In this episode of EdUp International, we continue last-week’s conversation with Ben Waxman, CEO of INTEAD, who introduces a powerful new metaphor for international student recruitment: the metro map. Instead of a straight line from lead to admit, Ben encourages institutions to think of their campus as city central and their website as the main subway station—a hub of engagement and discovery for each prospect’s journey.
Ben shares real-world examples of institutions building long-term global branding:
Babson College through Babson Global
University of Rhode Island, spotlighting its oceanography and marine science expertise in Korea
University of North Texas, creatively engaging the local Vietnamese diaspora through community outreach
He also dives into how to communicate with leadership–advocating for international opportunities using data and strategy, and into a discussion of the evolving landscape of tech education—where demand for tech graduates in programs like cybersecurity and data analytics will remain strong, AI or no AI.
💬 Can your institution inspire prospects to say:"Hmmm, I hadn’t thought about you before. Maybe I’ll visit a few more of those touchpoints and get to know you better."
🎧 Tune in now to explore how to build authentic engagement, manage upward with leadership, and stay the course in times of policy chaos.
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