Marketing strategies and challenges at
Lithuanian University of Health Sciences
• Prof. Angelija Valančiūtė
• Lithuanian University of Health Sciences
International students as (%) of total students
(Eurostat, 2006)
Growing Numbers of international Students in
Lithuanian Universities
4000
2867
3000
2247
2000
1000
3103
1337
714
0
2005
2006
2007
2008
2009
Number of Undergraduate Students at Lithuanian
University of Health Sciences and Number of
International Students
International students as (%) of total students at
Lithuanian University of Health Sciences
Number of International Students at
Lithuanian University of Health Sciences
HISTORY (programs in
English)
• 1990 – Medicine
• 1991– Pharmacy
• 1994 – Odontology
• 2004 –Public Health(Masters’
degree)
• 2011 – Veterinary Medicine
Marketing actions
• Advertising in newspapers, on the
web
• Workshops about studies in LSMU in
foreign countries
• Entrance exams in foreign countries
• Distribution of printed material via
mail
• Students fairs, educational
exhibitions, conferences
AROUND 2000
1.There is no need to do marketing. We
are not a supermarket;
2.There is no need to do marketing it cost
money; we are so good that the
students will come anyway;
3.Yes, we agree that the marketing is
necessary, if somebody else is going to
do it (Ministry of Education??);
4.Maybe we wll do it, but not now, some
years later.
13-Apr-15
9
Number of International Students at
Lithuanian University of Health Sciences
JOINT ACTIVITIES
• In 2006 Lithuanian Universities decided to share
intelectual and finnancial resources in
international marketing of study programmes
• Experience of Kaunas University of Medicine by
the Association of Lithuanian higher Education
Institutions was recognized as good practice in
this field
• For 2006 - 2007 Kaunas University of Medicine
was appointed as coordinating institution in
international marketing
• Association of Lithuanian Higher Education
Institutions allocated budget for these purposes
Approaches for Lithuanian Universities
to appear in global market
• Study programmes should be of
high quality and tested during life
• Everyone must find his niche in
global market and propagate it
actively
• Everyone need to determine
perspective regions for admission
of foreign students
Common for Lithuanian
Universities strong sides
•
•
•
•
Studies in foreign languages (English)
Studies in EU country
Every institution has honuored “alumni”
Number of international partners and
projects
• Study fees are moderate
Common for Lithuanian
Universities weak sides
• Non
satisfactory
conditions
in
students
dormitories
• Libraries should be better
• Small network of Lithuanian Embassies and
Consulates
JOINT MARKETING
ACTIONS
• Common promotional materials:
booklets, posters
• Common participation in educational
fairs in foreign countries
• Common advertisement in foreign
countries
• Common participation in NAFSA
(USA) exhibition
Number of International Students at
Lithuanian University of Health Sciences
Citizenships of International Undegraduate Students (n=437)
Academic year 2011/2012
Israel 96
Spain 65
Sweden 63
Lebanon 41
Poland 21
Poland India
21
18
Lebanon 41
India 18
S. Korea 15
Germany 13
S. Korea 15
Ireland 13
Germany 13
United Kingdom 12
Norway 9
Sri Lanka 7
France 7
Sweden 63
Ireland 13
Pakistan 5
United Kingdom
12
Norway 9
Sri Lanka 7
Estonia 5
Switzerland 4
China 4
USA 4
France 7
Pakistan 5
Russia 3
Others 29
Spain 65
Austria 3
Estonia 5
Switzerland 4
China 4
Israel 96
USA 4
Russia 3
Austria 3
Others 29
Students' citizenships 2006
UK
Australia
n=242
Sweden
Pakistan
Canada
India
France
Germany
Lebanon
Israel
1
Jordan
2
Nepal
3
4
Norway
5
Syria
6
7
Tajikistan
8
Belgija
9
Brazilija
10
11
Estija
12
Hong Kongas13
14
Italy
15
Mexico
16
Netherlands 17
18
Poland
19
20
Russia
21
22
23
24
25
26
Country Number
%
Israel
107 44,2%
Lebanon
72 29,8%
Pakistan
11
4,5%
India
9
3,7%
Germany
7
2,9%
UK
5
2,1%
Australia
3
1,2%
Sweden
3
1,2%
Canada
2
0,8%
France
2
0,8%
Jordan
2
0,8%
Nepal
2
0,8%
Norway
2
0,8%
Syria
2
0,8%
Tajikistan
2
0,8%
Belgija
1
0,4%
Brazilija
1
0,4%
Estija
1
0,4%
Hong Kongas
1
0,4%
Italy
1
0,4%
Mexico
1
0,4%
Netherlands
1
0,4%
Poland
1
0,4%
Russia
1
0,4%
USA
1
0,4%
Venezuela
1
0,4%
Total
242 100,0%
International students at Lithuanian
University of Health Sciences
International admission
International admission. 2006 (n=68); 2011
(n=121)
Number of International Students at
Lithuanian University of Health Sciences
Conclusions
• Universities need marketing
• The marketing activities are directly
connected and depend on universities
strategy
• In marketing joint efforts of internal
stakeholders (Rectorate, International
office, departments, academic personnel)
and external stakeholders (Immigration
offices, Embassies and Consulates,
Ministries of Education and Foreign
Affairs) are needed
Thank you for
attention!