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Online master's degree: Analyzing the accessibility of international education in the Philippines – A global marketing perspective. Part II

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  • Nelson B. Guillen Jr.

    (De La Salle University Manila, Manila, Philippines)

Abstract

This systematic review investigates the accessibility of online master's degree programs in the Philippines through a global marketing lens. Despite the growing prevalence of digital education in international higher education, significant gaps remain in understanding accessibility challenges in developing economies. Through a structured analysis of 40 elusive peer-reviewed articles (2015-2023), this study evaluates five key accessibility factors: technological infrastructure, affordability, institutional reputation, cultural relevance, and marketing strategies. The research integrates Technology Acceptance Model, Diffusion of Innovation, and Community of Inquiry frameworks to develop a multidimensional understanding of accessibility barriers. Findings reveal persistent digital divides, particularly in rural areas (where connectivity reaches only 30-45% of urban levels), and demonstrate how targeted marketing strategies can address these barriers. The COVID-19 pandemic has accelerated digital transformation while exposing infrastructure limitations and readiness gaps. This research contributes a multi-dimensional accessibility framework integrating technological, economic, cultural, and marketing dimensions, providing actionable insights for higher education institutions, policymakers, and global education marketers seeking to enhance accessibility in developing economies like the Philippines.

Suggested Citation

  • Nelson B. Guillen Jr., 2025. "Online master's degree: Analyzing the accessibility of international education in the Philippines – A global marketing perspective. Part II," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 20(2), pages 2-13.
    • Handle: RePEc:cub:journm:v:20:y:2025:i:2:p:2-13
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    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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