Marketing strategies and challenges at Lithuanian University of Health Sciences 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

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

8-Aug-159 AROUND 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.

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 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

International students at Lithuanian University of Health Sciences

International admission

International admission (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!