| Description |
1 online resource |
| Contents |
List of Figures ; List of Tables ; List of Contributors; Part I: Introduction; Chapter 1: The Role of€International Marketing in€Higher Education; Introduction; Organization of€the€Book; References; Part II: Emerging Themes and Strategic Perspectives; Chapter 2: The Relevance of€Marketing Activities for€Higher Education Institutions; Introduction; Overview of€Higher Education Marketing Literature in€Canada, France, and€Sweden; Conceptual Framework: The€Impact of€Marketing in€Higher Education; How Marketing Activities Affect Student Choice; Other Factors Affecting Student Choice |
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MethodologyOperationalization of€Variables; Statistical Method; Empirical Findings; The Effect of€Marketing Activities on€Student Choice Across Developed Economies: Testing the€Conceptual Model; Country-Specific Findings: Canada, France, and€Sweden; Discussion and€Conclusion; Limitations and€Future Research Lines; References; Chapter 3: Entry Modes as€a€Component of€International Marketing Strategy: A€Mixed-Method Analysis of€Higher Education Services; Introduction; Literature Review; Model Development and€Hypotheses; Hypotheses Related to€Firm-Specific (i.e. Ownership) Factors |
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International Experience Entrepreneurial Orientation; Financial Capital; Reputation; Hypotheses Related to€Location-Specific Factors; Market Potential; Location Familiarity; Hypotheses Related to€Transaction-Specific Factors; Tacit Know-How; Empirical Analysis; Dependent Variable; Independent Variables; Control Variables; Institutional Distance; Analysis; Findings and€Discussion; Conclusion; Appendix 3.1: Factor Analysis with€Varimax Rotation; Appendix 3.2: Correlation Matrix for€Complete Data Set; References |
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Chapter 4: Research or Applied Universities? An Exploratory Qualitative Study of€Prospective Student's Selection of€Universities with Different Brand IdentitiesIntroduction; Literature Review; Regulatory Focus and€University Evaluations; Regulatory Focus and€Word of€Mouth Interaction; Methodology; Findings; Discussion and€Conclusion; References; Chapter 5: University Website Design in€International Student Recruitment: Some Reflections; Introduction; Information Search by Students; Strategic Marketing and€Segmentation; The Conceptual Framework |
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Creative Strategies for€University Websites and€an€Increasingly Global CommunityIndividualistic Approach; Information; Images; Integration; Challenges; Conclusion; References; Part III: Regional Case Studies; Chapter 6: Brand Soul in€Higher Education: A€Case Study of€a€U.S.€University's GO€program; Introduction; Branding in€Higher Education; The Go€Program and€Brand Soul at Susquehanna University; GO Long London; Conclusion; References; Chapter 7: Developing Economy Universities Competing in€a€Global Market: Evidence from€Thailand; Internationalization of€Higher Education |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| In |
Springer eBooks |
| Subject |
Education, Higher -- Marketing
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EDUCATION -- Higher.
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Education, Higher -- Marketing
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| Genre/Form |
dissertations.
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Academic theses
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Academic theses.
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Thèses et écrits académiques.
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| Form |
Electronic book
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| ISBN |
9781137542915 |
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1137542918 |
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