Nan Jiang - Market entry of higher education internationalisation
Nan Jiang
I've not only gained and increased my knowledge of marketing, but also learned empirical research skills. This will last with me forever and be of immense benefit to my future career in marketing.
”Nan Jiang is investigating how the University of Derby conducts internationalization in different ways, and will look at identifying an entry mode based conceptual framework for internationalization in higher education.
Research summary and findings
Since 1990s, the international initiatives of universities have expanded dramatically in volume, scope, and complexity. Internationalization of higher education (HE) covers a wide range, from study abroad, recruitment of international students, to distance learning, research and scholarly collaboration.
This research critically examines HE internationalization in terms of international recruitment and academic collaboration with the focus of a post-1992 UK university. The research investigates how the case study university conducts HE internationalization, identifies key implementation issues of HE internationalization, and develops an education-specific market entry dynamic framework.
The discussion of difference in the process of internationalization across faculties is also included. A total of six research themes are follows:
- Internationalization strategy and understanding
- International recruitment strategy
- Academic collaboration (3A), and programme delivery (3B)
- Overseas branch campus
- Problems, issues and HR challenges internationalization
- Internationalization of faculties
As the main outcome of this research, the framework provides a number of education-specific modes of entry and programme delivery methods to guide institutions' international market expansion. The implementation issues (including resource, communication, operational process, cooperation and coordination, motivation and incentives, student support, organizational culture, resistance to change, and external environment) raised in this research indicate that the university's internal integration has a major impact on HE internationalization.
This contribution presents the particular forms of these critical factors within an institutional context. Faculty-specific factors explain the reasons why the levels of internationalization are different across four faculties. These faculty-specific factors imply that HE internationalization cannot be conducted the same way in each faculty, but should be considered a part of faculty's particular focus.
