The Promotion of HAMK Winter and Summer Camps: Case China
Lin, Yulu (2017)
Lin, Yulu
Hämeen ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705249893
https://urn.fi/URN:NBN:fi:amk-201705249893
Tiivistelmä
The main purpose of this thesis is to promote HAMK winter and summer camps in China and maintain its competitive advantages by figuring out more effective marketing activities to attract students.
The theories used to support and give references to this thesis were based on the research and studies from Philip Kotler, Kevin Keller and Armstrong. Some marketing related books such as Principles of Marketing or Marketing Management proved to be professional sources and explanations for concepts of marketing strategy and marketing mix. In addition, the primary data was gather from two surveys for understanding feedback and expectations of both previous and potential customers while the secondary data was widely used and collected from the internet, articles and public reports.
Through analyzing the current situation and competitor performances, the author came up with some fresh ideas from four dimensions: product, price, place and promotion to enhance the publicity and attractiveness of HAMK in the Chinese market.
The theories used to support and give references to this thesis were based on the research and studies from Philip Kotler, Kevin Keller and Armstrong. Some marketing related books such as Principles of Marketing or Marketing Management proved to be professional sources and explanations for concepts of marketing strategy and marketing mix. In addition, the primary data was gather from two surveys for understanding feedback and expectations of both previous and potential customers while the secondary data was widely used and collected from the internet, articles and public reports.
Through analyzing the current situation and competitor performances, the author came up with some fresh ideas from four dimensions: product, price, place and promotion to enhance the publicity and attractiveness of HAMK in the Chinese market.