Exporting Hong Kong’s higher education to emerging Asian markets: Marketing strategies and government policies

C. K. Alan CHEUNG, Yin Cheong CHENG, Wai Wa Timothy YUEN, Yuet Mui Celeste YUEN

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The purpose of this study is to examine the current conditions of higher education services in three Asian markets and to explore effective market strategies and supportive government policies to further promote Hong Kong’s higher education in the region. It is evident from the findings that the visibility of Hong Kong’s higher education in these Asian markets was extremely low. The low visibility of Hong Kong’s higher education in the Asian region was due to a lack of concerted and coordinated effort between the Hong Kong government and higher education institutions in promoting their higher education. The study points to the need for more wide-ranging and coherent marketing strategies and government policies in order to attract the growing number of international students. Copyright © 2011, IGI Global.
Original languageEnglish
Title of host publicationCases on innovations in educational marketing: Transnational and technological strategies
EditorsPurnendu TRIPATHI , Siran MUKERJI
Place of PublicationHershey, Pa.
PublisherBusiness Science Reference
Pages1-24
ISBN (Print)1609605993, 9781609605995, 9781609606008
DOIs
Publication statusPublished - 2011

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Citation

Cheung, A. C. K., Cheng, Y. C., Yuen, T. W. W., & Yuen, C. Y. M. (2011). Exporting Hong Kong’s higher education to emerging Asian markets: Marketing strategies and government policies. In P. Tripathi, & S. Mukerji (Eds), Cases on innovations in educational marketing: Transnational and technological strategies (pp. 1-24). Hershey, Pa. : Business Science Reference.