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International Marketing of Higher Education: the Case of Taiwan, Australia, UK and USA
Abstract
The international marketing of higher education is a global phenomenon in which more than
50 countries compete. Australia is now a prominent member of the club holding 6% of the
world market with an annual value to the economy in excess of $4 billion. However, it is an
area which is under-researched from a marketing perspective. From a consumer behaviour
viewpoint this paper explores the behavioural motivations of students using Fishbein and
Ajzen’s multi attribute Theory of Planned Behaviour. From a sample of Taiwanese students
their intentions to study in Australia, UK and USA are examined. Three hypotheses are
developed ...
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Conference Title
Proceedings of the ANZMAC 2004 Conference
Publisher URI
Copyright Statement
© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).