Choosing a higher education destination: marketing of where, why and how?

Date

2022-03-13

Editor(s)

Advisor

Supervisor

Co-Advisor

Co-Supervisor

Instructor

Source Title

Journal of Marketing for Higher Education

Print ISSN

Electronic ISSN

1540-7144

Publisher

Routledge

Volume

Issue

Pages

1 - 22

Language

English

Journal Title

Journal ISSN

Volume Title

Series

Abstract

This study attempts to contribute to marketing services in higher education literature through the relationship between international students’ satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international students’ satisfaction criteria for university selection and enrolment. The findings of the study offer administrative implications for universities as well, regarding how they could appeal to international students by emphasizing components of institutional branding via online and offline marketing communication tools. Quantitative methodology was employed and data was collected through a survey. Sampling strategy was voluntary participation and 197 international students replied to the survey. Findings indicate that international students use personal contacts and social relations in finding international higher education institutions. Further, international students care about the campus culture (safe or not), the physical infrastructure of the university and library resources provided to students.

Course

Other identifiers

Book Title

Citation