Creating an international recruitment and marketing plan at a historically Black university: An action research study

This qualitative study considered factors that contributed to creating an international student recruiting and marketing plan at a historically Black institution. The university is a historically Black institution in the south. Traditionally it recruits most of its students from the United States with few coming from outside the U.S. With no restrictions as to student numbers, increasing student enrollment from outside the U.S would seem to be a potential strategy for the institution. This study involved semi structured interviews and observations with staff and a reflection journal by the researcher. The study showed that the university lacked a cohesive, embedded international strategy and was dependent on individual interest within academic faculties; however those faculties that made efforts to market their courses did manage to recruit satisfactorily. Results also showed that support services were not designed to meet needs of international students and there was a lack of international community.