Exporting Hong Kong’s Higher Education to Emerging Asian Markets: Marketing Strategies and Government Policies

Alan C. K. Cheung (Johns Hopkins University, USA), Y. C. Cheng (Hong Kong Institute of Education, Hong Kong, PRC), Timothy W. W. Yuen (Hong Kong Institute of Education, Hong Kong, PRC), and Celeste Y. M. Yuen (Hong Kong Institute of Education, Hong Kong, PRC)
Copyright: © 2011 |Pages: 24
EISBN13: 9781613503638|DOI: 10.4018/978-1-60960-599-5.ch001
OnDemand PDF Download:
$33.75
List Price: $37.50
OnDemand PDF Download
Download link provided immediately after order completion
$33.75
List Price: $37.50
Current Promotions:
Save 10% On Books & Chapters*

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.
InfoSci-OnDemand Powered Search