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Over the past decade, we have witnessed a surge in Higher Education institutions that offer students the opportunity to study abroad. This has led to a fiercely competitive market, as well as an increase in student mobility. Many students are driven by the desire to live an unforgettable experience while improving their professional competencies.
Studying abroad demands extensive preparation. Students must evaluate the options available to them and, based on various selection factors, make a final decision about their future university abroad. In order to attract international students, universities must craft effective marketing strategies. It is crucial that they provide as much information as possible to prospective students and refine their communication strategies.
The decision to study abroad is significant, and choosing the right university is an integral part of that process. Both quantitative and qualitative research methods were employed in this study. The data were collected directly from Halmstad University in Sweden, where the authors were studying in 2015.