International Student Recruitment at University of Wales
(Positioning, Target Market, Services and Advantages)
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The higher education market globally is becoming increasingly dynamic and competitive. Options for students have increased at a dramatic rate. The education industry is regarded no less then any other business, prospecting and attracting students from around the world. Consequently, we can say with utmost confidence that it is misleading to separate the word marketing from education industry.
Students have been over loaded with information due to globalization, and realize that to survive in this competitive market, they need to equip themselves with the best knowledge.
The university once established can serve as an efficient self recruitment tool for students. Universities have been spending so much on recruitment activities but not on the right track. It is essential for universities to help, identify and clarify what their name in particular means and how it is different from other alternatives. The role of a university is to widen horizons and challenge existing paradigms.
This university will pursue these goals in their more traditional sense. However, the uniqueness of the institution means that special focus will be placed upon widening the horizons of its students and raising their own confidence to achieve their full potential.
The title of the University underscores our commitment to the region within which its campuses are located whilst reaffirming its responsibility, as a university, to the wider academic and international community.
Mazarrol (1998) suggested that higher education is a considerable marketable service and it possess all the necessary characteristics of services identified earlier by Zeithaml et al (1985). Among the characteristics, difficulty in marketing intangibility of services prevails more in education industry as it is difficult to define (Mazzarol, 1998). Marketing of educational institutions in UK started in 1980’s (Brown and Oplatka, 2006) and due to increasing competitive environment, nationally and internationally, universities are sensing the need to market themselves aggressively and after careful situational analysis, they carefully need to adapt strategies to effectively position their in the mind of students (Ivy, 2001). Higher education has become a positional good in the sense that students, parents and employers view some institutions as offering better social life and future prospects and vice versa, institutes seek for the best students (Hirsch, 1976; Maringe, 2006).
University of Wales is already enormously diverse on any number of dimensions, including ethnicity and nationality. The University celebrates this diversity and looks further to widen its international reputation and appeal.
Any firm, no matter which business they are in, works in vacuum. You need to observe actively which environment you are working in, considering all the external factors which might influence your business.
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