An evaluation of innovative marketing strategies employed to recruit Colombian students into the UK higher education sector. A proposal for developing guidelines to select marketing strategies to increase recruitment and retention

This research focuses on Colombia, a country where students are committed to gaining deep knowledge that can be applied in practice to contribute to national economic development. In recent years, the number of international students coming to the UK has declined. In response, Higher Education Institutions (HEIs) have been developing new marketing strategies to re-engage the international student market. The purpose of this research is to evaluate how UK HEIs use marketing strategies to attract Colombian students, how these strategies align with cultural and customer needs, and whether they require innovation or improvement. The study highlights that institutions leading in educational development are those embracing innovation in their marketing, particularly through effective use of social media, intuitive websites with relevant information, and real-time chat support for prospective students. Primary, qualitative data was collected through semi-structured interviews with Colombian students who studied in the UK, as well as education agents working with UK universities. The findings offer insight into the effectiveness of current marketing strategies and reveal how Colombia remains a strategic market for educational investment. The research shows that Colombian students tend to compare educational systems and hold high expectations of UK institutions. These expectations influence their decisions throughout the recruitment journey. Feedback from students is also highly valued by agencies, as it provides crucial insights for improving services. The study concludes with recommendations for alternative marketing strategies that UK universities can adopt to improve both recruitment and retention of Colombian students. By understanding the unique expectations and experiences of this student group, HEIs can better position themselves to serve the growing demand for international education.