Higher Education in Asia


Marketing Challenges for Higher Education in the Asia Pacific Region, Special issue of Asia Pacific J Marketing and Logistics, Edited by Vanessa Quintal and David H. Wong; Deadline 31 Oct 2011

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Asia Pacific Journal of Marketing and Logistics
Special Issue on:

Marketing Challenges for Higher Education in the Asia Pacific Region

This APJML special issue focuses on marketing challenges for higher education in the Asia Pacific region. Global demand for higher education has been growing by 2.7% per year and is estimated to increase from 2.17 million in 2005 to 3.72 million in 2025, accounting for a 70% rise over the 20 years (Bank, Olsen and Pearce, 2007). What fuels growing demand for education at tertiary institutions? A key driver is the workplace that expects more sophisticated education from its workforce. The onus is on tertiary institutions to equip students with discipline-specific and generic skills that enhance employment prospects (McIlveen and Pensiero, 2008) and increase personal economic well-being (Duderstadt, 2000). Tertiary institutions must project an image as a provider of high quality teaching and learning, research and development, student support services as well as facilities and resources (Mavondo, Tsarenko and Gabbott, 2004). Clearly, institutions that successfully contribute toward students’ academic, personal and career development (McIlveen and Pensiero, 2008) have a competitive edge.

Papers of both an empirical and conceptual nature are invited from scholars focusing on providing insights from the Asia Pacific context which advance our knowledge and understanding of higher education marketing practices from a theoretical or implementation perspective. Topics of interest may include, but are not limited to:

  • Creating brand personality for institutions
  • Shaping brand image and brand equity with accreditation
  • Globalising academic quality and its impact on reputation
  • Student expectations of new technologies in the classroom
  • Adoption of Learning Management Systems (LMS) and Web 2.0 environments
  • Student satisfaction with cross cultural learning and assessments
  • Adopting a customer oriented approach with students
  • Service quality, value, satisfaction and loyalty
  • Complaining behaviour and recovery strategies
  • Information sources including electronic and social media for marketing communications
  • Involving alumni for word-of-mouth, mentorship and networking
  • Destination appeal in institution selection
  • Perceived benefits and risks associated with institutions
  • Emotional engagement, trust, commitment and repurchase behaviour
  • Motives for studying overseas and international student segmentation
  • Green practices adopted by institutions


Bank, M., Olsen, A. and Pearce, D. (2007), Global student mobility: an Australian perspective five years on, IDP Education Pty Ltd, from http://www.idp.com/pdf/GSM_Brochure_Oct07.pdf

Duderstadt, J. (2000), “New roles for the 21st century university”, Issues in Science and Technology, Vol. 16 No. 2, pp. 37-44.

Mavondo, F.T., Tsarenko, Y. and Gabbott, M. (2004), “International and local student satisfaction: resources and capabilities perspective”, Journal of Marketing for Higher Education, Vol. 14 No. 1, pp. 41-60.

McIlveen, P. and Pensiero, D. (2008), “Transition of graduates from backpack-to-briefcase: a case study”, Education and Training, Vol. 50 No. 6, pp. 489-499.

Submission Information

The deadline for electronic submission is 31 Oct 2011. Submitted manuscripts should follow the format as indicated in the author guidelines on the journal website: www.emeraldinsight.com/apjml.htm.

As a guide, papers should be between 4,000 to 6,000 words. Papers are reviewed by the Special Issue Guest Co-Editors and, if judged suitable for this publication, are sent to two referees for double blind peer review.

Special Issue Guest Co-Editors

For more information, please contact the special issue guest co-editors:

Authors from the Americas, Europe, and Africa.
Dr. Vanessa Quintal
Email: Vanessa.Quintal@cbs.curtin.edu.au
School of Marketing, Curtin University, Australia

Authors from Asia, Middle East, Australia, and Oceania.
Dr. David H. Wong
Email: David.Wong@cbs.curtin.edu.au
School of Marketing, Curtin University, Australia