Entry modes as a component of international marketing strategy: a mixed-method analysis of higher education services

Authors

Vik Naidoo, University of Sydney
Jerome D. Donovan, Swinburne University of Technology
Trenton J. Milner, University of WollongongFollow
Cheree Topple, Swinburne University of Technology

RIS ID

110610

Publication Details

Naidoo, V., Donovan, J. D., Milner, T. J. & Topple, C. (2016). Entry modes as a component of international marketing strategy: a mixed-method analysis of higher education services. In T. Wu & V. Naidoo (Eds.), International Marketing of Higher Education (pp. 47-82). United States of America: Palgrave McMillan.

Abstract

This chapter examines the issue of entry modes as a component of international marketing strategy in higher education. With more and more Higher Education Institutions (HEIs) establishing foreign campuses overseas as part of their international marketing strategies aimed at raising overseas brand awareness and boosting international student recruitment, this study provides a new and interesting perspective on international higher education marketing.