marketing strategies and challenges at lithuanian university of health sciences marketing strategies...

Marketing strategies and challenges at Marketing strategies and challenges at Lithuanian University of Health SciencesLithuanian University of Health Sciences

• Prof. Angelija Valančiūtė• Lithuanian University of Health Sciences

International students as (%) of total students International students as (%) of total students (Eurostat, 2006)(Eurostat, 2006)

Growing Numbers of international Students in Growing Numbers of international Students in Lithuanian UniversitiesLithuanian Universities

7141337

22472867 3103

0

1000

2000

3000

4000

2005 2006 2007 2008 2009

Number of Undergraduate Students at Lithuanian Number of Undergraduate Students at Lithuanian University of Health Sciences and Number of University of Health Sciences and Number of

International StudentsInternational Students

International students as (%) of total students at International students as (%) of total students at Lithuanian University of Health SciencesLithuanian University of Health Sciences

Number of International Students at Number of International Students at Lithuanian University of Health SciencesLithuanian University of Health Sciences

HISTORYHISTORY (programs in (programs in English)English)

• 1990 – Medicine• 1991– Pharmacy• 1994 – Odontology• 2004 –Public Health(Masters’ degree)• 2011 – Veterinary Medicine

Marketing actionsMarketing actions• Advertising in newspapers, on the

web• Workshops about studies in LSMU in

foreign countries• Entrance exams in foreign countries• Distribution of printed material via

mail• Students fairs, educational

exhibitions, conferences

Apr 19, 2023 9

AROUND 2000AROUND 2000

1.There is no need to do marketing. We are not a supermarket;

2.There is no need to do marketing it cost money; we are so good that the students will come anyway;

3.Yes, we agree that the marketing is necessary, if somebody else is going to do it (Ministry of Education??);

4.Maybe we wll do it, but not now, some years later.

Number of International Students at Number of International Students at Lithuanian University of Health SciencesLithuanian University of Health Sciences

JOINT ACTIVITIESJOINT ACTIVITIES• In 2006 Lithuanian Universities decided to share

intelectual and finnancial resources in international marketing of study programmes

• Experience of Kaunas University of Medicine by the Association of Lithuanian higher Education Institutions was recognized as good practice in this field

• For 2006 - 2007 Kaunas University of Medicine was appointed as coordinating institution in international marketing

• Association of Lithuanian Higher Education Institutions allocated budget for these purposes

Approaches for Lithuanian Universities Approaches for Lithuanian Universities to appear in global marketto appear in global market

• Study programmes should be of high quality and tested during life

• Everyone must find his niche in global market and propagate it actively

• Everyone need to determine perspective regions for admission of foreign students

Common for Lithuanian Common for Lithuanian Universities strong sidesUniversities strong sides

• Studies in foreign languages (English)• Studies in EU country• Every institution has honuored “alumni”• Number of international partners and

projects• Study fees are moderate

Common for Lithuanian Common for Lithuanian Universities weak sidesUniversities weak sides

• Non satisfactory conditions in students dormitories

• Libraries should be better• Small network of Lithuanian Embassies and

Consulates 

JOINT MARKETING ACTIONSJOINT MARKETING ACTIONS• Common promotional materials:

booklets, posters• Common participation in educational

fairs in foreign countries• Common advertisement in foreign

countries• Common participation in NAFSA

(USA) exhibition

Number of International Students at Number of International Students at Lithuanian University of Health SciencesLithuanian University of Health Sciences

Country Number %1 Israel 107 44,2%2 Lebanon 72 29,8%3 Pakistan 11 4,5%4 India 9 3,7%5 Germany 7 2,9%6 UK 5 2,1%7 Australia 3 1,2%8 Sweden 3 1,2%9 Canada 2 0,8%

10 France 2 0,8%11 Jordan 2 0,8%12 Nepal 2 0,8%13 Norway 2 0,8%14 Syria 2 0,8%15 Tajikistan 2 0,8%16 Belgija 1 0,4%17 Brazilija 1 0,4%18 Estija 1 0,4%19 Hong Kongas 1 0,4%20 Italy 1 0,4%21 Mexico 1 0,4%22 Netherlands 1 0,4%23 Poland 1 0,4%24 Russia 1 0,4%25 USA 1 0,4%26 Venezuela 1 0,4%

Total 242 100,0%

Students' citizenships 2006n=242

Israel

Pakistan

India

Germany

UK

Australia

Sweden

Canada

France

Jordan

Nepal

Norway

Syria

Tajikistan

Belgija

Brazilija

Estija

Hong Kongas

Italy

Mexico

Netherlands

Poland

Russia

Lebanon

International students at Lithuanian International students at Lithuanian University of Health SciencesUniversity of Health Sciences

International admissionInternational admission

International admission. 2006 (n=68); 2011 International admission. 2006 (n=68); 2011 (n=121)(n=121)

Number of International Students at Number of International Students at Lithuanian University of Health SciencesLithuanian University of Health Sciences

ConclusionsConclusions• Universities need marketing • The marketing activities are directly

connected and depend on universities strategy

• In marketing joint efforts of internal stakeholders (Rectorate, International office, departments, academic personnel) and external stakeholders (Immigration offices, Embassies and Consulates, Ministries of Education and Foreign Affairs) are needed

Thank you for Thank you for attentionattention!!