Task 3 Reading to verify your sources


Below is the introduction to a proposal for the Gateway University marketing strategy written by the head of the International Office, Roy Williams. It is based on a selection of the data from page 157.


Find answers to the questions from Task 2 in the text, then answer the questions below. a One question from Task 2 is not answered completely in the text. Which one is it? b Which information from the figures is not included in the text?


Key words International student


recruitment: the future Roy Williams, International Office


GATEWAY UNIVERSITY


Gateway University, like most UK universities, is interested in increasing the number of applications from overseas students. They generate a large amount of income for the university, as well as helping the university to become truly internationalized. This report examines some of the trends in overseas student recruitment in recent years at Gateway University and proposes future targets. Figure 1 shows the percentages of students who applied to Gateway University from different regions in 2010. Almost one-half of Gateway University students come from outside the UK, with one-quarter from other European countries but less than one-fifth from regions outside Europe. Figure 2 shows that overseas students provide the largest source of direct


income from fees, which means that they contribute a great deal to the financial well-being of the university. In 2010, the university received over 17 million pounds from overseas student fees, compared with only 6.5 million from UK students and less than 3 million from other EU students. Increasing the number of overseas students would benefit the university financially. Table 1 shows the trends in applications from overseas students for a range of


courses. The most popular courses are in the fields of Management and Computer Science. In the past three years, the number of applications for Management courses has remained stable, at just over 200 applicants, and application numbers for Computer Science have risen significantly, to more than 300. The most likely reason for this is the great interest in Computer Science from Chinese applicants and the need for well-qualified workers in IT and project management in many developing countries. In addition, there has been a sharp increase in the number of applications for degrees in Life Sciences, with five times as many applications in 2010 as in 2008. Gateway University has a rapidly growing reputation in environmental management research, which could explain the increasing popularity of these degrees for overseas students. In conclusion, based on these trends, Gateway University needs to explore


potential markets in developing countries, as well as promoting its strengths, in order to attract more overseas students.


truly examines proposes future targets regions almost one-half of one-quarter less than one-fifth direct income financial well-being 17 million pounds has remained stable have risen significantly well-qualified workers project management in addition a sharp increase five times as many


a growing reputation


the increasing popularity potential markets


Task 4 Thinking critically about purposes


Why does the proposal not mention income from teaching or research grants and publishing?


ACCESS EAP: Foundations • Unit 9 159


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