Working Paper Series

Abstract: This paper is about developing a conceptual management model of strategic enrolment, graduation and articulation (SEGA) in self-financing tertiary education in Hong Kong. This research is significant as it provides information on how SEGA would be viewed as a successful conceptual management model to (1) maximize enrolment, (2) improve graduation rates and (3) enhance articulation opportunities within limited educational resources in self-financing tertiary education in Hong Kong. The proposed conceptual model of SEGA is modified from the concept of Strategic Enrolment Management (SEM). However, as the drop-out rates are not significant in Hong Kong self-financing tertiary education in comparing with the situation in U.S., the parameter of retention will not be considered in this study. Instead, the parameter of articulation is introduced in this study. This study seeks to establish a conceptual management model of SEGA which will be applied to the self-financing tertiary education in Hong Kong; thus, the characteristics of the SEGA conceptual model are to be discussed. Examining how SEGA would be developed successfully in the three core areas (i.e. enrolment, graduation, articulation) of self-financing tertiary education in Hong Kong will be studied in further research.

Abstract: The convergence of IT and marketing leads to the rising demand of digital marketers. Tertiary marketing education plays a crucial role in preparing students to grasp the knowledge and skills and to possess the attitude so necessary to contemporary marketing industry. However, several reports highlight that the shortages are significant in this sector. Both academics and practitioners are the key stakeholders to solve this disconnection. Although there are many studies investigating the relationship between marketing education and marketing practice, there are only a few quantitative studies focusing on digital marketing. Drawing on the literature and the standards of digital marketers' professional certifications, this study aims to develop a conceptual framework identifying the key attributes of an effective digital marketer. The proposed digital marketer model is composed of three key antecedents: (1) marketing knowledge and skills; (2) technical knowledge and skills; and (3) ethical knowledge and skills. First, marketing knowledge and skills refers to the communication, client engagement, strategic management and channel management. In order to practice data-driven marketing, digital marketers should also be equipped with technical knowledge and skills, including search engine optimization, statistical analysis, data mining, web and mobile apps. Similar to the professionals in other industries, digital marketers should uphold the code of ethics so as to protect the privacy of clients and the reputation of companies. The key finding provides insights to academics on how to revamp or streamline the marketing programmes and ultimately narrowing the gap between education and practice in the context of digital marketing.