Monash University in Thiland

Table of contents

Table of contents 1

1. Introduction 2

2. Background of Monash University 3

3. Export performance of Education industry 5

4. Potential to export 8

5. Porter’s diamond model for Australia’s Education Industry 9

6. Thailand’s market 11

6.1 Choice of Market 11

6.2 Relative Market Attractiveness 11

6.3 Relative Competitive Position 13

6.3.1 Overview of Thailand’s Higher Education 13

6.3.2 Local Competitors 14

7. Market Critical Success Factors 15

7.1 Quality of education system 15

7.2 Advertising and promotion 15

7.3 Employment 15

7.4 Global reach 15

8. Steps to maximise the competitiveness 16

8.1 Location 16

8.2 Technology 16

8.3 Alliances 16

8.4 Innovation 17

8.5 Cost-efficiency 17

9. Market entry mode 18

9.1 Market entry mode options 18

9.2 Strategic entry mode 19

10. Reference list 21

1. Introduction

2. Background of Monash University

Monash University was the first university established in Victoria by an Act of parliament in 1958. It was named after Sir John Monash (Monash University 2011). The first campus of Monash University was established in Clayton in 1961. The number of students increased from 347 from its first intake in 1961 to 7000 students in 1967. Over a period of time Monash university has developed a wide range of courses in arts, commerce, engineering, education, law, medicine and science. In 1990 Monash University merged with Chrisholm Institute of Technology to develop Caulfield and Peninsula campuses followed by the establishment of Monash University College, in Gippsland in 1991 which was followed by the creation of Parkville campus. A new campus in Berwick was established in 1994 in the south eastern part of Melbourne. In 1998, Monash University and Malaysian Ministry of Education with Sunway group jointly established a campus in Malaysia.