Marketing strategy for foreign language universities in China : case study : Xi'an International Studies University | |
| Author | Yan, Zheng |
| Call Number | AIT RSPR no.SM-06-56 |
| Subject(s) | Xi'an International Studies University--Marketing Universities and colleges--Marketing--China |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-56 |
| Abstract | Since China's reform and opening to the outside world, China has made great progress in its economic development through strengthening its economic cooperation with foreign countries. As a consequence, the need for language talents for different walks of life has been increasing drastically and foreign language competency, esp. that of English has become a very important element for facilitating people's career path advancement. With China's entry into the WTO and Beijing's successful bid to the 2008 Olympic Games, Chinese people's enthusiasm for studying foreign languages has been greatly aroused. Moreover, with the internationalization and globalization of the higher education institutions worldwide, more and more Chinese students are seeking further educational opportunities abroad. As a prerequisite criterion, those students are required to reach a certain level of foreign language proficiency in order to be accepted by the foreign universities. To meet Chinese people's rising need to study foreign languages and grasp the market opportunities, thousands of private language training organizations have mushroomed recently. With their market adaptability and flexibility, those private language training organizations develop very quickly and pose as a great threat to the potential expansion of the nine government-owned language universities. Facing great opportunities as well as fierce competitions, language universities should adopt a marketing mindset to adapt themselves to the market need while keeping their leading role in foreign language education and research in order to further develop, improve and expand themselves. |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C.S.; |
| Examination Committee(s) | Dimmit, Nicholas J. ;Sununta Siengthai ; |
| Scholarship Donor(s) | The Government of China ; |
| Degree | Research studies project report (M. BA.) - Asian Institute of Technology, 2006 |