Market Analysis: Higher Education Collaboration in Oman & Cyprus

This thesis examines the market analysis of Omani third-level education services, exploring the challenges and opportunities for foreign universities operating in Oman and recruiting students. The research investigates the collaboration between universities, focusing on market analysis, challenges related to language and cultural barriers, and strategies for student recruitment. The study employs a mixed-methods approach, gathering data from managers and administrators of international universities through questionnaires. The thesis provides insights into the reasons for selecting Oman, the strategies employed, and the challenges faced by foreign universities. It delves into the impact of cultural differences, technological advancements, and funding issues on the establishment and operation of educational institutions. The findings highlight the importance of market analysis, collaboration, and adaptation to local contexts for successful internationalization of higher education, offering recommendations for universities seeking to expand their presence in Oman and similar regions.

Collaboration in Higher Education, Cyprus
& Oman

Abstract
In the modern educational system student like to explore their interest and want to get formal
learning that can enhance their knowledge and can provide them more job opportunities. They do
not like to get limited to the informal learning process. The aim of thesis is market analysis of the
Omani third level education services and the challenges and opportunities for foreign universities
to operate in Oman and recruit students from Oman. There are different type of tools that can be
used with the help of which educational system that are being carried out by individuals of Oman
are identified. In order to analyse the market, marketers conduct extensive research to gather
quality data on which the output and results can be concluded. In this thesis, data has been
collected from sample of 50 managers and administrators working in different international
universities. From the analysis it was identified that management of international universities
selects Oman because immense support from Sultanate and agile policies. They conduct market
analysis before establishing colleges in the country. The major challenge they faced was
regarding language and cultural barriers and in order to obliterate them they formulated
mitigation strategies. By providing scholarship to the students, the management tends to recruit
Omani students.

Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
Proposed Research Methodology................................................................................................3
Proposed time schedule................................................................................................................4
1.2 Aim and Objectives................................................................................................................6
1.3 Research Questions................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Tools that can be used for analysing the market and collaborative education.......................7
2.3 The challenges and opportunities for foreign universities...................................................11
2.4 Ways to recruit students from home country.......................................................................12
2.5 Conclusion...........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Philosophy............................................................................................................17
3.3 Research Approach..............................................................................................................18
3.4 Research Design...................................................................................................................18
3.5 Data Collection ...................................................................................................................19
3.6 Sampling..............................................................................................................................19
3.7 Data Analysis.......................................................................................................................20
3.8 Ethical Consideration...........................................................................................................21
3.9 Research limitation..............................................................................................................22
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................24
4.1 Introduction..........................................................................................................................24
4.2 Primary data analysis...........................................................................................................24
4.3 Secondary Analysis..............................................................................................................37
4.3 Discussion............................................................................................................................41
4.4 Conclusion...........................................................................................................................44
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................46
5.1 Conclusion...........................................................................................................................46

5.2 Recommendations................................................................................................................48
REFERENCES.............................................................................................................................50
APPENDIX I.................................................................................................................................54

CHAPTER 1: INTRODUCTION
1.1 Background
With change in time, there is different type of changes that has taken place in relation
with teaching to students. Earlier individuals just wanted to be educated and to focus on getting a
job. However, in this modern world, the rate of education is highly important ( Al-Fadda and Al-
Yahya, 2010). In order to perform any type of task, it is required to have skills, capabilities and
strong educational back ground. As per the requirement of companies, they aim at hiring people
who are able to support students to grow and selection of these people is done on the basis of
education and the skills they possess. Higher education enables individuals to find out a suitable
carrier on which they can develop and contribute towards their development. Main focus of this
research is made on analysing the market of Omani third level education services and challenges
and opportunities for the foreign universities to operate in Oman and to recruit students from
Oman (Ford, Bowden, and Beard, 2011 ). In order to make expansion in foreign countries and
that also for education, it is important to make sure that proper analysis of the market is done.
These help to make sure the preferences of individuals that they need to have in education.
Further, there are requirement of support that are needed so that they are able to consider the
opportunities and challenges that prevail in the market. The type of preferences in relation with
education differs. For example, in some of the countries people may not prefer to get higher
education and will prefer more to carry out their fathers business. In such type of conditions the
role of education is considered to be low. It is identified that people prefer to work in foreign
countries but they fail to do so due to lack of proper educational or support. However, with the
help of market analysis, it becomes easy for the foreign universities to make sure that they can
contribute effectively towards the growth and development of the country.
In the modern educational system student like to explore their interest and want to get
formal learning that can enhance their knowledge and can provide them more job opportunities.
They do not like to get limited to the informal learning process. That is why now it is very
important for the educational institutes to identify countries in which strong educational system
can be delivered with the help of which students can develop their learning and understanding in
positive manner. Collaboration is considered to be one of the ways that provides the opportunity
to the business to expand their business and enhance brand image of the firm and in supporting
student to grow (How to foster a culture of collaboration between universities and industry.
1

2018). One of the main focus for analysis needs to be made with other entity towards expanding
knowledge and abilities to the other nations. There are many academic universities those which
make collaboration with other universities those which are operating in other country. That helps
the educational institute to enhance knowledge so that teachers can provide expanded knowledge
to their students. Colleges from foreign countries can collaborate in order to provide professional
development opportunities that helps in meeting with expectation of learners and support in
making their career. There are many students those who move to foreign institutes to complete
their high education and in getting secured job. In order to get good knowledge and to make their
career they have to leave their country and in such conditions when foreign universities focus on
expanding to countries like Oman or Cyprus, then it enables to individuals to develop in positive
direction. The rate of trust that local people have towards the foreign universities are different.
Each of the universities have their own set of laws and it is important for students to follow
them. Apart from this, the type of culture that are followed at Oman is different. There are many
religious festivals that are required to be followed by them. Individuals prefer to follow the
culture and when any new foreign universities is established in such countries, then it causes
issues for the local people to focus on the tradition that are being followed.
One of the major challenge that is being faced in starting up the operation at Oman will
be culture, language and beliefs that are being followed by local people. In such condition it
creates difficulty for the teachers in understanding the new norms followed. This way, there are
chances that individuals fail to provide quality education to their learners. Impacts on the brand
image of the university is another challenge that is faced by the foreign universities. Further, it
also includes frequent changes in technological advancement. Some times change in
technologies creates difficulty for the entity to adopt the new system. Another issue that is faced
by universities in partnership is availability of funds. An educational institute requires investing
huge amount and have to go through tough legal procedure whenever they plan to make their
business expand at countries like Oman and Cyprus. They have to involve government into the
procedure and have to follow strict laws. Some times entering into new region is complex
because norms of one place are different from others (How to foster a culture of collaboration
between universities and industry, 2018). When universities make partnership, then they have to
follow instruction and regulation of the countries. In such condition entire process get changed
which sometimes create difficulty to manage operations well.
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The type of educational system that is followed at different counties differs. There are
many subjects that may be taught in one country but in other. When foreign universities starts to
operate, then there are transfer to strategies, subjects and activates take place so that students are
able to develop their learning and understanding in positive manner. In addition to this, there are
many aspects that are covered which make the individuals to work in coordination and attain
their desired goals and objectives (Alves and Uhomoibhi, 2010). Apart from this, there are many
issues or problems that are also faced by students like development of trust towards the job that
they will get. With this respect, one of the issue faced is related with high cost involved in
courses. Further, there are also conditions that even after complete amount are paid but the
student may not get desired job. Other than there are other related problem as well faced and
these aspects will be discussed in this current dissertation. The types of perception that are
carried out by individuals are different. There will be people who can learn with the help of
theoretical information and there will be other who can learn or develop their understanding
through practical knowledge. All these are helpful enough to make sure that institutes have to
understand the opportunities that prevail in the market for students. There are schools and
colleges that have come up and these deliver students with similar type of services. Many type of
researches are carried out and these are done on determining the stress level of students. In this
context, it is identified that majority of students are stressed because of job. The rate of
competition is high and they prefer to get an institutes that are able to provide them with security
towards their job. In this context, they aim at contributing effectively towards findings colleges
that are able to get them job even if the fees for admission or semesters are high. They are able to
develop positive perception within their mind for the colleges. However, there are many issues
faced in which they may not be able to get job a placements are generally based on the skills the
individuals possess and their ranks.
Proposed Research Methodology
There are different type of research methodologies that are included in order to conduct the
research in effective manner. Below given are the methodologies that will be followed:
Research philosophy: These enables to focus on appropriate sources that can be used in
gathering the information. There are two different type of research philosophies which are
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interpretivism and positivism. Among these the research will make use of both these
philosophies. It will enable to focus on the aim and objectives that are set by the investigator.
Research design: This is the blue print for the research and this help to determine the
steps by step strategies that can be used to complete the research project. These are of three types
which are descriptive, experimental and exploratory. Among these the researcher will make use
of descriptive research and this enables to focus on the theories related with the research topic.
Research approach: There are two ways through which information related with the
research topic can be presented. In this current research, the investigator will make use of
inductive approach in which specific details are covered and then general aspects are focused.
Data collection: In order to gather information, there are two ways through which this
can be done. These are primary and secondary method, both have their own set of benefits and
disadvantages. For the current research, the investigator has made use of both primary and
secondary methods. Primary with the help of questionnaire and secondary through books,
journals, online sources, etc.
Data analysis: When information is gathered, then it required to make interpretation so
that viewers are able to understand them in appropriate manner. In this context, the researcher
will make use of quantitative method in which thematic tool will be used. This is an effective
tool that enables to present the gathered information in the form of tables, chart, graph, etc.
Proposed time schedule
Activity Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Writing
Research
Proposal
Reading
various
literature
Finalizing
the aims
4

and
objectives
Draft
literature
review
Collect
secondary
data
Analyze
secondary
data
Develop
research
approach
Draft
research
methodol
ogy
Develop
questionn
aire
Accumula
te the
data
Draft
Findings
Analyze
data
Complete
remaining
chapters
5

Submit it
to tutor
and await
for
feedback
Revise the
draft
Print and
bind
Submit
In accordance with the above table, it is important to make sure that all the tasks that are
set need to be completed with the time that is set. When any of the task get delayed at the initial
stage, then all the remaining activities get delayed. Further, it is required to make sure that there
are strategies for time management like prioritization is done so that the activities can be
performed in effective manner.
1.2 Aim and Objectives
Aim: Market analysis of the Omani third level education services and the challenges and
opportunities for foreign universities to operate in Oman and recruit students from Oman
Objectives:
 To determine the tools that can be used for analysing the market.
 To analyse the challenges and opportunities for foreign universities to operate in Oman.
 To consider the ways to recruit students from Oman.
 To recommend way to increase preferences of students towards foreign universities at
Oman.
1.3 Research Questions
 What are the tools that can be used for analysing the market?
 What are the challenges and opportunities for foreign universities to operate in Oman?
 What are the ways to recruit students from Oman?
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This is determined to be an important chapter that helps to determine information that is
related with the research topic. There is various type of researches that are carried out on similar
topic. When these data are also used, then it is favourable enough to develop in depth
understanding (Gikas and Grant, 2013). In this literature review, researcher will compare and
contrast on the view of work of other authors regarding the opportunities and challenges faced by
foreign universities while operating in Oman. The type of educational system that is used differs
and these are made so that each of the student get benefited in which total amount that were
invested towards the course can be retained by getting secured job. In order to develop in depth
learn from the current research topic, there are objectives are identified from the aim set.
2.2 Tools that can be used for analysing the market and collaborative education
As per Amundsen and Wilson, (2012) there are different type of tools that can be used
with the help of which educational system that are being carried out by individuals of Oman are
identified. In order to analyse the market, marketers conduct extensive research to gather quality
data on which the output and results can be concluded. Market analysis is considered to be the
challenging and preliminary task which are used by the marketers of universities and college
administration before embark their project in different countries. Erkollar and Oberer, (2013)
said that with the increase in globalisation, different universities enhancing their reach to
different countries by establishing or partnering with local colleges and universities. The motive
is to increase the standard of education by providing quality and efficient education to the
students. Lozano, Ceulemans and Hugé, (2015) elucidated that in order to analyse the market,
marketers needs to first conduct external environmental analysis.
They need to identify the political factors which can influences their operations in
different countries, economic factors which can affect their sustainability in the economy, social
factors which can influence their productivity, technological factors which can impact on their
operations, legal factors and environmental factors which can affect their growth and
development. Moran, Seaman and Tinti-Kane, (2011) said that through collaborative or
partnership approach, universities can establish their colleges in different or destined country.
Collaborations can be determined as a cooperative endeavour in which there are common goals,
outcomes and coordinated efforts, collaborators shared their credit and responsibility. There are
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many reasons due to which collaboration of higher education take place. With this respect, it is
important for the business to understand the preference of students (Moran, Seaman and Tinti-
Kane, 2011). In this modern world, individuals prefer to get a job that provides them with
security for their future. This is only possible when institutes are able to provide them with
students with the opportunity to find job soon after they finish their course. In this context, with
the help of collaborations individuals are able to get job opportunities for the countries with
which collaborations is made.
Further, collaboration is considered to be widely used instructional method but this type
of learning potential is generally not used in practice (Forkosh-Baruch and Hershkovitz, 2012).
Gikas and Grant, (2013) said that distance education is the recent trends and most efficient tool
which are used by universities to provide education and degrees globally. As per Korbel, Lucia
and Anderson, (2011) the rate of education that are provided by institutes are now through
online. When the internet were used, then there were only few people who used to form for the
same but with time the rate of internet users have raised. This way, with advancement in
technology there are benefits that students and these can be related with the teaching or seminars
held on them. There are online education provided as a services and this makes people to
develop their learning and education (Crawford-Ferre, and Wiest, 2012).
However, it is identified that there are problems faced in which the students who make
use of the online education loose interaction with their professors and peers. Main reason for
such type of condition is that collaboration often integral to success in their future institutes. It is
important that proper consideration is made in relation with interactive aspects so that each one
is able to consider the benefit that they get. On the other hand, when talking about the traditional
classes, the rate of interaction that students have is high (Becker, Cummins and
Ananthanarayanan, 2017). Apart from this, collaboration makes individuals to get support from
the various other type of learning that are provided by each of the institutes. The type of
education that is made by each of the universities which are going to collaborate themselves is
different. When these are considered in effective manner, then it becomes favourable enough for
the students to get diverse type of learning and education (Lozano, Ceulemans and Hugé, 2015).
In addition this, there are different types of benefits that universities get with the help of
collaboration and some of them are as follows:
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New system for learning: The type of system that would have been followed by companies will
be different and when there are conditions of collaborations take place, then it affects the growth
in positive manner (Kabilan, Ahmad and Abidin, 2010). Students get benefited with the
strategies that are applied to improve the understanding. Apart from this, the type of technology
that are implement may also different and students will be able to use then in appropriate
manner.
Better staffs: The type of culture that is followed at various educations differs and when
there are conditions of collaborations take place, then it becomes helpful enough to get in touch
with students who provide education for subjects that already has staffs. The types of perception
that are carried out by individuals differ (Erkollar and Oberer, 2013). There will be some of them
who would prefer to understand the information that is shared by a staff. On the other hand, there
were be some of them who would not understand them. With this respect, preferences can be
made that can made the individuals to learn from other staff members as well.
Job opportunities: When a firm would not have done any type of collaboration, then the
job opportunity that are received by individuals will be low because companies that are from
same country will come and provide job opportunity (Gikas and Grant, 2013). On the other hand,
university that has collaborated with other university will be able to get opportunities from all the
countries from which collaboration is made.
Perceived benefits and motivation: This is considered to be one of the most important
benefit that students get in order to attain their goals and objectives. There are certain set of
expectations that individuals have before that take up the course but with the help of
collaborations it enables to provide and raise opportunities to the students (Amundsen and
Wilson, 2012). Collaboration is generally considered when the institutes, all of them are able to
get the benefits. Management understands the need and requirements in appropriate manner.
When these are properly considered, then it made the student to reach their set of goals. In all the
learning that take place, there are requirement of certain level of motivation needed so that
students are able to perform them with their Full efficiency (Moran, Seaman and Tinti-Kane,
2011).
Sharing of resources: There are many institutes that deliver students with similar type of
services. With this respect, there are areas that can be shared when any one of the institutes are
not able to cover all the areas in delivering high quality services to students.
9

In spite of all these benefited that are also disadvantages faced by students as well as
institutes (Forkosh-Baruch and Hershkovitz, 2012). In this context, below given are some of the
challenges that are faced in the aspect of collaboration:
Conflict: According to Korbel, Lucia and Anderson, (2011) the type of perception that
are carried out by individuals are different and it required to have proper consideration made in
which all the people who are involved in this process are able to make them understand
regarding the main reason due to which collaborations needed to be considered. There will be
some of the individuals who face problem to accept with the condition that are faced by students
and staff members (Crawford-Ferre, and Wiest, 2012). The rate of confusion also increases when
the interaction is low among all the institutes which are involved in collaboration. This way,
proper interaction should be taken place so that each one of them is able to make the issues
resolved.
Financial support: There are different types of steps that are required to be considered in
order to make collaboration. However, when these are required to be carried out, then support
from the side of management is considered (Becker, Cummins and Ananthanarayanan, 2017).
When proper budget is not effectively calculated, then it becomes difficult to take the process
understand appropriate steps are taken. When division of cost is not done properly, then the cost
can also increase and only then they are able to provide with similar condition. There are certain
set of expectation that institutes have and these are not satisfied, then it becomes difficult to
complete them in appropriate manner.
Culture difference: The type of culture that is followed at counties differs and when there
is collaboration then it becomes difficult for the individuals to adjust with the changes that have
taken place (Lozano, Ceulemans and Hugé, 2015). Main difficulty is faced by students as there
are many of them who fail to accept culture, food provided, etc. This way, they fail to undertake
the strategies to get job. It becomes difficult to carry out the education and in making
development in positive manner (Kabilan, Ahmad and Abidin, 2010).
Time consuming: When there are conditions of collaboration take place, then it is
required to undergo different type of activities. This way, it can be started that all these consist of
activities that has to be covered. For each of them there are involvements of time. Apart from
this, there are time consumed by members and students to adjust with the all type of changes that
has taken place ( Erkollar and Oberer, 2013). Consumption of time makes each of the member to
10

understand regarding the benefit that they will get when the help of collaboration. In addition to
this, main focus needs to be taken so that all are able to adjust with the changes in effective
manner.
2.3 The challenges and opportunities for foreign universities
This is a world that includes crisis, time is fluid and knowledge society and it is unstable.
Further, this modern society is characterised by different series of internal crises towards welfare
state. In this context, it includes environmental crisis, unsustainable practices and social crisis
(Alves and Uhomoibhi, 2010). With this respect, the sequences of these crisis consist of
exacerbation of economic and social inequality and it also emerges of global form of planetary
management. The type of education system that is provided by colleges is highly effective
depending upon many factors. When these factors are not properly considered, then it has
negative impact and these become type of risk or challenges. There are different types of
challenges that are faced by countries towards higher education. Some of the challenges are as
follows:
Frequent changes: There are many changes that take place in relation with the in terms of
internal organization and institutions. When there are changes made, then it becomes difficult for
students to understand them and adjust with it. This can be understood with the help of an
example of organization (Alves and Uhomoibhi, 2010). Within a firm when there are changes
made on frequent basis, it affects its employees individuals may not prefer to accept the changes.
In order to overcome such type of condition, it is important for the management to convey
information regarding the changes that they are willing to make. When these type of information
are provided to employees at initial stage, then it becomes favourable enough to make them
accept the changes in effective manner. However, taking about institutes, management does not
make any type of concern from students before making changes. Thus, it causes serious problem
for the students to understand them and in accepting the changes that has to been made.
Effective teaching staff: For students to get effective support, it is important to have
teachers who are able to understand the requirements and take up initiatives so that they are able
to make individuals grow in positive direction (Forkosh-Baruch and Hershkovitz, 2012). On the
other hand, when teachers are not skilled, then they are not able to encourage or identify the
areas in which students need development. There are many problems that are faced by students
and when there are skilled teachers, only then they are able to develop their capabilities and
11

make use of strategies through which the get of areas in which improvement is required are
develop in effective manner.
Change in educational model: The educational systems that are carried out differ at
different institutes. When there are changes taken place in educational model, then it becomes
difficult for the student to understand the other one and to accept them with the help of which the
changes are made in effective manner. When changes in model taken place, then students face
problem in relating with time at the initial stage so that it becomes difficult for them to
understand them and accepting it.
No placements: These are considered to be the risks that are faced by students when they
are not able to get job for themselves. The rate of competition is high and so it is difficult to get
job, then it has negative impact on students. Certain set of expectation are there that are
developed by student in which one of the main one is related with their job. When institutes are
not able to provide them with job, then it affects the performance and moral. It is important that
jobs are provided by college as per the preference of students.
2.4 Ways to recruit students from home country
Knight, (2015) proposed that Oman’s higher education system has expanded dramatically
over the past two decades, from a single college in 1995 to a field of nearly 30 institutions today.
There were roughly 90,000 students enrolled in Omani higher education in 2011, representing
just over 28% of the 18-to-24-year-old cohort. This reflects a much lower level of higher
education participation than is seen in many developed countries, where participation within this
age cohort can run as high as 60-70%.
12

Boosting the participation rate in Oman is one of the underlying goals of the
government’s efforts to expand the domestic higher education system, and Oman has a stated
goal to increase participation among 18-to-24-year-olds to at least 50% by 2020.
According to Crawford-Ferre and Wiest, (2012) for foreign universities, hiring and
recruiting students from home country's are considered to be complex and challenging task. In
order to enhance the efficacy and diversity in the university, it is essential for universities to
increase diversity within the colleges. Educational sector can be considered as an important
aspect that enables to make sure that an institute combines its operations with other colleges or
institutes. In order to understand regarding the collaboration, there are various forms that are
required to into consideration. In order to recruit students from home country, management of
foreign universities utilised certain tactics. They recruit them through face to face interview,
telephonic interview, through email, etc.
Face to face: Bhalla, (2015) said that this is considered to be an important aspect that
makes sure that all the preferences are shared with each other. All the people involved in this
process have direct interaction with others and this makes them clarify all their doubts and to
follow the terms and conditions that are included.
Phone: According to Read, (2016) the people involved in this process are needed to
determine the terms that each one of the people is willing to implement during the process of
13
Illustration 1: Number of Omani students in tertiary education
(Source: From the field: The study abroad market in Oman, 2014)

collaboration. This is not effective enough when compared with other as key people involved do
not have any type of physical presence.
Mail: Harrington and Roche, (2014) elaborated that this is considered to be an formal set
of tool that enables to make sure that effective consideration is made in which all the details
regarding the terms and conditions are included so that they are able to focus on the goals that
has to be attained. In cases when any of the term is not preferred by individuals, then immediate
changes can be made.
Within academic institutions: David and et.al., (2017) elucidated that from this type, the
category of university researcher refer to host of personnel which consists of faculty who are
teaching or non teaching staff, students, administrators, etc. There are many institutes that are
deliver similar type of services. However, there will be some kind of differences. When these
institute collaborate, then it makes individuals to improve the areas that are required to be
improved. Apart from this, one of the main advantages it that they are able to make use of the
resources. In this context, individuals who are willing to conduct research choose to invite
colleagues who share similar interest and have estimated research track records to initial new
project together. Further, there is a frequent assumption that colleagues from same department
are familiar with critical issues of their fields. Apart from this, all the research that are carried out
by students and faculty occur in variety of settings like making the students instruct on action
research. Further, there are different types of aspect on the basis of aspects that are taken into
consideration in collaboration. In this context, some they are as follows:
Collaboration on the basis of twinning programs: Lanzendorf, (2015) said that this is the
condition in which students undertakes a study course at their own institute for certain period of
time and then subsequently spends time in overseas institute. In order to start such type of
programs, it is required to make sure that both these countries have signed up Memorandum of
Understanding (MoU).
Collaboration of pertaining to distance education programs: Gremm and et.al., (2018)
argued that widespread is another reason in the distant education course. These are type of offers
that are generally provided many foreign countries. In this context, the foreign colleges make
sure that they deliver teaching to those who are not physically in a traditional educational setting
like use of technologies, classroom, etc.
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Collaborations on the basis of providing services: Almezaini and Rickli, (2016) contends
that there are opportunities in which foreign institutes can tie up with local institutes with an aim
to provide experienced faculty, curriculum and affiliation.
Oman’s higher education system has expanded dramatically over the past two decades, from a
single college in 1995 to a field of nearly 30 institutions today.
Collaboration made for joint research program: Al-Mahrooqi, Abrar-Ul-Hassan and
Cofie, (2016) said that this can be determined as a collective research that is carried out by
foreign researchers and students who conduct the same research locally. This is done so as to
polish the skills. The types of perception that are carried out by individuals are different. It is
important to make sure that proper considerations are made in which all the people involved are
able to develop their skills and capabilities. This is possible when people get to work together.
Collaborations made for student exchange programs: This is a type of program that is
helpful enough to encourage students with an intention enhance their cross culture exposure and
in order to provide global perspective to students.
Balasubramanian and Al-Mahrooqi, (2016) said that all these given collaborations need
to be carried out only when there are appropriate supports from the side of all the key people
involved in this. Apart from this, analysis is required to made in which the changing need of
students should be identified and steps are taken to make each one reach their desired goals and
objectives in appropriate manner. In addition to this, institutes should aim at making each of the
students to grow in positive direction.
All the parties required to have proper coordination and support to understanding the
requirement which they have to fulfil for students. When there is strong coordination, then it
becomes favourable enough to provide high quality services. In this modern world, it is
identified that the rate of education is raising tremendously and so main aim of students that is
being identified is that they need a secure future. This can be attained only when institutes are
able to provide support to students in their development of their skills and capabilities. When
they are able to develop their skills, then it enables to support the students in creating their own
secure future. Bhushan, (2015) straightforwardly said that Oman as an important regional
gateway, one that is heavily influenced by its long history of international trading and by the
dynamic mix of cultures that one finds in the country. Its strategic location, only a four-to five-
15

hour drive from Dubai, makes it an ideal country to visit while on a recruitment trip in the
Middle East.
2.5 Conclusion
From the above literature review, it can be concluded that researchers and authors have
stated that various tools and methodologies has been used by foreign universities before
establishing in different countries. In the literature review it was identified that numerous
challenges and difficulties foreign universities has faced which affects on their operations of
global expansion. The type of education system that is provided by colleges is highly effective
depending upon many factors. When these factors are not properly considered, then it has
negative impact and these become type of risk or challenges. Oman’s higher education system
has expanded dramatically over the past two decades, from a single college in 1995 to a field of
nearly 30 institutions today. In this context, the collaboration and the ways through foreign
universities recruit students from home country has been discussed.
16

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
This is an important chapter in dissertation as it enables to focus on different type of
strategies, methods, approaches, etc. that can be used by investigator to make sure that aim and
objectives that are set can be attained in effective manner. Apart from this, the selection of these
should be done properly. In conditions where analysis made is not effective and issues are faced
in relation with this aspect, then it causes issue in meeting up the set targets. More specifically, it
includes research methodologies like research approach, data collection, data analysis, sampling,
etc. Each of these are need to be covered and thus it makes the researcher to attain the set of
targets in appropriate manner. Further, it is also important for the researcher to consider certain
ethical aspect and make sure that the research is conducted without any issue to the environment
or respondents involved. With this respect, below given are the research methodologies that are
included in the research:
3.2 Research Philosophy
Research philosophy is determined to be the belief that is carried out for analysis and
collection of data. Further, this is related with the nature and sources of knowledge. Moreover,
Saunder’s onion show research philosophy to fall first and so it is important to make sure that
proper consideration is made in which researcher select the most suitable philosophy that will
enable to carry out the research in appropriate manner (Taylor, Bogdan and DeVault, 2015).
Further, this research type is divided into 4 types which are interpretivism, realism, positivism
and pragmatism. All these have their own set of benefits and disadvantages. Selection among
these types should be done by researcher by considering the outcomes that are attained. For the
current research, the investigator has made use of both interpretivism and positivism. These are
selected as the research philosophy as they are helpful enough to provide factual information
with the help of observation. More specifically, selection of positivism the role of investigator
gets limited. There are many aspects that are needed to be considered and when use of positivism
is done, then it becomes favourable enough for the investigator to get appropriate support in
gathering appropriate information related with the research topic. Further, positivism is
dependent on observations that are made (Mackey and Gass, 2015). On the other hand,
interpretivism is selected as it assist the researcher towards interpreting elements of the study.
Apart from, it also enables to assist in representing different aspects of phenomenon that is being
17

studied. This way, it can be stated that both these selection of research philosophies done are
effective enough to make the researcher to attain the aim and objective in appropriate manner.
3.3 Research Approach
So as to conduct the research, there are two way through which it possible. For making
any type of analysis, it is required to determine the strategies so that all the viewers are able to
understand information gathered in effective manner (Lewis, 2015). In this context, it includes
inductive and deductive approach. Inductive approach is considered to be the type of research
approach that enables to present the gathered information from specific to general. On the other
hand, deductive approach make sure that general aspect are covered and then specific details are
determined. Both are effective enough to make viewers understand regarding the data and
outcomes derived. These selection of these approaches are done as per the preferences of
investigator. Among these two the research has made use of inductive approach in which all the
gathered data are presented from specific to general. By making up specific observation analysis
for the collaboration of higher education can be done efficiently. When specific observations are
done, then it enables to detect regularities and patterns (Flick, 2015). When specific details are
provided, then it enables the viewers to understand the main concept that are being explained.
Further, it is also identified that by making use of this approach, viewers are able to understand
the topic at the initial stage itself. These are done so that they are able to understand the
requirements and the outcomes that will be focused on. This way, it can be stated educational
aspects related with collaboration will be focused on in effective manner.
3.4 Research Design
With the help of research design there are details regarding strategies that are adopted
with the help of coherent and logical integration towards various type of components that are
related with the study. This is considered to be step by step activities that are needed to be
fulfilled (Silverman, 2016). Research design are of three types which are descriptive exploratory
and explanatory. Each of these types have their own set of effectiveness and these enable to
make sure that the goals set can be attained in effective manner. With the help of descriptive
research design, it enables to focus on the depicting participants in accurate way. Further, it also
helpful enough to describe characteristic of the phenomenon that is being studied. It is enables to
focus on the theoretical aspects and to make the researcher determine the strategies that can be
applied through which the set of goals and objectives can be attained. Among the all the different
18

types of research design, the researcher has made use of descriptive research design. This is
selected a research design as it enables to adopt appropriate method for analysing collaboration
of higher education (Ledford and Gast, 2018). Further, it enables the researcher to use survey for
attaining the aim of the study. When objectives are set, then helps to focus on the more specific
aspects and all these are possible with the help of descriptive research design. The researcher is
required to know the strategies that enables to focus on the objectives in more focused manner
and all these are possible and done in effective manner with the help of research design.
3.5 Data Collection
To conduct the research in appropriate manner, it is required to have information
gathered that make the research to reach the aim. In order to gather information, there are two
methods involved which are primary and secondary. Both these methods have their own set of
advantages and disadvantages (Brinkmann, 2014). Primary method is the details that are
gathered for the first time. It consists of tools like interview, questionnaire, focus group, etc.
Interview is a tool in which respondents are called individually and are asked questions related
with the research topic. Before calling the respondents, it is important to make sure that
questions are framed in such a way that all the objectives set are attained. In questionnaire, the
researchers are required to focus on setting questions that are closed ended. On the other hand,
secondary methods are those that are gathered by other researchers and are taken as reference. It
includes tools like books, journals, online sources, etc. Among these two, the investigator has
made use of both these methods (Humphries, 2017). More specifically, questionnaire is used in
gathering primary information and for secondary, use of books, articles, online sources, etc. are
done. It is important to select individuals or respondents who will be suitable enough to make
sure that all the details regarding the research topic are gathered. In secondary data, it is essential
that selection of research is made that are related with the current research topic. In conditions
when selection of articles are not done in appropriate manner, then it causes serious issue in
providing relevant details in attaining the research objectives set by the researcher.
3.6 Sampling
Sampling is the process of using small numbers of items or parts of larger population to
make a conclusions about the whole population. Sampling is considered to be the selection of
people who will be suitable enough to provide adequate information in relation with the research
topic (Panneerselvam, 2014). Selection of respondents should be done properly as they are the
19

one can provide effective details regarding the research. These are of two types which are
probabilistic and non probabilistic. Probabilistic sampling is the one that provides equal
opportunity to all the individuals within the group. On the other hand, non probabilistic sampling
is the technique where the samples are gathered in a process that does not give all the individuals
in the population equal chances of being selected. In order to collect data effectively it is
essential for the researcher to use precise and appropriate method of sampling. In the present
dissertation, researcher will take sample so that he or she can collect the data in effective and
efficient manner (Bauer, 2014). Sampling is done as gathering data from large population is not
feasible and affordable for investigator. In the present dissertation, researcher will choose simple
random sampling method in order for surveying. Simple random sampling is the sampling
procedure that ensures that each element in the population will have an equal chance of being
included in the sample. The advantages of simple random sampling is that it is easy to implement
with random dialling. Investigator takes sample randomly of 50 managers and administrators
working in 5 foreign universities operating in Oman. In order to collect data, researcher visits
office of respective universities and handover the questionnaire. It is expected that 100 per cent
response rate will be derived and all the participants will fill the questionnaire completely. In this
manner, the whole will be conducted in precise and adequate manner. Sampling plays crucial and
prominent part in the dissertation. As collecting data from large population is pragmatically not
possible for investigator and thus he or she prefers to take sample of smaller size by using
appropriate technique that fits to the research strategy.
3.7 Data Analysis
The process of transforming raw data into meaningful information is considered as data
analysis. For research perspective, data analysis is considered as important and essential process
which add effectiveness in the research study. In data analysis, researcher collates, synthesis and
interprets the data in precise manner using tables and graphs which helps the readers and users of
research to comprehend study in effective and efficient way. There are different methods of
analysing the collected data which has been used by researchers. For quantitative research
studies, researchers prefers to use statistical tools, tables, themes such as SPSS, R, etc. to analyse
the numerical data and propose conclusive outcomes. For qualitative research study, researchers
prefers to use thematic analysis method where researchers established different themes for data
and provide interpretation accordingly. In the present study, investigator use thematic analysis in
20

order to analyse data collected from questionnaire. To enhance the effectiveness in the data,
researcher constructs tables and graphs which assist in understanding the meaning of data
effectively. Thematic analysis is a widely-used qualitative data analysis method. It is one of a
cluster of methods that focus on identifying patterned meaning across a dataset. This web page
focuses on defining TA, and addressing queries about TA, according to the way we have
conceptualised it.
3.8 Ethical Consideration
Ethical consideration is most vital and important component of the research study. At the
time of developing the research study, it is crucial to emphasize on ethical aspects as that
enhances the value and authenticity of the research procedure. Ethics hold more importance in
the research procedure because through that value of the study can be enhanced. Moreover,
adequate consideration on ethical values not only enhances research validity; but also it helps in
discouraging any associated issues in the research procedure. Previously, the term ethics was
related to consideration of valid and reliable aspects only; however this phenomenon has been
changed a lot and varied new dimensions are being included in ethical consideration. It is
essential to acquire appropriate consent from the participants as that holds much importance in
the research procedure. Consent from the participants is crucial because they possess the right to
participate in the research procedure. At the same time, researcher has also given right of
withdrawal to the participants under which they can withdraw from the research process anytime
when they wish. Researcher took consideration of all rights and obligations of participants as
emphasizing on the same prospect helped researcher in reducing all research issues and
challenges.
Furthermore, consideration has also been given towards confidentiality and secrecy
management wherein researcher did not disclose any research aspect without getting consent
from the participants. Thus, voluntary participation of researcher in the study is crucial and
according to that researcher focused on these dimensions. Data related to the research study has
been protected in the database of the company and accessibility authority is given to only those
people who are concerned with the research procedure. This is essential for safeguarding
research prospects in accurate and relevant manner. Moreover, it is also crucial for the researcher
to disclose only specific information to the concerned parties. In the same realm, identity and
21

response of the participants should not be disclosed without their consent; as this lies under
unethical issues.
3.9 Research limitation
Description of research limitation is considered to be good practice in dissertation. Every
researcher faced one or many obstructions or challenges during research study. From identifying
topic of research to choosing ways of collecting data, researchers faced difficulties and which
ultimately increases their time and efforts. However, it is critically important for investigator to
be striving to reduce the range of scope of limitation throughout the research process.
Furthermore, researcher needs to provide acknowledgement of research limitation in effective
and efficient manner. It is always better to seek and recognise shortcomings of work, rather than
leave to them pointed out to dissertation assessor. While discussing research limitation,
researcher need to provide list and description of challenges and issues in work and furthermore
needs to elaborate the ways, these limitation have impacted on research findings. The research
study might possess multiple limitations but it is essential for researcher to discuss the key
limitations In the present dissertation researcher has faced few limitations which are described
below:
 Formulation of research aims and objectives: Researcher have formulated research
aims and objectives were too broad. Researcher has to specify which ways the
formulation of research aims and objectives could be narrowed so that the level of focus
of the study could be increased. Researcher at first formulated the research aim and
objectives which were obscure and does not provide explicit direction. Thus, it consumes
a significant amount of time which eventually delayed the research study.
 Implementation of data collection method: In order to collate data in effective and
efficient manner, researcher must possess extensive experience in collecting primary
data. In the present research study, researcher faced challenges and issues regarding
formulation of questionnaire and distributing it to the managers of five different
international universities operating in Oman. Due to inadequate experience, researcher
faced issues in articulating the information about the research purpose which eventually
increases the time of research study.
 Sample Size: Sample size depends on the nature of research problem. If the sample size
is too small, statistical tests would not be able to identify any significant relationship
22

within the data set. Thus, it is essential for researcher to take large sample size so that
more accurate data can be generated. The importance of sample size is greater in
quantitative studies compared to qualitative studies.
 Lack of previous studies in the research area: Literature review is vital part of any
research as it assists in identifying the scope of work that have been done so far in
research area. Literature review findings are utilised as the foundation of researcher to be
construct upon to achieve his or her research objectives. In the present research study,
researcher faced difficulty in identifying the relevant and appropriate source from where
robust literature review can be conducted. Few studies have been conducted after 2012
thus affecting the overall quality and efficacy of research study. However, researcher
focused on the articles identified in depth so that robust argument can be constructed
which helps the readers to comprehend about the research study in precise and
appropriate manner.
23

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
4.1 Introduction
Data analysis is considered to be essential and important part of dissertation. In this
chapter, researcher will analyse and interprets the collected data in explicit manner so that
readers can comprehend it efficiently. Furthermore, researcher in this chapter will conduct both
primary data and secondary data analysis by using themes tables and figures. The motive of
conducting data analysis is to demonstrate the meaning collected data. When information is
gathered, then it required to make interpretation so that viewers are able to understand them in
appropriate manner. In this context, the researcher will make use of quantitative method in which
thematic tool will be used. This is an effective tool that enables to present the gathered
information in the form of tables, chart, graph, etc.
4.2 Primary data analysis
In order to carry out analysis of primary data, researcher will use thematic analysis. It is
most appropriate and suitable tool which helps in comprehending the data in effective and
efficient manner.
Theme 1: Oman is considered to be suitable country for establishing international college or
university.
Q1.Do you think Oman is considered to be suitable country for establishing
international college or university?
Frequency
Strongly Agree 25
Agree 5
Neutral 6
Disagree 6
Strongly Disagree 8
Total 50
24

Interpretation: In the questionnaire survey conducted at different foreign universities at
Oman, researcher distributed questionnaire to the managers and administrators of these
universities in order to acquire information regarding whether they considered Oman as suitable
country for establishing international college or university or not. The researcher provided
questionnaire to 50 managers and administrators as selected sample. After analysing the
questionnaire, it was identified that 25 managers and administrators strongly agreed with
statement, 5 agreed with the statement, 6 have neutral response, 6 disagreed with the statement
and 8 strongly disagreed with the statement. Thus, from the analysis it can be understood that 30
(60%) managers and administrators strongly agreed and agreed with the statement whereas 14
(28%) managers and administrators strongly disagreed and disagreed with the statement. Rest
12% have neutral responses. It implies that managers and administrators of foreign universities
considers Oman to be suitable country for establishing international college or university.
Theme 2: Agile governmental policies influences foreign universities to establish their colleges
in Oman.
Q2. What are the reasons which influences foreign universities to establish
their colleges in Oman?
Frequency
Agile governmental policies 22
25
25
5 6
6
8
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Opportunities for growth 10
Enormous students base 8
Support from Sultanate of Oman 10
Total 50
Interpretation: Researcher conducted questionnaire survey at different international
universities that has been operating in Oman. The motive of research study is to know about the
challenges and issues faced by foreign universities while operating in Oman and the ways they
recruit students of Oman. In the questionnaire, researcher asked about the reasons which
influences the management of international universities to establish colleges in the country. After
analysing the sample survey, it was identified that 22 managers and administrators agreed that
agile governmental policies greatly influence the management of international universities to
establish and operate in Oman. 10 agreed that through operating in Oman, foreign universities
have immense opportunities for growth and development. 8 managers and administrators agreed
on large range of student base in Oman which could be acquired in order to enhance the
productivity and profitability. 10 managers and administrators agreed that Sultanate of Oman
provides adequate support to the universities which helps them in sustaining in the country.
26
Agile governmental policies
Opportunities for growth
Enormous students base
Support from Sultanate of Oman
0 5 10 15 20 25
22
10
8
10
Frequency

Thus, from the analysis it can be understood that agile governmental policies influences foreign
universities to establish their colleges in Oman as majority of managers and administrators
agreed on the statement.
Theme 3: Management of foreign universities conduct market analysis of Oman before
establishing university in the country.
Q3. Do you conduct market analysis of Oman before establishing university in
the country?
Frequency
Strongly Agree 36
Agree 10
Neutral 2
Disagree 2
Strongly Disagree 0
Total 50
Interpretation: Researcher in order to attain the aim and objective of the research study
carried out research analysis at different international universities currently operating in Oman.
27
36
10
2
2
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

The research has been carried out by providing questionnaire to the managers and administrators
of international universities. The purpose of this question is to know whether marketers and
managers conducts preliminary market analysis of Oman before establishing university in the
country or not. After analysing the sample survey it was identified that 36 managers and
administrators strongly agreed with the statement as they would have conducted preliminary
analysis before entering into Oman. 10 managers agreed with the statement, 2 managers have
neutral response and 2 have disagreed with the statement. No manager and administrator strongly
disagreed with the statement. Thus, from the analysis it can be concluded that managers and
administrators conducted preliminary market analysis of Oman before establishing university in
the country. It is considered to be essential and vital part which helps the management to gather
adequate information about the country's environment, culture and behaviour of people. Thus,
after gathering information management can formulate and devise plans for expanding their
business in global environment.
Theme 4 PESTLE analysis is conducted widely for analysing the market of Oman.
Q4. What tools and frameworks you usually used for analysing the market of
Oman?
Frequency
External Analysis through PESTLE 28
Investment Map 10
Trade Map 7
Sustainability Map 5
Total 50
28

Interpretation: Researcher conducted questionnaire survey at different international
universities that has been operating in Oman. The motive of research study is to know about the
challenges and issues faced by foreign universities while operating in Oman and the ways they
recruit students of Oman. In the questionnaire provided to the managers and administrators of
international universities, researcher asked which tool or framework has been utilised widely for
analysing the market environment of Oman. After analysing the questionnaire it was identified
that 28 managers agreed that in order to conduct preliminary analysis of Oman, they prefer to use
PESTLE framework. It is the model which is used to analyse the external environment and
factors. 10 managers agreed that they prefer to use investment map in order to track the amount
of investment that would be require in order to establish campus in the country. 7 managers
agreed that they prefer to use trade map tool in order to analyse the market of country. 5
managers said that they widely use sustainability map for market analysis. Thus, from the
analysis, it can be understood that in order to analyse the market of Oman, the manager and
administrators prefers to use PESTLE analysis as majority of managers agreed with the
statement.
Theme 5: Conducting market analysis is beneficial before entering in foreign country.
Q5. Does conducting market analysis is beneficial before entering in foreign Frequency
29
External Analysis through PESTLE
Investment Map
Trade Map
Sustainability Map
0 5 10 15 20 25 30
28
10
7
5
Frequency

country?
Strongly Agree 26
Agree 14
Neutral 5
Disagree 2
Strongly Disagree 3
Total 50
Interpretation: Researcher carried out research study at different international
universities of Oman in order to inquire about the challenges and issues faced by the universities
while operating in Oman. Investigator provides questionnaire to the sample of 50 managers
which has been selected randomly by him. In the questionnaire, investigator asked the
participants that whether there are any benefits associated with conducting research analysis
before entering into foreign market or not. After analysing the sample of 50 responses it was
identified that 26 managers strongly agreed with the statement that conducting market analysis is
beneficial for the management. 14 managers agreed that benefits are associated from analysing
the market of Oman. 5 managers have neutral responses. 2 managers disagreed with the
30
26
14
5
2
3
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

statement and 3 managers strongly disagreed that no benefits are associated with the market
research. In this context, it can be understood explicitly that conducting market analysis is
beneficial before entering in foreign country. Market analysis provides the management with
adequate information of market and trends. This provide assistance to the decision makers and
analytical thinkers in devising precise plans and strategies. Thus, eventually management could
easily able to establish campus and operates within the country.
Theme 6: Challenges and difficulties during or after establishing universities in Oman.
Q6. Do your face any challenges and difficulties during or after establishing
universities in Oman?
Frequency
Strongly Agree 19
Agree 6
Neutral 4
Disagree 10
Strongly Disagree 11
Total 50
31
Strongly Agree Agree Neutral Disagree Strongly Disagree
0
2
4
6
8
10
12
14
16
18
20 19
6
4
10
11
Frequency

Interpretation: Investigator conducted the research analysis in different foreign
universities of Oman in order to identify any challenges or issues they face while they operate in
the country. In order to gather the views of managers and administrators of these universities,
researcher provided them questionnaire which consist no more than 10 questions. In the
questionnaire, researcher inquired the participants that whether they face challenges and
difficulties during or after establishing universities in Oman or not. In response to this 19
managers strongly agreed that they face one or many challenges and difficulties while operating
in Oman. 6 managers agreed with the statement. 4 manager have neutral response, 10 managers
disagreed with the statement and 11 managers strongly disagreed with the statement. Thus, from
the analysis it can be concluded that managers indeed faced one or many challenges and
difficulties while operating in Oman. Challenges and obstructions are fundamental part of
business process. These provides opportunities to the management to think innovative and
unique so that the challenges and obstructions can be eliminated and organisation can able to
accomplish the aim and objectives.
Theme 7: Cultural Issues and Language Barrier are the issues and difficulties you have faced
in order to operate in Oman.
Q7. What are the issues and difficulties you have faced in order to operate in
Oman?
Frequency
Cultural Issues 21
Language Barrier 12
Governmental regulations 9
Cost and Financial issues 8
Total 50
32

Interpretation: Researcher in order to attain the aim and objective of the research study carried
out research analysis at different international universities currently operating in Oman. The
research has been carried out by providing questionnaire to the managers and administrators of
international universities. In the questionnaire, researcher asked the participants about the kinds
of challenges and issues they faced while operating in Oman. After analysing the questionnaire,
it was identified that 21 managers agreed that cultural barriers issues faced by the management
while sustaining in Oman. 12 managers agreed that language barrier issues affects the daily
operations of universities. 9 managers agreed that stricter governmental regulations the
difficulties and challenges that affects the operations of the foreign universities. 8 managers
agreed that cost and financial issues are the challenges and obstructions that affects the
operations of international universities at Oman. Thus, from the analysis it can be understood
that cultural and language barriers are the most common challenges and issues faced by the
international universities while sustaining in Oman.
Theme 8: Administration formulated mitigation strategies in order to eliminate or deal with
the challenges and issues
Q8. Does your administration formulated mitigation strategies in order to
eliminate or deal with the challenges and issues?
Frequency
33
21
12
9
8
Cultural Issues
Language Barrier
Governmental regulations
Cost and Financial issues

Strongly Agree 26
Agree 6
Neutral 8
Disagree 5
Strongly Disagree 5
Total 50
Interpretation: There are different type of challenges or issues faced by students in order
to get appropriate educations. In this context, one of the main issue is related with In accordance
with the mitigation. The type of strategies applied by colleges differs. In accordance with the
strategies that are applied and from the responses attained. With this respect, out 50, there are 26
of the respondents who strongly agree for the same. Further, there are 6 of the individuals who
have stated agree to be their response. At each any every aspect, there are risk involved and all
these affects the education for students. This way, it is important for colleges to make sure that
such steps are taken in order to reduce the risk that can occur. Overall the data shows that
majority of respondents understand the benefits that they get when they make use of the
strategies to eliminate risk. In situations when appropriate strategies are not implemented in
34
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 5 10 15 20 25 30
26
6
8
5
5
Frequency

relation with mitigations, then it can affect the educational system that are provided to students.
To operate the educational system, there are problems faced in relation with hiring staff who can
support students to grow. In this context, effective recruitment and selection process should be
used so that individuals are able to attain their set goals and objectives.
Theme 9: Providing scholarship to students would help in recruiting students of Oman.
Q9. What are the ways through which your university recruits students of
Oman?
Frequency
By providing scholarship 36
Collaborative learning 2
Distance education courses 4
Attractive job opportunities 8
Total 50
Interpretation: In this modern world, the rate of competition has raised tremendously.
There are many universities come up and more than providing education, it has become business.
In order to make student to make use of the services provided, there are different type of
strategies implemented. With this respect, there are strategies like providing scholarship, distance
35
36
2
4
8
By providing scholarship
Collaborative learning
Distance education courses
Attractive job opportunities

education courses, attractive job opportunities, collaborative learning, etc. In accordance with the
findings, it can be stated that there are 8 of the respondents who think that attractive job
opportunities will be favourable enough to that can help students to recruiting students on Oman.
Further, there are 4 of the respondents who think that distance educations courses will be
effective enough to make Students University can recruit students. Out of 50 students 36 have
stated that most of effective method for recruiting students is by providing scholarship. The rate
for different type of courses are high and when students are provided with the opportunity to get
scholarship, then it enables them to get their course done at low price. From the findings, overall
it can be stated that all the universities should provide students with scholarship as it enables to
recruit more and more students.
Theme 10: Providing guarantee placements to students is recommended to management so
that they can make improvements and increase the number of students of Oman at your
university.
Q10. What do you want to recommend to your management so that they can
make improvements and increase the number of students of Oman at your
university?
Frequency
Reducing students fees 10
Providing guarantee placements 25
Enhancing campus infrastructure 9
No recommendations 6
Total 50
36

Interpretation: There are certain set of expectations that students have before they take
admission. With this respect, it includes expectations like low fees, campus infrastructure,
guarantee placements, etc. All these are certain aspects which are expected in individuals. When
these are considered, then it becomes favourable enough to make sure that student taking
admission will get raised. There are 10 of the respondents who have think that by reducing
student fees will be effective enough to increase the number of students of Oman at your
university. Further, there are 9 of them who have stated that enhancing campus infrastructure
will be effective. It is important that students get healthy environment in which are able to
develop their skills, capabilities and knowledge. In addition to this, there are 25 of the
respondents who have chosen guarantee placement. Main point for the students to undergo
courses universities is to make their future secure. When universities guarantees that all the
students will be provided with guaranteed job opportunities, then it enables to raise the
preferences of students to get recruited in that particular university.
4.3 Secondary Analysis
Higher education enables individuals to find out a suitable carrier on which they can
develop and contribute towards their development. Focus of this research is made on analysing
37
10
25
9
6
Reducing students fees
Providing guarantee placements
Enhancing campus infrastructure
No recommendations

the market of Oman third level education services and challenges and opportunities for the
foreign universities to operate in Oman and to recruit students from Oman (Al-Mukhaini, Al-
Qayoudhi and Al-Badi, 2014). During the renaissance of the last 30 years, the Sultanate of Oman
has established a relatively large and diverse system of general (pre-tertiary) education. The
rapid and dynamic expansion of general education has produced an ever-increasing demand for
higher education unmatched by supply. This discrepancy has yielded a large number of
secondary school graduates competing for limited numbers of higher (post-secondary) public
education places in the Sultanate of Oman. Oman is Arab speaking nation which has 3.1 million
population (Belwal, Al Balushi and Belwal, 2015). Oman's higher and third level education
system has been expanded drastically in the past two decades. In 1995, the country possess one
single college but now it has increased to 32 institution at present times. With the increase in
agility in governmental policies and laws, different foreign universities are establishing their
colleges within the country (Al-Badi, Tarhini and Al-Sawaei, 2017).
The education structure in Oman has been classified into two streams which are first
public (national or government) schools and universities which are free to citiizens of Oman and
38
Illustration 2: Structure of Education in Oman
(Source: Al-Ani, 2017 )

second is privately run institutions which are for profit. Oman is considered as an important
regional gateway which is enormously influenced by its prolonged history of international
trading and by dynamic mix of cultures that one finds in the country its strategic location (Al-
Lamki and Al-Lamki, 2016). Ministry of Higher Education of Oman is focusing on enhancing
the quality of education in the country by allowing different foreign universities to establish their
colleges within the country. There are some international universities which are currently
operating in Oman such as Middle East College (affiliated to Coventry University, United
Kingdom), German University of Technology (collaborated with RWTH Aachen University in
Germany), University of Buraimi (offers programm under Omani and European control), Bayan
College (affiliated with Purdue University – Northwest, USA), etc. Ministry of Higher Education
is focusing on enhancing the quality of education by inviting reputed foreign university to
establish their college within the country (Knight, 2015James, 2015).
There are various tools and techniques utilised by the foreign universities in order to
establish colleges within Oman. The management in order to move forward towards global
expansion first prefer to conduct preliminary market analysis to capture the ongoing trends,
cultures and practices circulating within the country (Khan and Fernandez-Carag, 2016). For
doing this, the management conduct PESTLE analysis of Oman in order to gather right picture
and factors of macro economics that could affect their daily operations while operating in Oman.
PESTLE framework is most easy and widely used tool which helps in providing detail
information regarding the political, economic, social, technological, environmental and legal
factors which could affects the operations of universities (Tekin, 2015). Management also prefers
to use trade maps, investment maps and sustainability maps for analysing the market
environment of the country before establishing in Oman. Trade maps are used by the marketers
in order to analyse the trade made between two or many countries. This is used in order to
identify how much trade has been made by the country with other countries. Ultimately it shows
the relationship of one country to another country (Mansour and Al-Shamrani, 2015).
These tools and frameworks are utilised by the universities in order to gather precise
information and data regarding the country's position. This influences them in their decision
making process regarding establishing the campus within the country (Al-Jardani, 2015). The
Sultanate of Oman is focusing on enhancing the quality of education provided to both national
and international students. They are concentrating on utilising the methods used in western
39

universities and also affiliating their universities with international universities. The motive of
the Sultanate is to increase the skills, competencies and knowledge of their students.
International colleges and universities though faced few challenges and difficulties while
sustaining in the market environment of Oman. Language and cultural barriers are foremost
challenge that has been faced by the management of Universities. Natives speak Arabic language
in Oman (Al-Mahdy, Emam and Hallinger, 2018). The culture of Oman is different from western
countries. The culture of Oman is steeped in the religion of Islam. In order to sustain in Oman,
the management needs to learn, comprehend and respect the culture of the country. International
Universities needs to follow the rules and regulations mandates by the Sultanate of Oman in
order to continue their operations. The rules and regulations formulated by the government are
different from western countries (Al-Issa, Al-Bulushi and Al-Zadjali, 2017). The Sultanate
stresses on the importance of giving priority to education as it is a vital sector. Thus, this
becomes another challenge which faced by management of foreign universities. Following rules
and regulations is essential for the management of foreign universities. These rules helps them to
sustain Oman and they can continue their operations efficiently. The legislations in Oman are
stricter for education as the Sultanate believes the quality of education should not to be
compromised in the country (Ahmad, Buchanan and Ahmad, 2016). Thus, the Ministry of
Education in Oman has established sets of rules and provisions which are to be followed by both
national and international colleges and universities. This is a world that includes crisis, time is
fluid and knowledge society and it is unstable.
Further, this modern society is characterised by different series of internal crises towards
welfare state. In this context, it includes environmental crisis, unsustainable practices and social
crisis (Alves and Uhomoibhi, 2010). With this respect, the sequences of these crises consist of
exacerbation of economic and social inequality and it also emerges of global form of planetary
management. The type of education system that is provided by colleges is highly effective
depending upon many factors. Frequent changes in the policies and laws are another challenge
which are faced by the international universities. The laws are changes as per the situation or
trends and this affect greatly to the operations of international universities. Management of
international universities prepared mitigation strategies in order to deal with changes and
transformations. Another challenge or issue faced by international universities are managing
finance and cost. The currency of Oman is Omani rial. Management needs to comprehend the
40

currency system and practices used in Oman in order to manage the finance and cost which could
be incurred from initiation to execution phase.
Recruiting students is biggest and challenging task faced by the international universities.
In the present era, with growth in internet technologies and digital media, students can acquired
adequate information about the universities and its prospectus. There are various methods,
strategies and marketing tactics utilised by the management of international universities in order
to recruit students of Oman. Now the students prefer to have quality education and mostly go
abroad for higher studies (Ahmad, Buchanan and Ahmad, 2016). In order to retain the students,
the Sultanate of Oman devised various strategies and plans which would help in providing
quality education to the students of Oman. By collaborating with international university, the
Sultanate of Oman determined to enhance its higher or third level education system. Quality
education is the key focus of the government of Oman and in order to recruit students,
international universities determined to provide comprehensive and precise education so that
their skills and abilities can be enhanced in effective and efficient manner. By providing
scholarship to talented students, international colleges attracts Omani students towards their
university. Through scholarship facilities available, Omani students prefer to opt the college
which operated in their home country. This benefits both the government and student (Ahmad,
Buchanan and Ahmad, 2016). Furthermore, the Sultanate of Oman is determined to enhance the
quality of education and implementing strategies such as increasing private sector participation
in education, better teacher training facilities, inviting professionals from different western
reputed universities, investing in high and advance technologies etc. This is done in order to
enrich the quality of education so that Omani students can retain in the country and pursue higher
education within their own nation only (Al-Ani, 2017). The current disconnect between students
and teachers stems from a lack of common understanding of technology that is now
commonplace. In order to eliminate the issue, the government is determined to invest in advance
technologies which could change the perception of students and they can have better and quality
education.
The Ministry of Education in 2012 produced an extensive report with collaboration with
World Band which depicts the status of education in Oman. The report acknowledged that there
were significant amount of actors which provides various types of educational training in Oman
so that manifestation and establishment of cohesive broad based educational policies and
41

strategic plans can be devised and formulated and implemented within the country (Al-Badi,
Tarhini and Al-Sawaei, 2017). In Oman council of education represents all interest groups
comprising private and public groups and the ministers from all ministries with stake of
education in Oman.
4.3 Discussion
In the primary research conducted in different international colleges in Oman, researcher
provided the questionnaire to the managers and administrators regarding the challenges and
difficulties they faced while sustaining in Oman. In the first question, researcher asked the
participates that whether they considered Oman as suitable country for establishing international
college or university or not. From the analysis it was identified that 60 per cent of participants
strongly agreed and agreed with the statement whereas 28% participants strongly disagreed and
disagreed with the statement. Rest 12% have neutral responses. It implies that managers and
administrators of foreign universities considers Oman to be suitable country for establishing
international college or university. Oman's higher and third level education system has been
expanded drastically in the past two decades. In 1995, the country possess one single college but
now it has increased to 32 institution at present times (Al-Issa, Al-Bulushi and Al-Zadjali, 2017).
In the next theme researcher inquired the participants about the rationale which influence
international universities to established colleges in Oman.
After analysing the data it was identified that there are various reasons which influences
foreign universities such as they find opportunities for growth, Oman posses extensive student
base, support from government and agile governmental policies. Majority of the participants
agreed that agile policies of government more influence them to establish their college in Oman.
From secondary analysis it was identified that the Sultanate of Oman has transformed its
educational policies and allowing foreign colleges participations in order to enhance the quality
of education (Amundsen and Wilson, 2012). In third theme researcher asked participants in order
to know whether marketers and managers conducts preliminary market analysis of Oman before
establishing university in the country or not. Preliminary market research considered to be
essential and vital part which helps the management to gather adequate information about the
country's environment, culture and behaviour of people.
After gathering information management can formulate and devise plans for expanding
their business in global environment. From the analysis it was identified that majority (92%) of
42

participants strongly agreed and agreed with this whereas only 4% of participants disagreed with
it. In the fourth theme researcher asked which tool or framework has been utilised widely for
analysing the market environment of Oman. There are different type of tools that can be used
with the help of which educational system that are being carried out by individuals of Oman are
identified. In order to analyse the market, marketers conduct extensive research to gather quality
data on which the output and results can be concluded (Ford, Bowden and Beard, 2011).
Participants were provided with four choices which were PESTLE analysis, Sustainability Map,
Trade Map and Investment Map. From the analysis of finding it was identified that majority of
participants (58%) selected PESTLE framework tool which is extensively used by the
management of international universities for analysing the market environment.
The framework is considered to be most efficient and effective tool which helps in
analysing the macro economic factors. In the next theme researcher asked participants in order to
know whether there are any benefits associated with conducting research analysis before entering
into foreign market or not. Market analysis provides the management with adequate information
of market and trends. This provide assistance to the decision makers and analytical thinkers in
devising precise plans and strategies. Thus, in this context, participants agreed that market
analysis provides them immense benefits such as telling them about the exact position of Oman,
etc. In the next theme researcher asked the participants regarding challenges and difficulties
international universities during or after establishing universities in Oman. Challenges and
obstructions are fundamental part of business process (Humphries, 2017). These provides
opportunities to the management to think innovative and unique so that the challenges and
obstructions can be eliminated and organisation can able to accomplish the aim and objectives.
In this aspect, 50 per cent of participants agreed that they faced challenges and issues whereas 42
per cent of participants denied this. 8 per cent of participants have neutral response. In the next
theme researcher finds that cultural issues and language barriers are the issues and difficulties
foreign universities have faced in order to operate in Oman. Language and cultural barriers are
foremost challenge that has been faced by the management of Universities. Natives speak Arabic
language in Oman (Gikas and Grant, 2013). The culture of Oman is different from western
countries. Language and cultural barriers are foremost challenge that has been faced by the
management of Universities. Natives speak Arabic language in Oman. The culture of Oman is
different from western countries. Researcher in the study identified that other challenges such as
43

governmental regulations and financial issues also affects the management of international
universities. In order to sustain in the Oman, it is essential and rudimentary for international
universities to respect the culture, traditions and values of natives as well as students (Korbel,
Lucia and Anderson, 2011). In the next theme researcher inquired about the mitigation strategies
formulated by the management of international strategies in order to recruit students from Oman.
There are different types of strategies such as marketing tactics, interactive student packages and
courses, etc. has been provided by the universities so that more and more Omani students got
involved in the colleges. From the findings it was identified that majority of participants (64%)
agreed with the statement that strategies has been formulated by the management of foreign
universities operating in Oman in order to hire Omani students whereas only 20% of participants
denied with it. In order to recruit more and more Omani students it is essential and important for
the management of international universities to formulate and devise precise strategies (Lozano,
Ceulemans and Hugé, 2015). In the next theme it has been discussed about the type of strategies
devised by the management in order to recruit native students within their college. There are
strategies like providing scholarship, distance education courses, attractive job opportunities,
collaborative learning, etc. In accordance with the findings, it can be stated that there are 8 of the
respondents who think that attractive job opportunities will be favourable enough to that can help
students to recruiting students on Oman. From the analysis it was identified that majority (72%)
of participants agreed on providing scholarship to the students, 4% of participants agreed on
recruiting students through collaborative learning, 8% of participants agreed on providing
distance learning courses and remaining 16% participants agreed on providing attractive job
opportunities to the students. From the findings, overall it can be stated that all the universities
should provide students with scholarship as it enables to recruit more and more students. In the
last theme researcher asked for recommendations to the managers and administrators in order to
make improvements and increase the number of students in the universities. In this respect the
questionnaire includes expectations like low fees, campus infrastructure, guarantee placements,
etc (Moran, Seaman and Tinti-Kane, 2011). All these are certain aspects which are expected in
individuals. When these are considered, then it becomes favourable enough to make sure that
student taking admission will get raised. From the analysis it was identified that 20% of
participants agreed on reducing fees taken from students, 50% of participant recommended to
provide guaranteed placements to the students, 18% of participants recommends in enhancing
44

campus infrastructure through investing in high and advance technologies, remaining 12% have
no recommendations. Thus, from the whole analysis, it can be understand that when universities
guarantees that all the students will be provided with guaranteed job opportunities, then it
enables to raise the preferences of students to get recruited in that particular university.
4.4 Conclusion
In conclusion, it can be said that there are various challenges and issues faced by the
management of international universities. In this chapter, the analysis of both primary data and
secondary data has been made. In the primary data analysis it has been identified that various
tools has been used by the management in order to analyse the market environment before
establishing universities in Oman. From secondary data analysis it has been identified that
transformations Sultanate of Oman has made in order to enhance the quality of education in
Oman. The discussion of finding has been done by researcher to enhance comprehension
understanding of readers.
45

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
The aim of the thesis is to analyse market of the Omani third level education services and
the challenges and opportunities for foreign universities to operate in Oman and recruit students
from Oman. With change in time, there is different type of changes that has taken place in
relation with teaching to students. Earlier individuals just wanted to be educated and to focus on
getting a job. However, in this modern world, the rate of education is highly important. In the
modern educational system student like to explore their interest and want to get formal learning
that can enhance their knowledge and can provide them more job opportunities. They do not like
to get limited to the informal learning process. That is why now it is very important for the
educational institutes to identify countries in which strong educational system can be delivered
with the help of which students can develop their learning and understanding in positive manner.
Colleges from foreign countries can collaborate in order to provide professional development
opportunities that helps in meeting with expectation of learners and support in making their
career. There are many students those who move to foreign institutes to complete their high
education and in getting secured job. In order to carry out the research study, researcher has
established research objectives. The first objective was to determine the tools that can be used for
analysing the market. With the increase in globalisation, different universities enhancing their
reach to different countries by establishing or partnering with local colleges and universities. The
motive is to increase the standard of education by providing quality and efficient education to the
students. In order to analyse the market, marketers needs to first conduct external environmental
analysis. In the thesis it was identified that majority of universities prefer to carry out PESTLE
analysis in order to analyse the market of Oman. The second objective was to analyse the
challenges and opportunities for foreign universities to operate in Oman. It was identified in the
research study, that numerous challenges such as language and cultural barriers, governmental
regulations and financial barriers were the few challenges faced by the management of foreign
universities while operating in Oman. The third objective was to consider the ways to recruit
students from Oman. Foreign universities, hiring and recruiting students from home country's are
considered to be complex and challenging task. In order to enhance the efficacy and diversity in
the university, it is essential for universities to increase diversity within the colleges. Educational
sector can be considered as an important aspect that enables to make sure that an institute
46

combines its operations with other colleges or institutes. In the research study, researcher
analysed the market analysis of third level education services and the challenges and
opportunities for foreign universities to operate in the country. In the study, various opportunities
such as growth opportunities, developmental opportunities, understanding new culture, etc.
Management of international universities in order to gain these opportunities establish their
colleges in the country. Furthermore, it was identified in the literature review that Sultanate of
Oman has been granting various aids and making their policies for education agile so that
participation of private universities can be increased. In order to attain the aim and objective of
the research study, researcher carried out the study in systematic and precise manner, by
covering each and every aspect of the study in detail. In the first chapter, researcher provides
proposal for the research study where he or she described what has to be covered in the whole
research study. In the background of the study, the elaboration of the subject matter in brief has
been made. The major reason for carrying out for research has been described and ultimately the
significance of the study to readers has been pointed out in the study. Researcher in order to
underpin the aim and objectives formulated research questions so that clear direction for the
research can be given. In chapter second of research study, literature review has been conducted.
The motive of conducting literature review is to compare and contrast on the arguments of senior
authors and researchers in precise and explicit manner so that comprehensive understanding can
be formulated. The themes have been established in the literature review which reflects on the
research objectives. In the themes, researcher discussed the rate of education that are provided by
institutes are now through online. When the internet were used, then there were only few people
who used to form for the same but with time the rate of internet users have raised. This way, with
advancement in technology there are benefits that students and these can be related with the
teaching or seminars held on them. The challenges faced by the universities has been discussed
in detail and the ways through which these universities higher natives has been discussed in
detail. In the third chapter, the methodologies used by the researcher has been discussed in detail.
The data has been collected from the managers and administrators of five different foreign
university operating in Oman. In order to analyse the data thematic analysis has been used by
researcher. Thus, from the whole analysis it was identified management of international
universities selects Oman because immense support from Sultanate and agile policies. They
conduct market analysis before establishing colleges in the country. The major challenge they
47

faced was regarding language and cultural barriers and in order to obliterate them they
formulated mitigation strategies. By providing scholarship to the students, the management tends
to recruit Omani students.
5.2 Recommendations
In order to eliminate the challenges and issues, researcher has provided some
recommendations to the management of international universities through which they can hire
and recruit Omani students and capture more and greater opportunities. The recommendations
are described below: Providing scholarship facilities:In order to increase the rate of Omani students in the
universities it is essential for the management to make necessary transformations in their
scholarship provisions (Ahmad, Buchanan and Ahmad, 2016). Students tends to attend
those colleges which provides attractive scholarship facilities. Thus, it is recommended to
the management of Oman to provide adequate scholarship to the talented students in
order to enhance their motivation. High tech education facilities: With the increase in technological development, new
methods of e-learning has been available and new technologies are circulating in the
market which can be used by the management of colleges in order to enhance the quality
of education (Al-Ani, 2017). Sultanate of Oman appreciating the establishment of
technologies for providing education. Thus, it is recommended to the management to
install advance technologies in the university for attracting students in Oman. Enhancing range of courses: There are lots of different types of course provided by
different universities in west. These courses are developed on the needs and expectations
of students. The management needs to conduct market analysis in order to identify the
courses in which students shows more interest and than implement the course in the
university (Al-Badi, Tarhini and Al-Sawaei, 2017). By using this, the management could
be able to enhance student attraction towards the college. Hiring professionals from worldwide: Hiring specialists or professional in seminars,
workshops, etc. where students will be able to gain more knowledge about the experience
of the professional and can implement in their life for better learning (Al-Issa, Al-Bulushi
and Al-Zadjali, 2017). It is recommended to the universities to make such imitative and
hire professionals, market leaders, successful entrepreneurs, etc. in their workshops,
48

seminars, functions so that students will able to know more and more about them. In this
manner, the students will tend to join more in foreign universities.
 Enhancing facilities at campus: Students tend to attract more in those universities who
have robust infrastructure and immense facilities (Amundsen and Wilson, 2012). These
facilities can student room, ground, gym, pool, digital library, sports area, etc. Thus, it is
recommended to the management to enhance the facilities so that students can be
attracted towards international universities.
49

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APPENDIX I
Questionnaire
Q1.Do you think Oman is considered to be suitable country for establishing international
college or university?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q2. What are the reasons which influences foreign universities to establish their colleges in
Oman?
 Agile governmental policies
 Opportunities for growth
 Enormous students base
 Support from Sultanate of Oman
Q3. Do you conduct market analysis of Oman before establishing university in the country?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q4. What tools and frameworks you usually used for analysing the market of Oman?
 External Analysis through PESTLE
 Investment Map
 Trade Map
 Sustainability Map
Q5. Does conducting market analysis is beneficial before entering in foreign country?
 Strongly Agree
 Agree
 Neutral
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 Disagree
 Strongly Disagree
Q6. Do your face any challenges and difficulties during or after establishing universities in
Oman?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q7. What are the issues and difficulties you have faced in order to operate in Oman?
 Cultural Issues
 Language Barrier
 Governmental regulations
 Cost and Financial issues
Q8. Does your administration formulated mitigation strategies in order to eliminate or deal with
the challenges and issues?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q9. What are the ways through which your university recruits students of Oman?
 By providing scholarship
 Collaborative learning
 Distance education courses
 Attractive job opportunities
Q10. What do you want to recommend to your management so that they can make
improvements and increase the number of students of Oman at your university?
 Reducing students fees
 Providing guarantee placements
 Enhancing campus infrastructure
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 No recommendations
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