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,people, including professors and staff who offer academic and student services, are an
important part of the program/product and as such they are elements to be promoted. The
identification of the appropriate promotional strategies is important in every marketing mix,
including that of an educational product. The prospectus of the school is an important
marketing tool that is unique in education establishments. Finally the prominence, that is
academic reputation, participation in league tables etc., is a significant selling point.