On Independent College's Adaptability To Market

Since the end of the last century, Independent College, a kind of undergraduate college run jointly by public university and private capital, has been developing at a quick speed to enlarge higher educational resource. In the last few years, Independent college has played a positive role in enlarging higher educational scale and in increasing enrollment rate. However, facing the gradually serious employment situation of graduates, how does an independent college whose main business goal is to foster marketable talents sustain its development? Cultivating marketable talents requires an emphasis on market demand and a feasible relationship between college development, particularly the location of goal of talents' cultivation and changing market. Therefore this thesis does a main research on how Independent College engages on cultivating marketable talents guided by Marketing Idea. The thesis begins with what Independent College is. Chapter two describes the background of how Independent College was produced and the course of market selecting promising college-running pattern and then points out the basic features of Independent College such as dependence on reputed university and private capital in market way, running in the form of private mechanism, and operating independently. Compared with public university, the strength of Independent College lies in marketability (private mechanism). Compared with general private institutes, its advantage is having guide and support by reputed university. Both privileges are key resources and important qualifications for Independent College to exist reasonably and to meet the market better. Then, the thesis discusses the problem of how to do it. In Chapter three, based on analyzing briefly the meaning of Independent College adaptability, it puts forward that the key for Independent College meeting the market is cultivating talents with marketability. Marketable talents' cultivation may be realized through the introduction into marketing and systematic marketing management pattern. Under the marketing idea, the marketable talents' cultivation of Independent College is a process of management including goal decision, talent cultivation and talent promotion. According to the features of Independent College, a good management model of talent cultivating course is firstly establishing a strategy to satisfy the key buyer (students and employers), then improving the crucial process of business ( such as professional installation and teaching pattern ,etc.),And at last establishing matching organizations and resources. Chapter four analyses a typical Independent College's development practice and finds out that the marketing mechanism has been applied unconsciously in fact in the development of Huazhong University Of Science And Technology Wuchang Branch. On the basis of the previous work and as to the existent problems, Chapter five emphasizes that the starting point of organizational transform adjusting to market consciously is the establishment of marketing department in Independent College on the basis of the possession of marketing idea.