Essay: Marketing in Education Key Pointers
The blog discusses traditional marketing in education to attract international students to the United Kingdom and highlights the evolving challenges and alternatives in the current landscape. It mentions recommendations for foreign marketing in the UK, including creating an information portal and using various platforms and languages for promotion.
- Historically, the UK’s marketing strategies for attracting international students relied on worldwide trade shows, conferences, and local offices. These strategies were effective but faced new challenges.
- The current challenge lies in the availability of alternative options for students. The blog suggests that traditional approaches may not be as effective in today’s environment.
- One recommendation is to create an information portal providing guidance on study options in the UK. This approach aligns with the classic internationalism strategy but may need adaptation in the age of the internet.
- Another suggestion is to develop promotional material and media in various languages and on different platforms. While this approach maintains some aspects of traditional marketing, it raises concerns about using outdated market research data in higher education sectors.
Essay: Marketing in Education
In the United Kingdom, traditional marketing strategies have focused on worldwide trade shows and conferences, as well as local offices (Bakewell and Gibson-Sweet 1998, Hesketh and Knight 1999, Muche 2005).
This marketing strategy would be effective in luring students to the UK. However, the current threat is that students now have alternative options.
A variety of recommendations for foreign marketing in the United Kingdom have been made, including the following. The first idea was to create an information and advice portal on study options in the United Kingdom (Muche 2005), which essentially follows the classic internationalism technique of assuming that students are interested in exchange programs and research opportunities.
The internet, on the other hand, has essentially supplanted or made easier the usage of online exchange programs, reducing the need for travel and relocation.
Muche (2005) follows the standard internationalism strategy, assuming that students are interested in exchange programs and research experience. The internet, on the other hand, has essentially supplanted or made easier the usage of online exchange programs, reducing the need for travel and relocation.
The second suggestion was to create information and promotion material and media on various platforms and in various languages (Muche 2005), which still adheres to the pre-globalization marketing model, but there is a risk that higher education sectors will market these materials using outdated market research data.