Marketing and promotional plan for NTU's master of mass communication programme in China.

• Main Author: Tay, Valerie Su Ling
• Other Authors: Choi, Alfred Siu Kay
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Market segmentation; DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/1764
• Institution: Nanyang Technological University

As the world continues to spin to the tunes of globalisation, higher education that has global market value has assumed greater importance in society. It is no longer sufficient for one to simply attend former education. Higher education has become a stepping stone for many to carve a career in today’s competitive world. This pursuit is both an academic as well as an economic one. In particular, just as organisations seek the best talents to contribute to their causes, universities are also reaching out to recruit the best students from the world over. Thus, the internationalisation of universities, while it is not new in the Western world, has begun to quicken its pace in Asia. Nanyang Technological University’s (NTU) School of Communication and Information (SCI) too has found it compelling to actively market itself outside of Singapore, China, with its rapidly growing economy and rising affluence, is identified as a target.