Education agents are commercial organizations that provide support to students in their higher education journey, helping them choose universities and programs, submit applications, apply for study visas, and other services, and that also help education institutions meet enrollment objectives by finding and recruiting suitable students. Agents can range from small family-owned companies with a single office, to large public companies with offices in dozens of cities. Agents earn revenue by charging service fees to students, or recruitment fees to education institutions, or in some cases both.
Published in Chapter:
Beyond Lead Generation: AI and Personalization in Student Recruitment
Joseph D. Morrison (Concourse Global Enrollment, USA)
Copyright: © 2021
|Pages: 25
DOI: 10.4018/978-1-7998-3796-1.ch010
Abstract
International education is rooted in the ideals of diversity, inclusion, and cross-cultural understanding. However, the industry falls short of these ideals during the student recruitment process, which is often concentrated in just a few source markets, with impersonal systems and practices. New technology, notably artificial intelligence, is creating new opportunities for institutions to address this challenge. New platforms can spread the attention and engagement of university recruiters to every corner of the globe, deliver a more personalized experience to prospective applicants that have historically been ignored, improve campus diversity, and lessen the industry's climate impact by reducing the need for travel. Insights can be drawn from the high technology industry to create trust and scale, adequate venture capital is available globally, and organizations such as the Groningen Declaration Network (GDN) can provide the necessary governance. Together, these factors will enable a global electronic marketplace for education with greater diversity and personalization.