Resumo

MPINGANJIRA, M. Marketing education internationally: an investigation of undergraduates motivations to study abroad. JCMAN [online]. 2009, vol.6, n.1, pp.241-252. ISSN 1815-7440.

Efforts aimed at attracting more international students have become an area of both institutional and national government concern in most major hosting countries. This is due to the many benefits associated with hosting international students, resulting in stiff competition on the market. This study is aimed at understanding the factors that motivate students to undertake their undergraduate studies abroad. The findings show that there are many reasons behind the decision to study abroad. Seeking high quality education with worldwide recognition was however found to be of major importance followed by the opportunity to experience living abroad and its associated benefits. The inability of some countries to meet their local demand for educational services also forces some students to seek studies abroad. Knowledge of these factors is important for the development of effective marketing programs at both institutional and country level aimed at attracting a lot of students and avoiding retention problems.

Palavras-chave : International education; undergraduates; South Africa; services; international marketing.

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