Global market hots up as US gets its act together

May 27, 2010

The growth of an organisation set up to help US institutions compete in the global market could be a sign of the nation's growing interest in overseas students.

The American International Recruitment Council (AIRC) this month reached the milestone of 100 institutional members, two years after it was established. It is seeking to "develop standards of ethical practice pertaining to recruitment of international students", and provide "best practices and training to assist overseas student recruitment agents and institutions themselves to better serve students seeking admission".

According to official figures, the US had 623,800 overseas students in 2007-08, compared with 389,330 in the UK. However, a report published last year by the Observatory on Borderless Higher Education warns that while the US remains the most popular destination globally, "other countries with more aggressive recruitment strategies have steadily cut into the US market share in the past decade".

When the AIRC was established, it said international recruitment would be stepped up through the increased involvement of agents.

Mitch Leventhal, the AIRC's president, said of its growing membership: "The startling growth ... is testament to the urgent need for professional standards in the field of international student recruitment, as well as the imperative for non-governmental leadership to initiate more effective global marketing practices."

Institutional members of the AIRC include Ohio University, the University of Idaho and the University of Illinois, Springfield.

Agency members include Australian company IDP Education, China's EduGlobal and Study Overseas UK.

The American academy traditionally has had ethical reservations about the use of agents. The US is the world's leading draw for foreign students, but until recently had not taken an active or commercial approach to recruitment.

Agents are now viewed as a key element in this process, as they can make recommendations to students choosing their destinations.

john.morgan@tsleducation.com.

You've reached your article limit

Register to continue

Registration is free and only takes a moment. Once registered you can read a total of 6 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments
Register

Have your say

Log in or register to post comments

Featured Jobs

Research Associate - Parlours of Wonder UNIVERSITY OF BRISTOL (MAIN OFFICE)
Administrative Assistant UNIVERSITY OF BRISTOL (MAIN OFFICE)
Teaching Fellow in Primary Care UNIVERSITY OF BRISTOL (MAIN OFFICE)

Most Commented

James Fryer illustration (8 September 2016)

Some lecturers will rightly encourage forms of student interaction that are impossible for those covering their faces, Eric Heinze argues

University of Oxford students walking on campus

University of Oxford snatches top spot from Caltech in this year’s World University Rankings as Asia’s rise continues

Handwritten essay on table

Universities must pay more attention to the difficulties faced by students, says Daniel Dennehy

Theresa May entering 10 Downing Street, London

The prospect of new grammar schools on the horizon raises big questions for HE, writes Nick Hillman

Nosey man outside window

Head of UK admissions service Mary Curnock Cook addresses concerns that universities might ‘not hear a word’ from applicants