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The Role of International Marketing in Higher Education

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International Marketing of Higher Education

Abstract

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 revenues, but also as an integral part of an overall academic strategy. Universities and colleges face new challenges in student recruitment and international competition. The role of international marketing in higher education is of growing importance.

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Author information

Authors and Affiliations

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

    Terry Wu

  2. University of Sydney, Sydney, NSW, Australia

    Vik Naidoo

Authors
  1. Terry Wu
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  2. Vik Naidoo
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Editor information

Editors and Affiliations

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

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

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© 2016 The Author(s)

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Wu, T., Naidoo, V. (2016). The Role of International Marketing in Higher Education. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_1

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  • DOI: https://doi.org/10.1057/978-1-137-54291-5_1

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  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-54290-8

  • Online ISBN: 978-1-137-54291-5

  • eBook Packages: EducationEducation (R0)

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