Uncovering new markets for growth : embedding culture in the promotional strategy for the Master of Mass Communication programme.
Ong, Shao Ying.
Date of Issue2005
Wee Kim Wee School of Communication and Information
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.
Nanyang Technological University