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Showing posts with the label educational marketing

Successful College Strategies for Marketing to International Students

A paper by Vik Naidoo and Terry Wu in the Journal of Marketing Management seeks to expand the discussion and understanding of college marketing geared toward international students.   Reviewing colleges in the U.S., UK, Australia and New Zealand they have been able to narrow down their understanding to implementation related outcome variables, commitment dimension, strategy, and role factors. The work adds to the body of literature on key concepts related higher education marketing and its success.  The trend in global educational services appears to be growing. Educational services range from the actual education to textbooks. It also appears to be growing as an export trend making it an industry with huge future potential. Both traditional and non-traditional education has seen increases in exportation of services to full-paying foreign students due to declining governmental budgets. Due to the changing nature of marketing from domestic to international education, organiz