Division of Global Affairs
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Transcript of Division of Global Affairs
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Jose Catalan Ashley Chasse McKenzie ClaiborneJustin CooperArthur ErvolinoMitch IngmanBrian Starkey
CHINA
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SOCIAL & CULTURAL BACKGROUND
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ECONOMIC BACKGROUND• Exports - $2.3 trillion• Imports - $1.9 trillion
• GDP - $10.4 trillion• PPP - $14,300• GDP growth - 7.3%
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EDUCATION IN CHINA• Largest education system in the world
• 99.7% universal nine-year basic education• Took effect in 1986• Tuition free
• Four levels of education• Primary - grades 1 through 6• Secondary - grades 7 through 12• Tertiary – Undergraduate• Post – Graduate studies
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EDUCATION IN CHINA CONT.
•Secondary School• 96% of students• Most often completed
• Choice• Enter workforce• Continue to tertiary school
•Tertiary school• 30% of students• Heavy investment in post-tertiary
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OPPORTUNITIES• Increase Chinese students in the U.S. - 274,430 in 2014 • Partnership with Chinese universities • 30% of Chinese students pursue Undergraduate Degrees• Increasing interest in studying abroad• Scholarships from Chinese government• Cultural immersion• Jobs
• Intrapreneurship
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THREATS• Chinese government investment - graduate programs • Only 30% of undergraduate students • Chinese students prefer universities with great reputation• Strict regulation on immigration laws
• US Presidential Election of 2016• Increase cost of tuition/living
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STRENGTHS• More affordable and lower ACT/SAT requirements• Enrollment growth - 33,000 students• SPSU acquisition (STEM) • Location (Atlanta)• Recent recognition
• Innovation• Entrepreneurship
• Strong international retention services • Confucius Institute• Weather
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WEAKNESSES
• Lack of prestige • Lack of on-campus housing • Reduced number of tuition waivers for international students • Lack of school pride • Health insurance• Owl Image – Death
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MARKET SEGMENTATION
•Population 1.368 billion
•Upper-Middle Income, Affluent people
•Tier-1 Cities (Big 4)• Beijing; Shanghai; • Guangzhou; Shenzhen
•Tier-2 Cities (Select)• Chengdu; Wuhan; Chongqing
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TARGET AUDIENCE(S) IDENTIFICATION
Undergraduate Demographics:
Who: • 18-22 year olds that did not get into local
universities• Parents and teens
Where:• Ranked Chinese school locations:
• Beijing, Shanghai, Guangzhou, Wuhan
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POSITIONING STRATEGIESSince 1990, the university student population has tripled and competition for
placement is fierce.
Benefit (18-22)•Get the education you deserve•Achievers•One child policy
Attribute (Global Learning for Global Teens) •Growing interest in studying abroad
• Experiencers• Adapting to society• Creativity
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STRATEGIC ALLIANCESAlready Established:
Confucius Institute (2008)Yangzhou University
Shanghai United InternationalZhengzhou University
Zhejiang Gongshang University
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PRODUCT (OUR PROMISE)
• Atlanta (location)• Jobs, food, and events
• Higher quality of education with an international experience
• Passionate professors• Luxurious on-campus housing• International student mentoring
programs• Tasty culinary services• High-quality health services• Confucius Institute
“Rigorous academics, a great location, robust support services, fantastic value –
Kennesaw State University has it all.”
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COMMUNICATION ADAPTATION• Appeal to Chinese vulnerabilities
• Need for affiliation, admiration and status
• Need for quality higher education• The people with money are willing to pay
• Converting international students into brand ambassadors.
• Improve website• Translated webpages
• Appealing videos• Use Chinese KSU Alumni success stories
• Increase social media presence
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Existing• 5th ranking university in Georgia• Ranks in top 5 of nation’s best collegiate dining• Mentoring for new international students
• Large diversity of international students already present
What it needs to build• Better relationships with current Chinese students• Continue pushing the envelope
BRAND EQUITY
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BIG IDEA
“Spread Your Wings”
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COMMUNICATION PLAN
• TED Talks• Sponsored by KSU
• Professors and faculty of KSU• Confucius institute on studying
internationally• Division of Global Affairs
• Creates credibility to the university• Controversial without being
inappropriate
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DIGITAL STRATEGY• KSU “Youku” video channel
• Host TED Talks there
• Mobile KSU app whose primary purpose is to convey the prominent information
• KSU should have a Chinese translated website• Simplified
• Tencent QQ: online social games, music, and messaging
• WeChat: messaging app to connect current students and alumni with prospective Chinese students
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QUESTIONS?
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REFERENCES
● http://www.bloomberg.com/news/articles/2015-11-30/imf-backs-yuan-in-reserve-currency-club-after-rejection-in-2010
● http://www.nytimes.com/2010/01/01/business/global/01trade.html?_r=0● http://usa.chinadaily.com.cn/china/2014-11/14/content_18911804.htm● www.cia.gov● http://www.chinahighlights.com/travelguide/education.htm● http://www.uis.unesco.org● https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html ● https://www.culturalnavigator.com/CN7/CountryCoiComparison.aspx?countryid1=
95&countryid2=17● http://www.usg.edu/student_affairs/documents/sac2007-08.pdf
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REFERENCES CONT.● https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html● http://sme.amcham-shanghai.org/en/faq/what-meant-first-tier-second-tier-and-
third-tier-cities● http://www.forbes.com/2009/04/14/china-consumers-wealthy-markets-
economy-luxury.html● http://www.mckinsey.com/industries/retail/our-insights/mapping-chinas-
middle-class● http://admissions.kennesaw.edu/apply/international/intl_about.php● https://www.youtube.com/watch?v=rLk8XLZGf3Y