Marketing international higher education: A case of Thai students in Australia

Pimpa, N 2008, 'Marketing international higher education: A case of Thai students in Australia', International Journal of Management in Education, vol. 2, no. 2, pp. 154-171.


Document type: Journal Article
Collection: Journal Articles

Title Marketing international higher education: A case of Thai students in Australia
Author(s) Pimpa, N
Year 2008
Journal name International Journal of Management in Education
Volume number 2
Issue number 2
Start page 154
End page 171
Total pages 18
Publisher Inderscience Publishers
Abstract Education has long been one of the most important exporting services to Australia. Australia has developed its higher education resources and significantly increased its role in the international education market. The Australian government data for 2006 lists 317 909 foreign students in the Australian education institutions nationwide. This is the time when Australia is experiencing a growing overseas demand for a higher education system. Australia, therefore, needs to critically forms and ways of internationalisation in its education system. This study investigates the patterns of influence from various personal sources on the Thai students' decision to study in Australian universities. It reveals that various personal sources, such as family members, friends, relatives, agents or the Australian representatives, can influence the students' decision-making processes. Furthermore, this study also confirms the associations between the influencing sources, the students' background and the types of influence. International universities should learn to understand the international students' decision-making process, since it will help the universities to respond to the needs of the international students.
Subject Gender, Sexuality and Education
Marketing not elsewhere classified
Keyword(s) international education
marketing
Australia
Thailand
higher education
study abroad
choices
DOI - identifier 10.1504/IJMIE.2008.018390
ISSN 1750-385X
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