There are some key differences between promoting an undergrad program and a grad program internationally:
- Prospective students are high school students
- Typically, parents are the ones who pay, but students are the real ‘consumers’
- Marketing has to speak to both parents and students to persuade both that you are the right school for them
- Prospective students may be undergrad students or working adults
- In the case where they are working adults, they usually pay for the program themselves. Otherwise their company pays for it.
- Certain grad programs can also be promoted as corporate training programs or executive education programs
These will also guide you in your marketing direction and strategy.
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