Purpose: This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach: Students who had recently taken undergraduate program admission indicated how useful communication…

Purpose: How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross "et al.," 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation…

Purpose: Under-examination of the notion of competition between schools has created a considerable asymmetry between the reality and the literature of schooling. Therefore, the purpose of this paper is to investigate the validity of school competition and verify the propositions regarding the effects of school marketing practices in literature,…

The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that…

Higher education has become a key strategy for the economic development of certain city-states that are positioning themselves as higher education hubs, recruiting both students and foreign providers. This article presents the findings of a research study that examined the online messages of foreign branch-campuses in education hubs (Dubai, Hong…

Why do more than three-quarters of Hong Kong's senior secondary students flock to tutorial centres like moths to light? What is the "magic" that is driving the popularity of the tutorial centre enterprise? Indeed, looking at the ongoing boom of tutorial centres in Hong Kong (there are almost 1,000 of them), it is difficult not to ask…

This article reports a commissioned research project on exploring the emerging issues and challenges of attracting Asian students to study in Hong Kong's higher education institutions. Findings reveal the rapidly growing demand for quality transnational education in Asia and the strengths, weaknesses, opportunities and threats of exporting Hong…

Internationalization becomes increasingly important in higher education in a globalized world. Exporting higher education services by recruiting overseas students is an integral facet of internationalization of higher education. It not only helps develop the place as an education hub but also facilitate internationalized environment of higher…

Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach:…

While China continues to be perhaps the most important student recruitment region for many leading international universities, changes in this market, resulting in more regional mobility of students, are fast becoming apparent. This, the increasing penetration and efforts of the traditional recruiting institutions and the entry of new universities…

Purpose: The purpose of this paper is to develop a thinking model to recommend to the vocational education institutions for planning their educational business in the face of marketization. Design/methodology/approach: The systems approach is adopted for developing the model. It is not only used for the conceptualization of the principles of…