Choosing a Higher Education Destination: Marketing of Where, Why and How?
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ERIC Institute of Education Sciences
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| Hauptverfasser: | , , |
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| Format: | Recurso educativo Open Access |
| Sprache: | en |
| Veröffentlicht: |
2024
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| _version_ | 1867181756850896897 |
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| author | Ayse Collins Hasan Simsek Aygil Takir |
| author_facet | Ayse Collins Hasan Simsek Aygil Takir Ayse Collins Hasan Simsek Aygil Takir |
| collection | Education Resources Information Center |
| contents | Choosing a Higher Education Destination: Marketing of Where, Why and How? Ayse Collins Hasan Simsek Aygil Takir College Choice Marketing Higher Education Decision Making Foreign Students Study Abroad Student Attitudes Educational Experience Student Recruitment Reputation Institutional Characteristics Student Surveys Interpersonal Relationship Campuses School Safety Educational Facilities Educational Resources Foreign Countries This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international students' satisfaction criteria for university selection and enrolment. The findings of the study offer administrative implications for universities as well, regarding how they could appeal to international students by emphasizing components of institutional branding via online and offline marketing communication tools. Quantitative methodology was employed and data was collected through a survey. Sampling strategy was voluntary participation and 197 international students replied to the survey. Findings indicate that international students use personal contacts and social relations in finding international higher education institutions. Further, international students care about the campus culture (safe or not), the physical infrastructure of the university and library resources provided to students. |
| format | Recurso educativo Open Access |
| id | eric_EJ1450878 |
| institution | ERIC Institute of Education Sciences |
| language | en |
| publishDate | 2024 |
| record_format | eric |
| spellingShingle | Choosing a Higher Education Destination: Marketing of Where, Why and How? Ayse Collins Hasan Simsek Aygil Takir College Choice Marketing Higher Education Decision Making Foreign Students Study Abroad Student Attitudes Educational Experience Student Recruitment Reputation Institutional Characteristics Student Surveys Interpersonal Relationship Campuses School Safety Educational Facilities Educational Resources Foreign Countries Choosing a Higher Education Destination: Marketing of Where, Why and How? Ayse Collins Hasan Simsek Aygil Takir College Choice Marketing Higher Education Decision Making Foreign Students Study Abroad Student Attitudes Educational Experience Student Recruitment Reputation Institutional Characteristics Student Surveys Interpersonal Relationship Campuses School Safety Educational Facilities Educational Resources Foreign Countries This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international students' satisfaction criteria for university selection and enrolment. The findings of the study offer administrative implications for universities as well, regarding how they could appeal to international students by emphasizing components of institutional branding via online and offline marketing communication tools. Quantitative methodology was employed and data was collected through a survey. Sampling strategy was voluntary participation and 197 international students replied to the survey. Findings indicate that international students use personal contacts and social relations in finding international higher education institutions. Further, international students care about the campus culture (safe or not), the physical infrastructure of the university and library resources provided to students. |
| title | Choosing a Higher Education Destination: Marketing of Where, Why and How? |
| topic | College Choice Marketing Higher Education Decision Making Foreign Students Study Abroad Student Attitudes Educational Experience Student Recruitment Reputation Institutional Characteristics Student Surveys Interpersonal Relationship Campuses School Safety Educational Facilities Educational Resources Foreign Countries |
| url | https://eric.ed.gov/?id=EJ1450878 |