Internationalization or International Marketing? Two Frameworks for Understanding International Students' Choice of Canadian Universities

Liang-Hsuan Chen

Journal of Marketing for Higher Education, 2007, vol. 18, issue 1, 1-33

Abstract: This paper discusses two important concepts—internationalization and the international marketing of higher education—and how they influence international students' choice of Canadian universities. The paper is based on two studies: one on 140 East Asian international graduate students who enrolled at two large Ontario universities in the academic year 2003--2004, and the other on 95 international undergraduate students who enrolled at an Ontario university in academic year 2005--2006. The research findings show that market segmentation determines the applicability of internationalization and/or marketing of higher education. Activities related to the internationalization of education play a critical role in influencing the research-oriented students' choice of a Canadian graduate school. Marketing activities have a direct impact on graduate students' choice in professional programs. “Twinning” or “incountry” programs—a blend of internationalization and international marketing approach—have a strong influence on undergraduate students' choice to come to Canada.

Date: 2007
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DOI: 10.1080/08841240802100113

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