International Student Mobility and Access to Higher Education (Marketing and Communication in Higher Education)

✍ Scribed by Or Shkoler, Edna Rabenu, Paul M.W. Hackett, Paul M. Capobianco

• Publisher: Palgrave Macmillan
• Year: 2020
• Tongue: English
• Leaves: 246
• Category: Library

✦ Synopsis

This book offers a comprehensive look into issues and trends driving international student mobility as the phenomenon becomes increasingly prevalent worldwide. Chapters first present an expanded definition of student mobility in the context of internationalization and go on to discuss the underlying motivations, issues, and challenges students face in attaining successful outcomes. The authors employ marketing concepts to illustrate ideas and recommendations for better attracting and integrating international students into academic institutions abroad with the goal of greater satisfaction for students and improved profitability for the universities they attend.

✦ Table of Contents

Preface
Aims of This Book
Contents
List of Figures
List of Tables
1 Defining International Student Mobility and Higher Education
Defining Higher Education
What Is Virtual (Higher) Education?
Defining International Student Mobility
Internationalization
The Evolution of the Cross-Border Higher Education and the Mobility of International Students
Types of Cross-Border Education
First Generation: Student Mobility
Second Generation: Program or Provider Mobility
Third Generation: Education Hubs
Basic Descriptive Data Regarding Cross-Border Student Mobility
International Students: Ambiguous Interpretations
The Confusion Surrounding Formal Academic Status of International Students
Conclusion: A Continuum to Academic Status and a Redefinition
A Redefinition of International Students
References
2 Background and Characteristics of International Student Mobility and Access to Higher Education
Theoretical Background
The Value of Facet Theory
Toward a Better Understanding of the Perspectives and Experiences of International Students
Exploring the Characteristics of International Students
Navigating the Complexity: The Student-Centric Approach
Understanding the Benefits of International Students
Understanding the Difficulties of International Students
Framing Student Mobility, Globalization, and Internationalization
The Dangers of Reductionism and the Benefits of Cooperation
The Importance of Quality Marketing
Markets and Marketing
Competition
An Imperative to Serve the Needs of International Students
Digging Deeper: The Appeal of and for International Students
The Talent Pool
Diversity
Personal Development
Cross-Cultural Values
Meeting the Challenges
Individual Agency
Person- and Variable-Focused Approaches
Acculturative Stress
Mismatch in Expectations
Coping Strategies and Support Networks
Coping Strategies
The Importance of Support Networks
Conclusion
References
3 The Reasons for International Student Mobility
Student Mobility as a Private Case of Migration
Student Mobility as a Private Case of Gravity
Motivation of International Students
Factors Influencing International Students’ Choice of Higher Education Abroad
The Push–Pull Model of International Student Mobility
The Imperative Need for a Rejuvenated “Push–Pull” Model
The Dangerous Sum of the Five Problems: Impaired External Validity (i.e., Generalizability of the Results)
Mapping Sentence for International Student Mobility
Facet A: Initiators (Personal Goals)
Facet B: Attractors (Pull Factors)
Facet C: Moderators (Conditioning Factors)
Basic Examples
A Final Word on the Differences Between Levels of Study
References
4 Marketing Standpoints of International Students
Introduction to a Marketing Point of View
Useful, Important, and Frequently Used Marketing Terms
What Is Marketing?
Consumer Psychology: The Customer and the Consumer
The Brand
Branding
Brand Positioning
More Ways of Differentiation
Competition
Branding in Contemporary Times
A Word of Warning
The Case of Higher Education and International Students
Higher Education as a Marketable Service
The General Decision-Making Process
The Decision-Making Process to Purchase Higher Education Oversees as an Intangible Service/Good
Why Bother Courting International Students?
Spheres of Influence: Ecosystems of the International Higher Education Market
Micro-Systems
Meso-Systems
Exo-Systems
Macro-Systems
Time
Trends in International Higher Education
A Summary of Ecosystems and Their Applications
SWOT Analysis
A SWOT Analysis for International Higher Education
Strengths
Weaknesses
Opportunities
Threats
Conclusion
References
5 Recommendations and Remedies
Strengthening National Branding
Strengthening Institutional Branding
Improving Internationalization
Improving Transportation
“Greasing and Smoothing”
Preparation and Facilitation for a Prospective Student
Psychological and Emotional Support
Marketing the “Whole Package”
Orientation Days
Obtaining Student Feedback
Scholarships and Financial Aid
Alliances and Cooperation
Providing Information on a Hosting Country and/or an Institution
Be More Proactive! The Student’s Version
Be More Proactive! The Institution’s Version
Post-decision Institutional Efforts
Research Recommendations
Addendum: Key Suggestions for International Students, by Geographical Region
References
Appendices
Appendix A: Facet Theory Approach
Appendix B: Suggested Factors Influencing Students’ Choice to Study Overseas (in Selected Literature)
Appendix C: (Self-)Selection Bias
Appendix D: Important Marketing Terms
Index