Marketing of University of Wollongong in China Term Paper

Marketing of University of Wollongong in China - Term Paper Example For environmental scanning, PESTLE analysis has been done. The major findings of this analysis show that Chinese education sector is free from government interference, however, government policies regulate the sector. The high economic growth, increasing population, changing social patterns of students for educational needs, increasing technological developments and flexible legal environment offers huge opportunities to the foreign universities; however, cultural differences appear as a major challenge for international universities. Based on the findings of PESTLE analysis, SWOT analysis for the University of Wollongong in China has been conducted. Market audit shows that a number of universities are already offering international level education opportunities in China, however; they have been unable to meet the needs of a huge Chinese student population. Competitors’ analysis has shown that foreign universities operating in China are having profitable operations however, th ey are unable to overcome the cultural differences between UK and China therefore; expatriate-staff is facing huge problems. In consideration to internal and external environment analysis, the marketing plan has been proposed by covering 7Ps of service marketing and marketing objectives have been identified. This report is very useful to understand the challenges and opportunities faced by international universities in the Chinese markets. Moreover, it is also helpful to understand the theoretical concepts in the real world. The service that has been selected for this report is an educational institution, University of Wollongong. The plan is to launch a campus of the University of Wollongong in China. The University of Wollongong is a university in Australia and a few years back it established its campus in Dubai, UAE. Today, it is one of the renowned universities in Australia.