Jose Catalan Ashley Chasse McKenzie ClaiborneJustin CooperArthur ErvolinoMitch IngmanBrian Starkey

CHINA

SOCIAL & CULTURAL BACKGROUND

ECONOMIC BACKGROUND• Exports - $2.3 trillion• Imports - $1.9 trillion

• GDP - $10.4 trillion• PPP - $14,300• GDP growth - 7.3%

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

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

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

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

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

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

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

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

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

STRATEGIC ALLIANCESAlready Established:

Confucius Institute (2008)Yangzhou University

Shanghai United InternationalZhengzhou University

Zhejiang Gongshang University

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.”

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

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

BIG IDEA

“Spread Your Wings”

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

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

QUESTIONS?

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

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