“…The use of marketing theories has plunged into higher education from the business world as part of survival strategy to cope with government disinvestment in education and multiple choice options open to students globally pose some challenges to service providers (Wu & Naidoo, 2016;Moore & Bowden-Everson, 2012;Hemsely-Brown & Oplatka, 2006). These challenges resulting from international student's mobility across the globe left each country to design coping strategies such as robust students' support schemes, reduced tuition fee, financial aids, course waivers, conducive environment and advertising/market approaches not only to attract but importantly to retain students at the destination (Abubakar, 2015;Hashim, Abdullateef & Sarkindaji, 2015;Arambewela & Hall, 2009;Naidoo & Wu, 2014;Biodun et al, 2012).…”