Marketing Australian Universities to Thai Students

Abstract

This study examines Thai students’ perceptions regarding the quality of the Australian university system. Research findings reveal that (a) it is very important to maintain and safeguard the university’s superior reputation, as it is the most important factor influencing Thais to choose one university over other institutions; (b) information on the university, campuses, academic courses, subjects, and services for international students should be easy to access because Thai students always look at this information as part of the quality of the institution; and (c) Thai students from different levels of education perceived the quality of international education in different ways, thus, the need for international education and the decision-making process of each group of Thai students are dissimilar. This information affords stakeholders marketing international educational institutions a better understanding of choices made by Thai students.