NTU GMBA Marketing PlanPreparing Future Leaders for Global Market

AgendaBackground

Executive Summary

Situational Analysis (SWOT)

Objectives

Marketing Strategy

Action Plan

Conclusion

Background

Global MBA- NTU is a relatively new MBA program in Taiwan. The students of GMBA have their expectation for higher salary, more supporting resources for the career/business

The alumni of the GMBA have wishes for the reputation, higher ranking, stronger networking force

We are trying to provide a proper marketing plan to support the marketing force for a better branding of NTU GMBA

Executive summary

The GMBA program, NTU is a good

program, but we need the good marketing for this good quality

MBA program, in which the students and alumni will get the benefits by this good marketing

strategy.

A good product needs a good marketing

YOU NEED US

THE BEST MARKETING Team IN TAIWAN

Situational analysis

Strength  Reputa'on  -­‐  The  Best  University  in  Taiwan  Fully  English  Taught  Course  Personal  Career  Development  Providing  an  Interna'onal  Environment    Official  Language  –Mandarin  Environment  (  comparing  Mandarin  spoken  countries  China  and  Taiwan.)  Reasonable  Tui'on  Fee    Lower  living  cost  (in  Asia)  The  Loca'on  (  comparing  to  other  local  universi'es)  Oversea  Exchange  Programs  with  top  world  wide  

Universi'es.  

OpportunitiesFree  Mandarin  Learning  Courses  

Driven  Force  of  the  Rapidly  Growth  of  the  Chinese  and  Asia  Market    

ThreatCompe'tors  in  Asia  whose  ranking  is  much  higher  than  NTU.  

NCCU:  stronger  implementa'on  of  the  resources  .  

WeaknessRecogni'on  Job  Opportuni'es  Career  Advices  Connec'on  with  the  Industry    Internal  Network    External  Network      

Situational – SWOT Analysis

Increase numbers of applicants by 30% within 3 years

Linked with GMBA mission statement: Preparing Future Leaders for Global Market

Aimed to improve the quality of enrolled students

Resulted in positive cause and effects loop for NTU GMBA program

Causal-Effect Loop

External Message

Main Approaches

What do you think of this AD?

*Too many words becomes distracting *Using models is difficult to relate to people

How about this AD?

*Express clearly in only a few words *Using our own students as models, who

are the best at attracting talents

PRINT MEDIA*Apple Daily Newspaper *Business Magazine (GMBA students)

ELECTRONIC MEDIA

*Youtube Platform(Students interview) *Website Advertisement

Outdoor Banners

*MRT or Train *Taipei Bus *Airports

Joint Network activities

*Visiting tours to GMBA students’ companies *Participating professional and social events *Creating joint learning courses, Ex. Sharon create a yoga class

*Private connection to Yachts activities

Positive Loop for GMBA

Number of the applicant

Students’ quality

Graduates’ Performance

GMBA Reputation

Welcome by the Big Company →Competitiveness of GMBA Alumni →Global/Regional Ranking

Short Term – Promote GMBA to get more quality candidates

Mid Term - Strategic Alliance with other top MBAs, and support the graduates’ career

Long Term – Strengthen Internal/External Networking, Gain Stronger Competitiveness, and Obtain Higher Ranking