Academics as part-time marketers in university offshore programs: an exploratory study

David Poole, Craig Ewan

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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). While offshore students comprise an estimated 30 percent 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 instance, 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
Title of host publication23rd ANZAM Conference 2009
Subtitle of host publicationproceedings
EditorsNicholas Beaumont
PublisherAustralian and New Zealand Academy of Management
Number of pages16
ISBN (Print)1863081577
Publication statusPublished - 2009
EventAustralian and New Zealand Academy of Management Conference (23rd : 2009) - Melbourne, Australia
Duration: 1 Dec 20094 Dec 2009


ConferenceAustralian and New Zealand Academy of Management Conference (23rd : 2009)


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


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