Effects of 8Ps of services marketing on student selection of self-financing sub-degree programmes in Hong Kong

2016 ◽  
Vol 30 (3) ◽  
pp. 386-402 ◽  
Author(s):  
Melissa May Yee Lau
Keyword(s):  
Higher Education ◽  
Community College ◽  
Hong Kong ◽  
Secondary School Teachers ◽  
Services Marketing ◽  
Content Type ◽  
Education Market ◽  
Student Enrolment ◽  
Higher Education Market ◽  
Selection Of

Purpose – The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students’ selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students’ selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to fill the gap by examining the effects of 8Ps (“Product Elements”, “Price and Other User Outlays”, “Place and Time”, “Promotion and Education”, “People”, “Process”, “Physical Environment” and “Productivity and Quality”) on self-financing sub-degree programmes in Hong Kong. Design/methodology/approach – The research taken was a quantitative survey of students at Community College at Lingnan University in Hong Kong. Findings – The results reveal that “Productivity and Quality” is the most important element of 8Ps of services marketing. Accreditation of programmes seeking recognition in Hong Kong and overseas can increase student enrolment. “Promotion and Education” element is the least important element of 8Ps of services marketing. Self-financed higher education institutions should develop strategies to build relationships with the secondary school teachers and counsellors rather than invest money on advertising. Research limitations/implications – The data were collected from a particular community college in Hong Kong only. Practical implications – Management can increase student recruitment by allocating minimum amount of limited resources to recruit maximum number of students. Originality/value – This research adds knowledge to the marketing of higher education in Hong Kong. The management of self-financing sub-degree programmes can use the findings of this research as a reference to develop their marketing strategies.

The positioning and competitive strategies of higher education institutions in the United Arab Emirates

2020 ◽  
Vol 34 (1) ◽  
pp. 139-153 ◽  
Author(s):  
Stephen Wilkins
Keyword(s):  
Higher Education ◽  
United Arab Emirates ◽  
Higher Education Institutions ◽  
Group Analysis ◽  
Competitive Strategies ◽  
Strategic Group ◽  
Content Type ◽  
Education Hub ◽  
Education Market ◽  
Higher Education Market

Purpose The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research investigates how higher education institutions in the United Arab Emirates (UAE) position themselves and compete with one another. Design/methodology/approach The research relied mainly on secondary data, which were obtained from the websites of institutions and regulatory bodies. Then, hierarchical cluster analysis was used to identify strategic groups and institutional competitive strategies in the UAE higher education market. A panel of experts helped interpret and explain the cluster results. Findings Eight distinct institutional clusters were identified, which include public- and privately-owned institutions, as well as elite and specialist institutions. Institution and programme accreditation were found to be particularly important in the UAE market. The institutions in each group appear to operate in a particular market segment, targeting students who have similar needs and wants, and who often share similar demographic features. Practical implications It is concluded that strategic group analysis may help institutions to evaluate potential markets, select target segments and develop competitive strategies. In the UAE market context, the results demonstrate how institutions may position themselves to create strong and distinctive identities. The results of the research may be of interest to higher education institutions that operate in competitive markets, and particularly those that want to evaluate foreign markets. Originality/value This is believed to be the first study to use a strategic group approach for analysing competitors in a higher education hub.

Democratizing higher education through internationalization: the case of HKU SPACE

2018 ◽  
Vol 7 (1) ◽  
pp. 26-41 ◽  
Author(s):  
Hei-hang Hayes Tang ◽  
Chak-pong Gordon Tsui
Keyword(s):  
Higher Education ◽  
Community College ◽  
Hong Kong ◽  
International Education ◽  
Curriculum Design ◽  
Policy Innovation ◽  
Transnational Education ◽  
Content Type ◽  
Education Participation ◽  
The Way

Purpose The purpose of this paper is to examine the way in which higher education participation is democratized in the entrepreneurial city of Hong Kong by the policy innovation that encompasses internationalization. There is a dearth of empirical studies about transnational education in Hong Kong, except for a few which examine students’ perceptions of transnational education from a user perspective, situated in marketized conditions (Leung and Waters, 2013; Waters and Leung, 2013a, b). The minimal volume of existing research has ignored the innovative aspects of democratizing higher learning by internationalization, namely, the operation of international degrees by overseas universities on offshore campuses. This policy innovation by transnational institutions is significant in an era of the globalization of higher education, as access to higher education cannot be otherwise realized given the local education policies. Design/methodology/approach Employing documentary research, this paper presents and assesses the growth of community college international education at The University of Hong Kong and its unique facets, juxtaposing it with the marketized context of East Asian higher education. It engages in specific reviews surrounding the operational mode and academic collaborations of the international educational programs and practices at the Hong Kong University’s School of Professional and Continuing Education. Findings This documentary research finds that the internationalized academic profession of partner universities enables curriculum design, pedagogy, teaching ideas and assessment methods to be informed by a diversity of international academic cultures and indigenous knowledge. Through this policy innovation, international education is institutionalized in such a way that it takes Hong Kong students beyond the community college context, which is relatively localized. It also illuminates the way in which the “ideoscape” of American community colleges and international partnerships with Australian and British universities have been manifested in the Hong Kong education hub for transnational student flows and intellectual exchanges across the Asian region. Originality/value This paper contributes to the academic literature of higher education studies, particularly in the areas of massification and democratization, as well as their connection with internationalization and policy innovation. It also delineates various forces that are propelling the development of higher education’s internationalization and massification.

scholarly journals The Role of Content Strategy in Social Media on Brand Post’s Popularity: a Case of Higher Education Institutions in Turkey

2017 ◽  
Vol 11 (2) ◽  
pp. 134
Author(s):  
Dilek Penpece Demirer
Keyword(s):  
Higher Education ◽  
Social Networking ◽  
Web Sites ◽  
Higher Education Institutions ◽  
Brand Strategy ◽  
Content Type ◽  
Education Market ◽  
Content Strategy ◽  
Higher Education Market

The highly competitive higher education market has turned to branding as a solution for dealing with today’s global challenges. One important tool of a sustainable brand strategy involves forming brand fan pages and attracting followers on social networking web sites. Implementing effective content strategy on brands’ fan pages can help to form and foster relationships with the target group. Thus the aim of this study is to understand the role that content strategy in social networking web sites plays in determining the popularity of brand posts’ created by leading higher education institutions in Turkey. Results indicate that the top ten higher education institutions in Turkey most commonly made posts representing the Text + image + link content type. The majority of posts to community members were created by the institutions themselves, involved university news and were primarily made on weekdays between noon and 18:00. Additionally, MANOVA analyses were conducted to investigate the role of various elements of content strategy on brand posts’ popularity. Results indicate that content type, content agility, content context, posting type, and posting day significantly impact the number of likes, shares and comments, which are indicators of brand posts’ popularity.

Educational use of free and open source software (FOSS): international development and its implications for higher education

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chenggui Duan ◽  
Tracy K. Lee
Keyword(s):  
Higher Education ◽  
Hong Kong ◽  
Open Source ◽  
International Development ◽  
Open Source Software ◽  
Relevant Literature ◽  
Control Cost ◽  
Content Type ◽  
Teachers And Students ◽  
Education In Hong Kong

Purpose Free and open-source software (FOSS) has been used worldwide because of the advantages of user control, cost-saving, flexibility, openness, freedom, more security and better stability. The purpose of this study is to explore the status quo of educational application of FOSS and the trends from international perspectives and its implications for higher education in Hong Kong. Design/methodology/approach The method of cluster analysis was used in this study. The Web of Science database was used as the data source and all relevant literature for the year 2010–2020 on the theme of “FOSS” was collected for analysis. The information visualization software CiteSpace was used for citation visualization analysis, revealing the research results of FOSS worldwide, including hot spots and development trends. Findings This paper found that FOSS has become an important research area and is playing an important role in the reform and development of education. Meanwhile, the development and application of FOSS have regional imbalances and strong differentiation, including the educational sector. The paper also found that although FOSS has entered the stage of interdisciplinary development, the research and development of FOSS in the field of education is insufficient, which poses a huge challenge to decision-makers, teachers and students. Originality/value Implications for higher education in Hong Kong including: attach importance to and vigorously promote FOSS research and practice to benefit more teachers and students; teachers and students need to be trained for acquiring the awareness and skills of FOSS applications and formulate different strategies; the government should provide greater support to formulate and implement a short and middle-term development plan to facilitate the application of FOSS; and Hong Kong higher education institutions may strengthen exchanges and cooperation with counterparts around the world to jointly promote the development of FOSS. It is hoped that the findings will provide a reference for the study and application of FOSS in higher education in Hong Kong.

Unwarranted Stigma

2019 ◽  
pp. 201-221
Author(s):  
Darryl M. Tyndorf Jr.
Keyword(s):  
Higher Education ◽  
Economic Growth ◽  
Community Colleges ◽  
Higher Education Policy ◽  
Education Institution ◽  
University Education ◽  
Demand For Education ◽  
Education Market ◽  
New Research ◽  
Higher Education Market

Investment in higher education is essential to improve the knowledge and skills of a country's labor force for economic growth. Higher education is a dynamic context with various institution types. However, the higher education market and research has generally suggested a single higher education institution, university education. Such single entity promotion has informed policies to increase university enrollments and completions resulting in a belief that universities are prestigious institutions that provide greater economic growth while stigmatizing community colleges as less prestigious and of little or no value to economic growth. University models have provided higher education to selected members of society which has not met the global demand for education or improved economic growth. This chapter will demonstrate that community colleges are becoming a higher education policy focus for their ability to provide flexible, short cycle education, and new research demonstrates their short- and medium-term economic impact. Thus, the community college stigma is unwarranted.

The professional development needs for the use of educational technology

2019 ◽  
Vol 16 (2) ◽  
pp. 159-171 ◽  
Author(s):  
Kam-Cheong Li ◽  
Billy Tak-Ming Wong
Keyword(s):  
Higher Education ◽  
Professional Development ◽  
Educational Technology ◽  
Hong Kong ◽  
Online Survey ◽  
Teaching Experience ◽  
Current Status ◽  
Content Type ◽  
Professional Development Needs ◽  
Hong Kong Higher Education

Purpose This study aimed to identify the professional development needs of academics in Hong Kong higher education for the use of educational technology. Design/methodology/approach An online survey was conducted in 2017, which involved 374 academics from Hong Kong higher education institutions. The survey covered their perception and use of educational technology for professional activities and their relevant professional development needs. Findings The results showed an overall positive perception by the academics of the usefulness of online learning with the aid of technology, which was regarded as an effective complement to face-to-face learning. However, their use of educational technology focused only on general online applications, such as document and video-sharing tools, and e-learning platforms. Among various professional development needs, those related to the use of specific educational software with sharing of practical examples were considered to be most highly desired by the academics. In addition, the academics working in lecturer positions tended to use more online applications and had a higher need for professional development, than those with more teaching experience. Originality/value The findings contribute to identifying the current status of the use of educational technology and the professional development needs among academics in Hong Kong, as well as the differences between academics in different job positions and with different amounts of teaching experience. The results help in designing suitable professional development activities which address the specific needs of academics.

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