Research On Marketing Strategy Optimization Of M University MBA Program

With the rapid development of our country's economy,there is an increasing demand for talents in society,among which the demand for middle and senior management talents such as MBA is the top priority.At the same time,competition is getting fiercer as the number of MBA schools increases a lot,and foreign join-venture institutions flock in.Although the MBA program of M university has maintained a growing trend in recent years,in the face of the strong competition from other universities in and outside the province,it has clearly felt that the advantages are not enough and the development is at a bottleneck,so it is urgent to optimize and improve the existing marketing strategies.Based on the theory of marketing strategies,this paper studies the optimization of marketing strategy of M University's MBA program.Firstly,this paper analyzes the marketing problems of M university's MBA program.Secondly,the marketing environment faced by M university's MBA program will be studied using PEST analysis,porter's five forces model and SWOT analysis.Thirdly,on this basis,to identify the idea of marketing strategy optimization,and to formulate the customized marketing strategy for M university's MBA program,and to put forward the corresponding strategy implementation safeguards measuresThis paper concludes that the main marketing target group of M University's MBA program should be middle and senior managers from manufacturing and information industry in Hangzhou,Huzhou,Jinhua,Shaoxing and so on,whose age is 30-39 with annual income of 200,000-500,000.Through the systematic study of MBA course,people can not only obtain knowledge of professional management,and build interpersonal relationship network,but also improve thinking mode,values and vision.Through characteristic courses learning,university will cultivate the leaders of intelligent manufacturing and digital economy with strong professional quality,physical and mental health and creativity for the society.In terms of 4P marketing,Product optimization is carried out by increasing new course concentration,strengthening the introduction of teachers and improving service quality;Price optimization is carried out by improving charging standards and introducing scholarship policies;Place optimization is carried out by exploring physical channels,expanding virtual channels and promoting the combination of virtual and real channels;Promotion optimization is carried out by enriching personnel promotion mode,improving public relations system and strengthening mobile social media promotion.The research results of this paper dose not only provide reference for the promotion of M University's MBA education marketing activities,but also have reference significance for the formulation and improvement of marketing strategies of MBA programs in similar universities.