Study On The Marketing Of Higher Education Abroad

The investigation and practice of higher education marketing can be dated from 1970 in western countries.During the development process of more than 40 years, higher education marketing has gradually become one of the main emphases researched by most education experts and scholars in US, Australia and other developed countries. Furthermore, there were also numerous successful cases and systematic and valuable research achievements concerning on the higher education marketing. Nevertheless, the research on higher education marketing in our country is still at an initial stage. Consequently, the purpose of this study is to investigate the theory and practice of higher education marketing gained from the western developed countries such as the U.S.and Australia. Besides, according to the higher education condition in present China, the suggestions on the specific marketing practice for Chinese universities will be supplied in order to enhance the competitiveness of Chinese higher education.This study is to be split into 5 sections. The first section is introduction, which introduces the purpose, significance, main content and research method of this work; the second section is to present the definition of the marketing and higher education marketing and the theoretical overview of the higher education marketing in abroad, also, the origin and development of the higher education marketing in abroad is probed; in the third and the fourth sections, the current situations of higher education in the U.S.and Australia are generally described, respectively, and emphasize the characteristics and experiences of higher education marketing in these two countries throughout a series of classic cases; the fifth section is a discussion about the enlightenment from overseas higher education marketing to that in our country, mainly focusing on 5 aspects such as attracting student, funds collection, employment obtain, international education and scientific service.In summary, this work is to summarize the characteristics of overseas higher education marketing by using literature analysis method and instance analysis. The innovation of this study is to generalize and learn from the successful experiences of overseas higher education marketing, and give suggestions to Chinese higher education marketing system.