Attracting International Students: A Literature Review of Australian Strategies

MARKETING LITERATURE REVIEW
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Literature Review
While the world market for the international students is booming with major likes being inclined
towards countries like US and UK, it has been identified that Australia has emerged as a major
contender with a rapidly increasing market share which currently stands around 13.2% there is a
gap in the literature regarding the contributions of policy initiatives which is inclusive of trade
agreements to attract the inbound international students especially from emerging contenders
such as Australia. The main objective of this paper is to analyse the policy and strategy
initiatives which can be taken into consideration by companies such as Australian Centre of
Further Education (ACFE) (Acfeonline.edu.au, 2018). It should also be noted that in this context,
the major role is also played by the market research as well.
During the tenure of internship, it has been learnt that in comparison to the American and British
institutions, Australian institutions have been more successful in proactive recruitment and
retainment of the international students in Australia. The enrolment of international students and
education opportunities in the country has been increased from 12.5% in 2000 to 18.3% in the
year 2014 as per the data of OECD (Oecd.org, 2018). In comparison to the education industry of
USA, the higher education system of the country has remained stagnant at a rate of around 4%.
Image: Share of international students as a percentage of tertiary level enrolment in 2014 (%)
Image Source: Oecd.org. (2018)
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