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ERIC Number: EJ1094538
Record Type: Journal
Publication Date: 2016
Pages: 8
Abstractor: As Provided
ISSN: ISSN-1360-3108
Embedding Marketing in International Campus Development: Lessons from UK Universities
Lewis, Vicky
Perspectives: Policy and Practice in Higher Education, v20 n2-3 p59-66 2016
This paper provides recommendations for embedding a market- and marketing-informed approach within the development process for a new international campus. It includes a brief outline of the current global profile of international campuses (as one form of transnational education) before highlighting the role of marketing at key stages of campus development from initial business case through to full operation. Recommendations for integrating marketing into campus development are derived from a series of structured interviews with eight senior staff at three UK universities, all with campuses in Malaysia. Some participants were UK-based, others Malaysia-based; all had responsibility for marketing the international campus at some level. The purpose of this paper is to provide evidence-informed marketing guidance and good practice that is relevant to institutions considering establishment of an international campus.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Malaysia; United Kingdom
Grant or Contract Numbers: N/A