“Vicky is a great listener and has the rare skill of being able to discern key points from 'stream of consciousness' discussions, helping to better define the brief for the project. This is immensely useful and time saving.”
— Karen Blackney, Head of International Office, University of East Anglia (2021)
Last year I took some informal soundings with staff at UK HEIs. They confirmed a lack of guidance on embedding marketing into international campus development to ensure effective positioning and sustainable student recruitment. Investigating further, I could find no publicly available research or detailed recommendations covering this specific challenge.
So I decided to undertake my own research into the role of marketing in international campus development – with the aim of generating ... View Page
This post is an adaptation of a submission I made to the Globalizing Higher Education and Research for the 'Knowledge Economy' MOOC that I participated in earlier this year.
It draws on my experience of the International Branch Campus of a UK university in EduCity in southern Malaysia (just across the Straits from Singapore). It seeks to highlight some of the challenges which hamper what appears to be a great idea for a more cost-effective and collaborative approach to branch campus d... View Page
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