Marketing strategy & figures

Measuring efficiency is an integral part of marketing. In order to properly evaluate marketing activities and make timely adjustments if necessary, it is important to be able to measure results. Management reports and market research provide insights into the results of our marketing activities. The information retrieved from these sources is incorporated in the marketing strategy for the UT and the different target groups and educational programmes.

Marketing strategy

Annual plans of the Marketing department

The marketing and communication strategy is formulated in various plans. On the basis of these plans, the marketing activities are then decided upon per target group, target country and educational programme.

A copy of these plans can be requested through the secretary's office: Mevr. Richters:

Marketing research

Research conducted by the Marketing department

In order to obtain a greater insight into consumer motives and the effect that marketing activities have on these, the marketing department has various market researches carried out each year. 


Target group


BSc intake research


Even years

MSc intake research


Odd years

Evaluation visitors open days

Bachelor / Master

March & November

In addition, ad hoc research is conducted upon request.

Figures (intake, recruitment activities)

Presentations school information session for prospective Dutch and German students

Marketing activities are being evaluated and adjusted based on a variety of reports that give insight into the amount of (pre-)enrollments, visitors of the website, requests for brochures, and participants of events organised by the University of Twente.

  • (Pre-)enrollments
  • Marketing information
  • Dashboard(s)


Rankings provide an insight into the quality of universities around the world and play an important role in the process international students go through when choosing an educational programme. While it is difficult to influence the position a university holds in a ranking, rankings are still an important factor in international student recruitment.

Target countries 

As far as recruitment is concerned, it is important to note that BSc recruitment will mainly take place in Europe. The recruitment of MSc students will take place both within and outside of Europe, BSc recruitment benefitting from the marketing efforts made for MSc recruitment.

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