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. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    8. 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.
    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. 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.
    2. Heshmati, Almas, 2004. "The Relationship between Income Inequality, Poverty and Globalisation," IZA Discussion Papers 1277, Institute of Labor Economics (IZA).
    3. 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.
    4. Inas Al Khatib & Malick Ndiaye & Adolf Akwei Acquaye, 2024. "Enhancing Resilience in Logistics-Based Business Models amid Disruptions: A Qualitative Exploration of the UAE Market," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global Scientific Publishing, vol. 15(1), pages 1-23, January.
    5. repec:ehu:cuader:30019 is not listed on IDEAS
    6. 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.
    7. 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.
    8. 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.
    9. Dina Amaro & Ana Maria Caldeira & Cláudia Seabra, 2024. "Exploring Higher Education Mobility through the Lens of Academic Tourism: Portugal as a Study Case," Sustainability, MDPI, vol. 16(4), pages 1-15, February.
    10. Pierluigi Montalbano & Alessandro Federici & Umberto Triulzi & Carlo Pietrobelli, 2005. "Trade Openness and Vulnerability in Central and Eastern Europe," WIDER Working Paper Series RP2005-43, World Institute for Development Economic Research (UNU-WIDER).
    11. Guimón, José & Chaminade, Cristina & Maggi, Claudio & Salazar-Elena, Juan Carlos, 2018. "Policies to Attract R&D-related FDI in Small Emerging Countries: Aligning Incentives With Local Linkages and Absorptive Capacities in Chile," Journal of International Management, Elsevier, vol. 24(2), pages 165-178.
    12. Asef Karimi & Haniye Rezaei & Morteza Akbari & Pantea Foroudi, 2021. "The concept of innovation network: an application of the meta-synthesis approach," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 399-419, December.
    13. Antonio Eliezer Raposo Junior & Emerson Wagner Mainardes & Helena Maria Batista Alves, 2025. "How to constrain value co-destruction and enhance competitive advantage in higher education: the role of value orientation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(2), pages 413-437, June.
    14. Evelyn Hendriana & Khairil Wahidin Awang & Raja Nerina Raja Yusof, 2023. "The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 426-441, December.
    15. Hernández-Trasobares, Alejandro & Murillo-Luna, Josefina L., 2020. "The effect of triple helix cooperation on business innovation: The case of Spain," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    16. Pierre‐Richard Agénor, 2003. "Benefits and Costs of International Financial Integration: Theory and Facts," The World Economy, Wiley Blackwell, vol. 26(8), pages 1089-1118, August.
    17. Albis, Nadia & Álvarez, Isabel & García, Aura, 2021. "The impact of external, internal, and dual relational embeddedness on the innovation performance of foreign subsidiaries: Evidence from a developing country," Journal of International Management, Elsevier, vol. 27(4).
    18. Motelle, Sephooko & Biekpe, Nicholas, 2015. "Financial integration and stability in the Southern African development community," Journal of Economics and Business, Elsevier, vol. 79(C), pages 100-117.
    19. Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    20. Marcin Baron, 2021. "Open Innovation Capacity of the Polish Universities," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(1), pages 73-95, March.
    21. nan, 2003. "Ending hunger in our lifetime: Food security and globalization," IFPRI books, International Food Policy Research Institute (IFPRI), number 0-8018-7725-3 edited by Pardey, Philip G.; Rosegrant, Mark W.; Runge, C. Ford; Senauer, Benjamin, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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.