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Effects of Marketing Mix on Students’ Selection of Transnational Top-up Degrees in Hong Kong

Author

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  • May Yee Melissa Lau

    (The University of Newcastle, Australia)

Abstract

With fierce competition in transnational higher education (TNHE), marketing mix strategies should be adopted to attract students to study the transnational top-up degrees offered in Hong Kong. This research investigates the effects of service marketing mix on students’ selection of transnational top-up degrees offered in Hong Kong. Understanding the perceptions of Hong Kong students can help institutions make informed decisions on what is important to students when delivering TNHE in Hong Kong. Institutions can formulate strategic plans and allocate appropriate resources to solicit right partners and recruit target students. Quantitative and qualitative methods were adopted in this research. The results reveal ‘Qualifications are recognized in Hong Kong’ is the most important factor that influences students’ selection of transnational top-up degrees offered in Hong Kong. Recommendations are made for senior management of TNHE to design effective marketing mix strategies in Hong Kong.

Suggested Citation

  • May Yee Melissa Lau, 2020. "Effects of Marketing Mix on Students’ Selection of Transnational Top-up Degrees in Hong Kong," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 27-34.
    • Handle: RePEc:eco:journ3:2020-05-4
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    References listed on IDEAS

    as
    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Chetan Khatri & Stephen J Chapman & James Glasbey & Michael Kelly & Dmitri Nepogodiev & Aneel Bhangu & J Edward Fitzgerald & on behalf of the STARSurg Committee, 2015. "Social Media and Internet Driven Study Recruitment: Evaluating a New Model for Promoting Collaborator Engagement and Participation," PLOS ONE, Public Library of Science, vol. 10(3), pages 1-11, March.
    3. Steve Gibbons & Anna Vignoles, 2009. "Access, Choice and Participation in Higher Education," CEE Discussion Papers 0101, Centre for the Economics of Education, LSE.
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    More about this item

    Keywords

    7Ps Marketing Mix; Marketing Strategy; Student Selection; Top-up Degree; Higher Education; Program Development;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education

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