This paper provides recommendations for embedding a market- and marketing-informed approach within the development process for a new international campus. It includes a brief outline of the current global profile of international campuses (as one form of transnational education) before highlighting the role of marketing at key stages of campus…

A key attractor for many international students when choosing to study abroad is the prospect of gaining employment in the host country after graduating. From a university's perspective this becomes an important attraction issue for both maintaining and increasing the number of international students as well as improving graduate employability. A…

Fewer than half of working-age adults hold a credential beyond a high school diploma. As the economy increasingly moves from an industrial base to a knowledge base, this population will need access to high-quality degree programs in relevant fields. Fortunately, online learning has made this achievable. The challenge of serving this population…

Purpose: Modern history has shown that only those countries, which could acquire capability to develop and apply science and technology, have found great success to grow their wealth and improve living conditions of their population. Technical education in India contributes a major share to the overall education system and plays a vital role in…

This paper investigates the creation of an unlikely education hub in Manila, Philippines, where local institutions have seen a growing number of international students from Korea, India, and the Middle East. These students seek qualifications in professions where Filipino migrants are highly represented, either to gain an advantage within their…

Branding in higher education has become increasingly used as a mechanism of differentiation among competitors to attract prospective students. Although branding in higher education is a common phenomenon, little work has been done assessing the college selection process using a brand choice framework. This paper aims to fill the gap by…

Purpose: Prospective students are exposed to abundant choices, and they are eagerly searching for information to select the best universities for themselves. Likewise, prospectuses are regularly produced by universities to meet this information needs; the purpose of this paper is to examine the key marketing messages used in their prospectuses.…

Recent economic pressures have demanded higher education institutions respond with strong, authentic brand promises. This mixed method multi-case study explored the authenticity of common brand promises at three Universities in Canada through Twitter and Facebook postings from February to April 2016 using a cloud-based text and network analytic…

Schools in the US and across the globe are increasingly engaged in marketing practices to attract and retain students and families. This study examines why and how administrators and school board members in two public school systems in the US seek to market their schools. Using in-depth case studies, a socio-cultural approach to policy, and…

This study clarifies the rationale for offering overseas programmes as an internationalization strategy by Taiwanese higher education institutions through an analysis of related university documents and interview data. In doing so, this study highlights how institutional goals and characteristics, as well as social and cultural backgrounds, affect…

Universities around the world increasingly use online videos to recruit both domestic and international students. However, little is currently known about how such videos are used to market international programmes in the Global South. We analysed a sample of 19 videos that promote international programmes at Thai universities. After transcribing…

Purpose: In the context of falling demand for higher education and, in particular, doctoral studies, it is important to understand how to attract new students. The purpose of this paper is to present an analysis of the decision-making process the PhD students of Baltic universities followed when choosing whether to continue their education at…

The purpose of this qualitative phenomenological study was to understand the lived experiences of teachers during their job searches for employment in the field of education which could inform recruiters in a rural, low-wealth LEA in southeastern North Carolina of the behaviors they need to display and the strategies they need to employ in order…

Engineering plays a key role in supporting the growth and development of a country's economy as well as in improving the quality of life for citizens. Most of developed countries witnessed economic growth with the contribution of women in engineering field. In developing countries like India women remained under-utilized resource. Women in…

All universities must achieve legitimacy, as this is essential to attract students, staff, and resources, including funding. To achieve legitimacy in transnational higher education, universities must conform to the rules and belief systems in the host countries. Adopting a case study approach, this research aims to investigate the different…