It is December 2020, and we can talk about new developments in the field of education export. Definitely, the education industry has changed significantly as distance technologies have overtaken every aspect. In 2020 we have had a chance to test different instruments and approaches towards international marketing. Let us draw lessons from the past admission campaign and try to anticipate what we can take with us to 2021.
When countries have started closing the borders in March, nobody has actually realized the pandemic scales keeping hope that things will turn around. But in April, it has become clear that the spring stage of the admission campaign may fail. At this point, the global academic community has started looking for new forms of educational exhibitions and student fairs. The new instruments for admission campaign and international student recruitment have turned out to be:
- online expos;
- online presentations;
- search and social network advertising;
- student recruiters' relations.
Obviously, we cannot call any of these instruments an absolutely new development as each of them existed before the pandemic. However, Russian universities used them selectively and clearly as secondary instruments to prioritize conventional exhibitions and work through the alumni network. The situation has existed for decades, but it is time to change right here and now since the new formats will stay with us forever.