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Fleischman, David; Raciti, Maria; Lawley, Meredith – Journal of Marketing for Higher Education, 2015
Increased competition for the international student market has motivated universities to modernize their marketing strategies. Community engagement is an important component of students' international university experience and represents a potential point of competitive advantage. Developing marketing strategies around university-student-community…
Descriptors: Foreign Students, Student Recruitment, Community Involvement, Marketing
Kamal Basha, Norazlyn; Sweeney, Jillian C.; Soutar, Geoff – Journal of Marketing for Higher Education, 2015
Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…
Descriptors: Higher Education, Global Approach, College Choice, Risk