Branding Universities in Asian Markets

Introduction

My critique will analyze the quality of a research article published in 2003 by Bredan J.Gray , Kim Shyan Fam, Violeta A.Llanes titled: "Branding universities in Asian markets". In this research article, the authors investigate students in three Asian markets place on university education, those are Malaysia, Singapore and Hong Kong and the media students in three this market use to gather info about universities from abroad. "The results have important implications for the positioning of international university brands in Asian markets."(Gray, Fam, Llanes, 2003, p108). My analysis is divided into three main parts: Summary, strengths and weaknesses of the article, implications for marketing management.

Summary

In this analysis, the authors highlight the four main points:

Firstly that is "Attracting overseas students". The universities have seen the evolution of international connections and particularly to appeal foreign students as an important element of their goal. Asia has long been a major market for Western universities to attract students. The authors recommend that universities should consider the marketing strategy of the University of the West, as well as issues of development of higher education in Asian. It'll help universities may increase competitiveness with other universities in the West. The study also"discuss this international business in the context of theory related to branding in international markets and the wider international marketing considerations that flow from such a context" (Gray, Fam, Llanes, 2003, p119)

Secondly issue, the author wanna find answers to the question "Why go abroad to get a degree " In this section the authors study the reasons why the students in three countries Hong Kong, Malaysia, Singapore want to go abroad to get a degree. After surveying the students from those countries, they realized that the main motivation of the students is the prospect that a degree from the chosen university provides better access to career opportunities and especially the university in the West, as it will open up opportunities for students, after graduating they may be working abroad or have a good job returning house.

3rd issue which this article refers to "Positioning the university abroad" The authors focus more research on the effectiveness of the marketing methods that universities use to attract students. And these studies indicate that: the image of a country, affect students' perception of the university in that country. Choosing a course abroad isn't small decision for each individual student. Therefore, Therefore universities need to provide evidence of the cultural image, the quality of training and student trade opportunities after graduation.

And finally the paper discusses "Targeting the potential student": This paper shows that the use of media print advertising and the website is very important. Print media allows an approach response (for site details, phone line and request coupons) can get more detailed information for the students, what about the website universities should consider the creation of portals to their website, such that potential students can access the site easily, get accurate information, the ability to specific course registration information and avoid unnecessary details.

Strengths and weaknesses of the article

Strengths

The researchers analyzed a few issues mentioned previously, it is the image of exchange values to the position of international education brand. The research presented includes all the steps of a research paper. In this study, researchers presented data and findings by the table to make it easier to understand. Therefore be said that this study has both quality and quantity. Because qualitative research usually offers a base of knowledge and stimulates further studies . Quantitative research presented by numeric and tables strengthen the report of qualitative research. The study showed the brand positioning statement and the media used to promote higher education in the Asian market is becoming increasingly globalized.

Weakness

Because of survey's results about Asian students in three countries showed that most student preferred studying abroad, so the problem "coalition and forward integration" (Mazzarol, 1988) factors (strategic alliances and international teaching programs abroad) have been ignored. This is a limitation of the study. In addition, the perspective of college students