Examining the Interconnection Between University Image, Student Experience, and Educational Value Perception, Through the Lenses of Experiential Marketing and Value Creation Activities – The Case of a University's Competitiveness

Transnational education (TNE) has been implemented for decades worldwide and very often the term “blended learning” is used to refer to this form of training. In TNE, the delivery of educational service products (e.g., academic programs) is done in a remote country other than the original one where the awarding institution is located. The typical forms of TNE can be observed are distance learning, joint ventures (overseas branch campuses), franchise, dual degrees, fly-in faculty, or the mixture. The market for higher education TNE offers is increasing both in scale and strategic importance. Many international universities employ TNE as their key strategic approach to reach the offshore markets globally. In large emerging markets such as Indonesia and Vietnam, it is noticeable that there has been a shift towards in-country provision. For examples, the ‘campus within a campus’ model in Vietnam, and four branch campuses in Indonesia (three from Australia, and one joint venture between Lancaster University and Deakin University) are observable (Acumen, 2024). The next wave of TNE in Southeast Asia may happen in Vietnam as an emerging player due to the capacity and quality constraints in the local education system and the appetite for international education. Joint Training Programs (JTPs) led by institutions from the UK, US, Australia and France is the traditionally TNE delivery models in Vietnam. 70% of those are undergraduate programs, mainly business and STEM majors (Acumen, 2024).