Branding Offshore Programs in China

Offshore programs have become increasingly popular in countries that are experiencing rapid economic growth and rising demand for higher education. There is no doubt that China is one of the largest markets for offshore programs. However, the offshore program market in China has become increasingly competitive. Currently, institutions from the US, the UK, and Australia, to name just a few, are offering offshore programs in China ranging from the professional diploma level to higher degrees such as MA, MBA and PhD. Therefore, branding offshore programs in China is becoming extremely important for international higher education institutions to compete and survive in this market place. This book studies key factors that influence Chinese students'' decision making regarding offshore program selection. This book also offers suggestions for global educators on how to successfully market offshore programs in China.

Autorentext

Dr.Jianyao Li is assistant professor at the School of Business, Sun Yat-Sen University,China. Dr. Li obtained his PhD in marketing from the University of Western Australia. He has published a number of journal articles and referred conference papers, focusing on service marketing, marketing communications and hospitality marketing.