Public relations : the image positioning of the Education University of Hong Kong by publicity elements and channel factors /
Title:
Public relations : the image positioning of the Education University of Hong Kong by publicity elements and channel factors /
Collection:
Student Projects
Publication Information:
2025
Author(s):
Wong, Sze Wai
Format:
Book
Description:
This study aims to investigate the various factors that influence students' decisions to enrol at the Education University of Hong Kong (EdUHK), the relative significance of these factors, and the university's current self-positioning. In this study, a mixed-methods approach was employed, comprising a quantitative survey of 100 undergraduate students who are aged between 18 and 30 and qualitative research involving in-depth interviews with six undergraduate students at EdUHK. The participants were required to complete an online questionnaire and participate in an in-depth interview lasting 15 to 30 minutes. The quantitative data were analysed using SPSS using analysis of variance test (ANOVA), exploratory factor analysis (EFA) and reliability test. The qualitative data were systematically coded and rigorously identified through content analysis and combined with quantitative results to compare the differences in understanding among students of different identities. The overall results were interpreted comprehensively to infer the cognitive differences between universities and students. The findings of this study indicate that the decision to enrol at EdUHK is primarily influenced by two crucial factors: the institution's academic reputation and the employment expectations. Secondly, promotion and marketing channels, on-campus facilities and services also have a certain influence. Financial incentives, such as grants and funding, were found to have differential impacts based on gender and student status. Additionally, the geographical location of the university and its accessibility were identified as supplementary considerations. The potential value of humanistic care jointly motivates students to choose to study at the Education University of Hong Kong
Call Number:
LG51.H43 hp BS(EM) 2025eb Wongsw
Permanent URL:
https://educoll.lib.eduhk.hk/records/Z3wwBJwC