Marketing education

Abstract

Purpose To discuss the requirement for a university to adopt a clearly defined marketing strategy to increase its international student population and generate additional revenue. Design/methodology/approach Primary research was undertaken to investigate the notion that customer satisfaction influences perceived quality and in turn affects profitability. The research methodology carried out among hospitality and tourism management students at Bournemouth University combined qualitative and quantitative methods. A student focus group and staff members with specialised knowledge were interviewed using a semi‐structured approach to allow a pre‐determined core of open‐ended questions to be addressed, while enabling other related issues to be pursued. Findings Within Bournemouth University, the reputation of the hospitality and tourism programmes and educational links are the most important considerations in student decision making, regarding their choice of programme and place of study. Research limitations/implications It could be argued that the courses selected attract more outgoing individuals and those more prepared to adapt to change and adopt a different culture. However, the students were from a range of countries and were representative of the mix at the University. Practical implications In an increasingly competitive market for international students, institutions need to provide an optimum service. International education marketing to international students should be managed to enhance consumer satisfaction, and raise perceived quality. Originality/value The findings should be taken into account when programmes are revalidated to ensure that these disciplines continue to provide students with the knowledge required by a global industry.