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.ii / TABLE OF CONTENTS --- p.vi / LIST OF ILLUSTRATIONS --- p.ix / LIST OF TABLES --- p.xi / ACKNOWLEDGMENTS --- p.xiii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / What is M.B.A. ？ --- p.1 / Criticisms of Worldwide MBA Programs --- p.2 / Changes of MBA Program --- p.3 / MBA Programs in Hong Kong --- p.3 / Programs Offered by The Chinese University of Hong Kong --- p.4 / Programs Offered by Hong Kong University of Science and Technology --- p.6 / Corporate Communication Practices in CUHK MBA Program --- p.7 / Purpose of Study --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Corporate Image --- p.10 / Key to Public Trust --- p.11 / Retain Quality Students --- p.11 / Let the Image Do the Recruiting --- p.12 / Corporate Communication --- p.13 / Introduction - What is It ？ --- p.13 / Means of Corporate Communication --- p.13 / Corporate Advertising --- p.13 / Product Advertising --- p.14 / Public Relations --- p.15 / Existing communication channels of the MBA Programs in CUHK --- p.16 / Public --- p.16 / Chapter III. --- RESEARCH METHOD --- p.19 / Objectives --- p.19 / Research Design --- p.20 / Literature Review --- p.20 / Research Method --- p.21 / Questionnaire Design --- p.21 / Sampling --- p.21 / Test of Questionnaires --- p.24 / Limitations --- p.24 / Chapter IV. --- RESEARCH FINDINGS AMD ANALYSIS --- p.26 / Overall Sample Characteristics --- p.26 / Questionnaire 1 --- p.26 / Nature of Business --- p.26 / Departments Respondents Belong To --- p.28 / Overall Findings --- p.29 / Questionnaire 2 --- p.41 / Nature of Respondents --- p.41 / Overall Findings --- p.41 / Chapter V. --- RECOMMENDATIONS --- p.53 / Product Strategies --- p.54 / Global Perspective with Focus on Asia - Pacific --- p.55 / Inclusion Mandarin as a Non-credit Core Course --- p.56 / Set up Another Concentration in China Studies --- p.58 / Enrich International Exchange Program by Increasing the Number of Overseas Universities --- p.59 / Include Study Tours to Different Countries --- p.61 / Enrich and Revise Current Curriculum --- p.62 / Introduction of Enrichment Programs --- p.63 / Design of Career Strategies of MBA Graduates --- p.65 / Set up Independent MBA Placement Office --- p.66 / Reorganize Networking with Existing Alumni --- p.72 / Communication Strategies --- p.74 / Public Relations --- p.74 / Set up Center for Corporate Partnership --- p.75 / Exhibitions --- p.76 / Publications and Promotional Items --- p.77 / Government Lobbying --- p.78 / Redefine the Organization and Build Up Distinctive Symbol for the Graduate School --- p.79 / Chapter VI. --- CONCLUSIONS --- p.81 / TABLES --- p.83 / APPENDIXES --- p.91 / REFERENCES --- p.102
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_320739 |
| Date | January 1996 |
| Contributors | Cheung, Po-Yu., Tang, Poon-Tung Denny., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, xiii, 103 leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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