Positioning for International Market Segments in Higher Education: Evidence from Saudi Arabia

The purpose of this qualitative research was to identify target segments to achieve objectives related to the recruitment of high performance international students and distinguished faculty in higher education sector of Saudi Arabia. Based on the premise that internal communicative branding activities are vital for educational institutions, the study examined faculty’s perceptions of relevant positioning attributes for Saudi Arabia to compete in the global academic marketplace. Analysis of 92 faculty’s responses helped to develop awareness of a perceived added value to occupy a niche in the higher education market. The findings highlighted distinctive positioning strengths to brand higher education institutions in Saudi Arabia. However, it can be implied that Universities should strategize their internal values rather than factors of the external environment to capitalize on these assets in the long run.