Internationalisation and the Marketing of Higher Education. Australian Universities Best Practices

Professorial Dissertation , 2019 , 167 Pages , Grade: 10

Communications - Public Relations, Advertising, Marketing, Social Media

This study aims to explore the internationalisation in higher education in Australia.

The increasing globalisation and interdependence of world economies, and the revolution in ICTs (information and communication technologies) have made it imperative for universities to be truly international in character and outlook. The
result of this study on the Australian educational scenario has revealed that internationalisation of higher education is a complex, multidimensional and often fragmented process that includes different rationales varying greatly according to cultural and economic insights: it ranges from international research collaboration, to horizontal mobility for both international and national students as well as a focus on a more interdisciplinary and international curricula.

Overall, by comparison with the other Anglo-Saxon countries, the results of this study have shown that the development of internationalisation in higher education in Australia has three peculiar features: the first is the unambiguously commercial nature, according to which innovative strategies (such as a proper destination branding borrowed from the tourism industry) were put in place through promotional recruiting agencies abroad and other national entities that sponsored a massive participation in student recruitment fairs. Secondly, there was an exponential market growth of non-academic student servicing, which surpassed academic and research capacity: as a result of this marketing and recruitment as well as complimentary services are managed by commercial companies associated with the university. The third and final feature specific to Australia is its ability to be a pioneer in the provision of educational opportunities overseas through the development of offshore campuses particularly active in the Asia-Pacific region, with the aim of awarding students under the foreign university name.

Inhaltsverzeichnis (Table of Contents)

• Chapter one
  • THE INTERNATIONALISATION OF HIGHER EDUCATION: MOTIVATIONS AND REALITIES
    • The internationalisation of higher education and globalisation
    • Global challenges in the process of internationalisation of academic institutions
    • Determinants of international student mobility
      • Structural characteristics of destination countries
      • The impact of internationalisation policies on the destination choice
• Chapter two
  • INTERNATIONALISATION OF HIGHER EDUCATION IN AUSTRALIA
    • The Australian context
    • The higher education market in Australia
      • Shift of governance and organisational assets in the Australia higher education system
      • From aid to trade to internationalisation
    • Facts and figures of the Australian internationalisation process
    • Australia's good practices towards a successful internationalisation
      • Australian associations and government backing
      • The private sector contribution
      • The weight of offshore campuses
      • Commitment in the provision of scholarships
      • Openness towards Europe
      • Internationalisation of student curricula
      • The importance of alumni associations
    • Australia's points of weakness in its internationalisation process
      • Research performance and global rankings
      • Geographic isolation
• Chapter Three
  • INTERNATIONAL STUDENT SUPPORT: THE AUSTRALIAN PRACTICE
    • Quality assurance as a competitive advantage
    • The organisation of services for international students
      • The role of National bodies
      • Governmental regulations
      • From regulations to practices
    • Admission procedures
      • Autonomy and transparency in the application process
    • Credentials evaluation
      • Admission requirements
      • A brief comparison between US and UK admission procedures
    • Monitoring Australia's offer and support: giving international students a voice
• Chapter Four
  • INTERNATIONALISATION VERSUS INTEGRATION
    • Intercultural competence in internationalisation
    • Social and cultural integration: a shared responsibility
    • Managing diversity on Australia's campuses
    • Integration: a challenged not yet accomplished

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This book examines the internationalisation of higher education in Australia, focusing specifically on the motivations and realities of the process. It delves into the Australian context, highlighting both the successful aspects and points of weakness in its internationalisation efforts. The book also explores the critical role of international student support in ensuring quality and fostering a competitive advantage for Australian universities.

• The complex relationship between internationalisation and globalisation in higher education.
• The motivations and challenges driving the internationalisation of higher education institutions.
• The specific context of internationalisation in Australian universities, including its successes and shortcomings.
• The importance of international student support services in promoting quality and integration within the Australian higher education system.
• The interplay between internationalisation and cultural integration on Australian campuses.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter one provides an overview of the internationalisation of higher education, examining the motivations and realities that underpin this global trend. It explores the interconnectedness of internationalisation and globalisation, discussing the challenges and determinants of international student mobility. The chapter concludes by highlighting the significant role of universities in contributing to a knowledge-based economy.
• Chapter two focuses on the internationalisation of higher education in Australia. It examines the Australian context, discussing the shift in governance and organisational assets within the higher education system. This chapter explores the evolution from aid to trade in the context of internationalisation, providing a comprehensive overview of the facts and figures surrounding Australia's internationalisation process. It also highlights Australia's successful strategies for attracting and supporting international students, showcasing the country's strengths in the global higher education market.
• Chapter three delves into the specific practices of international student support in Australia. It emphasizes the role of quality assurance in promoting a competitive advantage for Australian universities. This chapter examines the organisation of services for international students, exploring the roles of national bodies, governmental regulations, and practical implementations. It further explores admission procedures and credentials evaluation, concluding with a discussion about monitoring and giving international students a voice within the system.
• Chapter four addresses the critical issue of integration within the context of internationalisation. It examines the concept of intercultural competence and its role in fostering a welcoming environment for international students. This chapter explores the shared responsibility of promoting social and cultural integration, analysing the challenges and strategies involved in managing diversity on Australian campuses.

Schlüsselwörter (Keywords)

This study focuses on internationalisation, globalisation, higher education, international student mobility, Australia, competitive advantage, quality assurance, international student support, intercultural competence, integration, diversity, and campus culture. These key concepts are explored through a lens of internationalisation practices and policies, with a specific focus on the Australian higher education landscape.

• College: Università degli Studi di Milano
• Grade: 10
• Author: Michelangelo Balicco (Author)
• Publication Year: 2019
• Pages: 167
• Catalog Number: V494647
• ISBN (eBook): 9783346006837
• ISBN (Book): 9783346006844
• Language: English
• Tags: internationalisation, marketing, higher, education, australian, universities, best, practices