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International Marketing of Higher Education

  • Terry Wu
  • Vik Naidoo

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Introduction

    1. Front Matter
      Pages 1-1
  3. Emerging Themes and Strategic Perspectives

  4. Regional Case Studies

  5. Back Matter
    Pages 257-262

About this book

Introduction

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.

Keywords

international marketing higher education international students consumer behavior study abroad business education management marketing

Editors and affiliations

  • Terry Wu
    • 1
  • Vik Naidoo
    • 2
  1. 1.University of Ontario Institute of TechnologyOshawaCanada
  2. 2.University of SydneySydneyAustralia

Bibliographic information

  • DOI https://doi.org/10.1057/978-1-137-54291-5
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Education
  • Print ISBN 978-1-137-54290-8
  • Online ISBN 978-1-137-54291-5
  • Buy this book on publisher's site