This thesis explores the key elements influencing students’ choice of university, focusing on both Chinese and international students studying in Europe. It adopts a mixed-methods approach, combining qualitative interviews with quantitative questionnaire data to ensure a comprehensive understanding of the topic. The findings reveal that academic reputation, career opportunities, and program fit are among the most influential factors shaping students’ decisions. The research also highlights cultural and personal considerations that vary across nationalities. Overall, the study provides valuable insights for universities aiming to attract diverse student groups and improve their international marketing strategies.