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The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field.

The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions.

The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the field of HE marketing. However, the literature on HE marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of HE and the nature of their services.

The research field of HE marketing is still at a relatively pioneer stage with much research still to be carried out both from a problem identification and strategic perspective.

Despite the substantial literature on the marketisation of HE and consumer behaviour, scholarship to provide evidence of the marketing strategies that have been implemented by HE institutions on the supply‐side remains limited, and this is relatively uncharted territory. This paper reviews the literature in the field, focusing on marketing strategies in the rapidly developing HE international market.

The purpose of this paper is to propose a theoretical model that integrates the different groups of factors which influence the decision‐making process of international students, analysing different dimensions of this process and explaining those factors which determine students' choice.

A hypothetical model is presented which shows the purchase intention as an independent variable dependent on five factors: personal reasons; the effect of country image, influenced by city image; institution image; and the evaluation of the programme of study. The consideration, whether conscious or unconscious on the part of the prospective student, of the different elements making up the factors included in this study will determine the final choice made by that student.

The limitations of this study stem from the nature of the study itself. As a theoretical model, it aims to integrate the factors identified in the existing literature. Thus, future research must try to examine the existing relationships among the aforementioned factors. In particular, it must analyse the weight of each factor on the purchase intention, and the relative importance of each element for the factor it belongs to. Therefore, determining the relative importance of each element and factor would constitute an important source of information for future work in international marketing.

There are few studies which try to tackle the decision‐making process of the prospective international student from an integrated point of view. This paper contributes to bridging that gap.

This study seeks to assess the sustainability of black African Small/Medium Enterprises (BASMEs) in London – by identifying how several unique factors might impinge on their propensity to flourish, falter or fail. In acknowledging the importance of break‐out to the sustainability of these businesses, this study explores whether an escapist mindset and low levels of acculturation could impinge on an entrepreneur’s willingness to overcome embeddedness, by reducing dependence on community linkages. Combining a synthesis of existing literature with a modicum of empirical research, this study finds that majority of the respondents were not “escapists entrepreneurs”. However, the escapists were more likely to operate businesses which may be failure‐prone as they were more likely to neglect pre‐start‐up preparations, less likely to approach institutional support systems for business support and more likely to favour embeddedness. Furthermore, acculturation levels were not found to have any effect on the entrepreneurs’ attitudes towards overcoming embeddedness and approaching institutions for business support. This study has both practical and social implications – as outlined in the main body of the paper.

It is salient to be acquainted with the key elements that determine educational tourists’ decision in selecting an overseas destination while considering the rise of international competition amidst nations concerning international students. There has been a growth in the number of nations committed to attracting educational tourists. This issue is evident in countries involved in higher education (HE), such as Northern Cyprus, identified as an edu-tourism destination. Northern Cyprus can attract a whopping number of tourists, and the higher population is most likely to be made up of international students regardless of its interdiction on direct flights and political pressure. This chapter centres on analysing educational tourists’ motivators in selecting a tourism education destination abroad and on revealing effective recruitment and promotion plans towards attracting them. The chapter includes the descriptions and discussions of educational tourism, the HE industry over the years, globalisation and internationalisation of educational tourism, factors influencing educational tourists’ decision-making process and key elements influencing educational tourists’ decisions in HE institutions. At the end of the chapter, a case study is presented that reports the findings of interviews with educational tourists, overseas recruitment agents and Eastern Mediterranean University staff responsible for promoting the institution. The results identified eight factors affecting educational tourists’ decisions on study destination. Those factors comprise cost, ease of access, location, social factors, quality of education, instruction language, cultural environment and communication quality. The sub-factors of the main eight factors are scholarships, destination’s scenery, safety, friends’ and relatives’ influence and cultural differences. This chapter brings a significant knowledge about the motives that affect educational tourists in selecting at a particular HE destination. Based on the study’s findings, educational institutions may consider various recommendations to redesign their strategies towards attracting educational tourists more effectively. Generally, this study promotes an apprehension about the diverse elements that affect educational tourists’ selection of a destination study. An in-depth understanding of these factors will help education institutions’ decision-makers better develop plans of action to provide desired services to educational tourists, attract and keep them in return.

Globalisation of higher education (HE) is becoming increasingly significant with institutions in Europe, America and Australasia looking for new opportunities to engage with students from Asia and Africa, either by delivering in their own countries or by attracting them to study in the institution’s home country. Business and Management Studies are in increasing demand in emerging economies, and are often used as a higher education institution’s route into engagement in new markets. This paper uses case study methodology to provide four comparative cases; these show how one institution used technology enhanced learning to offer its business curriculum in a variety of contexts to different groups of students. The cases highlight two examples which use a technology enhanced approach, with faculty travelling to the student’s home institution to deliver in block‐mode supported with online material or with students travelling to the UK for weekend blocks, again supplemented online. The other two case study examples are primarily online. The cases indicate that a technology enhanced approach has been successful in terms of the students’ experiences of “British” education in a non‐traditional context. An “online only” approach has proved less successful in engaging students from different cultural backgrounds in a “British” educational experience.

The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post‐graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the MBA. The traditional marketing tools historically grouped into 4Ps (product, price, place and promotion), 5Ps (adding people) and 7Ps (adding physical facilities and processes) may be wanting in this market.

The approach taken was a quantitative survey of students registered at state subsidized universities in South Africa.

The factor analysed data showed seven quite distinct underlying factors in the marketing activities of these business schools, some covering the same elements of the traditional marketing mix: people, promotion, and price. There were, however, four different elements: programme, prominence, prospectus, and premiums.

While the survey included only MBA students from a sample drawn in South Africa, the study does highlight the fact that the traditional services marketing mix may not be as useful to the higher education sector as it might have been originally thought.

The development of marketing strategy may be better served by this 7P model rather than the services mix.

This paper presents the underlying factors that form the basis of a new marketing mix specifically for MBA recruitment.

The purpose of this paper is to report the factors that influence Vietnamese students’ choice of university in a little researched context where the effects of globalization and education reform are changing higher education.

A quantitative survey was completed by 1,124 current or recently completed university students in Vietnam. Marketing approaches are drawn upon to inform the exploration and understanding of student choice and decision making.

The factor analysed data showed the nine key factors influencing student decisions, in order of significance, as facilities and services, programme, price, offline information, opinions, online information, ways of communication, programme additions, and advertising. There are significant correlations in the Vietnamese context between the factors of price and facilities, and services and programme, and differences between genders and types of students in choosing a university.

Whilst this paper is a starting point, more research is needed in the Vietnamese context with deeper levels of analysis including the differences between types of universities and fields/disciplines, in addition to wider sampling.

A greater understanding of the Vietnamese context helps to inform marketing practices in a country experiencing increasing competition in higher education.

Findings from studies in other contexts many not be directly transferrable to Vietnamese universities suggesting the need for a contextual understanding of these factors and a suitably nuanced marketing response.

This paper identifies the need for cultural understanding of little researched contexts and calls for further research which does not assume all cultures and contexts will have the same underlying Vietnamese model of university choice.

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability and the moderator influence of brand signature in higher education institutions in Germany. A total of 257 students were surveyed and the data gathered were tested through partial least squares structural equation modelling. The findings demonstrated that higher-education institutions’ SMMAs had a significant effect on both brand recognisability and students’ brand preference. The findings also empirically proved the significant mediator influence of brand recognisability and the moderator influence of brand signature upon the association of higher education institutions’ SMMAs and students’ brand preference. It is anticipated that the findings of this research could be utilised as a significant solution in the improvement of higher education institutions’ SMMAs, specifically focussing on the significance of each component of SMMAs.

International students make valuable educational and economic contributions in higher education institutions (HEIs) all across the world. They contribute to the diversity and add different perspective in classrooms. Attracting international students is one of the objectives of HEIs. International students being present all over the world access information about the university online. Hence, all the relevant information must be available on the HEI website. Institutions are also present on social media platforms for interaction purposes. The owned media, including website, social media, discussion forums, etc. of institutions must be regularly monitored and analysed. Equally important is to analyse what students are discussing online about institutions, that is, what are their sentiments. This chapter is an attempt to develop a guide for HEI to draw the interest of international students for an institution through web analytics and social listening. Web analytics will help in understanding the behaviour of the visitor to the HEI website. Key performance indicators that will help in achieve the objective of attracting international students will be identified. On the other hand, analysing social listening on different platforms will help in understanding international students’ perspectives towards a specific institution.

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international students’ enrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.