This dissertation describes research that was undertaken into international marketing in the higher education sector in the UK. Higher education institutions are also of great importance because of the research capacity that is generated from international students, but according to the House of Commons (2007) the UK faces competition in this area from other higher education institutions in China and India. Specifically, the aim of the dissertation was to determine if international marketing had changed in UK higher education, and if these changes could be attributed to globalisation.
In order to achieve this objective, the author sent out 20 questionnaires to randomly selected higher education institutions in the UK, selected from the HESA website. In addition secondary research was also conducted. The research revealed that before globalisation took hold of the higher education market, the UK higher education sector focussed its international marketing efforts on the quality of its education. Other countries competed on other factors; however it was a widely acknowledged fact that the quality of education in the UK was second to none. This created a situation where the UK was recognised as the centre for quality and excellence, and in addition to this, UK qualifications were generally widely accepted, hence the attraction to the UK higher education system. This system also has its international marketing centrally controlled by the British Council which is the voice and brand of UK higher education.
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