Contents	6
	List of Figures	10
	List of Tables	12
	List of Contributors	14
	Part I: Introduction	19
	Chapter 1: The Role of International Marketing in Higher Education	20
	Introduction	20
	Organization of the Book	22
	References	25
	Part II: Emerging Themes and Strategic Perspectives	27
	Chapter 2: The Relevance of Marketing Activities for Higher Education Institutions	28
	Introduction	28
	Overview of Higher Education Marketing Literature in Canada, France, and Sweden	30
	Conceptual Framework: The Impact of Marketing in Higher Education	33
	How Marketing Activities Affect Student Choice	33
	Other Factors Affecting Student Choice	36
	Methodology	39
	Operationalization of Variables	41
	Statistical Method	45
	Empirical Findings	46
	The Effect of Marketing Activities on Student Choice Across Developed Economies: Testing the Conceptual Model	46
	Country-Specific Findings: Canada, France, and Sweden	50
	Discussion and Conclusion	50
	Limitations and Future Research Lines	53
	References	54
	Chapter 3: Entry Modes as a Component of International Marketing Strategy: A Mixed-Method Analysis of Higher Education Services	61
	Introduction	61
	Literature Review	64
	Model Development and Hypotheses	66
	Hypotheses Related to Firm-Specific (i.e. Ownership) Factors	69
	International Experience	69
	Entrepreneurial Orientation	70
	Financial Capital	71
	Reputation	72
	Hypotheses Related to Location-Specific Factors	72
	Market Potential	72
	Location Familiarity	73
	Hypotheses Related to Transaction-Specific Factors	74
	Tacit Know-How	74
	Empirical Analysis	75
	Dependent Variable	75
	Independent Variables	76
	Control Variables	76
	Institutional Distance	76
	Analysis	79
	Findings and Discussion	80
	Conclusion	87
	Appendix 3.1: Factor Analysis with Varimax Rotation	88
	Appendix 3.2: Correlation Matrix for Complete Data Set	90
	References	91
	Chapter 4: Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities	97
	Introduction	97
	Literature Review	98
	Regulatory Focus and University Evaluations	100
	Regulatory Focus and Word of Mouth Interaction	101
	Methodology	103
	Findings	105
	Discussion and Conclusion	108
	References	109
	Chapter 5: University Website Design in International Student Recruitment: Some Reflections	113
	Introduction	113
	Information Search by Students	114
	Strategic Marketing and Segmentation	116
	The Conceptual Framework	117
	Creative Strategies for University Websites and an Increasingly Global Community	120
	Individualistic Approach	120
	Information	122
	Images	123
	Integration	124
	Challenges	126
	Conclusion	127
	References	128
	Part III: Regional Case Studies	132
	Chapter 6: Brand Soul in Higher Education: A Case Study of a U.S. University’s GO program	133
	Introduction	133
	Branding in Higher Education	134
	The Go Program and Brand Soul at Susquehanna University	139
	GO Long London	144
	Conclusion	146
	References	147
	Chapter 7: Developing Economy Universities Competing in a Global Market: Evidence from Thailand	151
	Internationalization of Higher Education	151
	International Marketing, Competitive Advantages, and Positioning	153
	International Marketing	153
	Competitive Advantages	153
	Brand Positioning	154
	Market Segmentation	154
	Marketing, Competitive Advantage, Positioning, and Segmentation in Developing Economies	155
	Marketing, Competitive Advantage, Positioning, and Segmentation in Higher Education	155
	Marketing in HE	155
	Competitive Advantages Within the HE Sector	156
	Positioning in HE	156
	Branding in Universities	157
	Market Segmentation in HE	158
	National Brand Image	159
	Language	160
	International Higher Education in Asia and Thailand	161
	Case Study of NUIC	163
	Naresuan University	163
	Naresuan University International College	164
	Survey Results	164
	Cost	165
	Culture and Religion	166
	International Experience	167
	Satisfaction	167
	Discussion	168
	Recommendations for Thai Universities	170
	International Marketing	170
	Competitive Advantages	171
	Positioning and Segmentation	172
	Branding	173
	Language	174
	Conclusion	174
	References	174
	Chapter 8: Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany	182
	Introduction	182
	Problem and Objectives	183
	The Higher Education Sector in Germany	185
	Methodology	189
	Results	190
	Cross-Sectional Analysis	191
	Longitudinal Analysis	194
	Discussion	194
	Contributions, Limitations, and Implications for Future Studies	197
	References	199
	Chapter 9: Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad	202
	Introduction	202
	Theoretical Background	204
	Understanding Attitude and Behavioral Intention	204
	Attitude Toward Object Model	204
	Theory of Reasoned Action	205
	Theory of Planned Behavior	206
	Research Model and Hypotheses	207
	Determinants of Attitude and Intention to Study Abroad	207
	Information Sources and Awareness	207
	Perceived Level of Internationalization of Home Institution	209
	Safety-Convenience Image of Destination	211
	Social-Cultural Image of Destination	212
	Host Institution Image	213
	Support Mechanisms	214
	Group Conformity, Affirmation, and Belonging	215
	Attitude’s Influence on Intention	216
	Design and Methodology	217
	Measures of the Constructs	217
	Data Collection	218
	Partial Least Square Analyses	221
	Measurement Model	223
	Structural Model	226
	Discussions	227
	Conclusion	233
	References	234
	Chapter 10: Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary	241
	Introduction	241
	A Concise View of the Theoretical Structure of International Higher Education Marketing	242
	The Characteristics of Hungarian Higher Education	246
	Hungarian Mobility Trends in a Global and Central-European Context	247
	International Student Recruitment Benefits and Challenges in a Non-traditional Destination	251
	Research	253
	Research Among the Student Recruitment Agencies	253
	Research Among Degree-Seeking International Students in Hungary	255
	Research Among the Exchange and Degree-Seeking International Students	258
	Findings	260
	Conclusion	262
	References	262
	Index	267