The Australian National University has recently undergone a re-evaluation of its strategic plan for the next five years (Australian National University, 2017). The plan outlines the organisational mission and goals that, in turn, inform ANU’s corporate objectives. In the case of ANU, it is difficult to distinguish between its mission and goals and any corporate objectives. However, as corporate objectives, missions and goals are meant to inform a marketing strategy where does this appear in ANU’s strategic plan (Ferrell & Hartline, 2011, p. 31-32)?

Underpinning the entire strategic plan is a need for change in five key areas. Of interest to my studies is how universities market themselves towards full fee-paying international students. Universities,