Marketing Plan The University of Hawaii at Manoa and Sun Vat-Sen University China International MBA (CHIMBA) ( ) Executive Summary

Transcription

1 Marketing Plan The University of Hawaii at Manoa and Sun Vat-Sen University China International MBA (CHIMBA) ( ) Executive Summary The China International MBA is a new executive format graduate program offered by the College of Business Administration at the University of Hawaii at Manoa, in partnership with Sun Yat-Sen University School of Business (SYUSB). The program is to be launched in Fall SYUSB, located in Guangzhou, China, is ranked first in Southern China and in the top ten overall. Its prestige lends credibility to the concept of accomplishing serious work while in Hawaii. This 21 month program is designed for American and International candidates who want to do business with China or in China. These candidates may include Chinese and expatriate middle managers from public and private enterprises. The first year of MBA core course work, as well as language training, will be held in Hawaii's multicultural environment. The second year of MBA elective course work, and continued language training, will be held at SYUSB. An additional 3 month internship "capstone" course in China will be required in the second year as well. The CHIMBA committee for the initial offering will be Executive Education Director xxx, xxx and David Yang as the Faculty Director. They will ensure the successful marketing and production of the program. It is envisaged that the success of this program will lead to the creation of a regular fulltime day MBA. The evening MBA will remain to service our local student body who work full time. External Environment With China replacing the U.S. in 2002 as the largest recipient of foreign investment and their economy growing faster than any other economy in the world - at an official rate of more than 9 percent in 2004, the world is taking notice of their rising economic demand for natural resources and commodities of all kinds. A growing economy of 1.3 billion people is making China a new frontier for economic investment. However, as many American businesspersons have learned through their dealings with Japan from the 1970s to the present, cultural and political environments must be considered and examined in order to proceed successfully.

2 The CHIMBA is designed to enable future business leaders to begin the process of knowledge acquisition necessary to navigate successfully in the twenty first century, with an emphasis on the Chinese-International business environment. Product The 21 month program begins with the first year at UH, followed by a 9-month residency in China. Curriculum at UH will include core courses and five China focused courses, as well as language training in Mandarin. Curriculum at SYUSB will include elective courses, Mandarin language training, and a 3-month internship "capstone" course. Graduates will receive an AACSB accredited MBA degree from UH and a China-focused certificate from SYUSB. Price Tuition and Fees $30,888 (excluding travel expenses, books, living, graduation) Market Segments Chinese-American Professionals We will be targeting Hawaii, US Mainland (west coast primarily) and Canada (Vancouver & Toronto), where there are high concentrations of Chinese American Professionals. We will reach this market through various Chinese/Asian Chambers of Commerce and other Asian Professional organizations. A list of these organizations have already been compiled. Expatriates Expatriate middle managers from private and public enterprises. Asian Business Professionals CHIMBA flyers have been distributed in Seoul, Taipei, Hong Kong, Singapore, Kuala Lumpur, and Bangkok. We will also target American Chambers of Commerce throughout the Asia Pacific region. Interest in China or Asia Those who express interest in Chinese/Asian culture and/or Chinese/Asian business. We will target those who hold degrees in Chinese Language/Studies, or have studied abroad in China!Asia. The new Executive Education Director will utilize his/her contacts in Asia to recruit students.

3 Promotion The promotion will take four forms: collateral distribution (flyer, brochure, poster), print advertisement, online advertisement, and personal selling (road show). Collateral A one-page flyer was created prior to Cindy Hsu's World MBA Tour to Asia in November The flyer was distributed to MBA candidates in 6 cities: Seoul, Taipei, Hong Kong, Singapore, Kuala Lumpur and Bangkok. The brochure will emphasize the academic quality ofthe program, the global participant population with the inherent networking opportunity thereby engendered. The poster must be clear, simple, straight forward and highlight the special features that differentiate this program from other competitors. The poster must convey that the MBA degree is offered through an AACSB accredited American University in Hawaii. Promotion will be by mailing to Japan- and China-focused MBA alumni, Asian Chambers of Commerce listing, Association of Asia Studies (AAS) listing, University library Graduate Schools Catalog Division listing, AACSB listing, etc. These lists have already been gathered. Print Advertisement CHIMBA program will be included in all future print advertisements for the College. Advertisements will be placed in Asian Chambers of Commerce newsletters and publications. We will investigate other avenues of print advertisement. Online Advertisement The new CBA website was launched on December 7, 2005, along with the CHIMBA webpage and a direct link to the program on the homepage. Current information on the program is limited, but will be revised once curriculum has been approved. David Yang will investigate getting the program on the SYUSB website. All online marketing (Princeton Review, Petersons, Hobsons, etc.) are to be revised to include mention of the CHIMBA program. Personal Selling Once curriculum has been completed and approved by March 31st, 2006, Dean Roley and David Yang will embark on a "road show" across the US Mainland, starting with major cities on the west coast. Dean Roley will meet with various business organization leaders to sell the program. Competition

4 There are various competing programs, but none exactly like the CHIMBA program structure. None, to our knowledge, are scheduled to take place in Hawaii during Fall See below for competitor descriptions. See Appendix A for competitor matrix. University of Michigan - Global MBA (Asia Focus) THE ROSS GLOBAL MBA PROGRAM begins with a three month term in Asia where students attend classes in Japan, China, and Korea. Students spend approximately 4 weeks in each country taking courses taught by Ross School of Business faculty. Classes are held in fully equipped corporate training centers where the entire student body and faculty reside throughout the four weeks. University of San Francisco The Concurrent MBA and Asia Pacific Studies (MBA/MAPS) is a 70-unit program that awards candidates both an MBA and an MA in Asia Pacific Studies, offering a potential savings of 16 units of graduate tuition and a year's time or more. The degree can be completed in as little as three years. Washington University - Olin School of Business Washington University in St. Louis and Fudan University in Shanghai have joined together in a partnership offering a Shanghai-based version ofthe Olin School's highly successful EMBA program. You attend classes at Fudan University four consecutive days per month, Friday through Monday. The 18 month program culminates with a two-week capstone visit to the United States, where you complete remaining courses at the Knight Center. The curriculum also strongly emphasizes international management skills, with courses aimed specifically at the challenges faced by managers working across borders with colleagues, customers and suppliers from many different regions. Graduating students receive an MBA degree from Washington University in St. Louis and an Education Certificate from Fudan University. Tuition for students entering the Executive MBA Program in June 2006 has been set at 365,000 RMB. (*Please note that a minimum of 5 years work experience is required.) Fordham University Through systematic world-standard MBA education, Beijing MBA aims to nurture a group of executives with a mastery ofthe theories and practices of international business and build a group of leaders with knowledge, vision and entrepreneurship. The curriculum focuses on leadership and decision making skills, and application of advanced management theory in Chinese practices. The regular MBA program lasts for 18 months, with 10 weeks and 4 courses every semester. Internationally used MBA textbooks are employed and English is set as L/ the teaching language, with the exception of the courses holding Chinese cases.

5 Requirements BiMBA recruits students across the world. We welcome those outstanding professionals with high-grade managerial potential, integrity, responsibility and creativity. The applicants are expected to have: - A bachelor degree or higher - A minimum of two years' working experience - A GMAT score over Proficiency in the English, especially speaking and listening ability The tuition is RMB 120,000 for full-time students in It covers the cost of computer use, registration, textbooks, course materials, team-building activity and graduation fee. Students can make a full tuition payment upon registration or on a 3-installment plan University of Memphis - International MBA The IMBA Program is tailored to assist students in meeting their goal of acquiring knowledge of international business, even ifthey do not have a traditional business background. IMBA is open to graduates of business, foreign language or liberal arts programs. The IMBA program is a full-time, five-semester lock-step program (including one summer session), with a total 59 credit hours of required coursework. The University of Memphis is partnered with Nanjing University in China. Ten (10) core courses in international business Two (2) courses in foreign culture and area studies Country Business Track students take three (3) courses in the study of a foreign language for business OR World Region Business Track and U.S. Business Track students take three (3) elective courses One (1) semester of study abroad One (1) semester of an internship in a foreign country Two (2) required business elective courses Additional elective courses required, which offer the opportunity for students to customize their individual program Tuition and fees for in-state tuition is $21,360 and for out-of-state tuition is $43,220. L-i

6 The Partnership A draft memorandum of understanding is attached. Milestones November 7-24, 2005 December 7, 2005 January 2006 February 2006 March 31, 2006 April 17-19,2006 June 5-8, 2006 March 1, 2007 August 2007 Distribute CHIMBA flyers to World MBA Tour candidates in Seoul, Taipei, Hong Kong, Shanghai, Beijing, Singapore, Kuala Lumpur and Bangkok. Launch new CBA website with CHIMBA webpage. Contact Asian Chambers of Commerce to coordinate meetings with the Dean in March. Complete CHIMBA brochure and mail out to listings. listing contacts with CHIMBA information. Curriculum approved. Update website with new info. Dolly sends out press release. Road Show: Menlo Park & San Francisco Road Show: Los Angeles, Vancouver, Seattle Application Deadline. Classes begin. Additional Information American Companies in Guangzhou Proctor & Gamble KPMG LLP (Big Four audit, tax and advisory firm) EvaLo Address: 29th Floor, Guangzhou International Electronics Tower, 403 Huanshi East Road, Guangzhou , China human.resources.gz@kpmg.com.cn Fax: +86 (20) Phone: +86 (20) ext 208