Soft power and internationalisation. The role of higher education promotion agencies

      Аннотация: To what extent does education represent a relevant component of a country’s soft power arsenal? How does international education tie with international politics, and how significant are state-controlled agencies in the international promotion of a country’s cultural blueprints?This work aims to highlight the solid, albeit seldom perceived as significant, links between soft power and international education, not least in its capacity of source of wealth for the countries promoting, advertising and marketing internationally their higher education system.

Ключевые слова: soft power, International Relations, higher education, marketing, Brand, Branding, Nye, DAAD, Campus France, Nuffic, British Council