Z University MBA Project Marketing Strategy Research

Located in the famous city of Hangzhou which is the capital of Zhejiang province,the MBA education center of Z University is in the economic zone of Huadong,and there are several advantages of it,including superior regional characteristic,rich students' resources,high reputation,excellent teachers and so on.However,because of its later starting,it indeed has several disadvantages itself,like brand awareness,product features,channel expanding,high level of teachers' number and so on.At the other hand,it has to compete with other key universities' MBA education.Therefore,the Z university MBA education center must face the issue that how to make effective marketing strategy to promote the brand competitiveness.Based on the marketing strategy theories,this paper takes the MBA program of Z University as the research object to study its marketing strategy.Using PEST analysis,Michael Porter's Five Forces Model and SWOT analysis,this paper studies the macro-environment,competition environment and internal environment of the MBA program of Z University.Then this paper formulates marketing strategy and safeguard measures on the above basis.This paper studies: Z university MBA program should be based on the local market,through the characteristics of products,reasonable price,combining entity and online channels,and the appropriate sales expand high quality students steadily,to cultivate creative entrepreneurs and professional management personnel as the “Cradle of New Zhe Shang”.Results of this paper not only provide Z university MBA program the guidelines to carry out more effective marketing activities,can also offer reference to the MBA program market development for similar colleges and universities.