EDUCATION TODAY

Education Today

Education Today

Background

Tertiary Educational sector is in a very competitive nature in today's context. As the competitiveness is intense, every organization tends to promote their educational programs to attract more candidates. In order to develop and maintain a competitive advantage for educational institutions in the international market, tertiary academic units need to incorporate effective promotional strategies and activities within their marketing plan. However, the problem is whether promotional activities influence candidates' decisions when selecting an educational program for their career development. While we can easily observe the crucial role of marketing promotions that enhance the global presence of service enterprises within international educational markets, there is also a need to assess their usefulness and effectiveness in creating consumers for the organizations. Accordingly, this research is focused on whether promotional activities of the private tertiary educational sector influence candidates buying/selection decisions (Pinero, 2006).

The term higher education (or higher education, higher education or tertiary education) refers to the process, schools and educational institutions that are post- secondary education or media. It can get a higher degree (or higher degree). Usually the income requirement of students to any institution of higher education is to have 15 or 20 years or more, which means that you have completed primary education and secondary education before entering. It is common that there are mechanisms of selection of applicants based on academic performance of secondary selection examinations. Depending on the country, these tests may be state-wide, local or university. In other systems, there is no selection. Remember also that more and more institutions of higher learning permit or even encourage, the income of adults without necessarily having had success in secondary education; this applies especially to the open universities.

Literature Review and Conceptual Framework

Marketing forces play an increasingly important part in tertiary educational sector and these educational institutions find themselves in a highly competitive environment today. The chief target of international student recruiters is to communicate their message to the target audience in an orderly manner and the educational advantages of their institutes and universities so that students make an informed decision about their future course of study. Over time, the nature of promotional activities has changed considerably, incorporating many changes as per students' needs and requirements. The significant differences include decisions about where, when, how and why to use these communication tools in order to influence world-wide students in a positive manner (Schlechty, 2005). The recruitment of students takes place in a systematic way, which is triggered by marketing strategies that are employed by these tertiary education institutes. The recruitment funnel involves the following processes in chronological order:

Marketing

Enquiries

Applications by candidates

Registrations of candidates

Prospect students admitted to the institutes and start acquiring education

Students graduated

International education involves over 1.3 million students' worldwide, and injects billions of dollars into the economies of supplier nations. Private tertiary education sector in leading supplier nations as Canada, U.S., New Zealand, Australia and Britain has realized the crucial importance of marketing for international education so as to develop a competitive advantage in the ...