International Marketing of Higher Education

Wu, Terry; Wu, Terry; Naidoo, Vik

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2016-09-16

Format: Hardcover

ISBN-13: 9781137542908

DOI: 10.1057/978-1-137-54291-5

Dimensions: 210.0cm x148.0cm

Pages: 262.0