Education recruitment agencies' role and impact on international education marketing strategies

This paper explores the role of educational agents within the marketing strategies of an institutional provider and its impact on marketing performance in international education industries, why agents have become a popular marketing channel, and the relationship between educational agents and students’ decision-making process. This study will contribute to knowledge in the research field of international education, to provide better understanding of Chinese students’ needs and expectations of Australian institutions, and possibly identify areas for future research.