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Attractiveness of European masters under Bologna constraints: The South American case
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Resumo(s)
This paper studies strategies to attract students from outside Europe to European preexperience masters. We characterize the value added by such masters through
interviews with key players at the universities and multinational recruiting corporations.
We considered a strategy for segmenting international students in the US and extended
it to the European market. We have analyzed data from international applications to
Nova SBE as a proxy for applications in European institutions. Based on that analysis
we conclude with recommendations to attract suitable candidates from outside Europe.
In particular we also provided three different solutions to attract students from the southern hemisphere: we conclude that European institutions should (a) increase the
spring semester intake, (b) provide bridging courses for some students, or (c) could
place some accepted candidates in internships before starting classes.
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Palavras-chave
European attractiveness Higher education International students egmentation Recruitment strategy