Academics as part-time marketers in university offshore programs

an exploratory study

David Poole, Craig Ewan

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

Australian universities maintain almost 900 offshore programs delivered to more than 100 000 students, primarily in the nations of Singapore, Malaysia, China, and Hong Kong (Universities Australia, 2009; IDP, 2009a). Although offshore students comprise an estimated 30 per cent of international student enrolments at Australian universities (IDP, 2009b), there is evidence that many local institutions neither prepare academics to add value beyond their core teaching roles, nor create the environment in which academics become formally aware of their potential to serve as part-time marketers on behalf of their institutions (see, for example, Dunn & Wallace, 2006). Thus, the aim of this exploratory study was to determine the extent to which such international management deficiencies exist in a sample institution. The results of the study indicate that substantial potential exists for the more-active participation of academics in marketing processes while engaged in offshore teaching activities, and that deliberate strategies to achieve this outcome were both demanded and desired. Further research will be undertaken to confirm the validity of this conclusion.
Original languageEnglish
Pages (from-to)149-158
Number of pages10
JournalJournal of Higher Education Policy and Management
Volume32
Issue number2
DOIs
Publication statusPublished - 2010

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Keywords

  • educational marketing
  • international relationship management
  • offshore education
  • university international strategies

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