Dynamic change within the Asia higher education sector has many components. At the level of customer expectation and a consequents change to the search—buy behaviors process employed by customer in terms of how a degree offering and institution are chosen.
The university prides itself on its economic, social and cultural engagement across the Northern Ireland region and is widely respected for its highly successful widening access and participation approaches which have provided a breadth of opportunity for aspiring students from across Northern Ireland to engage in HE. Ulster is respected for the delivery of teaching and research excellence that is relevant to the local economy and further afield. Whit and international profile the University also attracts a significant number of international students (Durkin, M., & McKenna, S. 2011, p.43).