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Dr. Zsófia Duga, Head of the Marketing and Communications Department at the University of Pécs Medical School, gave an interview to Marketing.hu about the strategic role of higher education marketing, the challenges of international student recruitment, data-driven decision-making, and the impact of artificial intelligence.

She believes that in the competition for international students, traditional communication tools are no longer sufficient. Instead, focusing on conscious brand building, accurate understanding of target groups, and continuous renewal is necessary.

„We are present on the international market where real competition exists for students. From my point of view, the biggest challenge is to remain an organisation that is authentic, humane, and data-driven in this global competition. We have to address multiple generations, cultures, and markets with the same value proposition” – she said and also added that the most significant issue today is not gaining attention, but building trust and creating long-term commitment.

She highlighted the fact that marketing has become a strategic function at the University of Pécs Medical School. It does not only support communication, but functions as an area that directly contributes to student recruitment, international visibility, and institutional branding.

Regarding artificial intelligence, she said that it has become an essential part of work and education, as well. It is used for brainstorming, content creation, automation, and support for search engine optimization, but it definitely cannot replace every function.

„We already use artificial intelligence for creating content, for instance to shorten texts or adapt them for different target audiences. However, we still create the original content ourselves. I believe that professionals who understand the potential of artificial intelligence and use it consciously and responsibly will gain competitive advantage. At the same time, it is important to emphasize that it cannot replace strategic thinking, creativity, or human decision-making” – said the Head of the Marketing and Communications Department.

According to Dr. Zsófia Duga, higher education marketing faces three main challenges: increasing competition for students because of demographic changes, global competition for international students, and the impact of information and decision-making processes, effected by artificial intelligence and digitalization, on students’ behaviour. She believes that the most successful universities of the future will be those that can offer excellent education, a strong brand, and an outstanding student experience.

Source:

Marketing.hu

Photo:

Dávid Verébi