Importance of Webpage Content and Design for Higher Education Export

Abstract

Higher education export is gaining more and more importance taking into account international competition, the benefits offered by the industry and demographic changes in many countries – the number of local students is reducing due to low birth rates and extensive emigration of young people. There are many academic publications on several aspects related to higher education export. The aim of research is to analyse foreign students’ evaluation on the importance of different organisations’ (universities, agencies dealing with higher education export, ministries) webpage content and design for higher education export. Research methods used: scientific literature review analysis, evaluation of webpages by experts, survey of foreign students (using the evaluation scale from 1 to 10, where 1 means ‘do not agree’, and 10 – ‘fully agree’). Data obtained from the foreign student survey are analysed by indicators of descriptive statistics (arithmetic mean, mode, median, range, standard deviations, standard error of mean), cross-tabulations, correlation analysis and factor analysis. The obtained research results have indicated narrow places and challenges for the information placed in respective webpages and webpage design which could be practically implemented.