Marketing improvement by developing Lithuanian higher education institutions international distance studies

Abstract

Globalization processes and information technologies development create favourable environment for distance studies internationalization and attracting foreign students, at the same time, it is encouraging international competition increase in the field of distance studies. In this article, Lithuanian higher education institutions preparation for international competition in distance learning context is analysed. There was Lithuanian universities distance studies research conducted that was aimed to evaluate Lithuanian higher education institutions preparation to suggest distance studies programmes in English. There is noticeable shortage of Lithuanian universities distance studies supply for international markets as well as limited marketing tools application. Informational technologies integration increase in education sector, there are emerging distance studies expansion possibilities by using marketing tools. Based on conducted research, there are strategic marketing decisions recommended that enable to achieve Lithuanian higher education institutions distance studies effectiveness.