Image promotion and program improvement of the full-time M.B.A. program at the Chinese University of Hong Kong.

by Cheung Po-Yu, Tang Poon-Tung, Denny.Thesis (M.B.A.)--Chinese University of Hong Kong, 1996.Includes bibliographical references (leaves 102-103).ABSTRACT --- p.iiTABLE OF CONTENTS --- p.viLIST OF ILLUSTRATIONS --- p.ixLIST OF TABLES --- p.xiACKNOWLEDGMENTS --- p.xiiiCHAPTERChapter I. --- INTRODUCTION --- p.1What is M.B.A. ？ --- p.1Criticisms of Worldwide MBA Programs --- p.2Changes of MBA Program --- p.3MBA Programs in Hong Kong --- p.3Programs Offered by The Chinese University of Hong Kong --- p.4Programs Offered by Hong Kong University of Science and Technology --- p.6Corporate Communication Practices in CUHK MBA Program --- p.7Purpose of Study --- p.9Chapter II. --- LITERATURE REVIEW --- p.10Corporate Image --- p.10Key to Public Trust --- p.11Retain Quality Students --- p.11Let the Image Do the Recruiting --- p.12Corporate Communication --- p.13Introduction - What is It ？ --- p.13Means of Corporate Communication --- p.13Corporate Advertising --- p.13Product Advertising --- p.14Public Relations --- p.15Existing communication channels of the MBA Programs in CUHK --- p.16Public --- p.16Chapter III. --- RESEARCH METHOD --- p.19Objectives --- p.19Research Design --- p.20Literature Review --- p.20Research Method --- p.21Questionnaire Design --- p.21Sampling --- p.21Test of Questionnaires --- p.24Limitations --- p.24Chapter IV. --- RESEARCH FINDINGS AMD ANALYSIS --- p.26Overall Sample Characteristics --- p.26Questionnaire 1 --- p.26Nature of Business --- p.26Departments Respondents Belong To --- p.28Overall Findings --- p.29Questionnaire 2 --- p.41Nature of Respondents --- p.41Overall Findings --- p.41Chapter V. --- RECOMMENDATIONS --- p.53Product Strategies --- p.54Global Perspective with Focus on Asia - Pacific --- p.55Inclusion Mandarin as a Non-credit Core Course --- p.56Set up Another Concentration in China Studies --- p.58Enrich International Exchange Program by Increasing the Number of Overseas Universities --- p.59Include Study Tours to Different Countries --- p.61Enrich and Revise Current Curriculum --- p.62Introduction of Enrichment Programs --- p.63Design of Career Strategies of MBA Graduates --- p.65Set up Independent MBA Placement Office --- p.66Reorganize Networking with Existing Alumni --- p.72Communication Strategies --- p.74Public Relations --- p.74Set up Center for Corporate Partnership --- p.75Exhibitions --- p.76Publications and Promotional Items --- p.77Government Lobbying --- p.78Redefine the Organization and Build Up Distinctive Symbol for the Graduate School --- p.79Chapter VI. --- CONCLUSIONS --- p.81TABLES --- p.83APPENDIXES --- p.91REFERENCES --- p.10