Purpose: The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students' selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students' selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to fill the gap by examining the effects of 8Ps ("Product Elements", "Price and Other User Outlays", "Place and Time", "Promotion and Education", "People", "Process", "Physical Environment" and "Productivity and Quality") on self-financing sub-degree programmes in Hong Kong. Design/methodology/approach: The research taken was a quantitative survey of students at Community College at Lingnan University in Hong Kong. Findings: The results reveal that "Productivity and Quality" is the most important element of 8Ps of services marketing. Accreditation of programmes seeking recognition in Hong Kong and overseas can increase student enrolment. "Promotion and Education" element is the least important element of 8Ps of services marketing. Self-financed higher education institutions should develop strategies to build relationships with the secondary school teachers and counsellors rather than invest money on advertising. Research limitations/implications: The data were collected from a particular community college in Hong Kong only. Practical implications: Management can increase student recruitment by allocating minimum amount of limited resources to recruit maximum number of students. Originality/value: This research adds knowledge to the marketing of higher education in Hong Kong. The management of self-financing sub-degree programmes can use the findings of this research as a reference to develop their marketing strategies.