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This study analyses how Moroccan universities, particularly Al Akhawayn University (AUI), use digital marketing to attract international students. Applying Critical Discourse Analysis (CDA), we examine AUI’s social media campaigns and webpages. Results show effective use of platforms like TikTok and Instagram to promote global engagement and campus life. However, content often overlooks international students’ specific needs. The findings highlight both the strengths and gaps in current strategies, offering insights for improving international recruitment through targeted digital communication.

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Enhancing International Student Recruitment Through Digital Marketing: A Critical Discourse Analysis of Moroccan Universities

  • 章节

  • 发表日期：

    2025年

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  • Khadija Moutaqi

摘要

This study analyses how Moroccan universities, particularly Al Akhawayn University (AUI), use digital marketing to attract international students. Applying Critical Discourse Analysis (CDA), we examine AUI’s social media campaigns and webpages. Results show effective use of platforms like TikTok and Instagram to promote global engagement and campus life. However, content often overlooks international students’ specific needs. The findings highlight both the strengths and gaps in current strategies, offering insights for improving international recruitment through targeted digital communication.