International Marketing of Higher Education
Nonfiction, Reference & Language, Education & Teaching, Higher Education, Business & Finance, Marketing & Sales
| Author: | Terry Wu | ISBN: | 9781137542915 |
| Publisher: | Palgrave Macmillan US | Publication: | September 15, 2016 |
| Imprint: | Palgrave Macmillan | Language: | English |
| Author: | Terry Wu |
| ISBN: | 9781137542915 |
| Publisher: | Palgrave Macmillan US |
| Publication: | September 15, 2016 |
| Imprint: | Palgrave Macmillan |
| Language: | English |
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.
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.
