Conference paper
The Roles of Engagement: Value Co-created Community Engagement between International Students, the University and the Community
Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-8
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia, 28-Nov-2011–30-Nov-2011)
Australian and New Zealand Marketing Academy (ANZMAC)
2011
Abstract
The Australian international education industry is facing turbulence. Economic circumstances and refocused marketing strategies from overseas rivals are creating intense competition, forcing Australian universities to rethink their strategies. Current research postulates that community engagement enhances the strategic capability of universities. Within the international education industry, enhanced community engagement may create a means of differentiation. However, marketing university-community engagement requires an understanding of stakeholder roles. Using SDL as a framework, in-depth interviews and focus groups were conducted to explore the role perceptions of international students, the University and community-revealing high correlation regarding the students' and the University's roles, with some conflict concerning the community's. The findings support utilising SDL's value co-creation premise to guide community engagement marketing initiatives in this context.
Details
- Title
- The Roles of Engagement: Value Co-created Community Engagement between International Students, the University and the Community
- Authors
- David Fleischman (Author) - University of the Sunshine Coast - Faculty of BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- M MacCarthy (Editor)
- Publication details
- Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-8
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia, 28-Nov-2011–30-Nov-2011)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2011
- ISBN
- 9780646563305
- Copyright note
- Copyright © 2011 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
- 99449242302621
- Output Type
- Conference paper
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