Educational Agencies Impact On International Education Marketing

Title of the submission -

Educational agencies impact on international education marketing

Topic area Presentation Format Name of the author Department and affiliation

E-mail address

Marketing paper session Moli J. Yang & Dr.T. Ward Faculty of Business and Informatics, Central Queensland University Bruce Highway, Building 34/G.06-6, North Rockhampton QLD 4701, Australia [email protected] or [email protected]

Phone number

61 7 4930 6590

Mailing address

Abstract This paper evaluates impact of marketing strategies on international education industries, by using education agencies for recruitment. In Australia, universities reported spend around $250 million per year on marketing budgets. Educational agents generate about 30% of Australian international students, influence students’ decision-making on study choices. In China, educational agents dominate recruiting activities on international education markets, risk institutions’ reputation with false representation. This paper examines relationship between educational agents and students’ decision-making, educational agents’ impact on institution’s marketing performance. The analysis suggests that educational agents influence Chinese students’ choice of international education and impact greatly on marketing strategies.

Key words: international education, educational agents, marketing, Chinese students.

Abstract 2- 2007 Greece Int’l conference on Edu