International Marketing of Higher Education

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....

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wu, Terry (Autor, Editor )
Autor Corporativo: SpringerLink (Online service)
Otros Autores: Naidoo, Vik (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2016.
Edición:1st ed. 2016.
Temas:
Education, Higher.
Marketing.
Higher Education.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 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 Lányi and Gyöngyi Pozsgai. .

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