Abstract
Overseas student enrolments have for many years been a reliable source of revenue for UK HE institutions. In 2017, there were 442,375 non - EU International students enrolled in UK HE institutions and of these, 42% were engaged in postgraduate study. Whereas in the past, strong demand has led to an upward trend in enrolment numbers amongst non – EU students, COVID put an end to this, with a sharp drop in new enrolments and with some enrolled students deciding to return to their home countries.
China is the largest source of international, postgraduate students to UK HE institutions and Chinese students have a strong orientation towards furthering their education. Sustained economic growth across the region has led to a growing middle class who are increasingly upwardly mobile and financially stable. Nowadays and largely due to the increasing globalisation of education, barriers that have previously made obtaining an overseas degree impossible, have largely receded. As a result, in ever increasing numbers, young well - educated Chinese students were choosing to leave their home countries and to immerse themselves in the western culture that is widely epitomised across digital media.
As countries across the globe relaxed COVID measures, there has been an upturn in demand amongst overseas students with large increases reported amongst students from India. Chinese students however, are yet to return to the UK in their pre - COVID numbers. The researcher seeks to understand the factors influencing their decisions with the intent of contributing to theory through deeper understanding of the push and pull factors influencing student choice. Additionally, it is envisaged that a contribution to practice will be made through the development of a sustainable marketing model for HE institutions in the recruitment of Chinese postgraduate students onto their business programmes.
China is the largest source of international, postgraduate students to UK HE institutions and Chinese students have a strong orientation towards furthering their education. Sustained economic growth across the region has led to a growing middle class who are increasingly upwardly mobile and financially stable. Nowadays and largely due to the increasing globalisation of education, barriers that have previously made obtaining an overseas degree impossible, have largely receded. As a result, in ever increasing numbers, young well - educated Chinese students were choosing to leave their home countries and to immerse themselves in the western culture that is widely epitomised across digital media.
As countries across the globe relaxed COVID measures, there has been an upturn in demand amongst overseas students with large increases reported amongst students from India. Chinese students however, are yet to return to the UK in their pre - COVID numbers. The researcher seeks to understand the factors influencing their decisions with the intent of contributing to theory through deeper understanding of the push and pull factors influencing student choice. Additionally, it is envisaged that a contribution to practice will be made through the development of a sustainable marketing model for HE institutions in the recruitment of Chinese postgraduate students onto their business programmes.
| Original language | English |
|---|---|
| Publication status | Published - 1 Sept 2023 |
| Event | British Academy of Management Conference 2023 - Duration: 1 Sept 2023 → 6 Sept 2023 |
Conference
| Conference | British Academy of Management Conference 2023 |
|---|---|
| Period | 1/09/23 → 6/09/23 |