Marketing education: recommendations for targeting Asian students - Report 3

Abstract

As shown in Report 2 of this series, the Asian market is proving to be an increasingly attractive area of opportunity for New Zealand tertiary educational institutions. Where Report 2 aimed to identify how New Zealand tertiary institutions could better target this lucrative market, this report aims to provide some distinct recommendations for tertiary educational services marketers attempting to enter the three countries used in the study. These recommendations are in terms of promotional message, promotional tools and media and key marketing strategies that are most effective in Malaysia, Hong Kong and Singapore.