© 2016

International Marketing of Higher Education

  • Terry Wu
  • Vik Naidoo


  • 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


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


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.


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

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
  • Authors Terry Wu
  • Editors Terry Wu
    Vik Naidoo
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Education Education (R0)
  • Hardcover ISBN 978-1-137-54290-8
  • Softcover ISBN 978-1-349-71300-4
  • eBook ISBN 978-1-137-54291-5
  • Edition Number 1
  • Number of Pages XVII, 262
  • Number of Illustrations 4 b/w illustrations, 20 illustrations in colour
  • Topics Higher Education
  • Buy this book on publisher's site
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