*Apologies for cross-posting*
Call for Chapters
International Marketing of Higher Education
Terry Wu, University of Ontario Institute of Technology, Canada
Vik Naidoo, University of Sydney, Australia
We invite academics and practitioners who are interested in the area of marketing of higher education to submit book chapters for possible publication in the proposed book entitled "International Marketing of Higher Education". This book is expected to be published in the Fall of 2015 by Palgrave Macmillan
Trade in education services is a fast growing global business following the trend of other service sectors. Estimated at US$65 billion and representing roughly 3% of global services exports (OECD, 2009), trade in education services is a multidimensional phenomena (e.g. the import and export of textbooks, international examinations such as the Graduate Management Aptitude Test (GMAT), etc), although the cross-border migration of international students remains the most visible aspect of this trade (OECD, 2009).
Growth in international student mobility is both demand and supply motivated (Mazzarol and Soutar, 2002). On the demand side, students increasingly view international qualifications as a differentiating asset that tends to command a premium in today’s competitive job market. On the supply side, higher education institutions (HEIs) faced with a decline in public funding, are increasingly compelled to offer their courses to full-fee paying overseas students (Hayes, 2007). These demand and supply dynamics for education services have led to an increasing commercialization of higher education, not just at the domestic level but also globally as HEIs compete to attract overseas students (Allen and Shen, 1999; Kwong, 2000; Binssardi and Ekwulugo, 2003).
This increasing global competition in higher education has led many HEIs to develop international marketing strategies as part of their international student recruitment objectives (Mazzarol and Soutar, 2001; 2008; Hemsley-Brown and Goonawardana, 2007). While previously the focus of education marketing was largely domestically focused, in recent years, there has been an exponential growth in the interest of HEIs in international marketing as they reach out to potential students across their national boundaries. This interest in international marketing has not been limited at an individual institutional level but has also been adopted at a national level in many countries where national governments, realising the export earnings potential of education services, are promoting the benefits of studying in their respective countries. The UK, Australia, New Zealand are some common examples of countries that have adopted a national-international marketing approach to the promotion of education services offshore and increasingly, others are following suit (Naidoo & Wu, 2011).
Against this background of the increasing commercialization of higher education and the increasing relevance of marketing as applied to higher education services, this book aims to address the paucity of research that currently exists in this area (Hemsley-Brown & Goonawardana, 2007; Chapleo, 2011). In particular, the book will cover both the theory and applications of marketing higher education in a global environment. It aims to be of relevance to both academic researchers and practitioners such as university administrators as well as government officials interested in formulating strategies/policies for international marketing activities within the higher education sector.
With this perspective in mind, we invite papers that will offer new insights into major markets of higher education and highlight how international marketing is changing the educational discourse in these markets. Potential topics of interest include, but not limited, to the following topics:
• Marketing of global Higher Education as a business model
• Consumer Behaviour theory as applied to Higher Education
• Global branding in Higher Education
• Brand alliances in Higher Education
• Market Segmentation in Higher Education
• International entry modes in offshore campus developments (e.g. in the Middle East region)
• Emerging trends on Marketing of Higher Education in major countries of interest to international students
• Marketing of Higher Education with a country focus (e.g. US, UK, Canada, Australia, New Zealand, Germany)
• The role of marketing and its international public policy implications for Higher Education
• Submit a book chapter proposal: October 10, 2014
• Notice of accepted chapter proposal: January 10, 2015
• Submission of full book chapter: May 10, 2015
• Final chapter submission after revisions: July 10, 2015
Chapter proposals must be submitted by October 10, 2014 to be considered. We will make initial editorial decisions on chapter proposals by January 10, 2015. Authors of accepted proposals will be invited to submit their full book chapters by May 10, 2015. All submissions will be double-blind peer-reviewed. Contributors may be asked to serve as reviewers.
• You are invited to submit a 2-3 page chapter proposal
• Manuscripts must be original, and should not have been previously published or under consideration by other books or journals.
• Please submit your chapter proposals via email to both editors: Terry Wu, [log in to unmask]; Vik Naidoo, [log in to unmask]
• All submissions must follow the format and reference styles from the Journal of International Business Studies.
Any questions pertaining to the book chapters, please contact the co-editors:
Dr. Terry Wu: [log in to unmask]
Dr . Vik Naidoo: [log in to unmask]
Allen, R.F. & Shen, J. (1999). Some Evidence of the Character of Competition among Higher Education Institutions. Economics of Education Review, 18:465-470,
Binsardi, A. & Ekwulugo, F. (2003). International Marketing of British Education: Research on the Student’s Perception and the UK Market Penetration. Marketing Intelligence and Planning, 21:318-327.
Chapleo, C. (2011). Branding a university: adding real value or smoke and mirrors? In Molesworth & R. Scullion (Eds.), In The Marketisation of Higher Education and the Student as Consumer (pp. 101-114), M. London: Routledge.
Hayes, T. (2007). Delphi study of the future of marketing of higher education. Journal of Business Research, 60(9): 927-931.
Hemsley-Brown, J. & Goonawardana S. (2007). Brand Harmonisation in the International Higher Education Market. Journal of Business Research, 60:942-948.
Kwong, J. (2000). Introduction: Marketisation and Privatisation in Education. International Journal of Educational Development, 20:87-92.
Mazzarol, T. & Soutar, G.N. (2001). The Global Market for Higher Education: Sustainable Competitive Strategies for the New Millennium. London: Elgar
Mazzarol, T. & Soutar, G.N. (2002). The “Push-Pull Factors Influencing International Student Selection of Education Destination. International Journal of Educational Management, 16(2):82-90.
Mazzarol, T., & Soutar, G.N. (2008) “Australian Educational Institution’s International Markets: A Correspondence Analysis”, International Journal of Educational Management, 22(3): 229-238
Naidoo, V. & Wu, T. (2011). Marketing Strategy Implementation in Higher Education: A Mixed Approach for Model Development and Testing. Journal of Marketing Management, 27(11-12): 1117-1141.
OECD (2009). Education at a Glance: OECD Indicators. Paris: OECD.
Terry Wu, PhD
Professor of Business
Faculty of Business and IT
University of Ontario Institute of Technology
2000 Simcoe Street North
Phone: 905-721-8668 Ext. 2623
Email: [log in to unmask]<mailto:[log in to unmask]>
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