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…mehr
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.
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 In dustrial 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.
Inhaltsangabe
Part 1 Introduction:Role of International Marketing in Higher Education
1. Introduction
Terry Wu and Vik Naidoo
Part 2 Emerging Themes and StrategicPerspectives
2. The Relevance of Marketing Activitiesfor Higher Education Institutions
Luis Fernando Angulo-Ruiz, Albena Pergelova, and JurajCheben
3. Entry Modes as a Component ofInternational Marketing Strategy: AMixed-Method Analysis of Higher Education Services
Vik Naidoo, JeromeDonovan,Trenton Milner, and Cheree Topple
4. Researchor Applied Universities? An Exploratory Qualitative Study of ProspectiveStudent's Selection of Universities with Different Brand Identities
Rajat Roy and VikNaidoo
5. University Websites Design in InternationalStudent Recruitment: Some Reflections
Emmanuel Mogaji
Part3 Regional Case Studies
6.Brand Soul in Higher Education: A Case Study of a U.S. University GO program
Robert Williams, ScottManning, Susannah Morris and Jerrell Habegger
7. Developing Economy Universities Competing in a GlobalMarket: Evidence from Thailand
Scott Hipsher and Joe Bulmer
8.Student Expectations and Experiences in Higher Education: a Comparison of Stateand Private Universities in Germany
Stephen Platzand Dirk Holtbrügge
9.Going Global: Factors Influencing Norwegian Students' Intention to Study Abroad
RichardGlavee-Geo and Åse Mørkeset
10.Driving Forces of International Students When Choosing a Non-traditionalDestination - Hungary
