Internationalization or International Marketing? Two Frameworks for Understanding International Students' Choice of Canadian Universities

ABSTRACT

This paper discusses two important concepts—internationalization and the international marketing of higher education—and how they influence international students' choice of Canadian universities. The paper is based on two studies: one on 140 East Asian international graduate students who enrolled at two large Ontario universities in the academic year 2003–2004, and the other on 95 international undergraduate students who enrolled at an Ontario university in academic year 2005–2006. The research findings show that market segmentation determines the applicability of internationalization and/or marketing of higher education. Activities related to the internationalization of education play a critical role in influencing the research-oriented students' choice of a Canadian graduate school. Marketing activities have a direct impact on graduate students' choice in professional programs. “Twinning” or “incountry” programs—a blend of internationalization and international marketing approach—have a strong influence on undergraduate students' choice to come to Canada.

KEYWORDS:

• Internationalization
• marketing of education
• international education
• international student choice

Notes

1. For the purpose of comparative study, the data reported in this paper is limited to the East-Asian students' responses. The total respondents from all non-English-speaking countries were 183, which represents a 37 percent response rate.