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Going Global: Cases for Relationship Marketing in Chinese Higher Education

Chan, Hugo Chuan Ho LU and Li, Chumeng LU (2015) MGTN59 20151
Department of Business Administration
Abstract
The integration of the global economy is a phenomena that is increasingly evident in our everyday lives. Ranging from rapid economic growth in developing nations to the flow of capital across continents, globalization is affecting almost all corners of modern society. This includes the higher education sector, in which recent years have seen unprecedented growth in Asia as the economy increasingly becomes “knowledge-based”. The integration of a “knowledge-based” economy is also accelerating global competition amongst higher education institutions.

This thesis takes three distinctive Chinese universities into account as case studies, interviewing respective administrators on policies and strategies concerning international student... (More)
The integration of the global economy is a phenomena that is increasingly evident in our everyday lives. Ranging from rapid economic growth in developing nations to the flow of capital across continents, globalization is affecting almost all corners of modern society. This includes the higher education sector, in which recent years have seen unprecedented growth in Asia as the economy increasingly becomes “knowledge-based”. The integration of a “knowledge-based” economy is also accelerating global competition amongst higher education institutions.

This thesis takes three distinctive Chinese universities into account as case studies, interviewing respective administrators on policies and strategies concerning international student recruitment, management, and relationship management. Furthermore, interviews and surveys with Swedish students from Lund University should reveal another perspective regarding the attracting elements and factors for studying abroad, and specifically China. Models involving relationship marketing (RM) and customer relationship marketing (CRM) theories will be explored in the context of higher education sector and international student relationship management (ISRM). (Less)
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author
Chan, Hugo Chuan Ho LU and Li, Chumeng LU
supervisor
organization
alternative title
Integrated views from China and Sweden on international student relationship management
course
MGTN59 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
international student relationship management (ISRM)., Sweden, China, higher education, marketing strategy, Relationship Marketing (RM), Customer Relationship Marketing (CRM)
language
English
id
7513457
date added to LUP
2015-08-05 15:05:11
date last changed
2015-08-05 15:05:11
@misc{7513457,
  abstract     = {The integration of the global economy is a phenomena that is increasingly evident in our everyday lives. Ranging from rapid economic growth in developing nations to the flow of capital across continents, globalization is affecting almost all corners of modern society. This includes the higher education sector, in which recent years have seen unprecedented growth in Asia as the economy increasingly becomes “knowledge-based”. The integration of a “knowledge-based” economy is also accelerating global competition amongst higher education institutions.

This thesis takes three distinctive Chinese universities into account as case studies, interviewing respective administrators on policies and strategies concerning international student recruitment, management, and relationship management. Furthermore, interviews and surveys with Swedish students from Lund University should reveal another perspective regarding the attracting elements and factors for studying abroad, and specifically China. Models involving relationship marketing (RM) and customer relationship marketing (CRM) theories will be explored in the context of higher education sector and international student relationship management (ISRM).},
  author       = {Chan, Hugo Chuan Ho and Li, Chumeng},
  keyword      = {international student relationship management (ISRM).,Sweden,China,higher education,marketing strategy,Relationship Marketing (RM),Customer Relationship Marketing (CRM)},
  language     = {eng},
  note         = {Student Paper},
  title        = {Going Global: Cases for Relationship Marketing in Chinese Higher Education},
  year         = {2015},
}