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The study adopted a qualitative approach through which both primary and secondary data were collected. Quality interview of one executive at the college was conducted and data from the students were collected through survey questionnaires. The role of the researcher was restricted to a participant observer. Secondary data has been obtained through extensive research on the academic libraries. The first objective was to evaluate the current international marketing strategy adopted by universities globally. The study finds that the education sector does not follow the traditional marketing framework. The students are different from customers and the HEIs are different from consumer products. The HE products are intangible which restrict the application of the marketing principles. Consequently the marketing mix and the targeting and positioning also differ. The marketing principle suggests that all marketing activities should be geared towards what the consumer wants. The consumer should attain the different levels of benefits from the marketing efforts of the organization. Thus, the HEIs now go in for accreditation, which enhances the image of the institution. Students are more concerned with the image and reputation of the university and they seek reviews from past students before they make their decision. Relationship marketing has been adopted by many universities as consumers seek a closer relation with the institution they would be going to. Overseas seminars have been found to be an effective way to reach out to the consumers which also enables first-hand contact with the college authorities. The colleges should also distribute more of the prospectus with details of the standing of their past students. The prospectus could become an advertising medium and reach those nations and consumers who may never have heard of the college. The second objective was to evaluate the drivers of change in the current environment. Globalization, competition and marketization have altered the way academic institutions reach out to the students. Education is now a global, market-oriented, private industry and international mobility of students have driven change in the sector. Since the education sector adds to the GDP of most nations, governments are also changing their policies and procedures for this sector. Apart from adding to the GDP, the education sector also contributes in other ways to the nation’s growth. Singapore for instance, benefits from international competitiveness in innovativeness and technology. As competition increased and other nations stepped in, the UK authorities introduced scholarships for achieving higher levels of market share. Fees are steep in the UK and deter many students from enrolments. The private institutions do not have any cap on the fees the can charge and on the number of international students they can take in. This benefits the UK economy and hence government support should be forthcoming even for the private institutions. The curricula have been found to be lacking in practical experience although the universities claim that the teaching faculty is from the business world. However, circumstances such as these have forced the colleges to ensure that teachers have sufficient practical experience before they join an institution. The third objective was to determine the factors that influence the location decision in the field of tertiary education. Immigration formalities are lengthy, rigorous and time-consuming. ...Show more

Summary

5.1 Conclusion With the aim to recommend the appropriate marketing strategy for the UK universities following the global recession, four objectives were set out in the first chapter. In the past, even during the Asian financial crisis, student inflow in the UK had decreased while Australia had gained in the process…
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