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Proposal of recommendations to Brno universities on how to attract Chinese students
 Wei, Wei
With the trend of internationalization and globalization, there is an increasing number of Chinese students who choose to pursue higher education in European countries. The Czech Republic is not lagging behind either, the number of Chinese students is visibly growing. The purpose of this thesis is to investigate the major factors influencing Chinese students’ decision-making of an overseas study destination and to provide marketing campaign recommendations to universities in Brno on how to attract more Chinese students. The main data source was primary research via in-depth interviews (n = 15) and online questionnaires (n = 158), group discussion and author’s own experience. The findings suggest that universities in Brno have the potential to win more Chinese students to study there. The city of Brno offers students a low-cost and attractive study environment. Recommendations for university managements were provided.
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