Samenvatting

The Hague University of Applied Sciences has made a great effort to attract international students and therefore, has been able to achieve certain successes. There is a growing number of international
students in the university, from 6% in 2006 to 10% in 2008. Recently, the university has developed another version of the International Marketing and Communications Plan for the period of 2010 and
beyond. Many significant opportunities are identified in this plan as a result of rapid changes in the education market, not only in the Netherlands but also globally. As an important opportunity stated in
this plan, one trend is clear to international students want to attend short-term courses (one-week to six-month courses). Students attending short-term courses will bring many benefits to the university, not only in terms of financial benefit but also increasing number of higher quality incoming students.
Summer schools are a typical type of short courses and may bring those expected benefits for the university. Therefore, it is advised to have a summer school in The Hague University of Applied Sciences. Since summer school has not been operated in the university, this project is devoted to this completely new international school from its basic concept to the marketing activities for it.