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 and two were supported. The research demonstrates the usefulness and the insights that can be gained from the application of the model.