘Push-Pull’ model Push factors economic and social forces within the home country serve to ‘push’ students abroad Pull factors the decision as to which host country they will select - it is dependent on a variety of ‘pull’ factors. - student’s prior knowledge and awareness of a host country or institution, - recommendations made by the student’s family and friends International students tend to select a country first and then an institution within that country.

International student decision model- levels of possible influence on student decision (Bohman 2012) Step 1. Preliminary Key question: Should I study abroad? Elements: students’ global identity and push-pull forces Step 2. Destination Key question: Where should I go? Elements: perceptions of countries and pull forces Step 3. Institutional type Key question: What type of school is best for me? Step 4. School selection Key question: Which school should I attend? Elements: Personal preferences and pull forces ( costs, school location, student services etc)

Role of location A more known location can attract more international students – visibility and reputation as key pull forces

Marketing activity for international student recruitment How can a university attract international students? - product, price, place, promotion ( 4 Ps) – marketing mix elements Product: programme, all services offered by the university Price: tuition fee, living expense, travel costs Place: sales channels Promotion: promotion of the programme, services, distinguishing features HU: 70 universities – demographic decline, growing competition for domestic and foreign students – the city’s ECoC title can be a determining distinguishing feature, an advantage towards the competitors

Survey among the Erasmus students of Pécs Online survey among the incoming Erasmus students of Pécs 2012 – 200 students Before applying to the University of Pécs did you hear that Pécs was a European Capital of Culture in 2010? Yes 47% No 53 % Did it stimulate your application to the University of Pécs? Yes 68 % No 32 % More then 50 % of our Erasmus students had no information about the Pécs ECoC title, however, if they know about it,it highly stimulates their application

Decision making factors of UP students - Survey results I can study subjects here that meet my interest 2. University with a high reputation 3. The degree I receive here helps me to get a good job 4. The city, where the university is located, is attractive 5. Traditional university with long history

Reasons/benefits of the ECoC title for the cities 3 main ECoC categories : 1. Well known place with active cultural life ( famous for its cultural life) A reward for the ongoing cultural boost of the city/ for the best application ( Luxemburg, Avignon, Antwerp) 2. Well known place with a previously different (industrial) image Can help in changing the image of the city, industrial image to a culturally vibrant place ( Liverpool, Essen, Marseilles) 3. Less known place with an active cultural life Can put the city into the map of Europe – increase the EU- wide recognitiation ( Sibiu, Pécs, Maribor, Kosice) huge opportunity in promoting the existence of the city

Survey among the usage of the ECoC title in university marketing communication 13 completed questionnaires 1. Well known place with active cultural life Well known place with a previously different (industrial) image Less known place with an active cultural life - 6

Does your university use in its marketing communication that your university is located in a past/future ECoC? No : well known places famous for their cultural lives

If yes, in which student enrollment communication

In which of your marketing communication tools do you mention it In which of your marketing communication tools do you mention it Universities from less known cities use ALL marketing communication tools to promote that the university is located in an ECoC

Is it an important factor in the decision making process of your international students that your university is located in a past/future ECoC? More important for Erasmus students

Have you ever asked your international students whether your city’s ECoC title was important for them in the university selection? Universities from less known cities surveyed their international students about it

H ow many years before/after the ECoC position of your city is it worth communicating that your university is located in an ECoC? BeforeAfter

Conclusion The competitiveness of a university is largely influenced by the competitiveness and attractions of the city where the university is located The marketing activity of the university should be in harmony with the marketing activities of its city University cities should harmonize their tourism destination management activities with the aims of their universities – univ cities should serve the needs of the potential foreign students of their universities In marketing activities the universities and their cities should work together more actively and more efficiently An effective ECoC can result in a more effective collaboration of city and its university – can have a positive effect on the international student recruitement, too A ECoC title is a unique distinguishing feature to speak about – in a growing competition it is a MUST to - Distinguish our universities from the competitors’ - Use the ECoC title in all our marketing communication activities/ tools - Thus help the students to make their choices

Thank you for your attention!