International Marketing of Higher Education

Part I. Introduction

1. The Role of International Marketing in Higher Education
Terry Wu, Vik Naidoo

Part II. Emerging Themes and Strategic Perspectives

2. The Relevance of Marketing Activities for Higher Education Institutions
Fernando Angulo-Ruiz, Albena Pergelova, Juraj Cheben

3. Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services
Vik Naidoo, Jerome Donovan, Trenton Milner, Cheree Topple

4. Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities
Rajat Roy, Vik Naidoo

5. University Website
Design in International Student Recruitment: Some Reflections
Emmanuel Mogaji

Part III. Regional Case Studies

6.
Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program
Robert Williams, Scott Manning, Susannah Morris, Jerrell Habegger

7. Developing Economy Universities Competing in a Global Market: Evidence from Thailand
Scott Hipsher, Joe Bulmer

8. Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany
Stephen Platz, Dirk Holtbrügge

9. Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad
Richard Glavee-Geo, Åse Mørkeset

10. Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary
Beatrix Lányi, Gyöngyi Pozsgai

Avainsanat: Education, Higher Education, Marketing