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    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

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    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, Unitec Institute of Technology
    Supervisors:
    Gunaratne, Asoka; Emerson, Alastair
    Copyright Holder:
    Author

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    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. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Management and Marketing Dissertations and Theses [86]

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