Transnational education marketing strategies for postsecondary program success in Asia: Experiences in Singapore, Hong Kong, and mainland China
Ching-Mei Hsiao, University of South Dakota, United States
University of South Dakota . Awarded
The purpose of this study was to determine the nature of marketing experiences that selected transnational university program providers had in Asia during 2002–2003. The study also determined what the selected transnational educational leaders saw as the important aspects of a framework for institutions of higher education to use for market entry into selected Asian countries.
An on-line survey questionnaire was used to collect data from all transnational program directors from the United States, the United Kingdom, and Australia. The host countries studied were Singapore, Hong Kong, and Mainland China. This study analyzed marketing decision variables for foreign market selection and prediction of program success based on the marketing mix strategy.
Although the online survey return was but 35%, the limited results of this study showed that transnational programs that focused on business topics had overall program success. Overriding this was the necessity that the language of instruction combines English with the native language of the host country. Regarding international marketing variables, transnational education program directors should pay most attention to the market potential of the program and the politics of the host country and the institution in which the program will be housed. The two biggest barriers to transnational program delivery in Asia were “Qualifications, Authorities, and Policy” and “National Legislation and Higher Education Policy.”
It was also revealed that the primary purpose that the providers saw for their transnational program was for Educational Distribution. It was a means through which both institutions could support academic exchanges and have an international presence. This conclusion adds a different marketing dimension to the literature which indicates that transnational education is viewed only as a profit making venture.
Hsiao, C.M. Transnational education marketing strategies for postsecondary program success in Asia: Experiences in Singapore, Hong Kong, and mainland China. Ph.D. thesis, University of South Dakota.
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