Developing business plan for summer and winter schools for the Chinese market
Peng, Siyao (2017)
Peng, Siyao
Tampereen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120319457
https://urn.fi/URN:NBN:fi:amk-2017120319457
Tiivistelmä
Finland is famous for the quality of higher education. Finland has one of the best higher education and training systems in the world, according to World Economic Forum, while China is the largest source of overseas students. According to a report released by the Center for China and Globalization, in 2015, a total of 1.26 million Chinese students studied abroad.
The objective of this bachelor’s thesis was to develop a short-term study and internship program for a university of applied sciences in order to attract potential applicants from the author’s home city, Wuhan, China.
A marketing research was carried out to get reliable and accurate information. Two different marketing researches were conducted; the research question for the first, quantitative research was to find out who are the potential customers and understand their behavior. An online survey was done with one of the high schools in Wuhan city with 82 respondents. In the second qualitative research, seven Chinese students who had completed an exchange program in the year 2015 were interviewed. The goal was to find out how and why they had chosen Tampere University of Applied Sciences as the exchange study destination.
It was found out that students at this specific high school in Wuhan preferred one to two weeks’ summer or winter school. Their biggest concern was the safety issue of the destination country and their budget was up to 5,000 euros. The product was designed according to the information gained via the marketing research.
The results of the marketing research were analyzed and presented. However, further research needs to be done since the questionnaire was sent to a small group of high school students of the same school. The marketing environment is changing rapidly, thus different actions might be needed in order to stay competitive in the market.
The objective of this bachelor’s thesis was to develop a short-term study and internship program for a university of applied sciences in order to attract potential applicants from the author’s home city, Wuhan, China.
A marketing research was carried out to get reliable and accurate information. Two different marketing researches were conducted; the research question for the first, quantitative research was to find out who are the potential customers and understand their behavior. An online survey was done with one of the high schools in Wuhan city with 82 respondents. In the second qualitative research, seven Chinese students who had completed an exchange program in the year 2015 were interviewed. The goal was to find out how and why they had chosen Tampere University of Applied Sciences as the exchange study destination.
It was found out that students at this specific high school in Wuhan preferred one to two weeks’ summer or winter school. Their biggest concern was the safety issue of the destination country and their budget was up to 5,000 euros. The product was designed according to the information gained via the marketing research.
The results of the marketing research were analyzed and presented. However, further research needs to be done since the questionnaire was sent to a small group of high school students of the same school. The marketing environment is changing rapidly, thus different actions might be needed in order to stay competitive in the market.