Total Campus (TM)

In the previous post, ‘Post-Purchase Dissonance and the Higher Education Product’ we began to think about, specifically, international campus activity in relation to the unusually long and changing experience of the educational product. Interviews with student informants have consistently given even greater emphasis than we had anticipated to the importance of peer-to-peer support networks (formal …

Post-Purchase Dissonance and the Higher Education ‘Product’

The research literature on ‘Buyer Behaviour’, particularly in marketing studies, consistently draws attention to the whole buying process rather than just the moment of purchase decision. The function of marketing is to ‘prepare’ the buyer for the purchase, by informing or educating about choices, and steering towards the vendor’s own product. Once the product is …

A university’s ‘international’ brand must be more than just spin to attract the best academics

Universities are constantly bombarding us with their ‘global’, ‘international’ and ‘worldwide’ credentials. You can barely visit a website or pick up a prospectus without reading about their global reach, world changing activity or international impact. These assertions have become every much a part of their brand as academic excellence, outstanding research reputation and an exceptional …

The global financial crisis and the internationalisation of higher education

This post was first published in the ‘From the Vice-Chancellor’s desk’ blog on January 20, 2012 I am often asked about the impact of the global financial crisis on the internationalisation of higher education. Given Nottingham’s unique global footprint, that is not a surprise. As the sub-title of Carmen Reinhart and Kenneth Rogoff’s outstanding book This Time …

The growth of TNE in SE Asia: Challenges and Realities

While attending the recent UK-Vietnam Partnership Workshop, organised by the University of Nottingham in conjunction with the British Council and the Vietnam National University, I was struck by the many similarities between the Vietnamese experience and that of other SE Asian nations. While the event was held in Hanoi, and attended by largely Vietnamese delegates, …

Return of the Civilizing Mission

At the recent Observatory on Borderless Higher Education ‘Global Forum’ in Kuala Lumpur, ‘New Players and New Directions: The Challenges of International Branch Campus management’, there was much to digest about current thinking concerning Transnational Education. The delegate list itself was something of an internationalisation ‘Who’s Who’, and the programme offered a rich set of …

International Campuses or International Students?

For those of us who have long been active in developing educational and research provision outside the UK, it is heartening to learn that David Willets is keen to address the barriers to greater engagement by UK universities in overseas ventures. Developments such as international campuses (a major focus of recent discussions in the UK …

Why we need to recapture ‘marketing’ from the ‘marketisation’ of higher education debate

Critics of marketing in higher education (HE) argue that a fundamental and inexorable conflict exists between the intrinsic purposes and values of education and what has been described as an increasing shift towards ‘marketisation’ or ‘corporatisation’ i.e. treating HE as a commodity open to market forces with students as its primary customers. Some have asserted …