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Marketing continuing education at the University of Macau : the perception of programme planners and educational consumers

English Abstract

Education is a major part in one’s life, while continuing education can fulfill the needs of obtaining state-of-the-art knowledge in one’s profession. There are several institutions offer different types of courses to the public in Macao. It is quite difficult to attract educational consumers and survive in the rivalry. In order to improve the market presence, marketing can be one of the solutions. The Centre for Continuing Education (CCE) has been established since the University of Macau (UM) was founded in 1981. As an academic unit of the University of Macau, which is a leading university and also the only public comprehensive university in Macao, CCE’s mission is to provide trainings for adults and enterprises to meet their immediate and future needs, more importantly, to promote a culture of lifelong education helping to shape a better future society. As a continuing education provider, CCE is responsible for adding value to the educational consumers they serve. The research aims to evaluate the effectiveness of the marketing strategy of the Centre for Continuing Education at the University of Macau, by analyzing the perceptions of programme planners and educational consumers with the help of the marketing strategy of marketing mix 7Ps. Questionnaire surveys are conducted with 320 respondents, and interviews are held with several programme planners of the Centre Continuing Education. The II questionnaire results show perception of the educational consumers varies with different demographic background, namely, educational level, occupation, and course taking. The marketing aspects educational consumers find most important in considering the courses offered by the Centre for Continuing Education are price, place, people and physical evidence, while the aspects the programme planners concern most are product, price, promotion, place and people. The research provides valuable marketing suggestions to the Centre for Continuing Education.

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Ho, Hoi Leng


Faculty of Business Administration


Department of Management and Marketing




Continuing education -- Macau

Universities and colleges -- Macau


Liu, Ting Chi

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