International Marketing of Higher Education

1. Front Matter

   Pages i-xvii

   PDF

2. Introduction

   1. Front Matter

      Pages 1-1

      PDF

   2. The Role of International Marketing in Higher Education

      • Terry Wu, Vik Naidoo

      Pages 3-9

3. Emerging Themes and Strategic Perspectives

   1. Front Matter

      Pages 11-11

      PDF

   2. The Relevance of Marketing Activities for Higher Education Institutions

      • Fernando Angulo-Ruiz, Albena Pergelova, Juraj Cheben

      Pages 13-45

   3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services

      • Vik Naidoo, Jerome Donovan, Trenton Milner, Cheree Topple

      Pages 47-82

   4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities

      • Rajat Roy, Vik Naidoo

      Pages 83-98

   5. University Website Design in International Student Recruitment: Some Reflections

      • Emmanuel Mogaji

      Pages 99-117

4. Regional Case Studies

   1. Front Matter

      Pages 119-119

      PDF

   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, Åse 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

   PDF

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

• University of Ontario Institute of Technology, Oshawa, Canada

  Terry Wu

• University of Sydney, Sydney, Australia

  Vik Naidoo

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.

Policies and ethics