Critical success factors for international education marketing

Abstract

This paper draws on the findings of a survey of 315 education institutions from Australia, Canada, New Zealand, the UK and the USA. Respondents were asked to rate their institutions’ overall performance on a series of 17 items that an examination of the literature and previous in‐depth interviews identified as being critical to the success of education institutions seeking to market themselves internationally. A factor analysis of these items identified four underlying dimensions. Promotion and Recruitment, Image and Resources, People and Culture and Coalition and Forward Integration. The relative success of these institutions was then measured using a scale consisting of four indicators relating to: growth in enrolments, demand, short to medium‐term outlook and financial benefits. A logistic regression model was then constructed to identify which of these success factors were possible determinants of institutional success. Two factors, Image and Resources, and Coalition and Forward Integration were found to be significant predictors of market success.

Internal brand co-creation: The experiential brand meaning cycle in higher education

“…Therefore, the role of the brand in communicating the institution's values and identity to consumers becomes more prevalent as a strong brand reduces risk in decision making. Although there is some resistance to the notion of students as customers (Barrett, 1996;Conway, Mackay, & Yorke, 1994), some authors argue that HE is people-based, reflecting the key nature of services marketing (Binsardi & Ekwulugo, 2003;Mazzarol, 1998;Nguyen & LeBlanc, 2001;Parasuraman, Zeithaml, & Berry, 2003). However, the concept of brand image and reputation may be interpreted differently in HE compared with other services organizations, necessitating studies with a specific focus for the HE context.…”

Study abroad tales: Experiences of international students in Taiwan

“…International Journal of Research Studies in Psychology 69 push and pull as described by Mazzarol (1998), the availability of scholarship seems to be the most important factor. Note the fact that all of the five students interviewed are currently either on national (MOE) or local (institutional) scholarship.…”

“…In some ways, study abroad also provides the opportunity for those students who question the quality of their local home grown programs to seek other academic institutions (Lee, 2009;Wilkins & Huisman, 2011). This traditional concept of study abroad push and pull has been described by Mazzarol (1998), wherein the push factors are defined as the conditions in home nations that create a generalized interest in university education beyond their national border. While, pull factors are characteristics of a host nation that attract study abroad students.…”

Constructing Marketing Indicators and Measuring the Satisfaction of Asian International Students in the Higher Education Sector

“…6) Reputation: The reputation of a higher education institution plays an important role in the selection process. For instance, the reputation of host institutions associated with educational degree quality and recognition in students' home nations is a significant attribute (Mazzarol, 1998;Roberts, Chou, & Ching, 2010). In this paper, the reputation of higher education institutions was an important element of the marketing mix strategy.…”