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International Marketing Mix Strategies For Universities Together With Cultural Aspects And Their Role In The Internationalization Process For The Higher Education
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Book Synopsis International Marketing Mix Strategies for Universities, Together with Cultural Aspects and Their Role in the Internationalization Process for the Higher Education by : Katja Brinschwitz
Download or read book International Marketing Mix Strategies for Universities, Together with Cultural Aspects and Their Role in the Internationalization Process for the Higher Education written by Katja Brinschwitz and published by . This book was released on 2013 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Internationalisation and the Marketing of Higher Education. Australian Universities Best Practices by : Michelangelo Balicco
Download or read book Internationalisation and the Marketing of Higher Education. Australian Universities Best Practices written by Michelangelo Balicco and published by GRIN Verlag. This book was released on 2019-08-30 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Professorial Dissertation from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10, Università degli Studi di Milano, language: English, abstract: This study aims to explore the internationalisation in higher education in Australia. The increasing globalisation and interdependence of world economies, and the revolution in ICTs (information and communication technologies) have made it imperative for universities to be truly international in character and outlook. The result of this study on the Australian educational scenario has revealed that internationalisation of higher education is a complex, multidimensional and often fragmented process that includes different rationales varying greatly according to cultural and economic insights: it ranges from international research collaboration, to horizontal mobility for both international and national students as well as a focus on a more interdisciplinary and international curricula. Overall, by comparison with the other Anglo-Saxon countries, the results of this study have shown that the development of internationalisation in higher education in Australia has three peculiar features: the first is the unambiguously commercial nature, according to which innovative strategies (such as a proper destination branding borrowed from the tourism industry) were put in place through promotional recruiting agencies abroad and other national entities that sponsored a massive participation in student recruitment fairs. Secondly, there was an exponential market growth of non-academic student servicing, which surpassed academic and research capacity: as a result of this marketing and recruitment as well as complimentary services are managed by commercial companies associated with the university. The third and final feature specific to Australia is its ability to be a pioneer in the provision of educational opportunities overseas through the development of offshore campuses particularly active in the Asia-Pacific region, with the aim of awarding students under the foreign university name.
Book Synopsis International Marketing of Higher Education by : Terry Wu
Download or read book International Marketing of Higher Education written by Terry Wu and published by Springer. This book was released on 2016-09-15 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
Book Synopsis European Higher Education Area: Challenges for a New Decade by : Adrian Curaj
Download or read book European Higher Education Area: Challenges for a New Decade written by Adrian Curaj and published by Springer Nature. This book was released on 2020-11-10 with total page 627 pages. Available in PDF, EPUB and Kindle. Book excerpt: This open access book presents the major outcomes of the fourth edition of the Future of Higher Education – Bologna Process Researchers Conference (FOHE-BPRC 4) which was held in January 2020 and which has already established itself as a landmark in the European higher education environment. The conference is part of the official calendar of the European Higher Education Area (EHEA) for events that promote and sustain the development of EHEA. The conference provides a unique forum for dialogue between researchers, experts and policy makers in the field of higher education, all of which is documented in this proceedings volume. The book focuses on the following five sub-themes: - Furthering the Internationalization of Higher Education: Particular - Challenges in the EHEA - Access and Success for Every Learner in Higher Education - Advancing Learning and Teaching in the EHEA: Innovation and Links With Research - The Future of the EHEA - Principles, Challenges and Ways Forward - Bologna Process in the Global Higher Education Arena. Going Digital? While acknowledging the efforts and achievements so far at EHEA level, the Paris Ministerial Communiqué highlights the need to intensify crossdisciplinary and cross-border cooperation. One of the ways to achieve this objective is to develop more efficient peer-learning activities, involving policymakers and other stakeholders from as many member states as possible for which this book provides a platform. It acknowledges the importance of a continued dialogue between researchers and decisionmakers and benefits from the experience already acquired, this way enabling the higher education community to bring its input into the 2020. European Higher Education Area (EHEA) priorities for 2020 onwards. European Higher Education Area: Challenges for a New Decade marks 21 years of Bologna Process and 10 years of EHEA and brings together an unique collection of contributions that not only reflect on all that has been achieved in these years, but more importantly, shape directions for the future. This book is published under an open access CC BY license.
Book Synopsis Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices by : Tripathi, Purnendu
Download or read book Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices written by Tripathi, Purnendu and published by IGI Global. This book was released on 2013-05-31 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.
Book Synopsis New Strategies in Higher Education Marketing by : James A Burns
Download or read book New Strategies in Higher Education Marketing written by James A Burns and published by Routledge. This book was released on 2012-10-12 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.
Book Synopsis Intercultural Marketing. The Impact of Culture on the Marketing-Mix by : Olivier Samo
Download or read book Intercultural Marketing. The Impact of Culture on the Marketing-Mix written by Olivier Samo and published by GRIN Verlag. This book was released on 2015-10-07 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.
Book Synopsis Research Frontiers on the International Marketing Strategies of Chinese Brands by : Zuohao Hu
Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Book Synopsis Strategic Marketing of Higher Education in Africa by : Emmanuel Mogaji
Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.
Book Synopsis Marketing University Outreach Programs by : Ralph S Foster
Download or read book Marketing University Outreach Programs written by Ralph S Foster and published by Routledge. This book was released on 2014-01-14 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them.Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable.Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programsThis book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
Book Synopsis Advances in Global Marketing by : Leonidas C. Leonidou
Download or read book Advances in Global Marketing written by Leonidas C. Leonidou and published by Springer. This book was released on 2017-10-20 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.
Book Synopsis Globalization and Internationalization in Higher Education by : Felix Maringe
Download or read book Globalization and Internationalization in Higher Education written by Felix Maringe and published by A&C Black. This book was released on 2012-08-16 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: International contributions exploring the internationalisation agenda in higher education, drawing together strategic and management issues, successful practice, giving an understanding of the new challenges.
Book Synopsis Strategic Brand Management in Higher Education by : Bang Nguyen
Download or read book Strategic Brand Management in Higher Education written by Bang Nguyen and published by Routledge. This book was released on 2019-02-13 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.
Book Synopsis Marketing Higher Education by : Paul Sergius Koku
Download or read book Marketing Higher Education written by Paul Sergius Koku and published by Taylor & Francis. This book was released on 2022-07-15 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.
Book Synopsis Marketing Higher Education by : Paul Sergius Koku
Download or read book Marketing Higher Education written by Paul Sergius Koku and published by Taylor & Francis. This book was released on 2022-07-15 with total page 207 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.
Book Synopsis International Student Support and Engagement in Higher Education by : Mutiara Mohamad
Download or read book International Student Support and Engagement in Higher Education written by Mutiara Mohamad and published by Taylor & Francis. This book was released on 2022-12-30 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Student Support and Engagement in Higher Education examines innovative practices in campus, academic, and professional support services which serve the various and unique needs of international students seeking undergraduate and graduate degrees. Divided into three sections pertaining to campus, academic, and professional support services, the authors present case studies and original research that examine strategies for how institutions of higher education can operate to promote international student success beyond the classroom. The international range of contributors showcase research from across Canada, China, Indonesia, Malaysia, Russia, Senegal, Thailand, and the United States. Foregrounding support services with innovative and successful methods for collaborating with one another, the book crucially addresses how the myriad support services available on campuses can work together to support international students and foster a sense of belonging and connection, rather than maintaining a focus on acculturation. It examines the origins of these partnerships, asking whether the services are designed to support the international student community specifically, or to serve the student population more generally. Identifying new emerging trends and with a view to establishing a broad and global context for best practices in international student support, this book will appeal to faculty, researchers, scholars, and scholar-practitioners with interests in higher education, student support services, and international and comparative education.
Book Synopsis Handbook of Research on Internationalization of Entrepreneurial Innovation in the Global Economy by : Carvalho, Luisa Cagica
Download or read book Handbook of Research on Internationalization of Entrepreneurial Innovation in the Global Economy written by Carvalho, Luisa Cagica and published by IGI Global. This book was released on 2015-03-31 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization demands the creation of new business approaches to achieve high levels of competitiveness. Cultural differences factor into policies as companies expand their businesses in different countries and seek to collaborate with international entrepreneurs. The Handbook of Research on Internationalization of Entrepreneurial Innovation in the Global Economy brings together research on international business, entrepreneurship, and innovation in order to present a comprehensive publication for business professionals. This volume is an essential reference source for practitioners, academicians, researchers and upper-level students interested in learning about internationalization and innovation in a global market.
