Student recruitment at international branch campuses. Can they compete in the global market?

Stephen Wilkins, Jeroen Huisman

Research output: Contribution to journalArticle

55 Citations (Scopus)
185 Downloads (Pure)

Abstract

The majority of international branch campuses are located in competitive higher education hubs, such as Singapore and the United Arab Emirates. Many find themselves having to recruit students regionally, and some, even globally, which results in them competing head-to-head with the home campuses of well-respected Western universities. The purpose of this study is to identify the factors influencing the decision of international students to study at a particular university in the United Kingdom and to investigate their attitudes toward international branch campuses. The study involved a self-completed questionnaire administered to 160 international students. A logit model was developed that was able to significantly predict whether an individual student would consider study at an international branch campus. Reputation, quality of programmes, and rankings were found to be the strongest influences on student choice of institution, suggesting that these are the factors that international branch campuses should focus on to achieve sustainable competitive advantage.
Original languageEnglish
Pages (from-to)299-316
Number of pages18
JournalJournal of Studies in International Education
Volume15
Issue number3
Early online date6 Dec 2010
DOIs
Publication statusPublished - Jul 2011

Keywords

  • international branch campuses
  • student recruitment
  • international student destination choice
  • higher education hubs
  • competition

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