A study of strategic enrolment management (SEM) in a continuing education institution in Hong Kong : senior and programme management perspectives

The objective of this study is to investigate the dimensions of strategic enrolment management (SEM) in the area of enrolment, retention and graduation from senior and programme management perspectives of a continuing education institution in Hong Kong. How SEM attributes differ at programme level and at institutional level as well as in different programmes of a continuing education institution in Hong Kong are examined. In addition, perceived barriers to implementing SEM and SEM success metrics of a continuing education institution are identified so as to provide a suitable SEM model in a continuing education institution in Hong Kong. The literature on SEM demonstrated that managing enrolment is a global concern and requires institution-wide effort. The key attributes of SEM from the existing literature are marketing, admission, financial aid, academic advising, orientation, retention, career services, learning assistance and institutional research. This study employs a qualitative method, including the use of Atlas.ti, a formal content analysis methodology, with the main source of research data from a series of in-depth individual face-to-face interviews with the twenty participants of a continuing education institution in Hong Kong. The research concludes there are similarities and differences between senior and programme management in the SEM perceptions. The similarities are that both senior and programme management found the attributes of SEM are significant not only to optimize student enrolment, retention and graduation, but also to provide high quality learning experiences for the students. Senior management leads the development of SEM attributes for the institution; programme management designs and oversees the way SEM attributes are carried out and implemented, ensuring all set objectives are achieved as planned to reach institutional aims and mission. In order to achieve enrolment goals and the institutional mission, a continuing education institution in Hong Kong should plan, and implement SEM with the leadership and management of senior and programme levels

Perceived benefits of studying general education for undergraduate students in the self-financing institutions in Hong Kong

© 2020 National Institute of Education, Singapore. The Hong Kong Secondary Education system moved from the traditional “5 + 2 + 3 system to a new “3 + 3 + 4 structure in 2012 with emphasis on whole-person development. Under the new reform, students are required to undertake a block of new general education (GE) subjects apart from their disciplinary-specific education in their university curriculum. While prior studies mainly investigated the reform of GE and curriculum design, empirical studies on the perceived benefits of GE are sparse. The current study primarily aims to investigate the impact of GE on the generic skills of university students. A survey of 424 undergraduate students enrolled in a self-financing programme in four higher educational institutions in Hong Kong was conducted. The perceived benefits of GE were measured by seven variables, including communication, critical thinking and problem solving, team-work, leadership, lifelong learning and information management skills, ethics, and professional moral knowledge. This study can contribute to the understanding of the interrelationship between GE and the development of generic skills. Results will provide a guideline for educators and management when planning, developing, designing, and reviewing the general education curriculum