Current practices in the marketing of higher education in China and England and opportunities obstacles for future developments in the Chinese sector

This study examines the current state of higher education in China through views of Chinese university staff and students. It provides insights into the current development pressures and government and social constraints faced by Chinese higher education institutions. These were developed through contrast with an English university and the contrasting English Higher Education system. With analyses of the current marketing practices and reasons behind increased education marketing engagement in the UK, new ways of survival and development can be drawn for Chinese universities, particularly in the international marketplace. The sample consisted of staff and students from Chinese and British case universities and drew on two case studies. In order to provide the necessary in-depth analysis of student and staff experiences and feedback more realistically and directly, the research approach used was qualitative, and the primary research tool was semi-structured interviews. The data were analysed through a combination of grounded theory, narrative analysis, and cross-cultural research. The main findings of the study are threefold. Firstly, internal marketing, international marketing, brand marketing, and online marketing are four business marketing strategies that universities can draw on. Universities can integrate the other three strategies into their daily use, either individually or as needed. Secondly, while marketing strategies help universities survive in a rapidly changing environment, their role and function are influenced by socio-political trends and crises. Effective marketing strategies can often be combined and integrated with other university strategies. The unique national context and political system of China has led to a dilemma in the rapid development of Chinese higher education, which in the future will require Chinese higher education institutions to both adapt to external (international) trends and combine commercial and technological means to develop and operate their universities. At the same time, they cannot exist independently of China's unique national context and the current system and follow the operational development of Western universities. Recommendations include: The Chinese government could help Chinese higher education institutions to integrate marketing strategies into their day-to-day management better if they could take a more open view, revise their understanding of marketing strategy, and develop a broader and more detailed guidance package. As exemplified by UK universities, there is still scope for universities to implement marketing strategies for Western higher education institutions. This can be done by improving internal management systems, designing regular internal surveys to understand internal stakeholders better, and gradually building the university's brand image