International Marketing of Higher Education

This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.

Auteur

Terry Wu is Professor of Business at the University of Ontario Institute of Technology, Canada. His research focuses on international marketing, marketing of higher education, globalization, and trade policy. His research has been published in academic journals including Management International Review, Columbia Journal of World Business, Journal of Marketing Management, International Marketing Review, Journal of Business and Industrial Marketing, among others. Vik Naidoo is Head of International Student Recruitment and Research Associate at the University of Sydney, Australia. His research on the internationalization and marketing of higher education has been published in outlets such as the Journal of Business Research, Journal of Marketing Management, and Journal of Business and Industrial Marketing.

Contenu

Part 1 Introduction: Role of International Marketing in Higher Education

1. Introduction

Terry Wu and Vik Naidoo

Part 2 Emerging Themes and Strategic Perspectives

2. The Relevance of Marketing Activities for Higher Education Institutions

Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj Cheben

3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services

Vik Naidoo, Jerome Donovan, Trenton Milner, and Cheree Topple

4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student's Selection of Universities with Different Brand Identities

Rajat Roy and Vik Naidoo

5. University Websites Design in International Student Recruitment: Some Reflections

Emmanuel Mogaji

Part 3 Regional Case Studies

6. Brand Soul in Higher Education: A Case Study of a U.S. University GO program

Robert Williams, Scott Manning, Susannah Morris and Jerrell Habegger

7. Developing Economy Universities Competing in a Global Market: Evidence from Thailand

Scott Hipsher and Joe Bulmer

8. Student Expectations and Experiences in Higher Education: a Comparison of State and Private Universities in Germany

Stephen Platz and Dirk Holtbrügge

9. Going Global: Factors Influencing Norwegian Students' Intention to Study Abroad

Richard Glavee-Geo and Åse Mørkeset

10. Driving Forces of International Students When Choosing a Non-traditional Destination - Hungary

Beatrix Lányi and Gyöngyi Pozsgai