The University of Manchester was formed in October 2004 and the strategic plan of the institution - 'Manchester 2015' - publicly outlined specific internationalisation goals including ambitious targets for increasing revenue from international recruitment. But, in 2005, Manchester could have been considered to be underperforming in its recruitment from India, and therefore India was identified as a priority market.
Manchester's experience between 2005 and 2008 no doubt mirrors the strategic prioritisation of recruitment from India for a large number of UK HEIs. This poster presentation attempts to present and analyse the Manchester experience as a case study of targeted recruitment in a highly competitive global context.