Research On Marketing Strategy Of Non-Diploma Continuing Education In College Of Engineering,University B

Economic globalization appears and develops rapidly.So does the transformative new technology.These have led to great changes as China seeks to overtake these curves and build a comprehensively well-off society.Take the Chinese enterprises which are at present going through transformation and upgrading as an example.Highly-competent people have become not only the key element for them to gain competitiveness,but also the scarce resources.An important and necessary step to remove this talent shortage,as more and more people have realized,is to push forward the continuing education.Higher education institutions(HEIs)play a vital role in building lifelong education and boosting continuing education,especially the non-academic continuing education(NACE)that aims to bring about senior management personnel and professional as well as technical personnel.However,there are few researches on the NACE in HEIs,let alone its marketing strategies.This paper aims to explore the latter via integrating relevant theories and real-world cases.College of Engineering of B University is selected as the research object.It is the sole college of B University that provides engineering majors,and is supposed to cultivate people that are proficient in not only engineering,but also science and management.College of Engineering well meets its obligations.It takes full advantage of B University's profound basic subject resources and fruitfully researches into cutting-edge and interdisciplinary scientific and technological subjects.It has thus,since its foundation dated back to one century ago,influenced and promoted China's long-term development.Combining relevant principles and techniques,the paper analyzes College of Engineering's marketing activities for promoting its NACE.Firstly,it evaluates the actual operation performance of College of Engineering and finds out the problems in its marketing activities.Then it analyzes College of Engineering's external surrounding as well as its competitiveness and advantageous resources.Furthermore,it investigates into the demand of College of Engineering's NACE through interviews and confirms the NACE's marketing positioning.Finally,the paper proposes scientific marketing strategies as well as supporting measures to implement these strategies.In conclusion,this paper analyzes and summarizes feasible marketing strategies for the NACE of College of Engineering at B University.It also hopes to provide reference for nationwide colleges and organizations to promote their NACE.