Uncovering new markets for growth : embedding culture in the promotional strategy for the Master of Mass Communication programme.
Higher education is widely recognised as a lucrative service export among many developed nations, bringing with it positive economic and socio-cultural impacts. This creates a global contest for the international students who are driven by a combination of "push-pull" factors influencing t...
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| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
2010
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| Online Access: | http://hdl.handle.net/10356/20846 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Higher education is widely recognised as a lucrative service export among many developed nations, bringing with it positive economic and socio-cultural impacts. This creates a global contest for the international students who are driven by a combination of "push-pull" factors influencing their decision on higher education and study destination. The NTU's School of Communication and Information (SCI), facing a depleting pool of potential students for its Master of Mass Communication (MMC) programme, is keen to tap the burgeoning Chinese market while continuing its efforts to draw quality local students. |
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