Determining the target market is a significant aspect of the collaboration. The other question that must be asked and answered is who is responsible for doing the marketing and recruitment. In the case of the Ulster collaboration, the negotiated agreement stated that while both schools would do marketing, Regis University would be responsible for most of the effort. Ulster would host the courses on its WebCT platform. This proved to be a problem since the Regis marketing team had no experience selling a program in another country and had to play catch up. With both ITESO and NUIG each school markets to its own market, which seems to be a better approach. This also means that each school identifies who the target market will be. In the case of the Ulster collaboration it was Regis University's role to identify the European market which proved to be much more difficult than thought. Consideration must be given to doing marketing studies in the countries to be involved. Such studies need to include who are the potential students, their companies, whether the companies assist in paying the tuition, and what the tuition range will be. If the collaboration will include offering the degree program beyond the two countries, what are the global considerations. Agreement is needed between the partners on what is to be marketed. Here again cultural differences and regional differences play a part. What may work in the U.S. is not necessarily what will work in Latin America.