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Palgrave Macmillan

International Marketing of Higher Education

  • Book
  • © 2016

Overview

Editors:
  1. Terry Wu

    1. University of Ontario Institute of Technology, Oshawa, Canada

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  2. Vik Naidoo

    1. University of Sydney, Sydney, Australia

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  • Explores the impact of internationalization on higher education

  • Compares the effectiveness of marketing activities on student choice of higher education across three developed countries: Canada, France, and Sweden

  • Examines key factors influencing students’ decisions on study abroad programs across the world

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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xvii
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  2. Introduction

    1. Front Matter

      Pages 1-1
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    2. The Role of International Marketing in Higher Education

      • Terry Wu, Vik Naidoo
      Pages 3-9

  4. Regional Case Studies

    1. Front Matter

      Pages 119-119
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    2. Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program

      • Robert Williams, Scott Manning, Susannah Morris, Jerrell Habegger
      Pages 121-138

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

      • Scott Hipsher, Joe Bulmer
      Pages 139-169

    4. Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany

      • Stephen Platz, Dirk Holtbrügge
      Pages 171-190

    5. Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad

      • Richard Glavee-Geo, Ã…se Mørkeset
      Pages 191-229

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

      • Beatrix Lányi, Gyöngyi Pozsgai
      Pages 231-256

  5. Back Matter

    Pages 257-262
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Keywords

About this book

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.

Editors and Affiliations

  • University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  • University of Sydney, Sydney, Australia

    Vik Naidoo

About the editors

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.




Bibliographic Information

  • Book Title: International Marketing of Higher Education

  • Editors: Terry Wu, Vik Naidoo

  • DOI: https://doi.org/10.1057/978-1-137-54291-5

  • Publisher: Palgrave Macmillan New York

  • eBook Packages: Education, Education (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2016

  • Hardcover ISBN: 978-1-137-54290-8Published: 16 September 2016

  • eBook ISBN: 978-1-137-54291-5Published: 15 September 2016

  • Edition Number: 1

  • Number of Pages: XVII, 262

  • Number of Illustrations: 4 b/w illustrations, 20 illustrations in colour

  • Topics: Higher Education, Marketing

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