International marketing of UK education - A study on students' perception

Abstract

The central purpose of this study is to determine the international marketing strategies of education that attract and help international students to make their decision to study in the UK. The study majorly focuses on the research on international students’ perspectives. It looks at various researches done by other authors and researchers in this sector. This research also recommends the strategy model to be used by the institutions for promoting the education worldwide. According to the study, UK education is expanding at an explosive rate all over the world. International students get attracted towards the various marketing strategies followed by the UK universities through various government bodies and also through a number of educational agents in the home country. Literature Review gives a background study to this research. It gives information about the previous study that had been done on marketing education internationally. This chapter highlights various disciplines like marketing, international marketing, decision-making process of international students etc. It also explains the models used in marketing mix, product level model. The conceptual model is generated and worked upon throughout this study. In Research Methodology, researcher has cited all the methods and techniques used for this study. Researcher has also given her choice of research method and its justification. The information on data collection methods and analysis is also provided in methodology. In the next chapter findings and analysis are provided by using appropriate research method. Analysis is done using questionnaire and a telephonic interview. In the conclusion part, researcher has concluded her findings from the research and the responses received. The researcher has also given appropriate recommendations based on the research done. Limitations and challenges faced by the researcher are also cited at the end.