No abstract

Even though numerous studies provide information on marketing education to international students, research that reviews the accrued knowledge holistically remains elusive.Accordingly, the main purpose of this study is to (1) systematically synthesize, compile and understand the existing line of empirical research on the topic of marketing education to international students and (2) outline a comprehensive future research agenda to help further advance this field. This study adopts the theory-context-characteristicsmethodology (TCCM) framework proposed by Paul and Rosado-Serrano to systematically review 52 articles published in A*, A and B category journals from the ABDC Journal Quality List. This systematic review reveals that the existing studies mostly focus on consumer-specific theories and detects a need for more macro-market, and industry-related theoretical perspectives (theory); it also identifies research gaps related to international student host and home country settings (context), and the application of competition-related variables for the main relationships in this field (characteristics).

PurposeThe purpose of this study is to test a model on pro-sustainability orientation (PSO) among the students and comparison of the levels of PSO among the first-year and the second-year MBA/PGDM students studying in Indian higher education institutions.Design/methodology/approachThe study comprised of quantitative analysis of PSO through a questionnaire that was distributed among MBA/PGDM students of four prominent higher education institutions in the state of Maharashtra. A total of 425 students responded to the survey. The items of this instrument included actions such as reuse, recycling, energy, conservation and so on. Likert scale was used to measure the dimensions and structural equation modelling was applied to test the PSO model.FindingsThe study revealed significant difference in the PSO among male and female students with respect to equity dimension and significant differences among the first- and second-year MBA students with respect to pro-environmental deliberations. A significant difference was found among the four institutions with respect to the pro-environmental deliberations, altruistic behaviour and affinity towards diversity. The study showed positive influence of PSO over SB. The study revealed that the students enrolled in MBA/PGDM showed positive attitude towards SD and the environment.Practical implicationsThere has been a dearth of studies conducted on PSO of students enrolled in Indian higher education. This study is an attempt to show the impact of the Indian higher education on the pro-sustainable lifestyles among the students of MBA/PGDM that can provide valuable insights for the millennials of the emerging economies.Originality/valueThis study is an attempt to depict the role played by the Indian higher education institutions in the development of PSO among the students of MBA/PGDM. In order to promote sustainable development within one’s society, one needs to educate future leaders about the importance of sustainability.

Universities today devote serious effort to attract international students. The purpose of this research is to understand the motivation factors that impact international student choices in selecting Indian higher education as a study-abroad destination. This quantitative study examines the choice criteria of 249 full-time international students from the countries of Asia and Africa. A number of choice factors were identified. Results indicate that international students at Indian universities consider ‘university characteristics’ and ‘influence of social networks’ as the most important motivation factors that determine destination choice. The study findings suggest a value proposition canvas consisting of teaching quality, university rankings, safety and availability of academic courses as its foremost constituents. The paper notes decision-making influences and identifies implications for marketing actions of a developing host country operating in a competitive international student market.

The global competition for international students has fuelled the need for education providers to become more consumer oriented in their planning. Our purpose with this study was to understand international student perceptions and discuss corresponding approaches. In this qualitative study we interviewed twenty international students enrolled in two Indian universities to examine: one, their feelings about being an international student in India and two, what attracted them to India as a higher education destination. Our findings suggest that, the people on campus and in the host city are vital to delivering experiences. We identified “quality of education,” “cultural diversity” and the “rapidly growing economy” as the most noteworthy among several factors that have motivated the selection of India as a host country. We discuss the findings through different conceptual lenses and implications for managers have been presented. This research acts as market intelligence input to the Indian HE policy makers and university leaders.