Evaluation of the International Education Marketing and Promotional Strategies of Perth Education City

TitleEvaluation of the International Education Marketing and Promotional Strategies of Perth Education City
Publication TypeReport
Year of Publication2010
Tertiary AuthorsMazzarol, T, Soutar, G, Smart, D
PublisherAIM-UWA Alliance
CityPerth
TypeIndustry Research Report
Keywordsinternational education, marketing
Abstract

In 2010 Professors Tim Mazzarol, Geoff Soutar and Don Smart completed a project for the Department of Education Services (DES) that undertook a review of the effectiveness and future funding of the State’s major international education promotion arm, Perth Education City (PEC). This project involved undertaking a comprehensive review of the operations of PEC and its funding. Consultations were held with a wide range of industry stakeholders including in-depth interviews with the Vice Chancellors of the universities within WA, TAFE College CEOs and Principals of major colleges, plus representatives from AUSTRADE and the AIEF. Focus groups were also held with industry representatives and a major review of best practice at the national in international level was conducted. This project took place over a period of approximately three months from February to April 2010. The final report made recommendations for the future structure and funding of PEC and Professor Mazzarol delivered the findings to the Minister Hon Elizabeth Constable and the Vice Chancellors of the State’s universities at the completion of the study. The PEC was allocated further funding and a longer term contract.