Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Australian educational institutions' international markets A correspondence analysis

Australian educational institutions' international markets A correspondence analysis Purpose – The global market for international students have become highly competitive and many institutions, particularly higher education institutions, rely heavily on fee income from overseas students. This study aims to examine the countries from which Australian education institutions draw such students and used this information to better understand such patterns. Design/methodology/approach – Data were obtained from a sample of 225 schools, colleges and universities that were actively engaged in the recruitment of international students and correspondence analysis and cluster analysis were used to examine the recruitment choices made by these institutions. Findings – It was clear there were three groups within the data that had different recruitment strategies. Group 1 (local players) institutions were primarily established to cater to the needs of international students studying in Australia and had a narrowly focussed recruitment strategy. Group 2 (global players) were institutions (mainly universities) operating both within Australia and offshore who recruited widely. Group 3 (minor players) institutions were mainly high schools that engaged in international student recruitment only on an ad hoc basis. Research limitations/implications – The study was undertaken within a single country. However, the findings, which highlighted the international student recruitment patterns of the responding education institutions, suggested they paralleled the types of activity found among other types of exporting firms. Practical implications – The paper suggests managers in educational institutions seeking to engage in overseas markets must make a strategic choice as to the level of their commitment to internationalisation and that this will impact on the choices they make about the way they recruit international students. Originality/value – There are few studies of education institutions in the international marketing area and even fewer have examined the issue of geographic recruitment choices. This study provides useful statistical evidence of the types of strategies that are likely to be found in this sector. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Educational Management Emerald Publishing

Australian educational institutions' international markets A correspondence analysis

Loading next page...
 
/lp/emerald-publishing/australian-educational-institutions-international-markets-a-ai8qzYbHjz
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0951-354X
DOI
10.1108/09513540810861865
Publisher site
See Article on Publisher Site

Abstract

Purpose – The global market for international students have become highly competitive and many institutions, particularly higher education institutions, rely heavily on fee income from overseas students. This study aims to examine the countries from which Australian education institutions draw such students and used this information to better understand such patterns. Design/methodology/approach – Data were obtained from a sample of 225 schools, colleges and universities that were actively engaged in the recruitment of international students and correspondence analysis and cluster analysis were used to examine the recruitment choices made by these institutions. Findings – It was clear there were three groups within the data that had different recruitment strategies. Group 1 (local players) institutions were primarily established to cater to the needs of international students studying in Australia and had a narrowly focussed recruitment strategy. Group 2 (global players) were institutions (mainly universities) operating both within Australia and offshore who recruited widely. Group 3 (minor players) institutions were mainly high schools that engaged in international student recruitment only on an ad hoc basis. Research limitations/implications – The study was undertaken within a single country. However, the findings, which highlighted the international student recruitment patterns of the responding education institutions, suggested they paralleled the types of activity found among other types of exporting firms. Practical implications – The paper suggests managers in educational institutions seeking to engage in overseas markets must make a strategic choice as to the level of their commitment to internationalisation and that this will impact on the choices they make about the way they recruit international students. Originality/value – There are few studies of education institutions in the international marketing area and even fewer have examined the issue of geographic recruitment choices. This study provides useful statistical evidence of the types of strategies that are likely to be found in this sector.

Journal

International Journal of Educational ManagementEmerald Publishing

Published: Mar 28, 2008

Keywords: Education; Strategic marketing; Recruitment

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month