The Internet is a valuable tool in bridging the physical distance that separates educational institutions from potential students abroad. Internet technologies, which include both websites and email, are also tools used by students themselves as they research possible degree programs. For Internet technologies to serve as a critical success factor, they must be used wisely. Universities can put the Internet to best use by providing as much information as possible on their school website and providing online resources that are easily searchable. School officials can also provide email addresses at which potential students can reach them in case of questions.
The details of a university's degree programs are another major factor in attracting potential international students. To improve their competitiveness, universities can focus on the practical benefits of their degree programs including practical training, job opportunities, gained skill sets and graduate satisfaction. If available, profiles of recent graduates can be provided. For non-Anglophone students, the possibility of English-language classes may serve as another potential draw. In addition to the specific course offerings of a degree program, higher-education institutions may also want to stress the economic value of the degree being offered to foreign students.
Information availability is also important in determining the success of any international education-marketing effort. While targeted campaigns can familiarize foreign students with new degree programs, a university's international reputation remains a key factor in attracting foreign students. Though well-known universities can rely on historical prestige, younger or smaller educational institutions seeking to attract a new pool of students may require a different strategy. To appeal to international students, these schools can focus on their fields of expertise in any marketing materials as well as on any awards or recognition received. In addition, schools can highlight any links to historical institutions or figures.
For international students who find themselves far from home and plunged into a foreign culture, successful social integration into the host institution is a key factor in overall happiness and satisfaction with a degree program. Educational institutions can stress their willingness to facilitate the integration of foreign students through targeted programs for those students. Emphasizing the breadth of local activities and groups available for foreign students as well as the safety and ease of movement of the area surrounding a university may also prove beneficial in easing the concerns of foreign students. Any appealing cultural sites or customs of the host community may also help attract international students.