A Marketing Strategy For University Of Waikato (New Zealand) In The Chinese Market

Due to a lack of domestic students and a shriek of government fund, tertiary education institutions are facing an increasingly tough financial condition in the new century. Since the prosprose Chinese economy enable more and more families to financially support their children or themselves studying abroad, the Chinese market has seen a harder and harder competition between overseas universities fighting for getting more enrollments. A proper marketing strategy will greatly enhance an University's competition position.The present paper, first of all, summarized current marketing theory about strategic planning and reviewed relevant literatures on the topic of tertiary education marketing. The contents covered the concept of marketing, the importance of education marketing and the process of developing a marketing strategy.After that, this paper focused on Waikato University (New Zealand). It conducted a SWOT (Strength, Weakness, Opportunity and Threaten) analysis on Waikato University through Capability Analysis, Competition Analysis and Environment Analysis for this particular university in Chinese market. It is proposed that this university should focus on those students who are interested in New Zealand (for whatever reason, such as budget or natural environment) and positioned itself as having top management school and computer school in New Zealand.Finally, this paper discussed some implications of the analysis. Some actions about marketing mix are suggested about how to achieve this position and gain a better market share.