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

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. 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