Marketing of University of Wollongong in China - Term Paper Example

Topic: Marketing Plan of University of Wollongong in China Executive Summary The process of globalization has increased the number of international expansions and joint ventures. Chinese market appears as the most attractive market because of the economic opportunities and resources. To understand the process of international marketing, this report has been designed and it covers the marketing plan of University of Wollongong in China. University of Wollongong is an Australian university and it has also established its campus in Dubai, UAE. This report has two sections, in the first section, the external environmental analysis has been done and in the second section, the marketing audit and marketing plan has been developed. For environmental scanning, PESTLE analysis has been done. The major findings of this analysis show that Chinese education sector is free from government interference however, government policies regulate the sector. The high economic growth, increasing population, changing social patterns of students for educational needs, increasing technological developments and flexible legal environment offers huge opportunities to the foreign universities; however, cultural differences appear as a major challenge for international universities. Based on the findings of PESTLE analysis, SWOT analysis for University of Wollongong in China has been conducted. Market audit shows that a number of universities are already offering international level education opportunities in China however; they have been unable to meet the needs of huge Chinese student population. Competitors’ analysis has shown that foreign universities operating in China are having profitable operations however, they are unable to overcome the cultural differences between UK and China therefore; expatriate-staff is facing huge problems. In consideration to internal and external environment analysis, the marketing plan has been proposed by covering 7Ps of service marketing and marketing objectives has been identified. This report is very useful to understand the challenges and opportunities faced by international universities in the Chinese markets. Moreover, it is also helpful to understand the theoretical concepts in real world. Introduction The service that has been selected for this report is educational institution, University of Wollongong. The plan is to launch a campus of University of Wollongong in China. University of Wollongong is a university in Australia and a few years back it established its campus in Dubai, UAE. Today, it is one of the renowned universities in Australia. Chinese market has been considered very suitable for launching the campus of University of Wollongong because of increasing educational opportunities in China and apparent growth of the economy overall. However, through PESTLE analysis environmental scanning of China will be done which will be helpful to understand whether Chinese market is suitable to pursue the planned idea or not. Finally, SWOT analysis has been done to evaluate the strengths, weaknesses, opportunities and threats University can face in China. External Environment Analysis POLITICAL Relations of China with other countries also impact the educational sector. For example, in 2001 with the hope of country’s accession to World Trade Organization, Education Ministry of China built potential hopes about reforms in colleges and universities. The report published by ministry argued that Chinese universities are restructuring their curriculum and the entry of WTO would positively impact higher education institutions by increasing the access of foreign universities and colleges in Chinese market (China Education and Research Network, 2001). Strategy of Chinese government during crisis also impacts the education sector. Government and private sector banks and companies are investing in education, health and infrastructure development in China which have raised living standards and during recession Chinese government pursued planned growth targets (Khoo, 2010). The recently published education reform plan of Political Bureau of the Communist Party of China (CPC) is expected to improve developments on education sector. Government has planned to increase support to education sector from 3.48 percent of GDP in 2008 to 4 percent of GDP whereas, the international average is 4.5 percent (Xinhua, 2010). Moreover, the plan also encourages the private organizations to play their role in these developments. ECONOMIC China is one of the largest growing economies of the world and from 1979-2005, real GDP has grown at an average of 9.6 percent and it is expected that in near furniture, China will become the world’s largest economy (Morrison, 2006). Chinese economy is facing many challenges such as growing income inequality which is threatening the social stability and increasing pollution (Morrison, 2006). Chinese people are education-oriented people and it is evident from the figures that more than 350,000 students from the mainland China are expected to achieve their degrees at overseas universities and within next 20 years, the number is expected to rise to 645,000 (Maslen, 2007). In the recent congressional report, Morrison (2009) highlights the recent developments in Chinese economy. In 3rd quarter of 2009, GDP of China is raised by 8.9 percent, FDI has increased by 18.9 percent year-on-year and government has announced $586 billion stimulus package especially in infrastructure development. The average disposable income of Chinese urban resident is 8,472 Yuan a year and according to a student from Xi’an University, an average student spends around 5000 Yuan ($604) in one semester (Asia Times, 2010). SOCIO-CULTURAL The cultural life of Chinese people is become increasingly enriched and by the end of 2009, 43.7 billion copies of newspaper, 3.1 billion of periodicals and magazines and 7 billions of books were published. Moreover, number of TV cable users is 173.98 million, cable digital service users are 62 million and the coverage rate of radio and TV is 96.3 and 97.2 percent (China Org, 2010). Certain values are very important in Chinese culture such as Guanxi which is relationships and promoting connection. Mianxi or “face” is another important concept in Chinese culture and for a business to be successful, knowing the concepts of ‘saving face’, ‘loosing face’, ‘giving face’ is very important. Keqi or courteous and refined behavior Is another characteristic of Chinese culture. Moreover, Confucianism or high focus on relationships and responsibilities is very common in Chinese culture and it has also led to the current developments in Chinese culture (Communicaid, 2004). Chinese are also very nonflexible about their culture therefore, for any international business planning to enter into Chinese market has to consider important aspects of Chinese culture. TECHNOLOGY The increasing number of multinational companies in China is promoting technological and infrastructure development in the state which is very positive for the new arrivals. China’s Science and Technology aim is to become a strong nation by 2020 and in an attempt to make Science and Technology as a driver of new economy, government is promoting developments. For example, in 2005 Ministry of S&T launched a program worth €10 billion to improve technological developments (Zhang, 2008). The number of internet users in China has increased from 22.5 million in 2000 to 420 million in 2010 (Internet World Stats, 2010). The companies which are operating in technology industry of China such as telecommunications, pharmaceuticals, energy producing and aerospace has found China very assertive and interested in acquiring knowledge from them (Richburg, 2010). LEGAL Educational Institutions in China have to follow the compulsory educational law presented at the fourth session of Sixth National People’s Congress and effective from 1 July 1986. The objective of law is to promote elementary education and to improve quality education (China Education and Research Network, 2005). After analyzing the legislative framework of educational laws in China, Law (2002) argues that even after the high expectations of nation’s leader of China on the use of effect of law for educational reforms, the reforms are affected by political, economic, cultural and social norms. The major reason which affects the development in higher education sector of China is the lack of enough policies to support it however, that was not the case during Nanjing National Government (Qiurong, 2002). Therefore, legislative framework of educational sector is not very strict however; institutions have to follow the defined policies and rules. ENVIRONMENTAL Universities in China are actively participating in Environmental sustainable programs. The institutions are pursuing such programs to develop the image of social responsibility, therefore, in competition; universities have to actively become the parts of such program. In 2009, six universities from UK, US, China and Spain joined Climate Neutral Network, a programme of United Nations Environment Programme and these universities have become the first academic institutions to come on board (UNEP, 2009). Educating people is itself a social development effort and by providing promised quality education and by making it accessible institutions play a very important role in social development. Although foreign companies in China are facing strict policies because of increasing pollution concerns however, educational sector is safe in this regard. Therefore, PESTLE analysis of education sector of China shows huge opportunities emerging in the state because of growing population, stable political conditions, growing immigrants, increasing high grad degrees and many other factors. However, Chinese culture and norms appear to be a major challenge for any organization planning to enter into Chinese market. SWOT Analysis Based on the PESTLE analysis, following strengths, weaknesses, opportunities and threats has been identified for University of Wollongong. Strengths Weaknesses The growing population of China and increasing number of graduates in China and Chinese wishing to go abroad to achieve degrees from overseas universities will be a strong strength of University of Wollongong to attract students Chinese people have an enriched culture and there are many positive aspects for University of Wollongong especially related to marketing and promotions The increasing orientation of Chinese students to get overseas degree appears as a major strength for university Technology access is easier in China and Ministry of Science and Technology is become a major driver of new economy Legislative framework is very simple and not strict which enhances the independent operations of a new entrant The average disposable income of Household in China shows that University of Wollongong will not be able to charge very high fees if target average consumers and if charges high prices, then target market will be small Cultural differences of China with other world economies and adopting that culture is very tough for organizations planning to enter into Chinese market Opportunities Threats Education reform plan announced by Chinese government in 2010 will encourage foreign institutes to enter into Chinese markets and University of Wollongong will be able to easily enter into Chinese market The announced stimulus package for infrastructure development will further improve infrastructure development, thereby, brining new opportunities for educational sector Threats of social instability are increasing in China because of income inequality. The entrance of foreign university may threaten the educational inequality, which may impact University of Wollongong negatively Marketing Audit PRODUCT AND SERVICE Launching University of Wollongong in China is the aim of this marketing report. The reason of selecting this university is the huge reputation this organization has earned in Australia and in Dubai. Enrolling more than 9000 students in 2009, getting admission into University of Wollongong has become a dream of the international students. Nowadays, international expansion of universities is quite visible therefore, the plan of launching a campus of University of Wollongong in China has been proposed. Although Chinese market offers huge opportunities to the internal businesses however, analyzing the education sector and the opportunities available in this sector, before establishing a marketing plan is very important. MARKET ANALYSIS China is one of the fastest growing economies in the world and Government of China is keenly focusing on economic, social and educational reforms in the state. The number of college, schools and universities are increasing in China. The Chinese market is become attractive both for the domestic and international students. According to the World Bank report, the education demand is increased during recession because people have more time and need to think about their future plans. In 2009, Huiou (Chongqing) Education Equity Investment Fund (Huiou) has been launched in China to target the educational institutions which are offering cultural and media education and the funds planned for this venture are US $735 Million (Wang, 2010). Since 1998, the budget allocated to education sector of China has been increasing every year and in 2004 around 2236 higher education institutes were established in China and their student enrollment rate was 19 percent (Indian Education). The expansion of a number of international universities in China is quite visible. Most of the universities entering into China are establishing joint ventures with the high ranked universities in China. Liverpool and Nottingham universities have also established their joint ventures with Chinese universities however; the collective and long term cultural differences of China and UK culture are creating various problems for the joint ventures of these two big names. Morgan (2010) argues that many American universities are also collaborating with Chinese universities and instead of developing joint ventures; they are more focusing on setting up schools under a university. Moreover, growing number of multinational companies and immigrants in China is further expanding the students base and post-education opportunities in China. Therefore, the Chinese education sector has become very attractive for the foreign higher education institutions. CONSUMER BUYING HABITS The target market of University of Wollongong is students therefore, understanding the patterns of students in the education sector are very important. Actually more and more Chinese students are going abroad to achieve foreign degrees and a significant pool of students is going to Germany. German institutions are attracting huge influx of students every year. However, various Chinese institutions are offering educational service up to the German institutions level however, all Chinese students cannot study in the top ranked universities in China. However, for an international university to enter into Chinese market, developing a strong marketing strategy is very important because best Chinese students prefer their own higher education institutions (Brandenburg & Zhu, 2007). Another important fact about Chinese is their culture and they are very sensitive about their culture. Most of the Chinese are studying in Chinese universities where only Chinese courses are available. Furthermore, because of the inequality in income level in China, students preferences for education also vary a lot and most of the domestic students are value-oriented and economic-oriented customers rather than quality-oriented. As long as collectivism and individualism ranking of Chinese culture is concerned, it is interesting to note that Chinese culture is high on collectivism. Like other Asian economies, the family structures are strong in China and the decisions of children are influenced by the decisions of their parents and family. COMPETITORS’ ANALYSIS Before conducting the competitors’ analysis, the perception map has been developed by ranking the universities of China on price and quality scale. The perception map has been developed based on price information collected from the websites of the universities and their ranking. Perception Mapping Although all of the above mentioned universities are also the major competitors of University of Wollongong however, in competitors’ analysis, the strategies of University of Liverpool and University of Nottingham will be discussed because both of these universities are offering foreign degree opportunities in China. Xi'an Jiaotong-Liverpool University (XJTLU) has been established as an international joint venture of Liverpool University and Xi’an Jiaotong University in China on 2006 (XJTLU). The team of the university has been developed by hiring the expatriates from the UK and domestic people of China. The university is offering engineering, science and management studied and the university has introduced personal mentor, professionals and alumni based tutorial system but of international level. The tuition fee structure is also premium based which reflect that university is offering quality education and high prices. The University of Nottingham Ningbo in China is another international venture in China. The university has been established as a joint venture between University of Nottingham and Zhejiang Wanli Education Group-University. The university has been established for international expansion; however, it is providing high quality international level opportunities to Chinese students. With premium pricing strategy the university is also conducting research and various programs. Although both of these universities have entered into Chinese market to meet the demands of Chinese students who aim to get foreign degrees however, both of these universities are facing cultural differences challenges. Marketing Plan The proposed marketing plan will be for two years and if it gets successful then university will continue with the same plan otherwise, the plan will be reestablished after two years. During the first two years of operations of the company continuous interviews and surveys will be conducted to determine whether the proposed plan is suitable for Chinese market or not. The interviews and surveys will be conducted with faculty, students, people, professionals, media and companies. MARKETING OBJECTIVES The marketing objectives of the proposed marketing plan are as follows: To develop a clear vision for University of Wollongong in China and to develop a strong image and reputation as an overseas university To create a memorable visual identity for the campus of University of Wollongong To establish an organizational framework which could communicate the envisioned image of the university through an institution-wide program of marketing To communicate core values of the university with an intention to attract highly skilled and talent students MARKET SEGMENTATION AND TARGET MARKET The following market segmentation has been done based on the psychological factors and the shaded areas show the student target market for the university. Quality buyers Value buyers Economic buyers Career learner Socio-improvement leaner Leisure learner Ambivalent learner The target market has been selected in consideration to the price strategy which will be adopted. In order to reduce any image of an organization promoting inequality in the educational sector, the highly talented students will be also offered financial aid programs. 7PS Product The university will conduct three sessions in a year including autumn session of 31st March, spring session of 31st August and summer session of 12 December. These sessions will be parallel to the sessions of Australian campus. The courses that will be introduced in the first two years include Bachelors and Master programs in Science, Engineering, Business, Economics, Information Technology, Computer Sciences and Arts. However, in the long-run more programs will be introduced. In addition to the high quality education services, other facilities will be also offered at University of Wollongong in China. The services and facilities will be similar to those services which are being offered in the Australian campus of the university. The facilities and other services will be categorized into six divisions (UOW, 2010). Services related to Student life: For the career development and life of students at University of Wollongong, they will be offered services like clubs and societies, career development centre, student centre, orientation centre and other student associations. University Services: In addition to the education services, the other university services will be recreational buildings &grounds services, financial services which will manage insurance, procurement and legal services, Information technology, library, Unicentre, grooming centre, academic dress centre and security services. General Facilities: The other general facilities of international standards include accommodation services, counseling, child care, parking, locker hire, disability services, transport and immediate medical services. Learning and Teaching Facilities: Conferences room, learning development services, wireless networking, video conferencing, media player facilities and teaching equipment will be available in the campus. Commercial Services: The commercial services that will be offered on-campus to the students include banking facilities, food services, hair dressers, post office and printing facilities. Sport, Recreation and Health Facilities: University of Wollongong also aims to improve the quality of life of its students therefore; gym facility and sports club will be also established. Arts & Entertainment: Finally, to offer entertainment opportunities competitions will be organized and exhibitions, international week, theater and performance and movie nights will be planned. Price Premium pricing strategy will be provided to the domestic and international students in China. We expect to attract a huge number of Asian students as well however, same fee structure will be offered to both the international and local students. The university will not follow competitive pricing strategy because of huge differentiation in the quality of education services. Pricing strategy is important to cover the costs and at this stage revenues will come from grants and funding and through the tuition fee and charges paid by the students. Funds will be also attracted through annual grants. The campus of University of Wollongong in Australia attracts various grants annually. In 2007, university attracted National competitive grant of Australian $13 million, public sector grants of $2.8 million, industry grants of $4.8 million and grants of $2.5 million from competitive research centers (UOW, 2010). Because of the strong image of university in Australia and UAE, university campus in China will be also able to attract funds and grants. The second source of revenue will be the tuition fees and it is expected that in the first year around 2000 students will be enrolled on various courses. To offer the quality education of international standard, premium prices will be charged. The fees and charges will be similar to the Australian campus and the courses will be divided in three bands. For the graduating and post-graduating badge, $5442 will be charged in the band 1, $7756 will be charged in band 2 and $9080 will be charged in band 3. Although these prices are very high as compared to the average tuition fee of $600 in China however, University of Wollongong will offer international level education opportunities to the domestic people of China and to cover the cost, charging premium prices is necessary. Place University of Wollongong will be established in Beijing because of the location and population of the city. Only one huge campus will be established in the city and in the same campus, the students from entire China and other Asian countries will be attracted. Establishing a huge campus with all the mentioned facilities and services will require a huge budget however, the international expansion of University of Wollongong will be also made possible through the cooperation of Chinese donor agencies and government. From lecture halls to recreational and accommodation facilities, all kinds of facilities will be offered on-campus. Since we have established a long-term plan to enter into Chinese market, therefore, commercial property will be purchased in Beijing rather than getting the place on rent. The space will be large enough to establish parks, buildings and facilities. Promotion The target audience of our promotional campaign will be Trustees, Chancellor, State legislators, Prospective students, new staff and faculty, potential donors and corporations. The major marketing avenues recommended to University of Wollongong include advertising, events, collateral materials, electronic website and public relations. Advertising: Advertising strategy will be developed to promote the university and medias through which advertising will be done include print, radio and television. Events: Promotions will be also done through events including both on-campus and in other avenues which could help in increasing the visibility of the university. Regular occurring events Open Houses (Mail invitations to prospective candidates and radio spots) Alumni events (Fall and spring reunions, tournaments) Special Events Competition based events (invitations to high schools, proposals to sponsors) Collateral Material: In addition, to the printing advertising, the ads related to specific degree recruitment and direct mails will also contribute in promotion of university. Public Relations: Focusing on public relationships will be an important part of promotion strategy and university will encourage its relationships with the community, media channels and with other educational institutions. The university magazine will be published annually and quarterly newsletter will be issued. To show the student experience, campus videos and classroom lecture videos will be created. Electronic Websites: The official website of university will be a primary tool to promote the university. The web information will be public and it will be used to promote mission, programs and educational values. The feel and look of the website will be consistent with the printing material. Process To ensure the high quality education service at University of Wollongong in China, streamlined and organized processes will be defined. A brief description of the entire service cycle is provided below: Advertisement: For the admission announcement, the ads will be given in the newspaper, website and on television. Students will be only encouraged to apply online, as it will reduce significant administration work and cost of data management. Application Process: A specific deadline will be given during which the students will be able to submit their applications. The cost of brochure and application form will be kept low so that more and more students can apply. A merit will be defined to reduce the number of applications. Merit and Criteria: After collecting the data on applicants, the final merit will be developed however; the information on criteria will be only for internal use. Total three selection lists will be displayed and the students on the waiting list will be informed both through email and direct mail. Total 2000 students are expected to get enrolled in the first year and almost 150 students will be inducted in each course. Final Selection: The final selected candidate will be informed about their success and they will be given a deadline during which they will be asked to submit their dues and fees. If a student is not able to meet the deadline, his selection will be automatically cancelled and other students on the waiting list be given chance. Commencement of Classes: The classes will commence once all the steps of formal selection process will be completed. The annual key dates and schedule will be developed and conveyed in the beginning of each year and deadlines will be strictly followed. People The major stakeholders of University of Wollongong include prospective students, faculty and management of university. It will be ensured that all primary stakeholders are aware of the core values of the university. The students will be reached through advertising and events whereas; the faculty and management team will be reached through job advertisements. Highly talents students will be attracted by offering high quality educational prospects and highly qualified faculty will be hired by paying them, international level salaries and career development opportunities. The University of Wollongong is operating in a service industry and the university will focus on its people to achieve the defined values. Physical Evidence With an aim to establish an international standard university, a huge campus of Wollongong University will be developed in China. The campus will itself appear as a promotional tool therefore, with modern architecture, state-of-the-art facilities and infrastructure, the campus of the university will offer a perfect international environment to the students. COMMUNICATION STRATEGY A marketing committee will be established which will coordinate with the individual departments of the university, media people and printing agencies. The marketing committee of the university will be responsible to present the marketing plans to the faculty and staff. The upcoming marketing events will be posted on the website and the news on important and large-scale events will be also published in the newspapers. Moreover, the vision and mission statements, logos and tag lines will also convey the core values of the university. Conclusion Therefore, based on above analysis, it can be concluded that growing needs of Chinese students to go abroad for international degrees and increasing opportunities in Chinese market as a result of process of globalization appear to be very positive for foreign universities. Although political, social, economic, legal and technological factors influence the education sector of China however, by creating a strong marketing plan, the impact of these factors can be reduced. The major challenge for any foreign institution in China is the cultural impact. Therefore, it is recommended that entrance of University of Wollongong in Chinese market will not only meet the needs of Chinese students but it will also contribute to profitable international expansion of the university. Bibliography Asia Times, 2001. Chinese Student a Major Market Force. [Online] (Updated 22 October 2010) Available at: http://www.atimes.com/atimes/China/GA06Ad06.html [Accessed 23 October 2010]. Brandenburg, U. & Zhu, J. 2007. Higher Education in China. [Online] (Updated October 2007) Available at: http://www.che.de/downloads/Higher_Education_in_China_AP97.pdf [Accessed 19 October 2010]. China Education and Research Network, 2001. China Foresees Major Reform in Education Sector After WTO. [Online] (Updated 11 December 2001) Available at: http://www.edu.cn/200111_1473/20060323/t20060323_18929.shtml [Accessed 16 October 2010]. China Education and Research Network, 2001. Compulsory Education Law of the People’s Republic of China. [Online] (Updated 14 January 2005) Available at: http://www.edu.cn/20050114/3126820.shtml [Accessed 16 October 2010]. China Org, 2010. Economic, Social and Cultural Rights. [Online] (September 2010) Available at: http://china.org.cn/government/whitepaper/2010-09/26/content_21007370.htm [Accessed 16 October 2010]. Communicaid, 2010. Doing Business in China: China and Business Culture. [Online] Available at: http://miketsao.myweb.uga.edu/6190/service/doc/Doing%20Business%20in%20China.pdf [Accessed 16 October 2010]. Indian Education. n.d. Colleges and Universities in China. [Online] Available at: http://colleges.indiaedu.com/asia/china/colleges-universities/ [Accessed 21 October 2010]. Internet World Stats. 2010. Internet Usage Stats and Population Report. [Online] Available at: http://www.internetworldstats.com/asia/cn.htm [Accessed 16 October 2010]. Khoo, H. 2010. Europe’s Social and Political Crisis. [Online] (Updated 13 September 2010) Available at: http://www.china.org.cn/opinion/2010-09/13/content_20917865.htm [Accessed 16 October 2010]. Law, W. W. 2002. Legislation, education reform and social transformation: the People's Republic of China's experience, International Journal of Educational Development. 22 (6), pp. 579-602. Maslen, G. 2007. China: Chinese Student to Dominate World Market. [Online] (Updated 4 November 2007) Available at: http://www.universityworldnews.com/article.php?story=20071101150549773 [Accessed 16 October 2010]. Morgan, R. 2010. Sector Links-up Must Mind the Cultural Gaps. [Online] (Updated 12 August 2010) Available at: http://www.timeshighereducation.co.uk/story.asp?storyCode=412945§ioncode=26 [Accessed 18 October 2010]. Morrison, M. W. 2006. China’s Economic Conditions. [Online] (Updated 12 January 2006) Available at: http://www.fas.org/sgp/crs/row/IB98014.pdf [Accessed 16 October 2010]. Morrison, M. W. 2009. China’s Economic Conditions. [Online] (Updated 11 December 2009) Available at: http://www.fas.org/sgp/crs/row/RL33534.pdf [Accessed 16 October 2010]. Nottingham University. n.d. About Us. [Online] Available at: http://www.nottingham.edu.cn/en/about/index.aspx [Accessed 23 October 2010]. Qiurong, S. 2002. A Review of the Policies on the Private Colleges of China, Geo-Spacial Information Science. 5 (3), pp. 65-70. Richburg, B. K. 2010. Foreign Companies in China Sound Off on Business Policies. [Online] Available at: http://www.washingtonpost.com/wp-dyn/content/article/2010/07/21/AR2010072106001.html [Accessed 16 October 2010]. UNEP. 2009. Climate Neutrality with Honours. [Online] (Updated 23 July 2009) Available at: http://www.unep.org/Documents.Multilingual/Default.asp?DocumentID=593&ArticleID=6255&l=en [Accessed 16 October 2010]. UOW. 2010. About the University. [Online] Available at: http://www.uow.edu.au/about/keystatistics/index.html [Accessed 17 October 2010]. UOW. 2010. Services and Facilities. [Online] Available at: http://www.uow.edu.au/services/index.html [Accessed 17 October 2010]. Wang, L. 2010. Investors Increasing Interest in China’s Private Education Sector. [Online] (Updated 8 Januray 2010) Available at: http://www.chinastakes.com/2010/1/investors-increasingly-interest-in-chinas-private-education-sector.htmlﾧ [Accessed 16 October 2010]. Xinhua. 2010. CPC Political Bureau approves education reform plan. [Online] (Updated 21 June 2010) Available at: http://news.xinhuanet.com/english2010/china/2010-06/21/c_13361297.htm [Accessed 16 October 2010]. Xi'an Jiaotong-Liverpool University. 2010. About University. [Online] Available at: http://www.xjtlu.edu.cn/about/tutors [Accessed 16 October 2010]. Zhang, T. 2008. Technology Transfer and IP Licensing in China. [Online] Available at: http://www.chinabusinesssolutions.com/dbimg/technology_transfer_and_ip_licensing_in_china.pdf [Accessed 16 October 2010]. Read More