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School branding and marketing offer lessons on quality learning and parenting
Wong Yat-hei
update on Friday, October 7, 2011
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Given that branding and marketing are crucial in any sector, it is no surprise to see educational institutions working hard to project their desired image. As head of marketing in the planning and marketing division at Yew Chung Education Foundation, Aaron Tang's job is to enhance brand awareness and promote Yew Chung International School (YCIS).

"Passion and enthusiasm are vital qualities for the job. The skill set of a marketing professional is transferable to different industries, meaning that the qualifications required for marketing personnel in the education sector is similar to other fields," Tang says. "One of my duties is to run events that promote the school and its educational philosophy. To a certain extent, we are not only promoting YCIS, but also quality education and international education." 

Tang's duties involve running promotional events for the school and inviting media to report on its achievements. He thinks the scope of his job goes beyond public relations and marketing because the focus is on promoting quality education - not just YCIS, but the whole sector. "We have a responsibility to invest in future generations. One of our priorities is to promote adequate parenting [with] a diverse range of approaches and perspectives," he says. 

"One great benefit of my job is being able to witness the transformation and growth of students. Our future rests on our children and their success largely depends on the education they receive and their readiness to learn," he adds.

"We have to believe that quality education can make a difference and prepare our students for the future, helping them to lead quality lives, and make positive contributions to society and the world. In order to be motivated and stay dedicated, you must agree with the philosophy of the institute you are working for and take personal pride in what you do." 

The demand for marketing personnel in educational institutions is expected to rise as schools and tuition centres become increasingly aware of the importance of a brand name. 

Tang says his official working hours are from 9am to 5.30pm but that his actual working hours, very often, depend on the work load. He says he must sometimes work outside office hours or at the weekend.

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