Abstract:

The paper focuses on strategies for providing relevant course information for prospective international students of South-West University “Neofit Rilski” – Blagoevgrad and adopts the view that the formal and semantic characteristics of the English language used to build the international image of the university correlate with its virtual existence.

To substantiate this claim, it analyzes the process of facilitating information access at two levels:
1) structure-based availability (exploration of the university site);
2) language-based availability (inquiry into the language of course and program descriptions for foreign students).

A hypothetical high-probability search scenario is put forward, which presents different paths of familiarization with the opportunities the university offers to international students.

A conclusion is suggested that the information structure and its language suited to the general, rather than the native or specialized professional speaker of English form part of the university strategy for attracting foreign students and turning its community from a local into an international one.

Keywords:

Internationalization, education, intercultural contact.