NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ922274
Record Type: Journal
Publication Date: 2011-Apr
Pages: 15
Abstractor: As Provided
Reference Count: 93
ISSN: ISSN-0950-4222
Customer Orientation in Higher Education: The Missing Link in International Student Recruitment? A Relationship Marketing Approach
Vauterin, Johanna Julia; Linnanen, Lassi; Marttila, Esa
Industry and Higher Education, v25 n2 p77-91 Apr 2011
This paper suggests that the service mindset of academia needs attention to ensure that the potential of university-industry linkages for creating value is used strategically in building advantage in the increasingly competitive market for international higher education. Universities should clearly articulate the value of the higher education- employability interface in the context of growing competition for international students. The paper studies university-industry linkages by deconstructing the relationship with a focus on university-industry service interactions in international higher education service delivery and use and by analysing the relationship elements and dynamics that affect the market for international student recruitment, placements and employability. The relationship marketing paradigm is applied to explain that, by adopting a market-driven, customer-oriented mindset, universities could build strategic relationships with industry, communicate their international higher education services to industry better and more forcefully and develop competitive advantage in attracting and retaining international students. (Contains 6 notes and 3 figures.)
IP Publishing Ltd. Available from: Turpin Distribution Services. Stratton Business Park, Pegasus Drive, Biggleswade, Bedfordshire, SG18 8TQ, UK. Tel: +44-1767-604957; Fax: +44-1767-601640; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A