Cricket Pitches and Latin Mottos: How British International Schools Market Themselves

By:
Dr Julie Edwards,
Dr Ron Edwards,
Miriam Blythe,
Jo Quinn
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The importance of associations with particular countries in marketing goods and services has long been studied by business scholars. Consumers rate wine from France and banks from Switzerland due to their country of origin. This research applies country of origin literature to the field of education. It examines the importance of associations with Britain in the marketing messages of 'British' international schools in Malaysia. By applying content analysis method to analysing school websites, it identifies the importance of an association with Britain through the use of symbols, extra-curricula activities, for example. Our understanding of perceptions of learning outcomes is thereby strengthened.


Keywords: British, international schools, Malaysia, country of origin, content analysis
Stream: Community, Culture, Globalisation
Presentation Type: Virtual Presentation in English
Paper: Cricket Pitches and Latin Mottos


Dr Julie Edwards

Senior lecturer, Faculty of Education, Monash University
Australia


Dr Ron Edwards

Faculty of Business and Economics, Monash University
Australia


Miriam Blythe

Faculty of Business and Economics, Monash University
Australia


Jo Quinn

Research Assistant, Faculty of Business and Economics, Monash University
Australia


Ref: L05P0688