The Study Of Promotion Strategies Of University Of Central Lancashire In China

The aim of this paper is to identify and study the recent problem encountered by University of Central Lancashire in China,and their respective staff members who are stationed inside and outside of China,in their recruitment of mainland Chinese students in various programs and schemes that fall within the umbrella of UCLan.Though a major problem of UCLan(and the one that is expressed directly by many different people)is the dropping of rankings in various league tables in the past five years,there are other avenues through which students may be recruited and influenced outside the simple statement of ranking-especially in comparison with other schools holding a higher ranking than UCLan.To correctly and responsibly solve these problems,two different marketing theories are explored through various academic literature and online academic and professional resources.The main theory explored in this research is promotional strategy.Secondly this paper looks at the current story of UCLan within China in this area of higher education promotion,both in China and abroad.During this section,the current problems that are facing UCLan are also analyzed extensively.Next,the case analysis section presents a target market analysis,a partial PEST analysis on the sociocultural condition of potential consumers,an in-depth competitive analysis of 3 different major competitors are explained,and finally an analysis of the current promotional strategy of UCLan.Finally,several short-term and long-term solutions were developed to solve the problem of recruitment for UCLan which included an increased budget and focus on video/social media direct marketing,a decrease in focus on the over-professional public account,a re-training of public relation officials of UCLan,and two new program offerings: combination of internship and master's program for international students,and a restructuring of the pre-sessional program to allow for easier entry requirements for potential students.In addition,implications for management are also discussed and evaluated for possible backlash potentials.