Tertiary education: an investigation of location selection criteria and preferences by international students – The case of two Australian universities

Abstract

This paper identifies and analyzes factors that influence international student selection of universities and the role that education marketing plays in the process. The research for the paper was inspired by work done by Canterbury on education marketing, published in the Journal of Marketing for Higher Education. The study empirically tests key constructs in service marketing. According to Canterbury it is time that higher education marketing theoreticians and practitioners alike looked beyond our similarities to other applications of service marketing to understand how some of our markets and our services might differ. To this end, the current study examines the views of international students undertaking their studies in two universities, one on the east coast and the other on the west coast of Australia. It reports the findings of international students’ choice factors in selecting an Australian university environment.

Keywords:

• higher education marketing
• international students
• international education markets
• Australia

Notes