Under the tendency of the marketisation of tertiary education, universities/colleges and governments across the world have increasingly regarded international education as an education services export sector. Vietnam has always been regarded as a country of importing rather than exporting international education. Nevertheless, more and more…

International students are not only agents for the internationalisation of a campus environment but also a crucial source of income for universities and a country's economy. Thus, their recruitment and retention are vital and prioritised by university leadership and policymakers. However, scant attention has been given to investigating…

This study examines how the COVID-19 pandemic has impacted the academic experience at international branch campuses (IBCs) and has changed the relationship between the IBC and the home campus. Semi-structured interviews with 26 leaders, academic staff, and students at seven IBCs in Malaysia revealed that the COVID-19 pandemic has changed the…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…

Higher education institutions (HEIs) are traditionally seen as society's robust institutions but are currently experiencing new difficulties as a result of shifts in both government and society's expectations of their roles as education providers. There is a global call for new models and practices which need HEIs in the private sector to develop…

Science, technology, engineering and mathematics (STEM) is acknowledged as one of the key drivers of technological innovation. Malaysian women join the educational pipeline as equals to their male counterparts. Nevertheless, women are persistently under-represented in technology and engineering, but over-represented in other STEM fields. Using…

The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…

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…

The crucial step for organisations which are recruiting Generation Y into their workforce is to understand their perceptions and expectations. This would help organisations emerge with the right strategies to attract and retain the Generation Y cohort. The aim of this paper is to contribute to the body of knowledge base in respect of Generation Y…

Purpose: The purpose of this paper is to understand the pull factors that influenced international students' choice of country and institution for their Master's education. Design/Methodology/ Approach: This qualitative study relied upon focus group interviews with 70 international students registered in taught Master programmes at a higher…

Despite numerous studies on the factors involved in the decision-making process on study abroad, little attention has been paid to the initial stage when students process information. This qualitative study aims to map out the cues involved when Chinese students process study-abroad information from an information-processing perspective. Findings…

Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…

Traditional assumptions favouring native English language countries in transnational higher education (TNHE) overlook experiences of international students in new emerging Asian education hubs. Specifically, there has been limited research relating to international students' choice for studying in Malaysia. Drawing from the "push-pull"…

Purpose: The purpose of this paper is to investigate two areas of interest: first, to determine business student customer satisfiers that could be contributors to students' current and predicted retention in a higher educational institution (HEI) and second, to use these satisfiers to inform HEI marketing planning. Design/Methodology/Approach: The…

This paper examines the responses of a Malaysian public university, namely Universiti Sains Malaysia, to the impact of globalisation vis-à-vis three key issues: international students, academic publications and world university rankings. There are concerted efforts put in place by the university to recruit more international students. But a global…