Case studies

Waseda Business School
Appeal to potential students in Asia and Europe by introducing career development of a Mongolian graduate

[Date] 2020/03/24  [Media] Nikkei Asia(Nikkei Asian Review)
Appeal to potential students in Asia and Europe by introducing career development of a Mongolian graduate

Waseda University Business School (WBS), which works to develop highly skilled people who can succeed on a global scale, is actively accepting overseas students and enhancing its support system. Therefore, WBS has placed an advertorial with NIKKEI Asia as well as banner ads on FT.com to strengthen its approach to international students from Southeast Asia and Europe.

In the advertorial, a female graduate aiming to start a business in Mongolia is profiled in an English interview format. In the interview, she talks about her experiences while studying abroad, such as how she chose WBS from among the many business schools around the world, the school’s curriculum, and her interactions with classmates of various nationalities and cultures. The strengths of the WBS support system, such as living assistance in Japan and job hunting help for students, are also mentioned.

Ms. Ito, in charge of marketing for WBS, said, “As we sought to target Asian students, we found that NIKKEI Asia has an excellent reputation, especially in Southeast Asia, and matched our target. Also, I found the microsite of the advertorial very charming.” Regarding the FT banner ads linked to the advertorial, she said, “It was easy to grasp the number of impressions and click rate. The NIKKEI Asia and FT packages had good cost performance in that they could appeal to FT readers outside the Asian region.” In the future, WBS plans to spread awareness to other regions such as Europe, the U.S. and Africa.

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