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!!