The project is going to use Ivy’s 7Ps as the base for the survey research questions which
would be used to elaborate on a marketing mix recommendation. Ivy’s 7Ps see the program
being the main product to be promoted. Obviously here the project makes a value judgment
accepting the theories of marketization in University education. Since recent research have
linked study abroad with increased job opportunities and higher salaries, it is the program
itself and the skills and experiences gained while studying abroad that is valued in the
market place. The premium sets the environment in which the transfer of skills and the
gaining of the valuable experience, both cultural and academic, take place. The price of the
program could be a determining factor for program and destination choice. In the same way,