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The purpose of this paper is to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to international students (i.e. export market orientation (EMO)) in the context of international student recruitment.

Through a case study design, this qualitative research was undertaken amongst eight post-92 UK universities. Semi-structured in-depth interviews were conducted with managers in the international offices of universities.

The results indicate that EMO in universities consists of information-based activities geared towards foreign markets. Superior knowledge and awareness of the market components is central to the implementation of these information-based activities. This involves market information generation and dissemination, as well as the need for rapid responsiveness due to the changing nature of the higher education market.

The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about the antecedents and consequences of EMO in universities.

The authors believe the findings are particularly relevant for international marketing managers of exporting universities. The current paper suggests some implications for international marketing managers when actively managing their marketing activities towards foreign markets.

The paper identifies a gap in current higher education marketing research. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of the export marketing behaviour of UK universities in the context of the recruitment of international students.

Introduction There are signs that the relevance and purpose of marketing education is being lost. Marketing has never been justified as a purely academic discipline so any drift away from its roots of marketing management must be investigated and arrested.

The Education Reform Act and, in particular, the Local Management of Schools will demand different skills, understanding and differing roles of senior management in educational establishments. This text draws on written assignments and experience of teachers and headteachers who piloted an MBA programme, designed specifically for senior teachers. Topics such as customers, product, price, promotion and the notion of teachers as a salesforce are unfamiliar to educators. They draw attention to the kind of strategic planning which will take place in schools as they take over responsibility for delegated budgets. All of this is new territory for the majority of state schools and this collection hopefully provides a useful resource.

Describes a free market economy as a competitive, self‐regulating market. In this environment, marketing becomes a powerful instrument for matching products and services to people′s needs. The competitive nature of the market necessitates a continuous exploration of changes in people′s needs and a constant adaptation of the organization and its output to these changes. The success of this adaptation enhances product or service quality and ensures institutional survival. Explains that adult and continuing education can become more effective by adopting marketing strategies, and provides important marketing strategies that may be found relevant in the administration of adult and continuing education programmes under a free market economy.

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.

The purpose of this paper is to analyse the early days of marketing education by observing the first “Marketing” subject in Australia, which was taught at the University of Melbourne, and comparing elements of the early subject to the introductory Marketing subject of today.

The information used for this study was obtained from material in the University of Melbourne Archives, including calendar entries, subject descriptions, and university announcements, as well as from interviews and correspondence with various people including those in academic and administrative positions, and former students.

The origins of university-level marketing education in Australia can be seen to have been shaped by several influences, including: the external environment of the country at that time; the areas of interest of academic staff; the availability of teaching material – textbooks, academic articles, appropriate case studies, academic research papers, etc.; the academic staff and teaching materials from the USA; and the extent to which the supporting technology of marketing had changed.

By observing the development in marketing education over the years, from its beginnings in Australia at the University of Melbourne, this paper shows changes in the content which assists in the understanding of what has led to how marketing is taught in Australasian universities and colleges today.

Marketing education research usually focusses on what is happening at the moment, so the value of this study is that it is one of the few that looks at marketing education from a historical perspective.

This paper aims to report the findings of a large‐scale multinational study of students in a marketing organization that investigates the need to expand entrepreneurship education in the marketing curriculum. Key questions include what is the entrepreneurial mindset of students interested in marketing, what do they think they need to know, should they some day decide to pursue entrepreneurial opportunities, and how satisfied are they with their current exposure to entrepreneurial marketing experiences?

Via e‐mail, a major international collegiate marketing association headquartered in the USA sent the online questionnaire to a random sample of 4,300 students. Content areas included entrepreneurial mindset, desired entrepreneurial marketing learning and experiential activities, and demographics. A total of 605 students participated in the study.

The findings show that there is a large segment of marketing students who desire to be an entrepreneur and feel strongly about entrepreneurial education. Exposure to entrepreneurial marketing tools, experiential learning activities, and networking opportunities were deemed to be especially important.

The study focused on students in marketing organizations. Additional research is needed at the course level.

The findings suggest that entrepreneurial marketing education is needed in the business curriculum. Training in entrepreneurial marketing will better prepare students interested in being an entrepreneur or small business owner.

Entrepreneurial marketing has received little attention in the business education literature. The study is the first of its kind to study entrepreneurial marketing curriculum needs from the perspective of students in a nearly 11,000 strong international marketing organization.

A trend towards a more competitive educational system which is obvious in several countries is expected to increase the rates at which schools, colleges, and universities respond to their environments and to enhance their creativity and innovativeness. To achieve these objectives, various strategies, such as open‐boundary admission policies, have been adopted. Consequently, educational institutions are beginning to adopt marketing strategies to attract students, staff, and funds. This adoption of marketing has several implications. These include harmonising a marketing philosophy with the institutional mission, creating appropriate organisational structures, and implementing marketing strategies.

The purpose of this paper is to substantiate the necessity of marketing of remote education by the example of leading universities of Rostov Oblast of modern Russia and to develop the marketing model of promotion of remote education by the modern university.

The authors use the method of economic statistics and regression and correlation analysis. Based on the data of the single information system of the Russian Federation in the sphere of purchases, the authors selected orders of the leading universities of Rostov Oblast for access to the internet for 2017, which are the indicator of their modernization on the basis of new information and communication technologies. Based on the data of the Ministry of Education and Science of the Russian Federation, the authors determined the incomes of the leading universities of Rostov Oblast in 2017 and their positions in the regional ranking of effectiveness of activities of universities of Rostov Oblast. These data became a statistical basis for compiling the regression curve, which reflects regression and correlation of expenditures for access to the internet and total expenditures of the leading universities of Rostov Oblast in 2017.

It is concluded that modernization on the basis of new information and communication technologies (primarily, the internet) stimulates the growth of modern university’s competitiveness. Due to this, remote education is a perspective direction of development and increase of effectiveness of modern university’s activities. The necessity for marketing of remote education is predetermined by its lower value as compared to traditional education and, accordingly, lower demand for educational services that are provided in the remote form.

The authors’ marketing model of promotion of remote education by modern university is developed and presented. The advantage of this model is harmonization of commercial and non-commercial goals and priorities of modern university’s activities, due to which balance of its social function in the economic system and its entrepreneurial function, which consists in the necessity for providing self-financing and maximization of the received profit, are ensures.

The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students’ selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students’ selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to fill the gap by examining the effects of 8Ps (“Product Elements”, “Price and Other User Outlays”, “Place and Time”, “Promotion and Education”, “People”, “Process”, “Physical Environment” and “Productivity and Quality”) on self-financing sub-degree programmes in Hong Kong.

The research taken was a quantitative survey of students at Community College at Lingnan University in Hong Kong.

The results reveal that “Productivity and Quality” is the most important element of 8Ps of services marketing. Accreditation of programmes seeking recognition in Hong Kong and overseas can increase student enrolment. “Promotion and Education” element is the least important element of 8Ps of services marketing. Self-financed higher education institutions should develop strategies to build relationships with the secondary school teachers and counsellors rather than invest money on advertising.

The data were collected from a particular community college in Hong Kong only.

Management can increase student recruitment by allocating minimum amount of limited resources to recruit maximum number of students.

This research adds knowledge to the marketing of higher education in Hong Kong. The management of self-financing sub-degree programmes can use the findings of this research as a reference to develop their marketing strategies.