Globalization,

Internationalization,
Marketing, and College
Choice: Key Factors of
Attracting International
Students
EDUC 790-4
Ed.D. Cohort 8, Eyad Alfattal
6/11/2016

Preview
1. Unmuddling Globalization and Internationalization
2. Theoretical Perspectives on Globalization in Education
3. Approaching Higher Education as a Service in the Global
Marketplace
4. Models for Analyzing Factors Affecting Students Study Abroad
Choice
5. Systematic Review of Empirical Research Findings

Why does it matter?

During the 1990s, the dominant discourses [relative to higher

education administration] were around marketization and
decentralization. While those themes are still important and have
themselves continued to evolve, the first decade of the 21st
century has also seen the strong emergence of internationalization
as a key concept, an idea that has generated much of the strategic
development and intellectual debate of an era.
(Lumby & Foskett, 2015, p. 2)

Unmuddling Globalization and

Internationalization Preview

Unmuddling Globalization and

Internationalization Preview

Internationalization in higher education, as Knight (2003) posits, is

the process of integrating an international, intercultural or global
dimension into the purpose, functions or delivery of post-secondary
education (p. 2.)

Theoretical Perspectives on
Globalization in Education

1. world culture
2. world systems approach
3. post-colonialist theory
4. culturalists

Approaching Higher Education as a

Service in the Global Marketplace

Marketizatio
n
Neoliberalis
m

Globalization

Internationalization of
Higher Education

Approaching Higher Education as a

Service in the Global Marketplace
The market [] can never be seen as an actor, but rather as an
arena in which some HE [higher education] actors may behave
following a different logic of action than those typical of either the
state or the academic communities: namely, a logic based on their
convenience to enter an exchange relationship and on the
consistency between instruments and goals.
(Regini, 2011, p.2)

Models for Analyzing Factors

Affecting Students Study Abroad
Choice

Program

The Marketing Mix

Place

People

Choice
Physical
Facility

Price

Process

Promotion

Models for Analyzing Factors

Affecting Students Study Abroad
Choice

The Push-Pull

Models for Analyzing Factors

Affecting Students Study Abroad
Choice

Theory of Planned Behavior (Ajzen & Fishbein, 1975)

1. Attitude to Behavior: The beliefs of the consequences of actions
2. Subjective Norms: Behaving in a way that is accepted by others
3. Perceived Behavioral Control: Ones self-perception of ones
capabilities

Systematic Review of Empirical

Research Findings
Criteria for study inclusion:
1.
2.
3.
4.

Quantitative and mixed methods

Published in peer-reviewed journals
Researched the phenomena in English speaking contexts
Found through ProQuest, EBSCO, PsycINFO, and Sage Journals
platforms
5. Two-month search from February to April 2015

Systematic Review of Empirical

Research Findings

Variable

# Studies

Studies

Quality of education/program

Mazzarol and Soutar (2002b); Pimpa (2005); Shanka, Quintal, and Taylor (2005); Abubakar, Shanka,
and Muuka (2010); Wilkins and Huisman (2011b); Chen and Zimitat (2006)

After-graduation employability prospective

Wilkins and Huisman (2011b); Massey and Burrow (2012); Gatfield and Chen (2006); Bodycott
(2009); Wang and Ho (2014)

College reputation

Lee (2008); Pimpa (2005); Chen (2007); Joseph and Joseph (2000)

Improve English

Wilkins and Huisman (2011b); Foster (2014); Bodycott (2009); Perkins and Neumayer (2014)

Safety

Abubakar, Shanka, and Muuka (2010); Gong and Huybers (2015); Chen (2007)

Campus ranking/prestige

Gong and Huybers (2015); Perkins and Neumayer (2014); Wang and Ho (2014)

Work during/after study possibility

Shah and Laino (2006); Lee (2008); Binsardi and Ekwulugo (2003)

Tuition

Lee (2008); Gong and Huybers (2015); Chen (2007)

Reputation/expertise of campus faculty and staff

Mazzarol and Soutar (2002b); Wang and Ho (2014)

10

Availability of a suitable program

Pimpa (2005); Bodycott (2009)

11

Study abroad/cross-cultural experience

Foster (2014); Massey and Burrow (2012)

12

Opportunity to conduct research

Foster (2014); Gatfield and Chen (2006)

13

Economic power of host country

Chen and Zimitat (2006); Gatfield and Chen (2006)

14

Location/Proximity to home

Shanka, Quintal, and Taylor (2005); Massey and Burrow (2012)

15

Ease of admission/immigration procedures

Binsardi and Ekwulugo (2003)

Systematic Review of Empirical

Research Findings

Variable

# Studies

Studies

16

College recognizes previous qualifications

Mazzarol and Soutar (2002b)

17

Scholarships offered

Shah and Laino (2006)

18

Well maintained campus grounds

Shah and Laino (2006)

19

Cost of living

Shanka, Quintal, and Taylor (2005)

20

Recommendation/word-of-mouth

Abubakar, Shanka, and Muuka (2010)

21

Degree recognized internationally

Binsardi and Ekwulugo (2003)

22

Campus resources

Joseph and Joseph (2000)

23

Study conductive environment

Joseph and Joseph (2000)

24

Family and friends

Chen and Zimitat (2006)

25

On campus social and emotional support

Bodycott (2009)

26

On campus accommodation

Bodycott (2009)

27

Democracy in host country

Perkins and Neumayer (2014)

The Research Questions

RQ1: What are international students ratings of the importance
of variables that influence their decision to leave their home
country and study abroad?
RQ2: What are international students ratings of the importance
of variables that influence their decision to select the United
States of America as their study destination?
RQ3: What are international students ratings of the importance
of variables that influence their college choice?

The Research Questions

RQ4: What are key factors that influence international students

decision to leave home country, select the United States of
America, and choose their particular college?
RQ5: Does the degree of importance of choice factors extracted
in Q4 differ across groups categorized by (1) gender, (2) home
country region, and (3) level of study?

The Research Questions

RQ6: What is it like for international students to choose their

country and college destination?
RQ7: How do international students make sense of the findings
of the first phase of the study?

Thanks for Listening!

Q&A