The marketing of regional Australia: strategies to increase the numbers of international students studying outside capital cities

Forbes, Linda, and Hamilton, John R. (2004) The marketing of regional Australia: strategies to increase the numbers of international students studying outside capital cities. In: Proceedings of 18th IDP Australian International Education Conference, pp. 1-15. From: International Education: The path to cultural understanding and development, 5 - 8 October 2004, Sydney.

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Australia’s present international education market position is narrow and somewhat vulnerable. 65% of international students reside in either Sydney or Melbourne. Most international students participate in the university undergraduate programs, or the Vocational Education and Training (VET) or English Language Intensive Courses for Overseas Students (ELICOS) sectors. These international students are heavily concentrated in business–related and information technology courses (Nelson, 2003).

In 2003, Australia experienced a 16.5% increase in the number of overseas college students (to approximately 167,000). Selected markets grew rapidly. The Chinese market grew by 20% to approximately 32,000 students. Large growth in markets from India (27% increase) and South Korea (19% increase) was also experienced (Bollag, 2004). The strong growth in the Australian international student population has been driven by tighter American visa restrictions since the terrorist attack on the US of September 11, 2001. Recently, U.S. universities have been suffering steep declines in international student applications, especially in the ‘sciences’ areas (CNN, 2004). However, Australia has maintained a steady, strong annual growth in overseas student numbers over the past 15 years, and this trend is expected to continue, maintaining at least a 15 to 20% pa annual growth in the near future (Schroff, 2003). A 2002 IPD Education Australia analysis places education as the third largest service industry after tourism and transportation. IDP Education Australia’s 2004 marketing and research report, lists Australia as the third most popular educational choice by international students (after the USA and the UK).The Australian Bureau of Statistics currently values this educational services industry at around $4.12B (AUD) per annum. It is also Australia’s eighth largest export earner.

Item ID: 7514
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: international students; marketing; regional Australia; strategies
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ISBN: 0-86403-054-1
Date Deposited: 05 Feb 2010 00:26
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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