P. Ng, J. Chan, P. Wong, C. Mak

The Hong Kong Polytechnic University (HONG KONG)
This paper is to examine how the management model of strategic enrolment, graduation and articulation (SEGA) would be developed comprehensively in self-financing tertiary education in Hong Kong. This research is significant as it provides information on how SEGA would be viewed as a successful management model to (1) maximize enrolment, (2) improve graduation rates and (3) enhance articulation opportunities within limited educational resources in self-financing tertiary education in Hong Kong.
The proposed management model of SEGA is modified from the concept of Strategic Enrolment Management (SEM). SEM is a comprehensive process designed to help an institution achieve and maintain the optimum student recruitments, retention and graduation rates of students, where optimum is defined within the academic context of the institution (Dolence, 1993, 1996, 1997). In fact, SEM is a proven method for increasing enrolment and graduation rates of students in United States (Taylor, 2008). However, as the drop-out rates are not significant in Hong Kong self-financing tertiary education in comparing with the situation in U.S., the parameter of retention will not be considered in this study. Moreover, Bejou (2005) and Zamani (2001) suggested that institutions providing articulation pathways for students (i.e. from an associate degree to a top-up degree or from a top-up degree to a postgraduate degree) help maintain positive relationships and foster loyalty. Therefore, this paper seeks to investigate how SEGA would be developed successfully in the three core areas (i.e. enrolment, graduation, articulation) of self-financing tertiary education in Hong Kong.
The Hong Kong SAR Government would like to enable 60% of the secondary school leavers to participate in post-secondary education starting at 2001, provision of accredited self-financing post-secondary programmes was significantly developed (EDB, 2006). In relation to this, self- financing tertiary education faces significant challenges in maintaining student enrollment in the competitive environment of both emerging and existing higher education institutions right after the announcement of new education policy and reform in Hong Kong. In addition, improving graduation rates and enhancing articulation opportunities are also significant. There is a common perception in the local community that sub-degree, in particular associate degree, is primarily a bridging qualification for admission to degree programmes (EDB, 2006), such that, as the number of sub-degree holders increases, the demand for articulation places also increases.

As there is no evidence in the literature of prior study regarding the development of comprehensive SEGA process at a two-year self-financing tertiary education institutions in Hong Kong, the aim of this study is to fill this gap by illustrating the extent to which SEGA would be developed in self-financing tertiary education in Hong Kong in order to (1) maximize enrolment (2) maintain graduation, and (3) optimize articulation. This study would also help management level of self-financing tertiary institution improve their institution’s overall strategic plan by addressing all aspects of SEGA comprehensively.