James Cook University's New Marketing Model to Be Implemented at Beijing Hospitality Institute

Amidst the deepening landscape of global educational collaboration, James Cook University (JCU)'s market team underwent a significant restructuring and adjustment in 2024, launching the JCU First initiative. This strategic shift aims to enhance JCU's international standing by strengthening ties with international partners. On March 18th, Dr. David Craig, Chief Marketing Officer and Vice President of James Cook University, led the Chinese market team on a visit to the Beijing Hospitality Institute (BHI).


Dr. David Craig, Chief Marketing Officer and Vice President of James Cook University (JCU), led the Chinese market team in jointly promoting this new model. Building upon the foundation of long-standing collaboration with BHI, this visit aimed to further deepen the partnership. Dr. Gaosongtao, Dean of BHI, Mr. Xulongyang, Director of the Teaching Affairs Department, Ms. Sun Qiao, Director of the Admissions Department, Ms. Xiuying Hu, Director of the International Exchange Center, Ms. Shanshan Xu, Director of the Finance and Investment Teaching and Research Office, and Mr. Baosen Wang, Head of the Construction Group of Finance Major, participated in the reception.

Dr. David Craig remarked, "BHI's remarkable achievements in nurturing future hospitality management leaders are deeply impressive. JCU greatly values its collaboration with BHI and eagerly anticipates our partnership providing more opportunities for growth and development for students from both institutions."

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Visiting BHI Campus

The JCU delegation toured BHI's campus, including its teaching hotels, coffee laboratory, and wine tasting classroom. Dr. David Craig expressed high praise for BHI's teaching facilities and educational outcomes. He stated that BHI not only provides students with top-notch hospitality management facilities and educational resources but also cultivates a significant number of highly qualified hospitality management professionals through its unique teaching methodologies.

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Bilateral Discussion

During the discussion, JCU and BHI representatives explored ways to enhance collaboration in academic exchange, research cooperation, and talent cultivation. This visit and in-depth exchange mark a new chapter in their partnership, opening up fresh avenues for collaboration.

JCU's initiative demonstrates its commitment to deepening global educational collaboration and reflects its recognition and admiration for BHI's outstanding teaching achievements. This collaboration holds immense promise for nurturing future leaders equipped with a global perspective and innovative capabilities.

©2015 Beijing Hospitality Institute