University Internationalization: A Bright Light in a Dark Economy-How to Use Cross-cultural Marketing to Expand the Italian University System.

Internationalization in the Italian University system is growing into a dynamic and viable business aimed at increasing student numbers, promoting international research and increasing international competitiveness. This work describes the ongoing process of internationalization at the University of Messina in Sicily and how cross-cultural marketing principles are being applied. Theory, methods and results are reported.