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2012 | 4 | nr 4 | 94--101
Tytuł artykułu

International Marketing in Higher Education - a Comparison Study Between Students' Choices in Poland and the UK

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The purpose of this article was to explore the nature of the marketing of higher education (HE) and universities in an international context. There is a substantial literature on the marketing of Higher Education and consumer behavior. Scholars provide evidence of the marketing strategies that have been implemented by HE institutions. However the literature comparing the choices of Polish and British students remains very limited, and this is relatively uncharted territory. This paper compares the decision-making processes made by British and Polish students while choosing a university. (original abstract)
Rocznik
Tom
4
Numer
Strony
94--101
Opis fizyczny
Twórcy
  • Społeczna Akademia Nauk
  • Społeczna Akademia Nauk
Bibliografia
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  • Binsardi A. & Ekwulugo F. (2003) "International Marketing of British Education: research on the students' perception and the UK market penetration", Marketing Intelligence & Planning, Vol. 21 No. 5, pp. 318-327.
  • Conway T., Mackay S., & Yorke D. (1994) "Strategic Planning in Higher Education: who are the customers?", The International Journal of Educational Management, Vol. 8 No. 6, pp. 29-36.
  • Czarniawska B. & Genell K. (2002) "Gone shopping? Universities on their way to the market", Scandinavian Journal of Management, Vol. 18 No. 4, pp. 455-475.
  • Gibbs P. & Knapp M. (2001) "Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions," Kogan Page, London.
  • Gomes L. & Murphy J. (2003) "An exploratory study of marketing international education online", The International Journal of Educational Management, Vol. 17 No. 3, pp. 116-125.
  • Gray B.J., Fam K.S., & Llanes V.A. (2003) "Cross cultural values and the positioning of international education brands", Journal of Product and Brand Management, Vol. 12 No. 2, pp. 108-119.
  • Grandys Ewa, Grandys Andrzej, TRANSNATIONAL CORPORATIONS AND CROSS CULTURAL MANAGAMENT, OiK, Nr 5 (148) rok 2011.
  • Hare P. & Lugachev M. (1999) "Higher Education in transition to a market economy: two case studies", Europe-Asia Studies, Vol. 51 No. 1, pp. 101-122.
  • Jongbloed B. (2003) "Marketisation in Higher Education, Clarke's Triangle and the Essential Ingredients of Markets", Higher Education Quarterly, Vol. 57 No. 2, pp. 110-135.
  • Ł. Sułkowski, Czy kultury organizacyjne zmierzają do unifikacji, "Zarządzanie Zasobami Ludzkimi", nr 3-4, 2002.
  • Maringe F. (2004) "Vice chancellor's perceptions of university marketing: a view from universities in a developing country", Higher Education Review, Vol. 36 No. 2, pp. 53-68.
  • Maringe F. & Foskett N.H. (2002) "Marketing university education: the South African experience", Higher Education Review, Vol. 34, No. 3, pp. 35-51.
  • Mazzarol T. (1998) "Critical success factors for international education marketing", International Journal of Educational Management, Vol. 12 No. 4, pp. 163-175.
  • Mazzarol T. & Hosie P. (1996) "Exporting Australian Education: future strategies in a maturing market", Quality Assurance in Education, Vol. 4 No. 1, pp. 37-50.
  • Mazzarol T. & Soutar G.N. (1999) "Sustainable competitive advantage for educational institutions: a suggested model", International Journal of Educational Management, Vol. 12 No. 6, pp. 287-300.
  • Mok K.H. (2000) "Marketising higher education in post-Mao China", International Journal of Educational Development, Vol. 20 pp. 109-126.
  • Mora J.G. (1997) "Market trends in Spanish higher education", Higher Education Policy, Vol. 10 No. 3/4, pp. 187-198.
  • Oplatka I. (2002) "Implicit contradictions in public messages of 'low-stratified' HE institutions: the case of Israeli teacher training colleges", The International Journal of Educational Management, Vol. 16 No. 5, pp. 248-256.
  • Oplatka I. & Hemsley-Brown J. (2004) "The research on school marketing: current issues, future directions", Journal of Educational Administration, Vol. 42 No. 3, pp. 375-400.
  • Williams G. (1997) "The market route to mass higher education: British experience 1979-1996", Higher Education Policy, Vol. 10 No. 3/4, pp. 275-289.
  • Williams G.L. (1996) The Many Faces of Privatization. Higher Education Management 8: 39-56.
  • Young S. (2002) "The use of market mechanisms in higher education finance and state control: Ontario considered", The Canadian Journal of Higher Education, Vol. xxxii No. 2, pp. 79-102.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171423048

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