Over 20 Chinese professionals working in state-run media and public-relations organisations are currently studying the 45-week curriculum at the University of Luton in the UK. They are being taught marketing and public relations skills. The Beijing Government is funding the £6,000 (US$9,400) in fees for each student.
Luton University's pro vice-chancellor, Tim Boatswain, said the course had been specially designed to meet the needs of Beijing's media professionals.
"The students will be taking some advanced English language courses that focus on the specialist language skills needed to deal with (visiting) media professionals," he said.
"Communication across the globe has changed dramatically in recent years, as has the role of the media. It is of enormous benefit to the Chinese students to share information, expertise and experiences about this ever-changing industry," he added.
Much is at stake. Winning Olympic medals is about more than sport - it is a projection of national and political strength. China will receive an unprecedented amount of media coverage during the games and is bracing itself against a scandal-hungry international press pack.
China's media workers are therefore being groomed to ensure positive coverage is offered to the visiting press at all times during the biggest event in the sporting calendar.
A positive image of a successful, modern, fast-changing China that is portrayed to the world by the international press could potentially bring enormous long-term financial benefits and global respect.
The decision to award Beijing the Olympics caused an international stir with many asking if it was morally right to hold the event in a country notorious for violating basic human rights. And for much of the 1990s, China had a tainted record when scores of athletes tested positive for illegal performance-enhancing substances.
The International Olympic Committee hoped that by putting aside such concerns, its historic decision to award Beijing the Games would foster further change in the world's most populous country.