Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review

Chin, Daniel; Laan, Luke van der; Surachartkumtonkun, Jiraporn

doi:10.1080/08841241.2022.2149664

Cited by 1 publication

(2 citation statements)

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“…Additionally, the extant literature has been student-focused and does not investigate from a university perspective (Chin et al , 2022). While it is valuable to comprehend push and pull factors, gaining insights into the perspective of regional universities regarding these factors based on their experiences would be equally beneficial.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Meanwhile, a scoping review found that extant literature mostly adopts the perspective of larger universities, which can use rankings, prestige and destination marketing to attract students (Chin et al , 2022). Consequently, it is difficult to generalise extant literature and make assumptions as to the homogeneity in recruitment strategies between these different types of institutions (Gao, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities

Chin,

van der Laan,

Surachartkumtonkun

2024

JIEB

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Purpose This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets, with little research exploring emerging markets such as Thailand. Design/methodology/approach Semi-structured interviews were conducted with student recruitment practitioners from regional universities that were responsible for recruiting Thai students. Thematic analysis was conducted to identify key themes. Findings Regional universities lack strategic ambidexterity in their approach to recruiting international students. They viewed Thailand as requiring longer term investment and were unwilling to dedicate their limited resources towards developing this market at the expense of other markets that would yield enrolments to contribute towards short-term targets. Practical implications Implications are provided with relevance to the student recruitment practitioner, with strategic ambidexterity discussed. Originality/value The paper fills a gap in the research by exploring international student recruitment and contextualising both regional universities and Thailand as a recruitment market. This study provides useful considerations that may be relevant to other emerging markets.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%