The role of international marketing in higher education

Terry Wu, Vik Naidoo

Research output: A Conference proceeding or a Chapter in BookChapterpeer-review

6 Citations (Scopus)


With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenues, but also as an integral part of an overall academic strategy. Universities and colleges face new challenges in student recruitment and international competition. The role of international marketing in higher education is of growing importance.

Original languageEnglish
Title of host publicationInternational Marketing of Higher Education
EditorsTerry Wu, Vik Naidoo
PublisherPalgrave Macmillan
Number of pages7
ISBN (Electronic)9781137542915
ISBN (Print)9781137542908
Publication statusPublished - 1 Jan 2016
Externally publishedYes


Dive into the research topics of 'The role of international marketing in higher education'. Together they form a unique fingerprint.

Cite this