Author
Listed:
- Lei Zhou
(Faculty of International Studies, Yibin University, Yibin 644001, China
Department of Foundation of Education, Faculty of Educational Studies, University Putra Malaysia, Serdang 43400, Malaysia)
- Gazi Mahabubul Alam
(Department of Foundation of Education, Faculty of Educational Studies, University Putra Malaysia, Serdang 43400, Malaysia)
- Roziah Mohd Rasdi
(Department of Professional Development and Continuing Education, Faculty of Educational Studies, University Putra Malaysia, Serdang 43400, Malaysia)
Abstract
In this era of the commodification of higher education, the dominating concept of higher education now is that it functions as a commercial product for the purpose of national economic development. Consequently, the free market rules linked to consumerism seem to rule and shape how higher education should operate. A market-driven strategy may offer a benefit targeting the internationalization of higher education at the cost of sustainable development. This study investigates whether a commercialized strategy in the marketing of internationalized higher education helps or hinders sustainable progress in higher education. Adopting a qualitative method, this paper—the first of its kind in China—aims to obtain a comprehensive understanding of the rationales and current marketing strategies for international students. Here, the goal is to examine whether such strategies promote or hinder the development of sustainable education. The findings revealed that many internationalization marketing strategies may not survive well into the long term, and greater attention should be paid to enhancing the quality of international students and the quality of education they receive, as well as a sustainable higher education system. Institutions of higher education should rebrand themselves by enhancing the quality of what and how they teach, and cultivating competent international human resources.
Suggested Citation
Lei Zhou & Gazi Mahabubul Alam & Roziah Mohd Rasdi, 2024.
"Marketing Strategies for Internationalization in China’s Higher Education: An Ally or Barrier for Sustainable Development?,"
Sustainability, MDPI, vol. 16(1), pages 1-17, January.
Handle:
RePEc:gam:jsusta:v:16:y:2024:i:1:p:395-:d:1311820
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:1:p:395-:d:1311820. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.