Analysis of Digital Marketing Strategies of Overseas Universities in China with University of the West of Scotland as An Example

DOI

10.2991/ictim-17.2017.26How to use a DOI?

Keywords

University of the West of Scotland, study abroad, digital marketing

Abstract

The study abroad market in China has been made a great deal with the development of China's reform and opening-up, and more and more overseas universities have been joining the market. In the age of digital, how overseas universities interact with Chinese audiences effectively through the digital marketing channels will greatly affect their influence in the Chinese market, as well as the number of admissions and the quality of admissions. This paper, through the study of the digital marketing strategy of University of the West of Scotland in China, provides suggestions for its further development of the digital marketing work in China, in addition, offers references for other overseas universities to learn the digital marketing development of the study abroad market in China.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Caiyong Zhuang
AU  - You Zhou
AU  - Fu Lin
PY  - 2017/09
DA  - 2017/09
TI  - Analysis of Digital Marketing Strategies of Overseas Universities in China with University of the West of Scotland as An Example
BT  - Proceedings of the International Conference on Transformations and Innovations in Management (ICTIM 2017)
PB  - Atlantis Press
SP  - 342
EP  - 348
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictim-17.2017.26
DO  - 10.2991/ictim-17.2017.26
ID  - Zhuang2017/09
ER  -