POTENTIAL MARKETING PLAN FOR EF, REGARDING LANGUAGE COURSES IN CHINA
Saarni, Helena (2017)
Satakunnan ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705168501
https://urn.fi/URN:NBN:fi:amk-201705168501
Tiivistelmä
This bachelor’s thesis was conducted as a potential marketing plan for EF. The aim and purpose of the project was to create a marketing plan for a company called EF regarding their Chinese language courses in China, where they offer these courses to young adults already. These courses however are not marketed in Finland as much as the other language courses.
The theoretical part was gathered by collecting information and theories from various sources including books and e-books about marketing, articles and from many websites that were proven useful for this thesis. The essential components consist of market analysis, marketing strategy, marketing mix and information about social media and its importance in Finland. For social media Facebook, Instagram, Twitter, YouTube and blogs were selected for this thesis; since they are the most popular social media tools in Finland and also they all came up when doing the structured interview with three students.
In the empirical part, qualitative method was used to make the potential marketing plan for EF regarding language courses in China. Also, face to face interviews were carried out to obtain a better understanding about the current situation of whether there is an interest in language courses that are organized in China and what social media the interested people use mostly.
When marketing Chinese language courses in China, EF should be very clear that they target to the right audience and the right way. The target audience in this case is young people looking for an adventure and a chance to learn new language and get to know Chinese culture. When the target audience is mostly younger people EF should focus mainly in their social media marketing. EF should constantly post pictures, articles, videos etc. in Facebook, Instagram, YouTube, Twitter and in Blogs. These channels are an easy way to get to the younger audience.
The theoretical part was gathered by collecting information and theories from various sources including books and e-books about marketing, articles and from many websites that were proven useful for this thesis. The essential components consist of market analysis, marketing strategy, marketing mix and information about social media and its importance in Finland. For social media Facebook, Instagram, Twitter, YouTube and blogs were selected for this thesis; since they are the most popular social media tools in Finland and also they all came up when doing the structured interview with three students.
In the empirical part, qualitative method was used to make the potential marketing plan for EF regarding language courses in China. Also, face to face interviews were carried out to obtain a better understanding about the current situation of whether there is an interest in language courses that are organized in China and what social media the interested people use mostly.
When marketing Chinese language courses in China, EF should be very clear that they target to the right audience and the right way. The target audience in this case is young people looking for an adventure and a chance to learn new language and get to know Chinese culture. When the target audience is mostly younger people EF should focus mainly in their social media marketing. EF should constantly post pictures, articles, videos etc. in Facebook, Instagram, YouTube, Twitter and in Blogs. These channels are an easy way to get to the younger audience.