Excellent Prospects for Beautiful Minds: Marketing International Education

Autor/in	Vuori, Johanna
Titel	Excellent Prospects for Beautiful Minds: Marketing International Education
Quelle	In: International Journal of Educational Management, 29 (2015) 5, S.582-595 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/IJEM-10-2013-0156
Schlagwörter	Marketing; Advertising; International Education; Foreign Countries; International Trade; Web Sites; Business Administration Education; Masters Programs; Bachelors Degrees; Technology Education; Student Recruitment; Qualitative Research; Content Analysis; Employment Potential; College Admission; Teaching Methods; Program Descriptions; Finland + Suchen Sie Ihr Suchwort? Werbung; Internationale Erziehung; Ausland; Trade; International relations; Handel; Internationale Beziehungen; Web-Design; Magister course; Magisterstudiengang; 'Bachelor''s degrees'; Bachelor-Studiengang; Technisch-naturwissenschaftlicher Unterricht; Qualitative Forschung; Inhaltsanalyse; Arbeitsmarktbezogene Qualifikation; Beschäftigungsfähigkeit; Hochschulzugang; Hochschulzulassung; Zulassung; Teaching method; Lehrmethode; Unterrichtsmethode; Finnland
Abstract	Purpose: The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/Methodology/Approach: The sample included admissions webpages of 68 bachelor's and master's programmes representing both Finnish universities and universities of applied sciences. The analysis method was a qualitative content analysis. Findings: The international programmes heavily accentuated their labour market relevance in their advertising and generated strong claims regarding the future career prospects of the graduates. In addition, the programmes emphasised their pedagogical methods and international atmosphere. References to non-academic life were not observed. Research Limitations/Implications: The analysis was only based on text and included two study fields. Practical Implications: The results of this study can be used by marketers to critically examine their own marketing differentiation efforts and promises made to students. Social Implications: Finnish business and technology programmes send an unequivocal marketing message that education has an instrumental value and students are considered consumers of education. Originality/Value: This study is the first comprehensive study of the marketing communication practices of international higher education programmes in Finland. Moreover, this study contributes to the study of global international market mechanisms and research on marketing communication practised by higher education institutions. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01