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International Marketing of Higher Education

Authors: Wu, Terry

Editors: Wu, Terry, Naidoo, Vik (Eds.)

  • 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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eBook 69,99 €
price for Spain (gross)
  • ISBN 978-1-137-54291-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 88,39 €
price for Spain (gross)
  • ISBN 978-1-137-54290-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

About the authors

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.

Table of contents (10 chapters)

  • The Role of International Marketing in Higher Education

    Wu, Terry (et al.)

    Pages 3-9

    Preview Buy Chapter 30,19 €
  • The Relevance of Marketing Activities for Higher Education Institutions

    Angulo-Ruiz, Fernando (et al.)

    Pages 13-45

    Preview Buy Chapter 30,19 €
  • Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services

    Naidoo, Vik (et al.)

    Pages 47-82

    Preview Buy Chapter 30,19 €
  • Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities

    Roy, Rajat (et al.)

    Pages 83-98

    Preview Buy Chapter 30,19 €
  • University Website Design in International Student Recruitment: Some Reflections

    Mogaji, Emmanuel

    Pages 99-117

    Preview Buy Chapter 30,19 €

Buy this book

eBook 69,99 €
price for Spain (gross)
  • ISBN 978-1-137-54291-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 88,39 €
price for Spain (gross)
  • ISBN 978-1-137-54290-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
International Marketing of Higher Education
Authors
Editors
  • Terry Wu
  • Vik Naidoo
Copyright
2016
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-54291-5
DOI
10.1057/978-1-137-54291-5
Hardcover ISBN
978-1-137-54290-8
Edition Number
1
Number of Pages
XVII, 262
Number of Illustrations and Tables
4 b/w illustrations, 20 illustrations in colour
Topics