Most research online long before they contact an institution. Prospective students compare programs on university websites, study portals, rankings, social media and review sites, and they increasingly ask AI tools such as ChatGPT which programs suit their goals and budget.

Several factors decide: reputation and accreditation, recognition of the degree in their home country, total cost, flexibility of study, career outcomes and the experience of current students. A university that answers these questions clearly and consistently across channels has a clear advantage.