Purpose – The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field.Design/methodology/approach – The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions.Findings – The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the ...

https://epubs.surrey.ac.uk/480/1/fulltext.pdf

Universities in a competitive global marketplace

Purpose – The purpose of this paper is to propose a theoretical model that integrates the different groups of factors which influence the decision‐making process of international students, analysing different dimensions of this process and explaining those factors which determine students' choice.Design/methodology/approach – A hypothetical model is presented which shows the purchase intention as an independent variable dependent on five factors: personal reasons; the effect of country image, influenced by city image; institution image; and the evaluation of the programme of study. The consideration, whether conscious or unconscious on the part of the prospective student, of the different elements making up the factors included in this study will determine the final choice made by that student.Findings – The limitations of this study stem from the nature of the study itself. As a theoretical model, it aims to integrate the factors identified in the existing literature. Thus, future research must try to ex...

/pdf/international-students-decision-making-process-525wf30nec.pdf

International students' decision‐making process

Culture and Interpersonal Communication

Purpose – The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post‐graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the MBA. The traditional marketing tools historically grouped into 4Ps (product, price, place and promotion), 5Ps (adding people) and 7Ps (adding physical facilities and processes) may be wanting in this market.Design/methodology/approach – The approach taken was a quantitative survey of students registered at state subsidized universities in South Africa.Findings – The factor analysed data showed seven quite distinct underlying factors in the marketing activities of these business schools, some covering the same elements of the traditional marketing mix: people, promotion, and price. There were, however, four different elements: programme, prominence, prospectus, and ...

A new higher education marketing mix: the 7Ps for MBA marketing

Brand harmonization in the international higher education market

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international students’ enrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.

International marketing of British education: research on the students’ perception and the UK market penetration

Along with increased globalization and anything prefixed with “global”, there is a pressing need for what is referred to as standardization or globalization in advertising. This heated debate on localization versus standardization, in which “one size fits all”, have occupied recent advertising research. This research will lead to relevant strategic implications for the UK marketers and Fast Moving Consumer Goods (FMCG) companies seeking to enter international markets. The findings are expected to fill a gap in the existing literature by incorporating several cultural aspects embedded in an international advertising policy. This research attempts to explore advertising content in the UK, especially from the level of information provided, stereotypes portrayed and the individualist and collectivist values that may be embedded in advertisements. The article employs Content Analysis (CA) using both closedand open-questions. Chain referral sampling is utilized to select the respondents from various countries to evaluate advertisements randomly from UK magazines. The findings suggest that UK FMCG printed advertisements contain both individualist and collectivist values. Although they are informative, they are prone to containing stereotypes with regards to their portrayal of men and women. The strategic implications of the findings are that the creativity and delivery techniques of UK advertising can be accepted by people from other countries with cultural modifications in relation to the issue of the standardization versus adaptation. The research also suggests that UK advertising has not been fully optimised to attract a minority audience.

Cross-cultural analysis of the UK advertising content from non-UK perspectives

This chapter explores the impact of financial and cost management systems on family-owned businesses in terms of enhancing an effective financial management while increasing their performances in order to engage fully in the corporate citizenship agenda. In particular, it aims to explore the financial and cost management system of these family-owned businesses while examining the impact of changing dynamics and Sri Lankan cultural and local characteristics on the adoption of financial and cost management systems. The chapter also explores the adoption of financial and cost management systems in order to evaluate the impact on enhancing the performance of a business and to evaluate its impact on the engagement of the corporate citizenship agenda using the qualitative case study research approach. Family-owned businesses have been linked with corporate citizenship where businesses attempt to meet the economic, legal, social and ethical responsibilities. 

Arnaz Binsardi

Papers

International marketing of British education: research on the students’ perception and the UK market penetration

Cross-cultural analysis of the UK advertising content from non-UK perspectives

Impact of Financial and Cost Management Systems for Family-Owned Businesses' Corporate Citizenship