International marketing of British education: research on the students' perception and the UK market penetration

Ekwulugo, F. and Binsardi, A. 2003. International marketing of British education: research on the students' perception and the UK market penetration. Marketing Intelligence & Planning. 21 (5), pp. 318-327.

TitleInternational marketing of British education: research on the students' perception and the UK market penetration
AuthorsEkwulugo, F. and Binsardi, A.
Abstract

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.

KeywordsConsumer behaviour, higher education, international marketing, marketing intelligence, students, United Kingdom
JournalMarketing Intelligence & Planning
Journal citation21 (5), pp. 318-327
ISSN0263-4503
YearSep 2003
Digital Object Identifier (DOI)doi:10.1108/02634500310490265
Publication dates
PublishedSep 2003

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