Suchergebnisse

Using the lens of the commercialization of higher education, this paper scrutinizes how marketing efforts are made to recruit international students as educational consumers in Ontario, Canada. Specifically, this paper examines how the government's immigration policy directly and explicitly encourages the public college system to take advantage of the immigration policy and use it as a selling point in educational marketing. To stay competitive in the educational market, the two case study colleges initiated various programs specifically designed to satisfy international students' immigration needs and wants. They also implemented various marketing tools to convey this message and advertise their capabilities. While some students eventually become educational consumers of these programs, they also unexpectedly became plaintiffs filing lawsuits against their education service providers. They claimed that false marketing communications had impaired their rights; the colleges became defendants, defending their marketing mistakes as is done in the for-profit private sector. This paper concludes by providing potential guidelines to help maintain ethical marketing in the context of a commercialized higher education market.