Internationalization in Vietnamese Higher Education - Advancing sustainable development goals through international student recruitment: The case of Ho Chi Minh City University of Economics and Finance (UEF)

The global landscape of international student mobility is marked by an almost threefold increase in mobile students and a substantial shift toward multipolarity and the rise of emerging educational institutions.Internationalization of Higher Education is recognized as an indispensable component in sustainable development.Countries like Vietnam are increasingly recognized as a promising destination for international students in Asia, driven by economic growth, affordable education, and targeted recruitment strategies.Continued improvements in institutional quality, student services, and international partnerships will be key to sustaining and expanding Vietnam's appeal in the global education market, fostering diversity and contributing to national soft power.This study aims to comprehend the cognitive decision-making process and the factors influencing international students' choices to study and remain in Vietnam.Using a case study approach, the research explores the decision-making processes, employing pull-push marketing frameworks and SWOT analysis to assess institutional strategies.Findings reveal that while Vietnam is emerging as an attractive destination for international students, recruitment success is primarily driven by operational factors, economic prospects, institutional reputation, and targeted marketing strategies, including social media and brand positioning.However, challenges such as limited resources, language barriers, and ad-hoc internationalization approaches persist, potentially hindering the sustainability and quality of knowledge production.By focusing on institutional quality and enhancing the student experience, Vietnamese HE strengthens its international appeal and actively supports the attainment of global development objectives, particularly contributing to SDG 4, the broader HE role in achieving the full set of SDGs through human formation and knowledge production.