The marketing of business education in Singapore : an analysis of distance education

"This paper examines the tertiary-level distance learning business education industry in Singapore, the key players in which are universities from Australia, the United Kingdom and the United States. A qualitative analysis of the marketing communications used by 42 institutions and their local agents over a six-month period reveals interesting differences in competitive positioning, even thogh pricing, distribution and promotional strategies are similar. In an increasingly competitive market, the prospects for these programs seem to hinge more on product and market differentiation than on any other element of the marketing mix."--p. 1.