Marketing of UK universities overseas: An evaluation study of Chester University, University of Huddersfield and Staffordshire University
AuthorsKavididevi, Kumar R.
MetadataShow full item record
AbstractThe study focuses its attention on the various marketing and international marketing strategies used by UK Universities to determine the elements that can be considered by UK Universities in future while designing their marketing and international marketing strategies. Qualitative research methods have been adopted and the case studies of Chester University, University of Huddersfield and Staffordshire University have been considered to gain understanding of the perceptions of the universities’ officials. The themes emerging from the case study of the Universities & from the views of officials are used to derive a model using questionnaires and semi structure interviews as the research instruments. The research aim and question that is to be explained in the study is: How UK Universities are Marketing Overseas. The study illustrates the investigation and the data analysis. The study also tests the data against the relevant theory and discusses the findings and finally gives the possible recommendations. These recommendations can be used to further develop the marketing mix model for UK Universities or other similar models & these models can be used in future by UK Universities to plan their marketing and international marketing strategies.
PublisherUniversity of Chester
TypeThesis or dissertation
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