About this course

Online student recruitment usually involves many people: Marketing. Recruitment. Faculties. External Agencies. And maybe more.

To work together effectively, you need to be on the same page.

This course is designed to bring together your institution's student recruitment team in the broadest sense of the word, build a shared understanding and come out with an actionable strategy.

Course curriculum

Learning goals

Upon successfully completing the course, you will be able to:

  • Describe the key strategic questions that need to be answered before embarking on online student recruitment campaigns;
  • Understand how to budget for digital marketing campaigns realistically;
  • Understand the different campaign types and their relative strengths and weaknesses;
  • Describe key university website features and potential pitfalls
  • Identify effective ways to follow-up with prospective students;
  • Measure and analyse the most important student recruitment Key Performance Indicators (KPIs) ;
  • Evaluate online recruitment campaign proposals and progress reports;
  • Understand the key benefits and usage scenarios of CRMs
  • Collaborate effectively with external marketing agencies.
learning goals

Training format

This programme is delivered as a self-paced e-course with live small-group sessions (max group size: 12). All participants will get full lifetime access to the online course materials and assignments.

The assignments are designed to help the participants analyse your institution's setup. They can be done individually, but are best done in small subgroups prior to the live sessions.

The course includes three live 2-hour Zoom sessions in which we discuss the assignments and apply the theory to your real-world online recruitment challenges and priorities.

What's included?

  • Permanent access to the digital course materials
  • 3 Live online training sessions, dedicated to your institution
  • Recordings of the coaching sessions.
  • Final 1-hour check in 3 months after completion

learning goals


Melissa Abache

Director, international student recruitment at Koç University

We approached Guus because I had purchased his book about recruiting international students using Google Ads and I liked how practical, easy to understand and useful the book was for semi-beginners like me.

By signing up for the course I wanted to help my team and different teams in our university in Communications and Graduate Schools speak the same language of digital marketing for student recruitment, whether domestic or international. Our aim was to become more fluent in the key concepts, measuring the performance of digital marketing campaigns and being able to brief and evaluate external agencies in a way that would reduce spending money or effort on the wrong things.

Our group was mixed in terms of seniority, functional areas and years of experience with digital marketing. It was a pleasure taking part in the weekly live sessions where we would go over the key lessons of that week (watching the videos took about 1 – 2 hours every week) and complete exercises in small groups. The exercises allowed us to re-evaluate existing campaigns for some of our programs from different perspectives but anchored in the key metrics given in the course. Of course, you can’t remember every detail after a couple of months but we can always refer to the course PDF document which is long but has pretty much everything you need in there.

Today, I feel our team is able to completely run succesful in-house digital marketing campaigns to recruit international students to specific programs. Our area for further work is the measuring success part as it does involve having full control of several institutional websites but we’ll get there eventually.

Douglas Proctor

Irish University Association

The Irish Universities Association (IUA) was delighted to facilitate access to the e-course on "Fundamentals of Online Student Recruitment" for a group of staff working across its seven member universities.

This training enabled 31 seasoned professionals in the Irish higher education sector to gain valuable new insights into their work in an online context, as well as tangible plans of action to support future student recruitment.



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