Frameworks and Tools in Developing Marketing Strategies for Transnational Education (TNE) Providers: A Literature Review

Abstract

Crafting a marketing program for Transnational Education (TNE) providers is a complex process that entails a thorough industry analysis and internal assessment using several strategic frameworks and tools. Educational managers should also have a good grasp of the quality indicators in the education sector that prospective students most likely look at when choosing a university. The study uses the literature review as a means to examine readily available research on the different frameworks, methods, and paradigms in developing an effective marketing program for TNE organizations. The method of content analysis was used. The sources came from the following research databases: Google Scholar, Business publications, Directory of Open Access journals, and other scientific websites. The study concludes that to come up with a strategic marketing plan, the following frameworks can be used: Porter's Five Forces with a focus on competition and differentiation, Structure-Conduct-Performance with a concentration on industry analysis, and the SWOT Analysis which encompasses both internal and external environments of an institution. Quality measures of TNE providers by several research can also be useful when developing a strategic marketing plan. Some of the key areas that potential students look at in the higher education sector are institutional reputation, course quality, and student support.