Embedding marketing in international campus development: lessons from UK universities

Abstract

This paper provides recommendations for embedding a market- and marketing-informed approach within the development process for a new international campus. It includes a brief outline of the current global profile of international campuses (as one form of transnational education) before highlighting the role of marketing at key stages of campus development from initial business case through to full operation. Recommendations for integrating marketing into campus development are derived from a series of structured interviews with eight senior staff at three UK universities, all with campuses in Malaysia. Some participants were UK-based, others Malaysia-based; all had responsibility for marketing the international campus at some level. The purpose of this paper is to provide evidence-informed marketing guidance and good practice that is relevant to institutions considering establishment of an international campus.

Keywords:

• transnational education
• international branch campus
• cross-border education
• offshore education
• higher education marketing
• student recruitment

Acknowledgements

The author would like to thank those interviewees who shared their experience and expertise as part of this project.

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Vicky Lewis

Dr Vicky Lewis is a higher education consultant specialising in international strategy development and marketing planning. She runs Vicky Lewis Consulting as an independent consultancy and has carried out diverse projects for HE providers at different stages of the internationalisation process. Her research and consultancy interests include embedding marketing within international campus development and translating institutional drivers for internationalisation into valuable practical plans. She draws on 20 years' experience within UK universities, including both Director of International Office and Director of Marketing and Communications roles.