IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i14p8522-d860834.html
   My bibliography  Save this article

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Author

Listed:
  • Nguyen-Tan Hung

    (Department of Education and Learning Technology, National Tsing Hua University, Hsinchu City 300044, Taiwan)

  • Kuo-Liang Yen

    (Department of Education and Learning Technology, National Tsing Hua University, Hsinchu City 300044, Taiwan)

Abstract

Globalization and internationalization have received increasing attention from researchers in the field of education management over the past decade, who have found that internationalization is an indispensable component in the sustainable development of higher education (HE). This research aims to construct Innovative Marketing Strategies (IMS) for international student recruitment and contribute to the sustainable internationalization of higher education (IoHE). A literature review was used to construct an Innovative Marketing Strategies questionnaire. Data collected from 300 international students studying in Taiwan were used for a feasibility analysis in order to construct the final questionnaire, and survey data collected from 522 participants were used for more in-depth statistical analysis of the final strategies. The research results indicate that combining the marketing mix 4C with an innovative strategy (IS) approach provides sustainable recruitment marketing strategies toward higher education institution internationalization from a customer-oriented perspective. The IMS in this study includes 2 dimensions, 10 strategies, and 32 indicators. Additionally, a comprehensive analysis demonstrating the perspectives of international students with respect to the strategies was also conducted. This research contributes to the theoretical development and practical implementation of sustainable HE internationalization management. Discussions and recommendations based on the results of this study are also given.

Suggested Citation

  • Nguyen-Tan Hung & Kuo-Liang Yen, 2022. "Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8522-:d:860834
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/14/8522/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/14/8522/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shahid Yusuf, 2003. "Globalisation and the Challenge for Developing Countries," Journal of African Economies, Centre for the Study of African Economies, vol. 12(Supplemen), pages 35-72, February.
    2. Mollie Dollinger & Jessica Vanderlelie, 2021. "Closing the loop: co-designing with students for greater market orientation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 31(1), pages 41-57, January.
    3. Jos� Guim�n & Juan Carlos Salazar-Elena, 2015. "Collaboration in Innovation Between Foreign Subsidiaries and Local Universities: Evidence from Spain," Industry and Innovation, Taylor & Francis Journals, vol. 22(6), pages 445-466, August.
    4. Adela-Laura Popa & Naiana Nicoleta Ţarcă & Teodora-Mihaela Tarcza, 2016. "The Online Strategy of Romanian Higher Education Institutions: Present and Future," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis (ed.), Entrepreneurship, Business and Economics - Vol. 1, edition 1, pages 413-425, Springer.
    5. Stephen Wilkins & Jeroen Huisman, 2011. "International student destination choice: the influence of home campus experience on the decision to consider branch campuses," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 61-83, March.
    6. Asal Aghaz & Amin Hashemi & Maryam S. Sharifi Atashgah, 2015. "Factors contributing to university image: the postgraduate students' points of view," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 104-126, January.
    7. Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    8. Rashid Latief & Lin Lefen, 2018. "Analysis of Chinese Government Scholarship for International Students Using Analytical Hierarchy Process (AHP)," Sustainability, MDPI, vol. 10(7), pages 1-13, June.
    9. Ashita Aggarwal Sharma & Vithala R. Rao & Sapna Popli, 2013. "Measuring consumer-based brand equity for Indian business schools," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(2), pages 175-203, July.
    10. Yimei Zhu, 2019. "Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 173-190, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anupama Gupta & Arunima Haldar, 2023. "International Competitiveness of Business Schools: Enablers in Indian Context," International Journal of Global Business and Competitiveness, Springer, vol. 18(1), pages 1-10, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liwen Chen & Tung-Liang Chen, 2018. "International Students’ Conceptions of the Sustainable Internationalization of Business Education in Taiwan," Sustainability, MDPI, vol. 10(11), pages 1-12, November.
    2. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    3. Javid Nafari & Alireza Arab & Sina Ghaffari, 2017. "Through the Looking Glass: Analysis of Factors Influencing Iranian Student’s Study Abroad Motivations and Destination Choice," SAGE Open, , vol. 7(2), pages 21582440177, June.
    4. Adamska Małgorzata, 2018. "Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital," Marketing of Scientific and Research Organizations, Sciendo, vol. 30(4), pages 35-56, December.
    5. Claudio Cozza & Giulio Perani & Antonello Zanfei, 2018. "Multinationals and R&D cooperation: empirical evidence from the Italian R&D survey," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 35(2), pages 601-621, August.
    6. Luiz, John Manuel & Charalambous, Harris, 2009. "Factors influencing foreign direct investment of South African financial services firms in Sub-Saharan Africa," International Business Review, Elsevier, vol. 18(3), pages 305-317, June.
    7. Heshmati, Almas, 2004. "The Relationship between Income Inequality, Poverty and Globalisation," IZA Discussion Papers 1277, Institute of Labor Economics (IZA).
    8. Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2020. "Sustainable agrarian subaltern development through technology intervention: an experimental study of the interventions by Indian Farmers Fertilizer Cooperative Limited," Journal of Social and Economic Development, Springer;Institute for Social and Economic Change, vol. 22(1), pages 142-159, June.
    9. Branko Milanovic, 2005. "Can We Discern the Effect of Globalization on Income Distribution? Evidence from Household Surveys," The World Bank Economic Review, World Bank, vol. 19(1), pages 21-44.
    10. Sandeep Mazumder, 2017. "The Impact of Globalization on Inflation in Developing Countries," Journal of Economic Development, Chung-Ang Unviersity, Department of Economics, vol. 42(3), pages 41-60, September.
    11. Shamima Raihan Manzoor & Siong Choy Chong & Abdullah Al-Mahmud & Arnifa Asmawi, 2024. "The Impacts of a Redefined HEI Image Model on Postgraduate International Students' Satisfaction in Malaysia," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 15(1), pages 1-23, January.
    12. Alberto Melane-Lavado & Agustín Álvarez-Herranz, 2020. "Cooperation Networks as a Driver of Sustainability-Oriented Innovation," Sustainability, MDPI, vol. 12(7), pages 1-26, April.
    13. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    14. Un, C. Annique & Rodríguez, Alicia, 2018. "Local and Global Knowledge Complementarity: R&D Collaborations and Innovation of Foreign and Domestic Firms," Journal of International Management, Elsevier, vol. 24(2), pages 137-152.
    15. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    16. Modreanu Andra & Toma Sorin-George & Gradinaru Catalin, 2023. "A Different Approach Towards Social Media: Chinese Young Consumers Behaviour Insights," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 227-233, December.
    17. Istvan Konya & Hiroshi Ohashi, 2004. "Globalization and Consumption Patterns among the OECD Countries," Boston College Working Papers in Economics 596, Boston College Department of Economics.
    18. Subhajit Bhattacharya & Subrata Chattopadhyay, 2019. "Eliminating Thought Boundaries Through Fiction Movies and Books," South Asian Journal of Business and Management Cases, , vol. 8(3), pages 324-334, December.
    19. Philippe Batifoulier & Denis Abecassis & Nicolas da Silva & Victor Duchesne & Léonard Moulin, 2016. "L’utilité sociale de la dépense publique," CEPN Working Papers hal-01421197, HAL.
    20. Vukasović Tina, 2022. "Applying Model of Brand Equity in Higher Education Marketing Context," Business Systems Research, Sciendo, vol. 13(1), pages 156-168, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8522-:d:860834. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.