International Marketing of Higher Education

Nonfiction, Reference & Language, Education & Teaching, Higher Education, Business & Finance, Marketing & Sales
Cover of the book International Marketing of Higher Education by Terry Wu, Palgrave Macmillan US
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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.

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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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