Marketing Strategies Of Universities: Targeting Multicultural Students

With the number of students crossing borders for international study experiences on the rise, universities are increasingly marketing themselves as diverse and inclusive institutions. This is done through various means, including the provision of diversity statistics, the promotion of intercultural learning opportunities and the establishment of offices dedicated to diversity and equality. These initiatives are designed to attract students from a range of nationalities, cultures, and backgrounds, fostering a sense of belonging and respect. The benefits of attending a culturally diverse university are well-documented, from improved social and professional networking to enhanced critical thinking and problem-solving skills. As such, universities are keen to showcase their commitment to fostering vibrant and multicultural communities.

Diversity in the curriculum

One way to achieve this is by offering a range of courses that explore different cultures and issues related to multiculturalism. For example, Saint Louis University offers courses such as world music, contemporary black America, psychology of oppression, post-colonial literature, US Hispanic theology, and intercultural communication. These courses provide students with an opportunity to learn about different cultures and develop cultural awareness and understanding.

Additionally, universities can promote diversity in the curriculum by incorporating interactive and collaborative learning experiences that require students to work together. This ensures that every student feels included and has the space to learn in their own way. For instance, instead of traditional lectures, teachers can create learning activities that require group work and discussion. This approach allows students to connect with the material on a personal level and foster cultural awareness.

Furthermore, universities can bring in diverse speakers to add varying points of view and real-life context to different subjects. By exposing students to a range of perspectives and experiences, they can develop cultural competence and empathy. Universities can also encourage students to learn about their own cultural backgrounds and those of their peers, promoting a deeper understanding and appreciation of different cultures.

Some universities, particularly in the US, have made it a requirement for undergraduate students to complete a certain number of modules related to cultural diversity. This approach ensures that all students have the opportunity to engage with these important topics and develop a more inclusive mindset.

Overall, by incorporating diversity into the curriculum, universities can provide a richer and more engaging learning experience for multicultural students, helping them to feel valued and respected while also preparing them for the diverse workplaces of today's global society.

International student support

International students often find themselves far away from home, but choosing a university that values multiculturalism can help them feel more comfortable and included. Prospective international students should research a university's resources and diversity statistics to find the best fit for them. For example, they can look at how many international students are currently enrolled and whether the university has a department dedicated to multicultural affairs.

Many universities have an Office for Diversity and Equality, which provides support for staff and students with any concerns and promotes equal opportunities and treatment. Universities with large numbers of international students may also be more aware of the need to accommodate students with important cultural commitments. For instance, they may allow for special arrangements if an exam or deadline clashes with a religious festival or period of fasting.

Some universities also offer international exchange programs and English-taught undergraduate programs, which attract students from all over the world. For example, John Cabot University in Rome offers a diverse range of English-taught undergraduate programs, as well as the opportunity to be exposed to Italian on a daily basis. This can help students become multilingual and better prepared for the global workplace.

In addition to academic programs, universities may also offer extracurricular activities that promote intercultural exchange. For instance, the University of Pennsylvania has an International Residence Program, which encourages students from diverse backgrounds to live together in shared accommodation. There are also international student houses in various cities, such as Washington, DC, and Paris, which aim to provide students of different nationalities and cultures with the opportunity to live and learn together in a community of mutual respect and understanding. These initiatives can help international students feel more supported and included during their time abroad.

Celebrating cultural events

Organising Cultural Festivals and Programs:

Universities can organise cultural festivals that celebrate the diverse range of cultures represented on campus. These festivals can include music, dance, food, film screenings, exhibitions, and performances showcasing the unique aspects of each culture. For instance, the University of Nevada, Reno, holds an Annual Intercultural Month, featuring events that celebrate the various cultures of its student body. Similarly, Montclair State University's Inserra Chair offers a diverse calendar of Italian and Italian-American cultural events, including lectures, concerts, exhibitions, and film screenings, attracting students, alumni, and the local community.

Incorporating Intercultural Learning:

Universities can offer courses that promote intercultural learning and understanding. For example, Saint Louis University provides courses such as world music, contemporary black American studies, and intercultural communication. The University of Pennsylvania has an Intercultural Leadership Program that brings together domestic and international students for workshops and projects, fostering intercultural exchange and leadership.

Facilitating Student Clubs and Organisations:

Universities can encourage and support the formation of student clubs and organisations centred around different cultures and identities. For instance, Auburn University's Muslim Students Association, International Student Association, and Indian Student Organisation provide spaces for students to connect with others from similar cultural backgrounds and promote cultural diversity on campus.

Accommodating Cultural Commitments:

Universities should be mindful of important cultural commitments, such as religious festivals or periods of fasting, and make special arrangements to accommodate students' needs. This may include adjusting deadlines or exam schedules to ensure students don't have to choose between their academic obligations and cultural practices.

By actively celebrating cultural events and incorporating intercultural dialogue into campus life, universities create an inclusive and engaging environment that attracts and retains multicultural students. These celebrations foster a sense of community, enhance cross-cultural understanding, and contribute to a rich and diverse educational experience.

Inclusive admissions processes

Creating an inclusive admissions process is a key way for universities to market themselves to multicultural students. Prospective students from diverse backgrounds should be able to research a university's resources and diversity statistics to determine if it is the right fit for them. For example, they may want to know how many international students are currently enrolled, whether the university has a dedicated department for supporting multicultural students, and what multicultural clubs, unions, and activities are available.

In addition to providing this information, universities can actively recruit students from various ethnic and cultural backgrounds. This can be achieved by offering scholarships and mentorship programs for underrepresented groups, as well as promoting diversity and inclusion through student organizations and clubs.

Another aspect of inclusive admissions is ensuring that the curriculum is inclusive and reflects diverse perspectives, experiences, and academic disciplines. Examples of inclusive courses include multicultural studies, gender and sexuality studies, social justice, and international affairs. By offering these types of courses, universities signal to prospective multicultural students that their experiences and perspectives are valued and that they will have the opportunity to engage with individuals from various backgrounds, broaden their perspectives, and develop cultural awareness and understanding.

Furthermore, universities can market themselves as inclusive by highlighting any international exchange programs or English-taught undergraduate programs that attract students from all over the world. This demonstrates a commitment to providing a diverse and global learning environment, which is increasingly important as the world becomes more globalized.

By implementing these strategies, universities can create an inclusive admissions process that attracts and supports multicultural students, fostering a sense of belonging and respect for all.

Diversity in student bodies

Students who value diversity should consider researching a university's resources and diversity statistics before applying. For example, prospective students might want to know how many international students are currently enrolled, whether there is an Office of Multicultural Affairs or similar department, and whether there are multicultural clubs, unions, and activities on campus that support diversity and inclusivity.

A diverse campus environment is essential for promoting inclusivity and creating a sense of belonging where people from all backgrounds feel valued and respected. Underrepresented students benefit from seeing people like themselves in leadership positions, faculty, and the student body. This sends a powerful message that their voices and experiences matter. A University of Michigan study showed that educational interactions among racially and ethnically diverse groups resulted in positive learning outcomes, such as students feeling more engaged in class and motivated to study. The study also found that students who attended culturally diverse colleges and universities had strong critical thinking, problem-solving, and writing skills.

Many universities actively promote diversity and inclusion on their campuses by providing resources and support for underrepresented groups, such as scholarships and mentorship programs. They also offer student organisations and clubs focused on promoting diversity and inclusion, and prioritise diversity in the admission process by actively recruiting students from various ethnic and cultural backgrounds.

Some universities, particularly in the US, have made it a requirement for all undergraduate students to complete a certain number of modules in subjects relating to cultural diversity. For example, Saint Louis University offers courses including world music, contemporary Black America, psychology of oppression, post-colonial literature, US Hispanic theology, and intercultural communication. At the University of Pennsylvania, students can apply to participate in the Intercultural Leadership Program, which brings together a group of domestic and international students for a series of workshops and projects.

Frequently asked questions