Outreach to International Students from China at California State University San Marcos

The basis of an education alone is not enough to sell students on a specific university. Both experiences offered and repour of a university play a large role in enticing students to enroll, international students are no exception. The largest group of international students coming to the United States for an education come from China. In total, about 30% of overall international students with roughly 1 million in total in the United States alone. With that, the aim of the research is to explore why students come to CSUSM, what aspects of an education are most valued, and how CSUSM can increase their marketing to highlight these coveted aspects. Relevant background and cultural norms will be discussed as it pertains to student’s decision making and the effectiveness of marketing campaigns. As there are various cultural aspects and traditions, offerings of appropriate and inappropriate cultural displays will show the ideal ways of operating a marketing campaign targeting Chinese international students. Discussion of new tactics to gain donations, international student engagement, and enrollment will be discussed as it pertains to China. A more succinct target audience will be defined under which all of these assertions will be made.