International Marketing of Higher Education (eBook)

Terry Wu (Autor)

Terry Wu, Vik Naidoo (Herausgeber)

eBook Download: PDF

2016
262 Seiten
Palgrave Macmillan US (Verlag)
978-1-137-54291-5 (ISBN)

Infos

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 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.

Inhalt

Contents 6
List of Figures 10
List of Tables 12
List of Contributors 14
Part I: Introduction 19
Chapter 1: The Role of International Marketing in Higher Education 20
Introduction 20
Organization of the Book 22
References 25
Part II: Emerging Themes and Strategic Perspectives 27
Chapter 2: The Relevance of Marketing Activities for Higher Education Institutions 28
Introduction 28
Overview of Higher Education Marketing Literature in Canada, France, and Sweden 30
Conceptual Framework: The Impact of Marketing in Higher Education 33
How Marketing Activities Affect Student Choice 33
Other Factors Affecting Student Choice 36
Methodology 39
Operationalization of Variables 41
Statistical Method 45
Empirical Findings 46
The Effect of Marketing Activities on Student Choice Across Developed Economies: Testing the Conceptual Model 46
Country-Specific Findings: Canada, France, and Sweden 50
Discussion and Conclusion 50
Limitations and Future Research Lines 53
References 54
Chapter 3: Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services 61
Introduction 61
Literature Review 64
Model Development and Hypotheses 66
Hypotheses Related to Firm-Specific (i.e. Ownership) Factors 69
International Experience 69
Entrepreneurial Orientation 70
Financial Capital 71
Reputation 72
Hypotheses Related to Location-Specific Factors 72
Market Potential 72
Location Familiarity 73
Hypotheses Related to Transaction-Specific Factors 74
Tacit Know-How 74
Empirical Analysis 75
Dependent Variable 75
Independent Variables 76
Control Variables 76
Institutional Distance 76
Analysis 79
Findings and Discussion 80
Conclusion 87
Appendix 3.1: Factor Analysis with Varimax Rotation 88
Appendix 3.2: Correlation Matrix for Complete Data Set 90
References 91
Chapter 4: Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities 97
Introduction 97
Literature Review 98
Regulatory Focus and University Evaluations 100
Regulatory Focus and Word of Mouth Interaction 101
Methodology 103
Findings 105
Discussion and Conclusion 108
References 109
Chapter 5: University Website Design in International Student Recruitment: Some Reflections 113
Introduction 113
Information Search by Students 114
Strategic Marketing and Segmentation 116
The Conceptual Framework 117
Creative Strategies for University Websites and an Increasingly Global Community 120
Individualistic Approach 120
Information 122
Images 123
Integration 124
Challenges 126
Conclusion 127
References 128
Part III: Regional Case Studies 132
Chapter 6: Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program 133
Introduction 133
Branding in Higher Education 134
The Go Program and Brand Soul at Susquehanna University 139
GO Long London 144
Conclusion 146
References 147
Chapter 7: Developing Economy Universities Competing in a Global Market: Evidence from Thailand 151
Internationalization of Higher Education 151
International Marketing, Competitive Advantages, and Positioning 153
International Marketing 153
Competitive Advantages 153
Brand Positioning 154
Market Segmentation 154
Marketing, Competitive Advantage, Positioning, and Segmentation in Developing Economies 155
Marketing, Competitive Advantage, Positioning, and Segmentation in Higher Education 155
Marketing in HE 155
Competitive Advantages Within the HE Sector 156
Positioning in HE 156
Branding in Universities 157
Market Segmentation in HE 158
National Brand Image 159
Language 160
International Higher Education in Asia and Thailand 161
Case Study of NUIC 163
Naresuan University 163
Naresuan University International College 164
Survey Results 164
Cost 165
Culture and Religion 166
International Experience 167
Satisfaction 167
Discussion 168
Recommendations for Thai Universities 170
International Marketing 170
Competitive Advantages 171
Positioning and Segmentation 172
Branding 173
Language 174
Conclusion 174
References 174
Chapter 8: Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany 182
Introduction 182
Problem and Objectives 183
The Higher Education Sector in Germany 185
Methodology 189
Results 190
Cross-Sectional Analysis 191
Longitudinal Analysis 194
Discussion 194
Contributions, Limitations, and Implications for Future Studies 197
References 199
Chapter 9: Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad 202
Introduction 202
Theoretical Background 204
Understanding Attitude and Behavioral Intention 204
Attitude Toward Object Model 204
Theory of Reasoned Action 205
Theory of Planned Behavior 206
Research Model and Hypotheses 207
Determinants of Attitude and Intention to Study Abroad 207
Information Sources and Awareness 207
Perceived Level of Internationalization of Home Institution 209
Safety-Convenience Image of Destination 211
Social-Cultural Image of Destination 212
Host Institution Image 213
Support Mechanisms 214
Group Conformity, Affirmation, and Belonging 215
Attitude’s Influence on Intention 216
Design and Methodology 217
Measures of the Constructs 217
Data Collection 218
Partial Least Square Analyses 221
Measurement Model 223
Structural Model 226
Discussions 227
Conclusion 233
References 234
Chapter 10: Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary 241
Introduction 241
A Concise View of the Theoretical Structure of International Higher Education Marketing 242
The Characteristics of Hungarian Higher Education 246
Hungarian Mobility Trends in a Global and Central-European Context 247
International Student Recruitment Benefits and Challenges in a Non-traditional Destination 251
Research 253
Research Among the Student Recruitment Agencies 253
Research Among Degree-Seeking International Students in Hungary 255
Research Among the Exchange and Degree-Seeking International Students 258
Findings 260
Conclusion 262
References 262
Index 267

Produkt-Details

• Erscheint lt. Verlag: 15.9.2016
• Zusatzinfo: XVII, 262 p. 24 illus., 20 illus. in color.
• Verlagsort: New York
• Sprache: englisch
• Themenwelt: Geisteswissenschaften
• Themenwelt: Sozialwissenschaften ► Pädagogik ► Erwachsenenbildung
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: business • Consumer Behavior • Education • higher education • International Marketing • International Students • Management • Marketing • Study Abroad
• ISBN-10: 1-137-54291-8 / 1137542918
• ISBN-13: 978-1-137-54291-5 / 9781137542915