TY  - JOUR
AB  - The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international students’ enrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.
VL  - 21
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634500310490265
UR  - https://doi.org/10.1108/02634500310490265
AU  - Binsardi A.
AU  - Ekwulugo F.
PY  - 2003
Y1  - 2003/01/01
TI  - International marketing of British education: research on the students’ perception and the UK market penetration
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 318
EP  - 327
Y2  - 2024/05/10
ER  -