International Marketing of Higher Education

By: Wu, Terry

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 Holtbr?gge

9. Going Global: Factors Influencing Norwegian Students' Intention to Study Abroad

Richard Glavee-Geo and ?se M rkeset

10. Driving Forces of International Students When Choosing a Non-traditional Destination - Hungary

Beatrix L?nyi and Gy?ngyi Pozsgai

• Format: Hardcover
• Language: English
• ISBN: 113754290X
• ISBN13: 9781137542908
• Release Date: September 2016
• Publisher: Palgrave MacMillan
• Length: 262 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.8" x 6.1" x 8.7"