Strategic Marketing to International Students: How China’s Leading AI Universities Position Themselves Globally

• In Event: International Studies SIG Structure Poster Session

Abstract

This study examines how China’s leading artificial intelligence (AI) universities market themselves to international students through official websites. Guided by strategic narrative theory (Miskimmon et al., 2017), the analysis explores how institutional messaging aligns with national goals in AI development and higher education internationalization. These universities promote STEM excellence and portray China as a stable and opportunity-rich destination. They emphasize inclusivity by targeting students from the Global South while omitting references to the United States, signaling autonomy and neutrality in a shifting geopolitical landscape. The selective underemphasis of AI-specific programs suggests a cautious approach to marketing in a sensitive global context. These narratives position Chinese universities as competitive and welcoming institutions that blend national ambition with global outreach.

Authors

• Dong Chen, University of Arizona

• Gary D. Rhoades, University of Arizona