Conference paper
Marketing International Education
Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference, pp.3253-3259
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2007 (Dunedin, New Zealand, 03-Dec-2007–05-Dec-2007)
Australian and New Zealand Marketing Academy (ANZMAC)
2007
Abstract
Marketing education is typically viewed by the Australian marketing academy as limited to higher education institutions. However, marketing education is much broader and includes, as the case of this research, the marketing of international schools. This research addresses the little researched area of parental choice in international schools operating in Australia. Following a series of focus groups and a quantitative questionnaire we found that both parents were involved in the decision for their child to attend an international school prior to arriving in Australia. Furthermore, the relative importance of 38 factors identified as influencing school choice was evaluated, with the 'quality of teachers' ranked highest.
Details
- Title
- Marketing International Education
- Authors
- L Cheetham (Author) - American International SchoolMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- M Thyne (Editor)K R Deans (Editor)J Gnoth (Editor)
- Publication details
- Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference, pp.3253-3259
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2007 (Dunedin, New Zealand, 03-Dec-2007–05-Dec-2007)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2007
- ISBN
- 9781877156299
- Copyright note
- Copyright © 2007 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99450140402621
- Output Type
- Conference paper
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