Introduction Since the spread of the epidemic, many countries have closed their national doors and restricted people from exiting the country. Travel restrictions also affect students’ plans to study abroad. Schools in many countries have experienced a downward trend in the number of international students. The number of international students is declining, but even the number of local students is also declining. For many private schools, the loss of students represents a decline in profitability. As we all know, education in many countries has formed an education industry chain. In other words, the school can also become a profit-oriented organization. Based on the current situation of the decline in the number of students, this article aims to analyze the current status of the education industry and analyze the actual needs of students, which has achieved the purpose of stimulating students’ enthusiasm for studying and increasing the number of students in schools. Statement of the problem Education in developed countries has formed an industry. Among them, international students are an essential part of this education industry. It is noticed that the number of international students in some private schools is minimal. The school needs to take some measures to increase the enrollment rate of international students. To attract more international students, there are some problems we should figure out. A．What are the key factors that influence enrollment rate？ B. What could be proposed to attract foreign students？ Background As a country where English is a second language, the Philippines has become a popular destination for learners. More and more overseas students are attracted by the educational advantages of the Philippines (Pat & Janet, 2015). In the past ten years, the number of overseas students in the Philippines has gradually increased. However，the situation becomes slightly different under the influence of the pandemic in 2020. According to data from the Philippine Immigration Bureau, affected by the pandemic and travel restrictions, the number of international students coming to the Philippines dropped sharply last year, and the number of student visa applications fell by 75%. Compared to 4,785 in 2019, only 1,254 foreign citizens are applying for student visas in 2020 (CNN Philippines, 2021). During the pandemic period, some private schools experienced a decline in the enrollment rate of students. The school needs to take some measures to increase the enrollment rate of international students. The number of international students in private school is minimal. During the pandemic period, some private schools experienced a decline in the enrollment rate of students. The school needs to take some measures to increase the enrollment rate of international students. If we treat further study education as a trade service and not free service，we should clearly defined customers and sellers also the benefits from the procedures of the trade services (MĂCRIŞ & MĂCRIŞ, 2011). Research by (Hurwitz, Kumar, & College, 2015)shows schools with slower tuition growth and lower tuition have experienced a more significant application growth rate. To some extent, the cost of further study may be one of the factors that students consider when choosing a school. Researchers should explore whether tuition fee is an influencing factor of the enrollment rate. Kasmaee, Nadi & Shahtalebi(2016) mentioned some components of higher market education including cost and student finance，univercities promotion，university service ，university place and so on. These could all be investigated as some variable for student’s enrollment rate. Online learning is a new approach engaged with higher education facing the pandemic. Some advantages and challenges of online teaching methods can be seen (Hast, 2021). It may be an opportunity for private schools to increase enrollment rate and further minimize the missed education. Review of Related Literature Online Marketing for International education According to Yang, S., & Akhtaruzzaman, M. (2017), ” Designing and using a website is crucial for the education provider because many potential customers are willing to visit the website to choose the right University.” Information and communications technology is a cost-effective option for Higher Education to reach out to their target market for international students. (Phang, S. L. 2013) The use of the website and email has provided a digital presence for higher Education , which brings about numerous opportunities to market themselves to their target market.(Alexa, E. L., Alexa, M., & Stoica, C. M. 2012). Marketing plays a vital role in all forms of organization, likewise, most universities’ continuous existence would depend on what strategy they can adopt to increase their students. Alexa, E. L., Alexa, M., & Stoica, C. M. (2012) quoted “On the other hand, prospective students use the same technologies in their decision-making process(Gomes & Murphy, 2003).” Globalization and Internationalisation in Higher Education Globalization and internationalization lead to the creation and implementation of business theory for Higher Education. (Phang, S. L. 2013) Due to the global market expansion, Countries like the United States and the United Kingdom started recruiting international students. Also, Countries with growing economics like Japan, India, Australia, and China, actively began researching and developing strategies to attract qualified international students. (Onk, V. B., & Joseph, M. 2017) Agents play a vital role in the recruitment of International Students; they are the intermediary between the Educational Institution and the international students. (Yang, S., & Akhtaruzzaman, M. 2017) Arcilla, R. G., & Jeong, L. S. (2013), describe ” The General Agreement on Trade in Services(GATS) has eleven different sectors under trade-in Services and four different Modes. The following are the trade in the services sector: business and professional services, communication services, construction and related services, distribution services, education services, energy services, environment services, financial services, health and social services, tourism services, and transport services. These services are in any of the four following modes: Cross-Border Trade( Mode 1): The consumer remains in his country while the service supplier remains in his country as well; This is more achievable in today’s society due to remote studying in the case of Education; only services across the border. Consumption Abroad(Mode 2): The consumer travels abroad to avail of the services. Commercial Presence(Mode 3): The service supplier sets up an office or branch in the consumer’s country. Movement of Natural Persons(Mode 4): The supplier travels to another country temporarily to supply the services. “ Students motivation for Higher Education Abroad Social motivation Social motivation is an important factor affecting students’ choice to study abroad. Students who participate in studying abroad can broaden global awareness, experience new social culture, conduct social interaction, meet new people and break away from the original social life (Nyaupane, et al. 2011). Moreover，a survey shows most American parents believe that it is very important for children to learn a foreign language, study abroad, know more international students and understand other countries and cultures (NAFSA, 2006). This trend of social and cultural identity also increases students’ motivation to study abroad. Mental motivation Li, Olson, & Frieze(2013) mentioned that students who choose to study abroad have high achievement motivation. They tend to study hard and challenge difficult tasks. Also, neophilia plays a vital role in students who decide to study abroad. People with neophilia personality show more intense feeling seeking or novelty seeking behavior. They have a higher willingness to study abroad and are more willing to associate with freshmen who come from different backgrounds and have different values. Conceptual framework This article will refer to the sectors of marketing mix models conducted by (Kasmaee, et al.，2016). and mainly explores the key factors that influence students’ choice of enrollment in the Philippine education market. This model is designed for universities planning their marketing strategies. By studying this market model, we can clearly see which factors are more affected by international students’ school choice in the Philippine education market. Marketing mix modelProgramPricePromotionPeopleProspectusProminencePlacePhysical facilities Introduction Since the spread of the epidemic, many countries have closed their national doors and restricted people from exiting the country. Travel restrictions also affect students’ plans to study abroad. Schools in many countries have experienced a downward trend in the number of international students. The number of international students is declining, but even the number of local students is also declining. For many private schools, the loss of students represents a decline in profitability. As we all know, education in many countries has formed an education industry chain. In other words, the school can also become a profit-oriented organization. Based on the current situation of the decline in the number of students, this article aims to analyze the current status of the education industry and analyze the actual needs of students, which has achieved the purpose of stimulating students’ enthusiasm for studying and increasing the number of students in schools. Statement of the problem Education in developed countries has formed an industry. Among them, international students are an essential part of this education industry. It is noticed that the number of international students in some private schools is minimal. The school needs to take some measures to increase the enrollment rate of international students. To attract more international students, there are some problems we should figure out. A．What are the key factors that influence enrollment rate？ B. What could be proposed to attract foreign students？ Background As a country where English is a second language, the Philippines has become a popular destination for learners. More and more overseas students are attracted by the educational advantages of the Philippines (Pat & Janet, 2015). In the past ten years, the number of overseas students in the Philippines has gradually increased. However，the situation becomes slightly different under the influence of the pandemic in 2020. According to data from the Philippine Immigration Bureau, affected by the pandemic and travel restrictions, the number of international students coming to the Philippines dropped sharply last year, and the number of student visa applications fell by 75%. Compared to 4,785 in 2019, only 1,254 foreign citizens are applying for student visas in 2020 (CNN Philippines, 2021). During the pandemic period, some private schools experienced a decline in the enrollment rate of students. The school needs to take some measures to increase the enrollment rate of international students. The number of international students in private school is minimal. During the pandemic period, some private schools experienced a decline in the enrollment rate of students. The school needs to take some measures to increase the enrollment rate of international students. If we treat further study education as a trade service and not free service，we should clearly defined customers and sellers also the benefits from the procedures of the trade services (MĂCRIŞ & MĂCRIŞ, 2011). Research by (Hurwitz, Kumar, & College, 2015)shows schools with slower tuition growth and lower tuition have experienced a more significant application growth rate. To some extent, the cost of further study may be one of the factors that students consider when choosing a school. Researchers should explore whether tuition fee is an influencing factor of the enrollment rate. Kasmaee, Nadi & Shahtalebi(2016) mentioned some components of higher market education including cost and student finance，univercities promotion，university service ，university place and so on. These could all be investigated as some variable for student’s enrollment rate. Online learning is a new approach engaged with higher education facing the pandemic. Some advantages and challenges of online teaching methods can be seen (Hast, 2021). It may be an opportunity for private schools to increase enrollment rate and further minimize the missed education. Review of Related Literature Online Marketing for International education According to Yang, S., & Akhtaruzzaman, M. (2017), ” Designing and using a website is crucial for the education provider because many potential customers are willing to visit the website to choose the right University.” Information and communications technology is a cost-effective option for Higher Education to reach out to their target market for international students. (Phang, S. L. 2013) The use of the website and email has provided a digital presence for higher Education , which brings about numerous opportunities to market themselves to their target market.(Alexa, E. L., Alexa, M., & Stoica, C. M. 2012). Marketing plays a vital role in all forms of organization, likewise, most universities’ continuous existence would depend on what strategy they can adopt to increase their students. Alexa, E. L., Alexa, M., & Stoica, C. M. (2012) quoted “On the other hand, prospective students use the same technologies in their decision-making process(Gomes & Murphy, 2003).” Globalization and Internationalisation in Higher Education Globalization and internationalization lead to the creation and implementation of business theory for Higher Education. (Phang, S. L. 2013) Due to the global market expansion, Countries like the United States and the United Kingdom started recruiting international students. Also, Countries with growing economics like Japan, India, Australia, and China, actively began researching and developing strategies to attract qualified international students. (Onk, V. B., & Joseph, M. 2017) Agents play a vital role in the recruitment of International Students; they are the intermediary between the Educational Institution and the international students. (Yang, S., & Akhtaruzzaman, M. 2017) Arcilla, R. G., & Jeong, L. S. (2013), describe ” The General Agreement on Trade in Services(GATS) has eleven different sectors under trade-in Services and four different Modes. The following are the trade in the services sector: business and professional services, communication services, construction and related services, distribution services, education services, energy services, environment services, financial services, health and social services, tourism services, and transport services. These services are in any of the four following modes: Cross-Border Trade( Mode 1): The consumer remains in his country while the service supplier remains in his country as well; This is more achievable in today’s society due to remote studying in the case of Education; only services across the border. Consumption Abroad(Mode 2): The consumer travels abroad to avail of the services. Commercial Presence(Mode 3): The service supplier sets up an office or branch in the consumer’s country. Movement of Natural Persons(Mode 4): The supplier travels to another country temporarily to supply the services. “ Students motivation for Higher Education Abroad Social motivation Social motivation is an important factor affecting students’ choice to study abroad. Students who participate in studying abroad can broaden global awareness, experience new social culture, conduct social interaction, meet new people and break away from the original social life (Nyaupane, et al. 2011). Moreover，a survey shows most American parents believe that it is very important for children to learn a foreign language, study abroad, know more international students and understand other countries and cultures (NAFSA, 2006). This trend of social and cultural identity also increases students’ motivation to study abroad. Mental motivation Li, Olson, & Frieze(2013) mentioned that students who choose to study abroad have high achievement motivation. They tend to study hard and challenge difficult tasks. Also, neophilia plays a vital role in students who decide to study abroad. People with neophilia personality show more intense feeling seeking or novelty seeking behavior. They have a higher willingness to study abroad and are more willing to associate with freshmen who come from different backgrounds and have different values. Conceptual framework This article will refer to the sectors of marketing mix models conducted by (Kasmaee, et al.，2016). and mainly explores the key factors that influence students’ choice of enrollment in the Philippine education market. This model is designed for universities planning their marketing strategies. By studying this market model, we can clearly see which factors are more affected by international students’ school choice in the Philippine education market. Marketing mix modelProgramPricePromotionPeopleProspectusProminencePlacePhysical facilities 3. METHODOLOGY 3.1 Research design This study mainly focuses on international student group and decide to investigate those international students who already studied in the schools in the Philippine to get the potential factors for international students’ choice on studying in the Philippine. Quantitative analysis and inductive method are used to explore the topic. Questionnaires was used to collect data from Google form link as a survey instrument. The questionnaire adopted has been developed under the theme of marketing mix model in previous studies (Kasmaee, et al.，2016). 3.2 population and sampling The sample group is targeted at the international student group and we further specified the international student who must studied or studying in the Philippines. Emphasized with our investigators all above eighteen years old. Course planings, place, cost, facilities & services, promotion, processes, staff & faculty, customer relationship and customer satisfaction are defined as our nine independent variables. 3.3 data collection procedure A questionnaire survey was created through the Google form and the structured questionnaire was formed in two parts: student profile and variable factors. In the factors part, there includes nine main theme was on the likert scale of 1 to 5. The google form link was sent in the international student group chart and also sent to their personal email. After all data get back to researchers, SPSS will be performed to test it. 4. RESULTS AND DISCUSSION From the end of data collection period，46 responses are replied to our survey. Table 1 to Table 5 shows the demographic characteristics of the respondents. They show the gender, age, home country, school type and program who responded to the question of the questionnaires. The sampled international students have 22 female and 24 male. The age group has been categorized into four groups. 28.3 percent of the sample is between 18-25 years old(n=13). 41.3 percent of the sample is between 26-30 years old (n=19). 11 international students come from 30-40 age group which take account of 23.9 percent. The last 40 above age group takes account of 6.5 percent (n=3). Classification of home country continent is presented in Table 2. 67.4 percent (n=31) of respondents are from Africa, followed by Asia and oceanic with 28.3 percent (n=13) and 4.3 percent (n=1) respectively. 80.4 percent (n=37) of the sample is studying in private school while 19.6 percent (n=9) of sample studying in public school. The table shows the frequency and the percentage of each variable as follows. Frequencies of gender LevelsCounts% of TotalCumulative % LevelsCounts% of TotalCumulative % LevelsCounts% of TotalCumulative % LevelsCounts% of TotalCumulative % LevelsCounts% of TotalCumulative %Female 22 47.8 % 47.8 % Male 24 52.2 % 100.0 % Frequencies of age18-25 13 28.3 % 28.3 % 26-30 19 41.3 % 69.6 % 30-40 11 23.9 % 93.5 % 40 above 3 6.5 % 100.0 % Frequencies of home country continentAfrica 31 67.4 % 67.4 % Asia 13 28.3 % 95.7 % Oceania 2 4.3 % 100.0 % Frequencies of type of University attendPrivate University 37 80.4 % 80.4 % Public University 9 19.6 % 100.0 % Frequencies of program enrolled?Doctorate Course (Ph.D.) 11 23.9 % 23.9 % Exchange student 1 2.2 % 26.1 % Master program 15 32.6 % 58.7 % Other 5 10.9 % 69.6 % Undergraduate 14 30.4 % 100.0 % Reliability test: >0.9 Excellent Scale Reliability Statistics Cronbach’s αscale 0.953 Results Reliability Analysis Scale Reliability Statistics Cronbach’s αscale 0.953 Descriptives Frequencies Frequencies of gender LevelsCounts% of TotalCumulative %Female 22 47.8 % 47.8 % Male 24 52.2 % 100.0 % Frequencies of age LevelsCounts% of TotalCumulative %18-25 13 28.3 % 28.3 % 26-30 19 41.3 % 69.6 % 30-40 11 23.9 % 93.5 % 40 above 3 6.5 % 100.0 % Frequencies of home country continent LevelsCounts% of TotalCumulative %Africa 31 67.4 % 67.4 % Asia 13 28.3 % 95.7 % Oceania 2 4.3 % 100.0 % Frequencies of type of University attend LevelsCounts% of TotalCumulative %Private University 37 80.4 % 80.4 % Public University 9 19.6 % 100.0 % Frequencies of program enrolled? LevelsCounts% of TotalCumulative %Doctorate Course (Ph.D.) 11 23.9 % 23.9 % Exchange student 1 2.2 % 26.1 % Master program 15 32.6 % 58.7 % Other 5 10.9 % 69.6 % Undergraduate 14 30.4 % 100.0 % References [1] The jamovi project (2021). jamovi. (Version 2.0) [Computer Software]. Retrieved from https://www.jamovi.org. [2] R Core Team (2021). R: A Language and environment for statistical computing. (Version 4.0) [Computer software]. Retrieved from https://cran.r-project.org. (R packages retrieved from MRAN snapshot 2021-04-01). [3] Revelle, W. (2019). psych: Procedures for Psychological, Psychometric, and Personality Research. [R package]. Retrieved from https://cran.r-project.org/package=psych. Uni educational planning Descriptives Variety of academic coursesCurriculum structureStudent exchange programQuality of teachingPossibility in choosing teaching methodN 46 46 46 46 46 Mean 4.35 4.30 3.70 4.39 3.85 Median 5.00 4.50 4.00 5.00 4.00 Standard deviation 0.849 0.840 1.19 0.930 1.13 Minimum 2 2 1 1 1 Maximum 5 5 5 5 5 Cost Descriptives Cost of educationCost of livingFinancial aid or discount in tuition feesAvailability of scholarshipMarketing approach of the universityEmployment perspectiveN 46 46 46 46 46 46 Mean 4.35 4.33 3.72 3.65 3.74 3.57 Median 5.00 5.00 4.00 4.00 4.00 4.00 Standard deviation 0.875 0.920 1.34 1.37 1.06 1.56 Minimum 2 1 1 1 1 1 Maximum 5 5 5 5 5 5 Place Descriptives Location of the universityUniversity and dormitories attractivenessN 46 46 Mean 4.26 3.65 Median 5.00 4.00 Sum 196 168 Standard deviation 1.06 1.20 Minimum 1 1 Maximum 5 5 Uni facilities and services Descriptives Universities educational facilitiesCreation the technological parks in universitySport facilitiesProviding good quality services to studentsAccess to computer facilitiesN 46 46 46 46 46 Mean 4.41 3.72 3.67 4.41 4.15 Median 5.00 4.00 4.00 5.00 4.00 Sum 203 171 169 203 191 Standard deviation 0.777 1.09 1.28 0.884 1.01 Minimum 2 1 1 1 1 Maximum 5 5 5 5 5 Uni promotion Descriptives University reputationUniversity safetyStudent union activitiesUniversity promotion by othersN 46 46 46 46 Mean 4.63 4.65 3.72 3.78 Median 5.00 5.00 4.00 4.00 Sum 213 214 171 174 Standard deviation 0.572 0.640 0.981 1.11 Minimum 3 3 1 1 Maximum 5 5 5 5 Processes Descriptives Deploying learning organization elementsUniversity research approachQuality of university managementN 46 46 46 Mean 4.11 4.11 4.39 Median 4.00 4.00 5.00 Standard deviation 0.849 0.849 0.802 Minimum 2 2 2 Maximum 5 5 5 Staff and. Faculty Descriptives Empowering facility and staffFaculty academic reputationN 46 46 Mean 4.26 4.41 Median 4.50 5.00 Standard deviation 0.905 0.777 Minimum 2 3 Maximum 5 5 Customer relationship Descriptives Creating relationship with prospect students through websitePrinting booklets about the universityCreating relationship with prospect students through visiting the schoolCreating relationship with prospect students and their families through open days visit from universityParticipation in scientific conferencesReporting the university outputUniversity participation in social activitiesN 46 46 46 46 46 46 46 Mean 4.07 3.59 4.04 3.61 3.80 4.09 4.02 Median 4.00 3.00 4.00 4.00 4.00 4.00 4.00 Standard deviation 0.952 1.05 0.918 1.04 1.09 0.939 1.02 Minimum 1 1 1 1 1 2 1 Maximum 5 5 5 5 5 5 5 Customer satisfaction Descriptives Introducing universities abilitiesIdentifying student needsProviding consultancy services N 46 46 46 Mean 4.04 4.22 4.20 Median 4.00 4.50 4.00 Standard deviation 0.868 0.964 0.980 Minimum 2 1 1 Maximum 5 5 5 VariableMeanRankVariety of academic courses4.357Curriculum structure4.309Quality of teaching4.396Cost of education4.357Cost of living4.338Location of the university4.2610Universities educational facilities4.413Providing good quality services to students4.413University safety4.651University reputation4.632Quality of university management4.396Faculty academic reputation4.413
