Use of the Marketing Mix in Transnational Higher Education Institutions: A Literature Review

Authors

  • Nicole Raymundo-Delmonte British International School Al Khobar

DOI:

https://doi.org/10.7719/jpair.v43i1.719

Keywords:

Marketing Mix, Higher Education Institution, Transnational Education, Marketing, Literature Review

Abstract

Organizations offering graduate degree programs nowadays have to devise measures to differentiate them from others in the market as there is intense competition. Higher Education Institutions (HEIs) offering graduate studies programs, specifically those in the Transnational Education (TNE) industry, need to be abreast of their target markets and environments’ changing preferences and expectations. The study used an integrative literature review to analyze readily 35 journal articles on marketing mix to support Transnational HEIs. The sources came from research databases such as Google Scholar, Directory of Open Access journals, business publications, and other websites. Results show that HEIs are expected to take on a customer-focused marketing approach to attract more students with commercialization and stiff competition.  Creating an appropriate marketing mix in line with the target audience and intended purpose has proven useful for HEIs’ marketing strategy. The study concludes that formulating an effective marketing mix strategy is one of the keys to TNE providers’ sustainable growth.

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Author Biography

  • Nicole Raymundo-Delmonte, British International School Al Khobar

    Al Khobar, Saudi Arabia

References

Alam, F. & Chowdhury, H. (2013). Transnational Education: Benefits, Threats and Challenges, Procedia Engineering, 56, 870-874. Retrieved from https://doi.org/10.1016/j.proeng.2013.03.209

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Published

2021-01-11

Issue

Vol. 43 No. 1 (2021): January

Section

Articles

License

Copyright (c) 2021 Nicole Raymundo-Delmonte

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Open Access. This article published by JPAIR Multidisciplinary Research is licensed under a Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). You are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material). Under the following terms, you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.