Attracting international students: a proposal for the School of Engineering of the University of Minho

Abstract

In a competitive global environment, higher education institutions(HEI) are pushed to design and implement refined to strive, counting on the quality of education, the excellence of research and the ability to effectively transfer knowledge to society. Bearing in mind that an organized strategy would boost the international visibility and brand promotion of the School of Engineering of the University of Minho (EEng), leveraging its position in the ranking of HEI quality and reputation, and taking into taking into account the motivation regarding the increase of the number of international students (scientific recognition, international scientific cooperation networks, attraction of high potential students and revenue), this paper portrays the evolution of the internationalization pattern of the School of Engineering of the University of Minho, presenting the most significant progress regarding international networking in both research and educational activities, which has contributed to increase the international visibility of the School. Moreover, the paper draws on theoretical frameworks of services marketing and HEI marketing, namely concerning the motivation to study abroad, to support the goal of increasing the number of international students at the School. Furthermore, new strategies are proposed to achieve broader international academic contact networks and establishing even more international collaborative initiatives.