Marketing International Education

Marketing education is typically viewed by the Australian marketing academy as limited to higher education institutions. However, marketing education is much broader and includes, as the case of this research, the marketing of international schools. This research addresses the little researched area of parental choice in international schools operating in Australia. Following a series of focus groups and a quantitative questionnaire we found that both parents were involved in the decision for their child to attend an international school prior to arriving in Australia. Furthermore, the relative importance of 38 factors identified as influencing school choice was evaluated, with the ‘quality of teachers’ ranked highest