The purpose of this research was to identify effective information content and recruitment events in Hong Kong for the University of Chichester.
An online anonymous questionnaire was used to collect data from Chinese students in Hong Kong and highlight relationships between the influencing factors and the effective recruitment events and information content. The main findings showed both knowledge and environment of UK universities were the most influential factors that allow the university to engage with the target audience effectively. Therefore, it is important for the University to deliver information content through effective media, of which internet and recruitment exhibitions were the most effective information source for recruiting Chinese students in Hong Kong.
The result of this study allows the University of Chichester to increase Chinese student recruitment and gain international recognition through effective marketing communication.