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Positioning for International Market Segments in Higher Education: Evidence from Saudi Arabia

Author

Listed:
  • Yasine A. Qandile
  • Natalia Oganesyants

Abstract

The purpose of this qualitative research was to identify target segments to achieve objectives related to the recruitment of high performance international students and distinguished faculty in higher education sector of Saudi Arabia. Based on the premise that internal communicative branding activities are vital for educational institutions, the study examined faculty’s perceptions of relevant positioning attributes for Saudi Arabia to compete in the global academic marketplace. Analysis of 92 faculty’s responses helped to develop awareness of a perceived added value to occupy a niche in the higher education market. The findings highlighted distinctive positioning strengths to brand higher education institutions in Saudi Arabia. However, it can be implied that Universities should strategize their internal values rather than factors of the external environment to capitalize on these assets in the long run.

Suggested Citation

  • Yasine A. Qandile & Natalia Oganesyants, 2014. "Positioning for International Market Segments in Higher Education: Evidence from Saudi Arabia," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 6(2), pages 61-69.
    • Handle: RePEc:ibf:beaccr:v:6:y:2014:i:2:p:61-69
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    References listed on IDEAS

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    1. Tekle Shanka & Vanessa Quintal & Ruth Taylor, 2005. "Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 31-46, March.
    2. Manhas, Parikshat S., 2010. "Strategic Brand Positioning Analysis Through Comparison Of Cognitive And Conative Perceptions," Journal of Economics, Finance and Administrative Science, Universidad ESAN, vol. 15(29), pages 15-33.
    3. J. Harry McAlexander & Harold F. Koenig, 2010. "Contextual influences: building brand community in large and small colleges," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 69-84, June.
    4. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    More about this item

    Keywords

    Positioning; International Target Segments; Higher Education;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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