How could Saxion University get a bigger market share in China overseas education market
Project Proposal for a graduation assignment
Version [nr.2]
Date: 11th of July2006
Authors/ students: Cui.Mao 2404046
Gu.Wen 2405110
University: SAXION University of Applied Sciences
Deventer, the Netherlands
Academy: Marketing and International Management
Programme: International Marketing
Leading supervisor: Rene van den Drieshe
Second supervisor: Thea Burggraaf
Internship Company:
Company mentor:
Internship period:
1. Introduction
Being a marketing student we choose ‘How could Saxion University get a bigger market share in Chinese overseas education market?’ to be the title of my graduation assignment.
There are three reasons following,
² First, This assignment will embrace two core contents, market research of China overseas education market and strategy analysis, which are most two useful theories I have learned in the whole year KIMA study in Saxion.
² Second, because I am a student of Saxion, it is a familiar object for me.
² Third, I come from China, so collecting the data of China overseas education market is not so difficult to me.
2. The Organisation
2.1 Overview of Saxion Universities of Applied Science
Saxion Universities of Applied Sciences are located in the East of the Netherlands on three campuses, in the characteristic cities of Apeldoorn, Deventer and Enschede. The cities have a fast and good railway connection. International students follow both Bachelor and Master programmes in 20 different pathways. International programmes are taught in English and comprise business, technical and health studies.
Saxion Universities have a student population of approximately 17000 including 2000 international students, in our Bachelor and Master programmes.
2.2 Product of Saxion
Saxion Universities of Applied Science supply four kinds of programmes, Bachelor programmes, Master programmes, prepare programmes and exchange programmes.
3. The Assignment
3.1 The objective
-
To find a possible strategy for Saxion University to gain bigger market share in Chinese overseas education market with high quality students resource.
3.2 Problem definition
To find out those problems could block Saxion attract more Chinese students to study in Saxion.
To Analyze those problems and find out solutions.
3.3 Research questions
What are the barriers for Saxion to attract more Chinese students?
What is the situation of China overseas education market?
Who are those Dutch competitors of Saxion in China overseas education market?
What are those internal and external weaknesses of Saxion compared with the biggest Dutch competitor?
3.4 Research method
From desk sources:
Documents, articles, journal, previous survey, document and information about China overseas market and Dutch education system.
From field sources:
Interviewing with Mr. Hans van der Velden, the marketing manager of international office, Saxion.
Contacting some education agencies by e-mail or telephone for collecting data of Chinese students recourse.
Interviewing with international students in Saxion
4. Planning
No.
Task name
Time
July 13
July 20
August 29
August 12
August 16
1
Writing proposal
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2
Literature review
3
Interview questions design
4
Data collection
5
Data analysis
6
Report
7
Submission
6. Literature
Books,
‘ International Marketing Strategy’
‘ Principles of Marketing’, Philips Kotler , 2001
Internet,
www.chinaeducation.com.cn
www.nuffic.nl
www.saxion.nl |
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