Abstract

This paper addresses the construction of marketing mix strategies within the Taiwanese higher education sector and the applicability of such strategies to measure the satisfaction levels of Asian international students. Due to a declining birth rate in Asia as well as an oversupply of schools, recruitting international students is an effective tactic for higher education managers in Taiwan. To pool a representative sample of the population, international subjects were drawn from all higher education institutions in Taiwan. For this research, the author collected 328 valid questionnaires. Descriptive statistics indicated that the seven-factor model was of good fit and included attributes of product, place, price, promotion, people, reputation, and physical evidence. The results from the study highlighted the applicability of the importance-performance analysis (hereafter IPA) for managers attempting to improve their marketing mix strategies and resources from appropriate marketing sectors.

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