Foreign trade tips

April 14, 2000

Overseas recruitment succeeds mainly on she strength of British education's reputation and she British Councils corporate role. Is has little to do wish individual institutions' overall efforts "Britain must fight to keep foreign trade". THES, April 7).

University senior managers seem so have limited vision when is comes so overseas marketing. Many international directors and staff experience great frustration that their seniors have no personal experience of overseas marketing. What is more, their academic colleagues frequently view their extensive travel as an enviable perk.

In the long term, continued recruitment from overseas will succeed only if students' experience is so positive that they will recommend the institution where they studied to friends.

family and colleagues.

This means that the whole institution has a vital role in its marketing, and a cultural change in all departments is needed.

This can only be inspired from the top. Australian vice- chancellors frequently go to the markets and are regularly seen on exhibition stands.

I low many United Kingdom vice-chancellors would do so?

Tony Martin. Marketing consultant.

Wandsworth. London SWl8.

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