The Hong Kong Institute of Education TVC

Thought it was a new TVC of Cathay Pacific or some corporate advertising of a financial institution. Surprise, surprise, it's the HK Institute of Education - HKIED. 教育要教大理想, no one would disagree with that but the ad doesn't tell anything special about HKIED. Education is a big market but if any of these education institutes really want to win a good share of it, its marketing will need to be improved. Easier said than done as most of these institutes did not have marketing function like commercial organizations before. Recruiting marketers can solve part of the problem but it also takes certain change of mindset in the management. People running these institutes are scholars and academics. It's not easy for them adopt marketing thinking.



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