Marketing and Communication in Higher Education

Shkoler, Or; Rabenu, Edna; Hackett, Paul M.W.; Capobianco, Paul M.

This book offers a comprehensive look into issues and trends driving international student mobility as the phenomenon becomes increasingly prevalent worldwide. Chapters first present an expanded definition of student mobility in the context of internationalization and go on to discuss the underlying motivations, issues, and challenges students face in attaining successful outcomes. The authors employ marketing concepts to illustrate ideas and recommendations for better attracting and integrating international students into academic institutions abroad with the goal of greater satisfaction for students and improved profitability for the universities they attend.

Details

Published by: Palgrave Macmillan

Publication Date: 2020-04-02

Format: Hardcover

ISBN-13: 9783030441388

DOI: 10.1007/978-3-030-44139-5

Dimensions: 210cm x148cm

Pages: 239