International Marketing of Higher Education, 1st ed. 2016
Part 1 Introduction: Role of International Marketing in Higher Education
1. Introduction
Terry Wu and Vik Naidoo
Part 2 Emerging Themes and Strategic Perspectives
2. The Relevance of Marketing Activities for Higher Education Institutions
Luis Fernando Angulo-Ruiz, Albena Pergelova, and Juraj Cheben
3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services
Vik Naidoo, Jerome Donovan,Trenton Milner, and Cheree Topple
4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities
Rajat Roy and Vik Naidoo
5. University Websites Design in International Student Recruitment: Some Reflections
Emmanuel Mogaji
Part 3 Regional Case Studies
6. Brand Soul in Higher Education: A Case Study of a U.S. University GO program
Robert Williams, Scott Manning, Susannah Morris and Jerrell Habegger
7. Developing Economy Universities Competing in a Global Market: Evidence from Thailand
Scott Hipsher and Joe Bulmer
8. Student Expectations and Experiences in Higher Education: a Comparison of State and Private Universities in Germany
Stephen Platz and Dirk Holtbrügge
9. Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad
Richard Glavee-Geo and Åse Mørkeset
10. Driving Forces of International Students When Choosing a Non-traditional Destination - Hungary
Beatrix Lányiand Gyöngyi Pozsgai
Explores the impact of internationalization on higher education
Compares the effectiveness of marketing activities on student choice of higher education across three developed countries: Canada, France, and Sweden
Examines key factors influencing students’ decisions on study abroad programs across the world
Date de parution : 09-2016
Ouvrage de 262 p.
14.8x21 cm