Term Paper on "Strategic Marketing Perspective Evaluate the UK Higher"

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strategic marketing perspective evaluate the UK higher education market from the viewpoint of the overseas student

Is the British Council losing ground in competing with Australia and the U.S.A. In selling British higher education?

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)

The British Council is also known as the British Government Agency that is responsible for promoting British culture all over the world, and the agency is one of the largest ELT, or 'English Language Teaching' employer in the world, with about sixty language schools across the globe, offices in more then a hundred countries, and more than 7,500 teaching staff on its rolls. The British Council also runs a voluntary 'Quality Assurance Scheme', in the United Kingdom, according to which the members of the scheme have a continuous obligation to work according to the agreed upon standards as specified in the scheme. (Definition of British Council)

However, the important question is whether the British Council is in fact losing out to the U.S.A. And to Australia in selling Higher Education. The British Education Secretary, Charles Clarke, has stated in a UK International Education Conference organized by the British Council, in response to the increasing phenomenon of globalization all across the world that the United Kingdom must indeed be a serious player in the global market for education, if it were to succeed. In fact, said Charles Clarke, this would be worth about 10.4 billion pounds a year to the economy if it were to do well, and it is high time UK started to concentrate on this market, because across the world, numerous universities are in the process of recruiting students across national boundaries. (UK must sell education to the world)

What the British Council says is that today, there are about a million overseas students in the United Kingdom alone, and the number of students who desire to study abroad will go up even further, and most probably, there would be 'transnational' institutions, including colleges and universities, which would set up their campuses abroad, or even offer long distance courses. Mr. Clarke also stated that "going global is not an option or just a marketing device - it is the only way forward," and the better way would be to start to think of what can be achieved globally, so that the young people of the UK may be well equipped to deal with change, and become virtual 'masters' at it, and not become cowed down or defeated by the changes that are taking place globally today. (UK must sell education to the world)

In Australia, however, it is said that foreigners are often scapegoats in the grand scheme of things, and that there is an innate hostility to mass university, and these are in fact causing a lot of trouble and problems to the $7 billion Australian Higher Education industry. Says Tony Pollock, the Chief Executive of IDP Australia, the firm that is responsible for selling education overseas, that Australians are only too ready to blame the foreign element in anything, and the amount of passion that had been wasted in the attacks on the idea of international education was quite beyond the normal. The problem that was stated was that the Australian University had traded in education for dollars, and that domestic students did not have a place in their own classrooms because of the fact that it was crowded with foreigners. He also said that it is important to note the fact that it will be these same students who would return to their home economies, and make their societies more liberal and civil, and therefore, a good and solid relationship would be built out of selling higher education to foreigners. (Foreign Push not a Sell Out)

In America, today, the issue of Higher Education has become a ragingly successful business, and, as it is generally the case in a high rate of capitalism, the struggles are not denied; rather, these too are marketed. In America today, it is a fact that Higher Education is a business, and a very successful one, and from the time of the World War II, the doors and the opportunities for higher education have been becoming increasingly wider, and university education has become a key in the meritocracy, wherein it is a literal stamp that will state whether the student is educated and smart and qualified, or not, and most of the time, the more prestigious the University is, the smarter and more better the student would be, and today, it is possible to gain increased access to universities, thanks to the higher education system. (Higher Ed, Inc.: The Wilson Quarterly)

In the U.S.A., higher education is a $250 to $270 billion business, and this is infinitely higher than the business of art and even religion, and the problem lies in the fact that more students desire to get in to those universities that are branded, and although there are about 2,500 four-year colleges in America, only about a hundred of these colleges actually do refuse more applications than they can accept, and the rest of them are quite free and empty. The growth of higher education is obvious in the increase in enrolment, new constructions for universities, the phenomenon of expanding statewide university systems, and an increase in federal money for all these purposes, and while in the beginning of the twentieth century, less than a mere 1% attended university for higher education after high school, today, the rate is about 70%. (Higher Ed, Inc.: The Wilson Quarterly)

2. Has the market for British higher education been redefined?

It is a fact that Universities of Higher Education and also other Higher Education Institutions have been undergoing major changes, especially over the past few decades, and more particularly, in the relationship of the various roles and the responsibilities that are present in national systems of innovation. (Industry-Academic Links in the UK) The future market for higher education is however being redefined, and there have been several changes implemented in the system. A wide range of evidence was considered for this reason, and these were: what are the various economic factors that generally affect the demand for those individuals with higher educational qualifications, what are the different possible scenarios in which higher education would be needed or demanded, how can the demand for higher education be reflected in determining the size, and the scope of future higher education?

The future demand for those individuals with higher education will be shaped in fact by the national economy, as well as the labor market, and these two will in turn change in response to the changing world economy, and all its associated challenges. National economy will also be in a constant state of change, as seen in the fact that state education was introduced more than a century ago to cope with the changing and the developing needs of the economy, and the fact that the state education has been in a constant state of change and of progress, and this is something that is not only infinitely desirable but also excellent in its own right, and that this state came about as a response to the changing economy, which placated the demand for better services and better goods. (Chapter 6, Future Demands for Higher Education)

The United Kingdom therefore, when seeking to provide all its citizens with an improved and a better standard of living, will be capable of doing so and also remain one of the major economies of the world only if its entire people are well trained, well educated, and also well skilled. However, this must be at an equal level to match the investments that people of other countries have made in their own people, and also the volume as well as the quality of their outputs as a benefit of such high training and education. Studies reveal that about a decade before today, the United Kingdom had indeed fallen behind other countries for the provision of higher education for its people, and even today, the levels have stayed at a lower rate than that of the United States of America and of Japan. (Chapter 6, Future Demands for Higher Education)

Higher Education today in the United Kingdom has increased to significant levels, and in the year 2001, there were about 2.2 million full and part-time students in higher education in the United… READ MORE

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