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Cultural difference - international students (particularly South-East Asians) tend to trust 'the authority' and what they say, while kiwis might question the truth of it (eg, via social media).
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When prospective int students are looking at programmes (and other info), they are comparing against competitors on quantitative metrics including cost, duration and entry requirements. They are also looking for the 'prestige' or 'esteem' of the university or programme - they have no definitive measure of this, but they know it when they see it.
Audience types:
Programme focused
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