Marketing strategies and challenges at Lithuanian University of Health Sciences

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Marketing strategies and challenges at
Lithuanian University of Health Sciences

• Prof. Angelija Valanciute
• Lithuanian University of Health Sciences

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International students as () of total students
(Eurostat, 2006)
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Growing Numbers of international Students in
Lithuanian Universities
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Number of Undergraduate Students at Lithuanian
University of Health Sciences and Number of
International Students
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International students as () of total students
at Lithuanian University of Health Sciences
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Number of International Students at Lithuanian
University of Health Sciences
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HISTORY (programs in English)

• 1990 Medicine
• 1991 Pharmacy
• 1994 Odontology
• 2004 Public Health(Masters degree)
• 2011 Veterinary Medicine

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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

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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.

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Number of International Students at Lithuanian
University of Health Sciences
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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

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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

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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

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Common for Lithuanian Universities weak sides

• Non satisfactory conditions in students
  dormitories
• Libraries should be better
• Small network of Lithuanian Embassies and
  Consulates 

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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

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Number of International Students at Lithuanian
University of Health Sciences
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International students at Lithuanian University
of Health Sciences
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International admission
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International admission. 2006 (n68) 2011 (n121)
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Number of International Students at Lithuanian
University of Health Sciences
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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

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Thank you for attention!