What Students Really Want (or Don’t Want) from Your Marketing

In this episode of Higher Ed Chats, we're joined by Joanna Kumpula, Head of International Education at Tampere University in Finland, for a comprehensive discussion about student expectations, authentic communication, and the realities of international recruitment in today's complex landscape.

With over two decades of experience in international higher education, Joanna brings deep expertise in understanding what prospective students genuinely seek from universities. For the past six years, she has guided international recruitment strategy at Tampere University, a 2019 merger of two established Finnish institutions now serving a diverse community of international learners.

This conversation tackles fundamental questions about modern higher education marketing: How do students evaluate trustworthiness across different communication channels? What information barriers prevent students from applying? How can institutions authentically communicate both opportunities and challenges? What's the real role of soft skills in program design and promotion? And critically, does institutional brand recognition still matter when students are program-focused?

Joanna shares candid perspectives on transparency in cost communication, the power of student voices in recruitment, and why email remains dominant despite emerging platforms. We explore Tampere's approach to building community among international, European, and Finnish students, the mandatory emphasis on problem-based learning, and how universities connect academic programs directly to industry needs.

The discussion concludes with Joanna's thoughtful—and admirably honest—reflections on the future of international education, including concerns about educational fragmentation, micro-credentials versus degrees, and the challenge of maintaining academic community in an increasingly fast-paced, politically complex environment.

Who’s in the episode?

Joanna Kumpula is the Head of International Education at Tampere University in Finland, where she leads the international student recruitment efforts. For over 20 years, Joanna has dedicated her career to international higher education, including a four-year stint as Chair of Marketing and Recruitment at the European Association for International Education.

Scott Miller is the host of Keystone Higher Ed Chats and the Executive Director of Keystone's international division, bringing over 11 years of EdTech experience to conversations about global education.

After graduating from DePauw University, living and working in different cultures showed him that stepping outside your comfort zone doesn't just broaden your horizons; it reshapes them entirely. That belief in the transformative power of international experiences brought Scott to Keystone in 2010, where he's spent over a decade (and counting) helping higher education institutions reach students worldwide.

On Keystone Higher Ed Chats, Scott speaks with thought-leaders in the industry about what he's most passionate about: how education changes lives, how cultural experiences broaden perspectives at any age, and how Keystone's mission—connecting students with their ideal higher education institution—makes those life-changing moments possible.

Timestamps & Takeaways

Timestamps

Takeaways

From mobility to degree programs. European international education initially centered on student exchanges and study abroad programs. The shift toward full English-taught degree programs represented a transformative evolution, requiring new approaches to recruitment, service design, and faculty collaboration.

Email remains the key option for consequential decisions. Despite interest in emerging platforms and AI tools, students making major life decisions—where to live, how to invest education funds—prioritize channels offering verifiable records and detailed information. Email provides the trustworthiness and preservation needed for admission processes and financial planning.

Student-led cost transparency. Beyond publishing tuition fees, effective cost communication might require student involvement in explaining budgeting strategies or housing options. Student ambassadors authentically address misconceptions about expense levels while acknowledging genuine financial realities. This peer-to-peer approach resonates because recent graduates understand current saving strategies that staff members have forgotten.

Industry-informed soft skills integration. Rather than marketing soft skills separately, effective programs embed problem-based learning, networking opportunities, and industry connections into core curricula based on employer feedback. Master's students arrive with bachelor-level experience and clear awareness of career requirements, making them receptive to skills-focused program design.

Program specificity over brand recognition. Master's students typically know their precise interests, making program quality more important than institutional name recognition. Bachelor's students require more guidance translating general interests into specific fields, benefiting from school counselor partnerships internationally. Country reputation and parental influence play larger roles at the bachelor level than at master's level where individual program characteristics dominate decision-making

Higher Ed Chats

February 10, 2026

13 minutes

AIEA 2026: How to Navigate Volatility in Global Higher Education

In this episode of Keystone Higher Ed Chats, host Scott Miller speaks with Clare Overmann, CEO of the Association of International Education Administrators (AIEA), about the shifting realities shaping global higher education leadership. With over two decades of experience in international education, Clare shares her personal journey into the field and exp...

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What Students Really Want (or Don’t Want) from Your Marketing

Who’s in the episode?

Joanna Kumpula

Scott Miller

Timestamps & Takeaways

Timestamps

Takeaways

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AIEA 2026: How to Navigate Volatility in Global Higher Education

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