Erschienen: 15.09.2016 Abbildung von Wu / Naidoo | International Marketing of Higher Education | 1st ed. 2016 | 2016

Wu / Naidoo

International Marketing of Higher Education

eBook. PDF


1st ed. 2016. 2016

Palgrave Macmillan. ISBN 978-1-137-54291-5


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.


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