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ERIC Number: EJ881527
Record Type: Journal
Publication Date: 2010-Apr
Pages: 10
Abstractor: As Provided
ISSN: ISSN-1360-080X
Academics as Part-Time Marketers in University Offshore Programs: An Exploratory Study
Poole, David; Ewan, Craig
Journal of Higher Education Policy and Management, v32 n2 p149-158 Apr 2010
Australian universities maintain almost 900 offshore programs delivered to more than 100 000 students, primarily in the nations of Singapore, Malaysia, China, and Hong Kong (Universities Australia, 2009; IDP, 2009a). Although offshore students comprise an estimated 30 per cent of international student enrolments at Australian universities (IDP, 2009b), there is evidence that many local institutions neither prepare academics to add value beyond their core teaching roles, nor create the environment in which academics become formally aware of their potential to serve as part-time marketers on behalf of their institutions (see, for example, Dunn & Wallace, 2006). Thus, the aim of this exploratory study was to determine the extent to which such international management deficiencies exist in a sample institution. The results of the study indicate that substantial potential exists for the more-active participation of academics in marketing processes while engaged in offshore teaching activities, and that deliberate strategies to achieve this outcome were both demanded and desired. Further research will be undertaken to confirm the validity of this conclusion.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Australia; China; Hong Kong; Malaysia; Singapore