For institutions aiming to find the best international talent for their PhD, including that from outside their own campuses, it is vital to present their opening to the right audience. One of the main dilemmas faced by advertisers responsible for publicizing their PhDs on INOMICS, is whether their INOMICS Announcement should be advertised as a course/study program or a job opening. The difference between the two categories is more important than it might seem at first sight: many candidates are looking for a specific category only.