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THE MARKET FOR BRANCH CAMPUSES: UNLV SINGAPORE AND THE ROLE OF THE GOVERNMENT IN DEFINING ITS MARKET
by
Nadine Singh
A Dissertation Presented to the
FACULTY OF THE USC ROSSIER SCHOOL OF EDUCATION
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF EDUCATION
August 2012
Copyright 2012 Nadine Singh
Object Description
| Title | The market for branch campuses: UNLV Singapore and the role of the government in defining its market |
| Author | Singh, Nadine May |
| Author email | nadinesi@usc.edu;nadinesi28@gmail.com |
| Degree | Doctor of Education |
| Document type | Dissertation |
| Degree program | Education |
| School | Rossier School of Education |
| Date defended/completed | 2012-07-26 |
| Date submitted | 2012-07-26 |
| Date approved | 2012-07-26 |
| Restricted until | 2012-07-26 |
| Date published | 2012-07-26 |
| Advisor (committee chair) | Robison, Mark |
| Advisor (committee member) |
Diamond, Michael Hentschke, Guibert |
| Abstract | The phenomenon of branch campuses is illustrated through their vast expansion. The number of branch campuses has doubled in the past four years, and as of 2012 there are over 200 branch campuses around the world (Lawton & Katsomitros, 2012). However, despite this growing trend there is a lack of knowledge and understanding on how these institutions define their markets, how branch campuses market to their students, and how students are recruited to these campuses. A single case study was conducted to examine the role the government had on market forces and how their involvement influenced the marketing and recruitment strategies utilized by the University of Nevada Las Vegas, Singapore and the market it is seeking to serve. It also examined the role the government had on how UNLV defined its market since becoming part of the Singapore Institute of Technology (SIT). ❧ The principal finding from the analysis of interviews and document analysis is how UNLV Singapore defined its market was contingent on the nature and extent of its collaboration with the Singaporean government and the increased demand for hospitality programs in Asia. The Singaporean government utilized its partnership with UNLV to promote educating the workforce to better supply labor for growing sectors of the economy. Second, the marketing and recruitment strategies UNLV Singapore utilized to target their markets were initially developed by the leadership team. However, as this study reveals, UNLV Singapore now utilizes the branding opportunities afforded to the institution through the merger with SIT and the reputation of being a U.S. institution to attract the market that the institution is seeking to serve. This case study revealed the dominant role the Singaporean government had in the growth of international higher education in the region through examining the development and expansion of UNLV Singapore and their dependence on the government on how they define their markets. |
| Keyword | globalization; international education; branch campuses; markets |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Singh, Nadine May |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-SinghNadin-1023.pdf |
Description
| Title | Page 1 |
| Full text | THE MARKET FOR BRANCH CAMPUSES: UNLV SINGAPORE AND THE ROLE OF THE GOVERNMENT IN DEFINING ITS MARKET by Nadine Singh A Dissertation Presented to the FACULTY OF THE USC ROSSIER SCHOOL OF EDUCATION UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF EDUCATION August 2012 Copyright 2012 Nadine Singh |
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