Marketing strategies of selected higher education institutions in Malta to attract foreign students

Abstract

Purpose: The objective of this dissertation is to explore the importance of the function of marketing within Higher Education Institutions based in Malta, and to analyse the extent to which marketing is being used within this sector. Design: Secondary data sourced primarily from foreign literature was used to build the research instrument adopted for primary data collection. Three semi-structured interviews were conducted with the International Office / Marketing Department of Higher Education Institutions in Malta. A questionnaire was sent out to international students studying in Malta in order to obtain their point of view. Findings: This study explores the differences and similarities between the uses of marketing in different institutions. The study shows that the local market faces the same challenges as other markets, including the UK, the US and Canada. Obviously, they differ in the quality of programme, fields of study and the number of students enrolled. It also highlights what students valued more when they came to choose their Higher Education Institutions in terms of the 7P’s. For instance from the figure 4.1 it is clear that the most important is the language spoken, followed by the lecturing style and method. The ‘People’ element is another factor that students, being in a foreign country and having to get used to new systems, seem to appreciate. Finally, enhancing the image and maintain a good reputation is vital since students value such attributes. Conclusion: This study concludes that Higher Education in Malta is marketed very similarly by different institutions. According to the institutions’ foreign students, however, there is quite a big difference in the marketing value as perceived by the institutions and their students. These higher institutions should strive to find new measures in order to strengthen their marketing approaches in order to continue to attract and enrol foreign students.