The prospect of higher education marketing: adaption, transition or hybridisation?

Abstract

Purpose This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern. Design/methodology/approach This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students. Findings The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning. Practical implications This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing. Originality/value This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.