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ERIC Number: EJ893346
Record Type: Journal
Publication Date: 2010-Aug
Pages: 14
Abstractor: As Provided
Reference Count: 27
ISSN: ISSN-0309-877X
Marketing University Programmes in China: Innovative Experience in Executive and Professional Education
Liu, Ning Rong; Crossley, Michael
Journal of Further and Higher Education, v34 n3 p321-334 Aug 2010
This article addresses the limited amount of research in the realm of programme marketing in the Chinese higher education sector. Original field research examines the emergence of marketing principles and strategies with specific reference to the experience of three higher education institutions in China. The development and promotion of executive and professional education courses provides the focus for each case. The analysis considers the benefits to be gained from a more proactive and business approach to the marketing of university programmes in this field. It also explores the challenges encountered, and problematic implications for the university sector as a whole. While the case studies are informative in their own right, the research also helps to reveal and understand a number of broader issues and dilemmas relating to the marketisation and commercialisation of higher education in China and beyond.
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Publication Type: Journal Articles; Reports - Research
Education Level: Adult Education; Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China