|Title: VISION OF MARKETING IN HIGHER EDUCATION FOR INTERNATIONALIZATION: A CASE STUDY AT A QS 4-STAR UNIVERSITY IN VIETNAM|
Nguyen Thi Dan Tam
This paper reports high school graduates’ evaluations and attitudes towards a marketing strategy which a QS 4 star university in Binh Thanh district, Ho Chi Minh City, implemented during last summer, 2022. This university offered potential students a free-of-charge intensive English program, namely ECP (English Consolidation Program), which lasted for 60periods (50 minutes per period). The study aims to discover students’ evaluations of learning experiences in this English program and if they perceived ECP as a “marketing strategy” from the university. A questionnaire and two focus groups were conducted to collect data. Findings show interesting and surprising students’ perspectives towards the “marketing strategy” from the university and their positive evaluations for ECP. The paper also points out the success of the so-called “marketing strategy” from this university did not follow the traditional framework of marketing in higher education, yet providing an innovate vision, heading to the mission of this university: internationalization.
|Keywords: UEF, QS 4 stars, higher education, marketing strategy, product, internationalization.|