FIG Peer Review Journal

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Marketing of Geomatics Higher Education: the Hong Kong Experience (3432)
Steve Y. W. Lam (Hong Kong SAR, China)
Mr. Steve Y. W. Lam
Lecturer
The Hong Kong Polytechnic University
Department of Land Surveying & Geoinformatics
Hung Hom
Kowloon
Hong Kong
Hong Kong SAR, China
 
Corresponding author Mr. Steve Y. W. Lam (email: lslams[at]polyu.edu.hk, tel.: + 852 2766 5964)
 
[ abstract ] [ handouts ] [ handouts ]
Published on the web 2009-02-16
Received 2008-12-01 / Accepted 2009-02-16
This paper is one of selection of papers published for the FIG Working Week 2009 in Eilat, Israel and has undergone the FIG Peer Review Process.
FIG Working Week 2009
ISBN 978-87-90907-73-0 ISSN 2307-4086
http://www.fig.net/resources/proceedings/fig_proceedings/fig2009/index.htm

Abstract
The potential value of educational marketing for geomatics higher education is addressed in this paper. Under a combined marketing mix (7Ps) and relationship networks approach, the marketing strategies and techniques include the use of a combination of high quality programme of study (the ‘product’), easy-to-access location and attractive facilities (the ‘place’), effective pricing (the ‘price’), effective advertising and communication (the ‘promotion’), high quality staff (the ‘people’), operating system (the ‘process’), evidence found by marketing research and audit (the ‘proof’), exchange relationships, and networks to inform, motivate and service the markets.
 
Keywords: Education; marketing; geomatics; marketing mix; relationship marketing; networks

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