• Login
    View Item 
    •   Research Bank Home
    • Study Areas
    • Management and Marketing
    • Management and Marketing Dissertations and Theses
    • View Item
    •   Research Bank Home
    • Study Areas
    • Management and Marketing
    • Management and Marketing Dissertations and Theses
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    An examination of the congruency between New Zealand ITP practices to attract Chinese students and the criteria employed by those students to evaluate education providers

    Zhang, Jun

    Thumbnail
    Share
    View fulltext online
    Jun Zhang _MBus.pdf (1.625Mb)
    Date
    2012
    Citation:
    Zhang, J. (2012). An examination of the congruency between New Zealand ITP practices to attract Chinese students and the criteria employed by those students to evaluate education providers. A thesis submitted in partial fulfilment of the requirements for the degree of Master of Business, Unitec Institute of Technology, New Zealand.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/2002
    Abstract
    The export education industry boosts the economies of participating countries. In the current tertiary education environment the reputed institutions enjoy a strong demand for enrolment from overseas Chinese students. Even though this market is still at the growth stage in New Zealand, some tertiary education institutions, especially ITPs, face many challenges in attracting potential students from overseas markets. The aim of this research is to assist underperforming ITPs to enhance their attractiveness and improve the market share by identifying the decision-making criteria used by overseas Chinese students to select their tertiary education providers. This was achieved using a qualitative approach to gather information from a group of overseas Chinese students in New Zealand. The study used a purposive sample. Twenty interviews were conducted with the Chinese overseas students, who were recruited from four language schools based in Auckland. Specific criteria were used to select the sample. A four factor model of decision making criteria was established from the data gathered. This recognizes a range of important influences on the decision-making process of Chinese overseas students when selecting a tertiary education institution in New Zealand. Moreover, the relevant issues effecting promotion strategies of ITPs that are linked to the decision making criteria of Chinese students have been established. The preferences for new media and the Internet were also investigated. The sample size selected and use of in-depth interviews as single data collection method was sufficient to gather the information required to answer the research question. This research provides useful market information to ITPs to improve the effectiveness of their communication programs. Future research should focus on testing the validity of these decision criteria using a large sample, both qualitatively and quantitatively.
    Keywords:
    export education, education marketing, Chinese students, decision making, New Zealand institutes of technology and polytechnics (ITPs)
    ANZSRC Field of Research:
    150502 Marketing Communications
    Degree:
    Master of Business
    Supervisors:
    Gunaratne, Asoka; Emerson, Alastair
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
    Metadata
    Show detailed record
    This item appears in
    • Management and Marketing Dissertations and Theses [83]

    Library home
    Send Feedback
    Research publications
    Unitec
    Moodle
    © Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142
     

     

    Usage

    Downloads, last 12 months
    25
     
     

    Usage Statistics

    For this itemFor the Research Bank

    Share

    About

    About Research BankResearch at UnitecContact us

    Help for authors  

    How to add researchOpen Access GuideVersions Toolkit

    Register for updates  

    LoginRegister

    Browse Research Bank  

    EverywhereAcademic study areasAuthorDateSubjectTitleType of researchSupervisorThis CollectionAuthorDateSubjectTitleType of researchSupervisor

    Library home
    Send Feedback
    Research publications
    Unitec
    Moodle
    © Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142