Learning from Crisis: Holistic Strategies for Enhancing Foreign Student Attraction and Management in the Post-Pandemic Era

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From October 2022 to May 2023, I led research to analyze the patterns of organizational change and the responses of domestic universities to more effectively attract and manage foreign students during the COVID-19 period. Z University was selected as a single-case study. Through interviewing 11 professionals in international higher education or strategic planning at the case institution, we collected and analyzed qualitative data using the grounded theory method. The results were then presented within the theoretical framework of Lewin's 3-stage change model.


Below is a brief summary of the research findings and policy recommendations that I present with my co-researcher Ms. Dahee NAM and Professor Hyun-seok SHIN at Korea University.


In light of the recent pandemic, our study offers critical insights that underscore the necessity of a holistic approach towards understanding the educational and strategic significance of foreign students in Korean universities. It delineates potential pathways for the progressive development of effective strategies in attracting and managing foreign student admissions in the post-pandemic era.


Firstly, the study illuminates the drastically changed landscape of foreign student recruitment and management, which has turned exceedingly competitive during the COVID-19 period. It particularly highlights the situation at Z University, where there has been a significant decline in the mobility of credit and certificate transfers as compared to degree mobility. Furthermore, it notes the expansive growth in reach and accessibility of student recruitment activities leveraging digital technologies and virtual reality. The emergent wave of universities rooted in new digital technologies and Massive Open Online Courses (MOOCs) has intensified transnational competition for foreign student enrolment.


Secondly, the paper accentuates Z University's vigorous organizational responses aimed at minimizing the adverse effects of COVID-19 on the recruitment and management of foreign students. While initial strategies were impeded by a focus on control measures imposed by government authorities, the university pivoted to enhance the qualitative aspects of foreign student management, moving beyond mere quantitative expansion. This strategy, grounded in a commitment to ensuring student satisfaction and achievement, leverages online and digital technologies to foster a rich educational environment, thus encouraging more foreign students to choose Z University in the post-pandemic period. Moreover, it underscores the vital role of intra-organizational communication and cooperation in realizing these strategies.


Thirdly, the discourse advocates for a strategic balance between online and offline elements in the post-pandemic era, as a central tenet in crafting policies for foreign student recruitment and management. Drawing from the innovative technologies and creative approaches inculcated during the pandemic, it encourages universities to maintain the momentum of organizational transformations spurred by COVID-19, rather than reverting to pre-pandemic norms.


In conclusion, the research furnishes salient policy implications for the efficient attraction, management, and support of high-caliber foreign talents under unpredictable circumstances, such as a pandemic. Some pivotal considerations are:


  • Collaborative System: A collaborative system within university departments facilitates effective foreign student recruitment. Reference can be made to Z University's strategy of sharing resources and fostering horizontal and vertical communication during the pandemic period.
  • Inclusive Perspective: Developing a comprehensive view encompassing language programs, short-term courses, graduate students, and postdoctoral researchers is essential. A focus on preemptively securing outstanding foreign research talents is advised.
  • Expert Training: Understanding the changing trends in international student migration and nurturing experts capable of recruiting students from various countries is imperative. The pandemic has underscored the risks of relying heavily on a few countries for student recruitment.
  • Expanded Perspective: Expanding the perspective on foreign students beyond numerical growth is critical. It is essential to focus on quality enhancement, understanding the diversity and complexity of the students' needs, and experiences to foster a nurturing educational environment.


By offering a roadmap grounded in significant policy insights, our study stands as a seminal resource for Korean universities navigating the complex terrain of foreign student recruitment and management in unprecedented times. It catalyzes a paradigm shift towards a more robust, adaptive, and inclusive approach, ensuring sustained growth and dynamism in the higher education sector amidst evolving global trends.


*For the full research paper, please visit http://dx.doi.org/10.22838/jher.2023.6.1.131.

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