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Conference Paper: University reputations and international student recruitment

TitleUniversity reputations and international student recruitment
Authors
Issue Date23-Jun-2010
Citation
The World 100 Conference: Managing University Reputation in a Competitive World, Hong Kong, 22-23 June 2010. How to Cite?
AbstractUniversities have had to change rapidly in recent years to cope with major challenges to their traditional positions, and, further, to successfully compete in the recruitment of international students. As a relative latecomer to this market, HKU, over just ten years, now attracts, on average, some 10,000 unique applications a year from Mainland China alone for the 300 places available. The strategic and action plans mapped out to achieve this focused on the reputation, perception, image, or brand of the university, with recruitment itself following on as a lower priority set of actions. The necessity to understand the target market, the psychology and motivation of the Chinese applicant, and what determines reputation in this part of Asia, and to differentiat6e amongst diverse markets as well as amongst different providers, is critical. The presentation will also emphasize the importance of alignment, that is, a consistent message that emerges from a set of actions, in the development of brand.
Persistent Identifierhttp://hdl.handle.net/10722/61129

 

DC FieldValueLanguage
dc.contributor.authorSpinks, JA-
dc.date.accessioned2010-06-25T09:42:47Z-
dc.date.available2010-06-25T09:42:47Z-
dc.date.issued2010-06-23-
dc.identifier.citationThe World 100 Conference: Managing University Reputation in a Competitive World, Hong Kong, 22-23 June 2010.en_HK
dc.identifier.urihttp://hdl.handle.net/10722/61129-
dc.description.abstractUniversities have had to change rapidly in recent years to cope with major challenges to their traditional positions, and, further, to successfully compete in the recruitment of international students. As a relative latecomer to this market, HKU, over just ten years, now attracts, on average, some 10,000 unique applications a year from Mainland China alone for the 300 places available. The strategic and action plans mapped out to achieve this focused on the reputation, perception, image, or brand of the university, with recruitment itself following on as a lower priority set of actions. The necessity to understand the target market, the psychology and motivation of the Chinese applicant, and what determines reputation in this part of Asia, and to differentiat6e amongst diverse markets as well as amongst different providers, is critical. The presentation will also emphasize the importance of alignment, that is, a consistent message that emerges from a set of actions, in the development of brand.en_HK
dc.language.isoengen_HK
dc.relation.ispartofWorld 100 Conference-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.titleUniversity reputations and international student recruitmenten_HK
dc.typeConference_Paperen_HK
dc.description.naturepublished_or_final_version-

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