Between expectations and lived experiences: recruitment strategies and their impact on international students’ academic and social experiences in UK HE

Badwan, Khawla (2017) Between expectations and lived experiences: recruitment strategies and their impact on international students’ academic and social experiences in UK HE. In: Between expectations and lived experiences: recruitment strategies and their impact on international students’ academic and social experiences in UK HE. UNSPECIFIED. UKCISA.

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Abstract

This research project investigated how international students are affected by UK higher education online marketing strategies and the extent to which such strategies shape students’ expectations of life in the UK. The study first analysed the marketing discourses used by three UK higher education (HE) institutions in one of the main UK super-diverse cities. Next, it featured student voice through individual and group interviews to explore whether or not students’ expectations of life in the UK match their lived experiences and the implications of any mismatches on their overall student experience. This research aimed to provide useful information about transparent student recruitment which has the potential to affect marketing and recruitment strategies in the sector.