Bridging today’s students with tomorrow’s opportunities: internationalization strategies to leverage alumni for brand positioning of Universiti Sains Malaysia

This study aims to highlight ways in which we can leverage alumni, especially international alumni, in addressing challenges that higher education institutions (HEIs) face in marketing their institutions to increase the number of prospective international students. When alumni share their experiences with peers through word-of-mouth (WoM), they have a direct influence on the decision of prospective students on whether to study at a particular institution or not. For students, the lure of an international experience is great, but what the experience offers is critical. To leverage alumni for brand positioning of HEI, it is important to first engage them. Therefore, a large part of the internationalisation strategy of Universiti Sains Malaysia focuses on the student experience to gain cross-cultural competency. This is evident through international experiences, which include activities such as student exchange programs, study abroad, international volunteering, internships, and personal travels that provide students with experiences in another country or cultural context. This paper also discusses internationalisation strategies in promoting intercultural competence and engaging our alumni.