Monthly Archives: May 2015

Strategic Alliances in the marketing of higher education: a framework for enduring success

“As with any organization wishing to internationalize its products or services, higher education institutions (HEIs) are faced with a multitude of cultural, financial and administrative challenges. Given that HEIs are quite labor-intensive, generally have low operating margins and find it relatively difficult to achieve economies of scale,

this problem is exacerbated. It often becomes difficult to justify the high cost of international travel to recruit only a few students from one country. The obvious solution is to market within a few countries that can send large numbers of students. However, this diminishes the variety of nationalities in the classroom and the overall learning experience for all those involved. Such lack of diversity has been a source of complaint from many professors faced with ‘international classes’ that contain only one or two nationalities.”

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