International Marketing of Higher Education
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....
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| Format: | Electronic eBook |
| Language: | English |
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New York :
Palgrave Macmillan US : Imprint: Palgrave Macmillan,
2016.
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| Online Access: | Full Text via HEAL-Link |
Table of Contents:
- Part 1 Introduction: Role of International Marketing in Higher Education
- 1. Introduction Terry Wu and Vik Naidoo
- Part 2 Emerging Themes and Strategic Perspectives
- 2. The Relevance of Marketing Activities for Higher Education Institutions Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj Cheben
- 3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services Vik Naidoo, Jerome Donovan, Trenton Milner, and Cheree Topple
- 4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities Rajat Roy and Vik Naidoo
- 5. University Websites Design in International Student Recruitment: Some Reflections Emmanuel Mogaji
- Part 3 Regional Case Studies
- 6. Brand Soul in Higher Education: A Case Study of a U.S. University GO program Robert Williams, Scott Manning, Susannah Morris and Jerrell Habegger
- 7. Developing Economy Universities Competing in a Global Market: Evidence from Thailand Scott Hipsher and Joe Bulmer.-8. Student Expectations and Experiences in Higher Education: a Comparison of State and Private Universities in Germany Stephen Platz and Dirk Holtbrügge
- 9. Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad Richard Glavee-Geo and Åse Mørkeset
- 10. Driving Forces of International Students When Choosing a Non-traditional Destination - Hungary Beatrix Lányi and Gyöngyi Pozsgai. .
