Supervisor
Tracy Gallagher
Programme
MA in International Business
Keywords
International student recruitment, culturally tailored marketing, social media engagement.
Abstract
In today’s competitive higher education landscape, institutions increasingly rely on digital marketing strategies to attract and retain international students. ICOT College, an English Language Training provider in Ireland, faces challenges in recruiting and engaging a diverse international student base due to limited culturally tailored advertising and underutilisation of social media platforms. The global education sector has become more competitive following COVID-19, with students adopting more selective and research-driven approaches when choosing institutions. However, ICOT’s current marketing approach remains largely generic, lacking localisation, targeted messaging, and interactive digital engagement. This reduces its effectiveness in connecting with key international markets and weakens its overall online presence.
This study highlights the importance of culturally sensitive marketing, drawing on established frameworks such as Hofstede’s cultural dimensions, which demonstrate how messaging should be adapted to different cultural values and motivations. It also examines the role of social media platforms such as Instagram, TikTok, and LinkedIn in shaping institutional branding and student decision-making. The findings suggest that ICOT College’s low engagement levels and limited cultural adaptation in its digital strategy negatively impact brand perception, visibility, and student recruitment outcomes. The research concludes that more targeted, culturally aware, and interactive digital marketing strategies are essential for improving international student engagement and strengthening the college’s global competitiveness.
Date of Award
2025
Full Publication Date
2025
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/652.299.131
Recommended Citation
Ganbold, U.
(2025) Optimising Student Recruitment and Brand Awareness at ICOT College through Culturally Targeted Advertising and Social Media Strategies. CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.131