campusreview.com.au
INTERNATIONAL EDUCATION
Rare
appeal
Unis can build the power of
their brand with overseas
students, once they understand
their own distinctive attributes
and how to market them.
By Dan Ratner
A
ustralian universities are seeing
ever more value in appealing to
international students along with
local candidates. However, targeting
potential students in overseas markets
requires a different strategy than one for
building a compelling brand on home soil.
Australia offers relatively few major tertiary
institutions. Most of the country’s high school
graduates will already have heard of most
universities around the country, and may be
quite familiar with the larger institutions.
Some of Australia’s universities have
had a natural advantage here. By virtue
of their location in major metropolitan
centres, city-based universities have
a broader