internationalization strategies and policies in second tier higher education institutions

This study addresses the major objectives and challenges in the internationalization processes of second-tier higher education institutions. We use the examples of universities of applied sciences in the Netherlands, academic colleges in Israel, and community colleges in Canada to offer a global perspective regarding the internationalization efforts in these types of institutions. Through comprehensive comparative analysis of secondary sources, we identify the trends taking place within these types of higher education institutions in these countries. We find that second-tier institutions tend not to have solidified for themselves tailored internationalization approaches and strategies that are uniquely fitting to their own missions, aims and student populations. This oversight creates a situation whereby such institutions, despite their culturally diverse student populations and the promise they hold to create a unique niche within internationalization discourse, fail to utilize the potential inherent in targeted internationalization strategies

Forms of market orientation among primary and secondary schoolteachers in Israel

This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of student retention; trust; building relationships with parents, curriculum marketing, strategic marketing, and market ..

Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing’

Abstract Purpose of this paper The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply-side higher education marketing; to establish the scope of higher education marketing; to identify gaps in the research literature, and make recommendations for further research in this field. Design/methodology/approach The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified -while keeping the focus on literature of greatest pertinence to the research questions. Findings The potential benefits of applying marketing theories and concepts which have been effective in the business world are gradually being recognised by researchers in the field of HE marketing. However, the literature on HE marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of HE and the nature of their services. 2 . 'Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing ' International Journal of Public Sector Management, Vol 19, No 4, Research limitations/implications (if applicable) The research field of HE marketing is still at a relatively pioneer stage with much research still to be carried out both from a problem identification and strategic perspective. What is original/value of paper Despite the substantial literature on the marketisation of HE and consumer behaviour, scholarship to provide evidence of the marketing strategies that have been implemented by HE institutions on the supply-side remains limited, and this is relatively uncharted territory. This paper reviews the literature in the field, focusing on marketing strategies in the rapidly developing HE international market

The Globalization and Marketization of Higher Education: Some Insights from the Standpoint of Institutional Theory

Aims: The chapter aims to challenge the basic premise underlying the processes of globalization and internationalization of HE (Higher Education) systems, and especially the consecutive marketization process, from the standpoint of the institutional theory of organization originating in sociology (Hall, 2001). Using institutional theory of organization as a theoretical framework for examining the theoretical essentials of these major processes currently in evidence in many HE systems may explain the barriers to diversity, responsiveness, and improvement – all of which are assumed to be driven by the introduction of marketization policies in HE systems. Evidence: review, theoretical The aim of the book the chapter - contributes to providing a theoretical basis for understanding the concepts of globalisation and internationalisation in the context of HE. Summary of key ideas of the chapter: The process of globalization and internationalization of HE in many developed countries is accompanied by a process of marketization because universities have to compete for students and resources by adopting market-like ideologies and diversity policies (Edwards, 2004). Basically, marketization includes the adoption of customer-oriented attitudes, uncertainty and ambiguity, emphasises the importance of external relations, systems of quality assurance, inter-organizational competition, and marketing-led management. In this chapter, we critically reflect upon the marketization process of HE institutions, by using four basic concepts underlying the institutional theory of organization: conformity to institutional rules, isomorphism, decoupling, and normatively-based decision-making. Briefly, we develop several arguments by asking, (1) to what extent are HEIs changes fundamental and a natural consequence of the need to respond to globalization and internationalization fundamental, rather than just image development? (2) Can HEIs be genuinely responsive to international students’ special needs/wants? (3) Can we expect high levels of diversity within universities following the recruitment of large numbers of international students? (4) To what extent are international students able to make choices based on clear and visible information about the university? The proposed chapter aims to challenge conventional wisdom in the emergent area of HE marketization and to come up with thought provoking theoretical ideas about the limitations of internationalization in HE systems. References Edwards, K. (2004). The university in Europe and the US. In R. King (ed.), The university in the global age. Houndmills: Palgrave Macmillan, pp. 27-44

Reflections on Management and Leadership of Education Marketing, Looking Toward the Future

This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of student retention; trust; building relationships with parents, curriculum marketing, strategic marketing, and market ..