Spring 2004 Book

China has recently experienced an increased demand for Western-style marketing and business practices due in part to a burgeoning economy and recent entry into the WTO. Market-based education has diffused rapidly across China as Chinese universities have started to imitate their Western counterparts and have entered into joint venture agreements with them. First, increased demand for Western-style education has far exceeded supply, causing shortages of qualified workers. Second, marketing and business education still lags behind the West in quality and pedagogical approaches. Third, Western-based approaches exert social influences by challenging the traditional assumptions of educational institutions and business and economic functions. This paper discusses the cultural development of Chinese educational systems, the growth of modern marketing and business education, and the challenges facing marketing and business education in China today.