This project was commissioned by Fontys International Business School (FIBS), Minor program. Like all international business schools also Fontys wants to ensure international learning environment for their students. Fontys Minor is a very suitable program for exchange students and that is why course coordinator Daniël van Melis would like to double the amount of exchange students choosing the Minor program from the ex-change programs offered by FIBS. The aim of this project was to answer a research question: What are the concrete actions to undertake in order to attract more exchange students into the Minor program in Fontys International Business School (FIBS)? Recommendations that can solve this challenge are offered to the Minor program.

Theories about educational institution marketing, value driven marketing, service marketing, content marketing and social media tools were carefully viewed to create a solid theoretical foundation to build this project for. Interview and a survey were conducted in order to map the current situation of the Minor program and determine starting point for the project. Secondary data was used to add reliability of the research and back up research findings. It was founded that Minor program has very motivated and professional team but they are lacking marketing planning and students are not engaged as part of the creation of the program. There are several different solutions offered for Minor program team to overcome these problems so that they can consistently communicate their message and attract more exchange students to choose the program. For example by creating a content marketing plan, utilizing social media channels and updating the old content and marketing channels it is possible for the Minor program to reach their goals.