Effects of 8Ps of services marketing on student selection of self-financing sub-degree programmes in Hong Kong
International Journal of Educational Management
ISSN: 0951-354X
Article publication date: 11 April 2016
Abstract
Purpose
The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students’ selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students’ selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to fill the gap by examining the effects of 8Ps (“Product Elements”, “Price and Other User Outlays”, “Place and Time”, “Promotion and Education”, “People”, “Process”, “Physical Environment” and “Productivity and Quality”) on self-financing sub-degree programmes in Hong Kong.
Design/methodology/approach
The research taken was a quantitative survey of students at Community College at Lingnan University in Hong Kong.
Findings
The results reveal that “Productivity and Quality” is the most important element of 8Ps of services marketing. Accreditation of programmes seeking recognition in Hong Kong and overseas can increase student enrolment. “Promotion and Education” element is the least important element of 8Ps of services marketing. Self-financed higher education institutions should develop strategies to build relationships with the secondary school teachers and counsellors rather than invest money on advertising.
Research limitations/implications
The data were collected from a particular community college in Hong Kong only.
Practical implications
Management can increase student recruitment by allocating minimum amount of limited resources to recruit maximum number of students.
Originality/value
This research adds knowledge to the marketing of higher education in Hong Kong. The management of self-financing sub-degree programmes can use the findings of this research as a reference to develop their marketing strategies.
Keywords
Acknowledgements
The author would also like to thank students of the Community College at Lingnan University who participated in this research. Their opinions would definitely contribute knowledge to the marketing of higher education in Hong Kong.
Citation
Lau, M.M.Y. (2016), "Effects of 8Ps of services marketing on student selection of self-financing sub-degree programmes in Hong Kong", International Journal of Educational Management, Vol. 30 No. 3, pp. 386-402. https://doi.org/10.1108/IJEM-01-2014-0005
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited