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Marketing university programmes in China: innovative experience in executive and professional education

机译：中国营销大学课程：高管和专业教育的创新经验

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摘要

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.View full textDownload full textKeywordsChina, marketing, university, executive and professional educationRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/0309877X.2010.484052
机译：本文介绍了中国高等教育领域程序营销领域中的研究数量有限。原始的现场研究以中国三所高等教育机构的经验为参考，研究了营销原理和策略的出现。行政和专业教育课程的开发和推广是每个案例的重点。该分析考虑了在该领域大学课程营销中采用更积极主动的业务方法所能获得的收益。它还探讨了所遇到的挑战以及对整个大学部门的问题。尽管案例研究本身就可以提供有用的信息，但该研究还有助于揭示和理解与中国及其他地区高等教育的市场化和商业化有关的许多更广泛的问题和困境。查看全文下载全文关键字中国，市场营销，大学，行政和专业教育相关的var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，servicescompact：“ citeulike，netvibes，twitter，technorati，delicious，linkedin，facebook，stumbleupon，digg，google，更多”，发布：“ ra-4dff56cd6bb1830b” };添加到候选列表链接永久链接http://dx.doi.org/10.1080/0309877X.2010.484052

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