International Enrollment Management (IEM)

90-minute Conference Session

Mystery No More: Successfully Engaging Students in China and Beyond

Wednesday, October 19
1:30 PM - 3:00 PM
Room: Vanderbilt

Are you properly engaging international students with your marketing activities? This session will reveal the results of international student mystery shopping experiments of your peer institutions. Best practices, with a focus on digital marketing, will be explained for engaging prospective international students from initial contact through enrollment. A special emphasis on social media factors that affect student recruitment in China will be highlighted.

Learning Objectives:

Maggie Li


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Benjamin Waxman

Chief Executive Officer

Ben Waxman, CEO of International Education Advantage (Intead), manages strategic evaluations of international recruiting initiatives by conducting market and competitive analyses. He uses the data gathered to inform development and implementation of targeted branding and recruiting programs. Ben’s work within academia is rooted in the development of marketing campaigns focused on key differentiators. His recruitment plans apply the most relevant marketing tools from mobile apps and digital/interactive media to print collateral and traditional PR. He also relies on tapping a vast international network for those key personal introductions that result in valuable recruiting relationships. You will often find Ben managing virtual teams to achieve specific and measurable goals. Ben has international travel experience extending from Central and North America to the Middle East, Asia and Europe. He received his BA from Wesleyan University with study abroad in the Middle East. He received his MBA from Northeastern University.


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Mystery No More: Successfully Engaging Students in China and Beyond

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