International Marketing of Higher Education: A Comparative Study of the International and Domestic Students' Perceptions of Good Teaching and University Quality

This paper compared domestic and international postgraduate business students’ demographic and psychographic characteristics on their perceptions of good teaching and university quality. Students’ demographic characteristic: gender was not a predictor of good teaching or university quality for either cohort. Two psychographic culturally-anchored value characteristics werefound to explain variation in domestic students’ perceptions of good teaching and university quality; whereas for international students two different psychographic culturally-anchored value characteristics were important but only explained variation in university quality but not perceptions of good teaching. Implications for academics, university leaders and Australia’s higher education export industry are discussed