Against the background of expanding parental choices and declining global birth rates, schools are experiencing rising competition regarding student enrolment. Schools have responded by strategically presenting information about their students’ academic achievement and whole-person development orientation in the hope of attracting parents’ interest. However, few studies have investigated the impact of these factors on student enrollment, particularly in the context of diverse school types and educational orientations. Accordingly, this study utilized data from 327 secondary schools in Hong Kong to examine the effects of academic achievement orientation and whole-person development orientation on student intake. Using hierarchical regression analysis, we found a positive association between high whole-person development orientation and student intake in aided schools with a strong academic development orientation. The result implies parents are increasingly concerned about their children’s academic achievement and whole-person development at school. The study contributes to a broader understanding of the factors influencing parental choice in high-performing education systems, providing valuable insights for policymakers and educators seeking to improve educational offerings, enhance school transparency, and be better aligned with parental expectations. Copyright © 2024 The Author(s).

This empirical study presents a thematic analysis of the Strategic Enrollment Management (SEM) framework from the perspectives of senior managers and program manager in Hong Kong. Data were collected from 25 in-depth interviews with self-financing institutions in Hong Kong. They were processed qualitatively through thematic analysis. The study has found uncovered attributes of (1) campus environment and facilities (2) peer and teacher influence (3) career opportunity (4) program design and (5) teacher quality and effectiveness in the enrollment stage of the SEM process from both senior and program management perspectives. A new insightful SEM framework has been developed. The results can be useful at the management level within Hong Kong’s higher education institutions as they seek to improve their institutions’ strategic and marketing plans by incorporating SEM as a means of increasing student enrollment and retention, enhancing institutional revenues. © 2020 Informa UK Limited.

College transfer students are those who follow a different trajectory in their higher education journeys than traditional students, completing a sub-degree before pursuing a bachelor's degree at a university. While the possibility of transferring makes higher education accessible to these students, previous studies have found that they face various challenges, from issues with course load to language challenges. This study aims to examine (1) the critical factors contributing to the success of transfer students in a language course; and (2) how transfer students perform better or worse than those who enter university directly. This study conducted learning analytics with 700 college transfer students in Hong Kong, retrieving their demographic and learning data from the learning management system and the university academic registry. The results suggest that English exam scores, current semester GPA, graduating GPA at community college and current course load are important predictors of transfer students' success in language courses. This study also finds that transfer students have lower levels of language proficiency than direct entrants. It concludes with specific recommendations to make higher education more accessible to transfer students and suggestions on how to use learning analytics to track students with different trajectories. Copyright © 2023 Springer.

Purpose: This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach: Students who had recently taken undergraduate program admission indicated how useful communication channels were in providing the information about university studying. Seven communication channels were examined: open/information day, admission talk, campus visit, education fair, admission website, social media and summer activities. The students were asked to complete an online survey at the beginning of an academic year. In the survey, they were asked to indicate the usefulness of each of the communication channels using a five-point Likert scale with the descriptors: 1 = not useful, 2 = slightly useful, 3 = somewhat useful, 4 = useful, 5 = very useful. If students did not have any usage experience with a communication channel, they were asked to choose "no experience." There were 1798, 1735 and 1961 students at a university in Hong Kong participating in the study in academic years 2019/20, 2020/21 and 2021/22, respectively. Findings: The pandemic has transformed the landscape of the university's ways of marketing channels to communicate with prospective students. The top useful channel of information for students during the pandemic was admission website, followed by social media and then open/information day. Before the pandemic, open/information day was the most useful channel of information for students and then admission website; the least useful one was social media channel. Significant differences were revealed in the usefulness rating on open/information day and social media channel among the three academic years. Originality/value: The findings facilitate educational managers to determine the appropriate marketing and recruitment strategies for connecting with prospective students under dynamic context in the era of

Empirical studies on university choice and access among under-represented racial/ethnic minorities have utilised the concept of school-based social capital (SBSC)–defined by Stanton-Salazar as key resources and support provided by institutional agents (i.e. teachers, counsellors and other staff). They primarily relied upon minority students’ perceptions. Few of them canvassed both staff and student understandings and experiences of SBSC and thus have not yet captured the nature of SBSC and its influence from both the supply and demand sides. This study interviewed 18 secondary school teachers and nine minority students of South/Southeast Asian ethnicity enrolled in a publicly-funded school of Hong Kong. Its findings shed light on the highly-valued school-based support and resources staff and students viewed as helpful in the university choice process. The findings also disclosed the challenges minority students expressed about being exposed to SBSC while living in the school community, characterised by an ethos of “treating everybody the same”. This in turn rationalised staff understanding of diversity and equity-based support as a transitional approach to mainstreaming/assimilating minority students. As a result, some staff members either withheld critical information on university admission requirements or were less responsive towards the needs of the most disadvantaged minority students, despite a presumable promise to envision university for all. This study calls for structural and institutional transformation so that both individual and collective efforts can empower the least advantaged and promote their university choice and access. Copyright © 2023 Educational Review.

Students from Mainland China are the largest group of non-local students for Hong Kong universities in recent years. To attract more Mainland students and smoothen their application processes, the admission policies of Hong Kong universities are becoming increasingly more compatible for students from Mainland by recognizing various qualifications and standard examinations (e.g., Joint Entrance Exam For Universities in PRC, College English Test and Test for English Majors). However, the quick increasing amount of Mainland students in Hong Kong universities has brought various social issues concerning arguments about the medium of instructions, Hong Kong-mainland contradictions and so on. To understand how the various policy text, this essay reviews the admission policies of Hong Kong universities and related issues from three aspects: institution categories, programme levels, and place of origin. Furthermore, research questions such as what broader politics surround the policy issue, which institutions/actors are involved in the policy process and what the outcomes are answered by employing the political system theories. The social problems related to the admission policies will be examined and discussed, solutions for which will also be proposed. Copyright © 2019 Springer Nature Singapore Pte Ltd.

School choice gives parents greater power over their children's education. But ever since the Pre-primary Education Voucher Scheme (PEVS) was introduced in Hong Kong in 2007, school choice has become a hotly debated topic. The scheme was introduced to empower kindergarten parents in choosing a school for their children by offering them direct fee subsidies that, in return, could propel education quality forward. Parents in the private kindergarten sector, however, have long enjoyed the privilege of choice, and they have been preoccupied with an intense interest in their children's academic upbringing, even if it means compromising the holistic development of their children. This runs counter to the principles of a quality education. Therefore, the urge to further promote parental kindergarten choice will likely allow parental academic interests to continue to prevail and hence invalidate the PEVS' promise to improve education quality. The result is a unique dilemma between school choice for parents and the promise of education quality within Hong Kong's unique private kindergarten sector.
[Copyright © 2011 Arizona State University.]

This study adopted the qualitative and quantitative method in drawing data through a pilot, questionnaire survey and focus interview phases in Tai Po schools. There are 12 influential factors had been identified: School Reputation; Learning Atmosphere; Quality of Teaching Staff; Results of SSPA; Quantity of Homework; Learning Content; School Activities; School Building, Facilities and Resource; Home-School Cooperation; School Location; Recommendations from Other Parent, and Pupils Conduct in Public. At the end of the paper, the author presented two recommendations for practice and further research for school practitioners.