The International Product Life Cycle Theoretical Framework and Its Application to Marketing Higher Education to International Countries: An Australian/Asian Perspective

The export marketing of higher education in Australia since 1988 has been phenomenal. This growth can be explained by a number of factors one of which is the seldom examined International Product Life Cycle theory. This paper describes the hypothetical conceptual construct in relationship to international marketing of higher education and discusses how the international education product market is shifting and changing across national boundaries and how Australia is positioned within that framework. In addition, the paper briefly explores the implications of the International Product Life Cycle for governments and higher educational institution policy makers in their marketing endeavors.