Marketing UK Higher Education

Paper Summary:

This paper examines the British higher education market from a marketing perspective. The paper evaluates whether the British Council is losing ground in competing with Australia and the U.S.A. in selling British higher education. It questions whether the market for British higher education has been redefined. The paper further looks at what British universities need to do to respond to market changes.

From the Paper:

"The British Council is an agency or an organization that attempts to promote educational, cultural, as well as technical cooperation between Britain and other countries anywhere in the world. The primary goal of the British Council is to successfully establish certain long-term, worldwide partnerships with other countries, so that there may be a better understanding between the various countries involved. In fact, the British Council is the United Kingdom's most important agency for creating and developing and maintaining cultural relations with several other countries overseas, and is an integral part of the United Kingdom's diplomatic relations and to aid effort. (The British Council General information and BC in Uzbekistan)"

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