This course has passed.


Independent schools across the UK have achieved a high reputation internationally as providers of excellent education.

With overseas pupils forming just over 5% of independent school’s pupil population it is estimated that overseas pupils contribute £750 million each year in school fees.

On this Enhancing International Admissions & Marketing for Independent Schools course, delegates will develop their international marketing strategy by utilising cultural intelligence, understanding various parental drivers and legal requirements for admissions.

In an increasingly competitive environment, independent schools cannot rely on reputation alone to attract the best students. In order to effectively attract international students, independent schools must develop long-term, dynamic marketing and admissions strategies.

Through a series of workshops and case studies, this one day course led by experienced International Student Recruiter, Francisco Bustos, delegates will leave with the confidence and skills to enhance their marketing strategy, ensuring they remain competitive and admit the best pupils when marketing overseas.

With this knowledge and skills school leaders will seize the opportunity of international interest in British schooling and maximise this revenue stream.


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Learning Outcomes

  • Learn to effectively segment and analyse your overseas market
  • Develop your school’s marketers’ abilities
  • Inform Tier 4 sponsorship of overseas pupils with a thorough legal understanding
  • Examine best practice positioning and targeting experience in the overseas market
  • Target markets with innovative and bespoke school marketing
  • Understand the drivers behind international student family behaviours
  • Create a robust international pupil marketing and admissions strategy
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:15 - 09:45


09:45 - 10:00

Speaker's Welcome and Clarification of Learning Objectives

10:00 - 10:40

Remaining Competitive in International Recruitment

  • Understand the broad challenges encountered marketing overseas
  • Adapt to fluctuations in international perception following Brexit
  • Establish what your school wants to achieve through marketing
  • Develop communication channels to effectively engage with international students
10:40 - 11:20

Integrating Cultural Intelligence for Effective Marketing

  • Explore approaches for the particular characteristics of different overseas markets
  • Understand the various factors that underpin overseas demand
  • Align your marketing campaign with your school’s pupil profile
  • Build an effective communications strategy for dealing with foreign pupils, families and agents
11:20 - 11:40

Morning Break

11:40 - 12:15

Case Study: Best Marketing Practice from a Leading International School

  • Understand the different marketing approaches of international schools
  • Incorporate successful education pathways and tailored programmes
  • Establish what factors influence a successful campaign
  • Engage your audience, through effective market intelligence and segmentation
12:15 - 13:00

Understand Legal Requirements for International Admissions

  • Enhance your understanding of the latest UKVI demands and changes for international admissions
  • Recognise the common mistakes, minimise risk and maximise compliance
  • Anticipate legislative changes and the possible impact of Brexit on Tier 4 and visas
13:00 - 14:00


14:00 - 15:00

Understand Overseas Parent Drivers

  • Gain an insight into different parental drivers and how your admissions process can meet these expectations
  • Understand the variety of factors affecting parental behaviour and choice
  • Learn how to optimise bespoke education programmes to meet parental needs
  • Determine how to market multiple education pathways across different international markets
15:00 - 16:00

Workshop: Develop a Long-Term Marketing Strategy

In groups, work with the chair and develop a clear action plan to enhance marketing in your institution and ensure success moving forward

  • Establish next steps in creating a long-term marketing framework
  • Gain tips to effectively use digital channels and social media to engage with potential students and families
  • Develop research methods to best target international students
  • Learn what factors to incorporate in creating a successful campaign
16:00 - 16:15

Feedback, Evaluation & Close


etc. Venues – Victoria, London

One Drummond Gate, Pimlico,, London, SW1V 2QQ