1From Ivory Towers to International Business Are Universities Export Ready in Their Recruitment of International Students? (original) (raw)
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The Marketing Review, 2014
Recent developments in export marketing literature have resulted in the conceptualisation of the export market orientation construct in the traditional manufacturing setting. However, there is little research investigating the applicability of export market orientation in the higher education context despite the importance of the export market in shaping the direction of the higher education marketing. Building on the existent literature as regards export marketing, services marketing and higher education management, the authors propose a conceptual view of export market orientation components from a higher education management perspective. This paper aims to shed light on the implementation of export marketing in universities (i.e., export market orientation) (EMO) in the context of international students' recruitment, and thereby add to the limited research knowledge regarding the international marketing of higher education. The implications for researchers and managers are considered. The paper concludes by offering suggestions for empirical research into this important topic.
Universities and export market orientation: an exploratory study of UK post-92 universities
Marketing Intelligence & Planning, 2013
Purpose-This paper aims to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to international students (i.e., export market orientation) (EMO) in the context of international student recruitment. Design/methodology/approach-Through a case study design, this qualitative research was undertaken amongst 8 post-92 UK universities. Semi-structured indepth interviews were conducted with managers in the international offices of universities. Findings-The results indicate that EMO in universities consists of informationbased activities geared towards foreign markets. Superior knowledge and awareness of the market components is central to the implementation of these information-based activities. This involves market information generation and dissemination, as well as the need for rapid responsiveness due to the changing nature of the higher education market. Research limitations/implications-The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about the antecedents and consequences of EMO in universities. Practical implications-The authors believe the findings are particularly relevant for international marketing managers of exporting universities. The current study suggests some implications for international marketing managers when actively managing their marketing activities towards foreign markets. Originality/value-The paper identifies a gap in current higher education marketing research. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of the export marketing behaviour of UK universities in the context of the recruitment of international students.
Export market orientation behavior of universities: the British scenario
Journal of Marketing for Higher Education, 2015
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International licence Newcastle University ePrints-eprint.ncl.ac.uk Asaad Y, Melewar TC, Cohen G. Export market orientation behaviour of universities: the British scenario.
2020
The global education market in the framework of modern economy development is the most promising and rapidly developing field of activity. Under the boost of the information economy and a challenging job market for young people, higher education has never been more important than it is today. The concept of lifelong education has become a leading one, due to new challenges, accelerating the pace of life, the impact of new technologies over all spheres of life. All this cultivates the cutthroat competition among the universities, which are critical players responsible for educating highly skilled specialists. The export of education is included in the list of priority projects at the state level, which creates a springboard for universities development and demands their active promotion on the international arena. The government of Russian Federation currently makes huge efforts to raise the competitiveness and the attractiveness of national higher education on the global market. Lea...
The Future of Higher Education in the Middle East and Africa, 2018
For many universities around the world, internationalization means the recruitment of fee-paying international students (so-called export education) for primarily commercial reasons. For many UK and Australian universities, the global market leaders in export education, international students account for over 25% of their annual revenues, making them highly dependent on international student recruitment. This paper discusses the attempt by one UK university to change direction and develop a new approach to internationalization which puts an international learning experience for all students at the heart of its new strategic plan. It discusses the obstacles to changing direction in this way and shares some of the lessons learned about how to roll out an alternative university-wide internationalization strategy.
Higher education export service delivery by the University of Stellenbosch
2010
International trade in higher education services provides opportunities for stimulating economic development and fostering the mobility of knowledge, leading to increased intellectual capital, which is vital for a country to remain competitive in a globalising world. The aim of this paper is to explore the nature and scope of the delivery of higher education export services at the University of Stellenbosch. To this end, a questionnaire was constructed and distributed among 109 international students at the University of Stellenbosch during 2009. This pilot study investigates the factors that motivate international students to further their studies at the University of Stellenbosch. In addition, it provides an estimate of the associated economic impact on the hosting country of exporting higher education services.
For many universities around the world, internationalisation means the recruitment of fee-paying international students (so-called " export education ") for primarily commercial reasons. For UK universities, international (non-European Union) students account for approximately 13% of their annual revenues, making them highly dependent on international student recruitment. This paper discusses the attempt by one UK university to change direction and develop a new approach to internationalisation which puts an international learning experience for all students at the heart of its new strategic plan. It discusses the obstacles to changing direction in this way and shares some of the lessons learned about how to roll out an alternative university-wide internationalisation strategy.
Marketing in Higher Education in the Agenda of Increasing International Enrolment
Today, there is a growing need to develop and use new effective marketing strategies in the higher education in the agenda of recruiting diverse student population and attracting best talents at domestic and international level. This is closely associated with building a reputable university brand. Modern higher education institutions have to commit more attention, time and resources to support marketing efforts aimed at establishing, maintaining and enhancing relationships with prospective students. In Latvia, recruitment strategies of universities increasingly address international students, as Latvian universities are now competing for them in the global education market. The competition for overseas students is growing worldwide. In some countries (and Latvia is not an exception), sustained growth in international student recruitment is vital for compensating for a decline in the number of domestic students. The aim of the paper is to investigate the main factors that overseas students consider important when choosing Latvia as a study destination. The paper is based on 1) the analysis of research papers and documents on marketing in higher education; 2) a survey conducted in two higher education institutions of Latvia-Riga Technical University (RTU) and Transport and Telecommunication Institute (TSI). The results of the study show that understanding the needs of potential overseas students is vital for education managers responsible for their recruitment, as Latvian universities are now competing for international students in the global education market.