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Research Outline
Prepared for Deb B. | Delivered October 31, 2019
Higher Education Marketing Best Practices
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Goals
To build the psychographic profile of a typical Latin American graduate student.
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Early Findings
Graduate students in the countries of Latin America think and make
different study abroad choices
. It is important to separate the marketing strategies by country. "A
Mexican student
may prefer to study in the United Kingdom, while a student from Colombia or Argentina will choose to study in Spain."
The
motivations
for Latin American graduate students pursuing master's degree are ranked by importance as follows:
To progress to a
higher-level qualification
To progress in
current career path
To improve
employement prospects
For
personal interest
Opportunities to exchnage
The top five subjects among Latin American students for postgraduate studies are:
Fame:
40.5%
STEM:
33.5%
International studies:
4.2%
Communications/media:
3.5%
Law/legal:
2.2%
"Compared to the global average, Latin American student survey respondents were especially likely to be applying to study a
STEM discipline
." More than
33%
of Latin American students were applying for postgraduate degrees in STEM subjects; "this compares to less than
21%
of students when considering the total global sample."
In terms of favored study destinations, the most popular choices among Latin American students (ranked by popularity) are
the UK
, the US, Germany, France, Canada, and Australia.
Sixty percent
of abroad studies selections went to European destinations, over
20%
to the US and Canada, almost
10%
to Asian countries, and
9%
to Australia and New Zealand.
The top motivations for Latin American students to study abroad are:
International recognition of qualification:
18.6%
Cultural interest and lifestyle:
16.7%
Scholarship/financial aid:
13.8%
Improve language skills:
13.1%
Would like to work there afterwards:
11.8%
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