The Impact of Marketing Strategies Upon Students’ Overseas University Enrolment Decisions


Malarvizhi, Chinnasamy Agamudai Nambi and Manzoor, Shamima Raihan and Mahdee, Junainah and Al Mahmud, Abdullah (2017) The Impact of Marketing Strategies Upon Students’ Overseas University Enrolment Decisions. In: Sustainable Economic Growth, Education Excellence, and Innovation Management through Vision 2020. IBIMA Conference . IBIMA Publishing, pp. 3000-3003. ISBN 978-0-9860419-7-6

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Due to the increased global outward mobility of students’ and their thrust for study abroad, overseas university enrolment decision is a burning issue in recent times. Moreover, the rising competition among the various nations in quest of becoming the education hub of the region makes it difficult for the students to choose their desired university with zero cognitive dissonance . Hence the aim of this study is to explore the impacts of service marketing mix (7P’s) elements on the overseas university enrolment decisions through the mediation effect of pre-purchase satisfaction in South-East Asian perspective. The purpose here is to present the conceptual framework of a study in this field which is expected to provide precious insights for the other regions with similar context.

Item Type: Book Section
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 25 Oct 2020 19:42
Last Modified: 16 Dec 2020 08:24


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