This document provides a marketing research report and strategy for an online university education program called "Mini MBA" targeting students, fresh graduates, and junior managers in China. It includes profiles of the target audiences, research on competitors, a product comparison, and recommendations for an online and offline marketing strategy utilizing websites, search engine optimization, online advertising, social media, email marketing, mobile apps, and other channels. The goal is to enter the e-business education market in China.

1. By: Laura
201-05-05
Marketing research
-ONLINE UNIVERSITY EDUCATION
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM

2. Contents
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Audience Profile
•Soon to be graduate
•Fresh graduate
•Junior managers
•Competitor Research
•Product Comparison
•Other researches
•Online marketing strategy
•Website
•Search Engine
•Online advertising
•Social Media
•EDM
•Mobile marketing
•Offline marketing suggestion

3. Audience Profile - Soon to be graduate
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
1.45
2.12
2.8
3.28
4.13
4.95
5.59
6.11
6.31
6.6
6.8
6.99
7.27
/通用格式/通用格式/通用格式/通用格式/通用格式
/通用格式
/通用格式
millions
More and more students graduate
from universities
Income (monthly)- Guangdong
Medical College
Below RMB1500 RMB1500-2499
RMB2500-3499 RMB3500-4499
above RMB4500
Monthly expenses - GMC
Below RMB500
RMB500-799
RMB800-999
RMB1000-1499
RMB1500-2000
Above RMB2000
Major items of expenditure expect diet -
GMC
Study
Shopping
Date
Entertament
Social
none

4. Audience Profile – Fresh graduate
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
/通用格式
/通用格式
/通用格式
/通用格式
Fresh Graduate
Status
/通用格式
No plan
Start business
Work
Prepare for cilvel servant exam
Continue education
Go study abroad
Family Income (monthly)
Below RMB3500
RMB3500-5000
RMB5000-10000
Above RMB10000
62%
64%
66%
68%
70%
72%
74%
76%
78%
employment rate

5. Audience Profile - Junior managers
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
Income:
Industry Average salary (3
years after graduate)
SOFTWARE
DEVELOPMENT
RMB7321
FINANCE RMB7091
INTERNET RMB6970
MEDICIAL RMB6935
IT RMB6902
Others RMB5350
More information, please visit :http://www.eol.cn/html/c/2013jylps/index.shtml

6. Competitor Research
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
Name (with
website)
Slogan Target
Audience
Toolfree No. PPC weibo
eCEIBS Upgrade and
working
Junior
managers
4008010005 YES YES
Zhongda Save upto 60% Managers 4008009388 YES YES
PROBANA Onine Junior
managers
None +45
4576 5858
NO but seo No
What I learnt from competitors?
Managers are more independent, they can afford for continue education
themselves.
What I learnt from search engine?
The search volume for “mini mba” is very small, but most of them have
bidding for “mba” search terms

7. Product Comparison
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
Name (with
website)
Type Duration Degree Language Price Certificate
eCEIBS Book+PC
online+ App
online+case
study
8 month None Chinese
Translation
RMB7000 YES but no
good
微MBA Class on
weekend
12 days None Chinese RMB8000 YES but no
good
Mini MBA Online 6 month None English RMB8000 YES but no
good
Product positioning suggestion:
Type: online + group discussion (offline or online)
Duration: could be more flexible (8-24 weeks)

8. Other researches
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
Popular subject In China:
Subject Average salary (for 1st six months)
English RMB2600-3200
Computer science RMB3800-5000
Marketing RMB2500-4000
Economic and trade RMB2500-3800
Accounting RMB2500-3500
Popular subject for study abroad:
Subject Country
IT US
Management US, UK
Actuarial science US, UK, AU
Engineering Canada, Germany, US
Business US, UK, Canada, France

9. Online marketing strategy – Website
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Domain suggestion:
51minimba.com.cn
51minimba.cn
They all have ICP already, good for SEO, and easy to remember, could be
hosted inside of China, could be used for verify many other social media
accounts
•Hosting:
•Host it inside of China, Plus CDN (ICP is required)
•CMS
•Wordpress Or HTML
Home
Content Goals Exam Certificate
Free
sample
Contact About

10. Online marketing strategy – Search Engine
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•PPC
•Keywords category: mba, minimba, keywords according to product category,
resume template, promotion letter, Promotion and Pay
Raise, job-hopping…
•Display adverts: do banner ads on baidu/ google’s content network
i.e.: http://www.mian4.net
•SEO
•Target keywors: mini MBA and variations
•On theme Link building:
•Press/ article submission
•Home page links
•Blog post
•Forum links
•Bookmark
P.S.: KEYWORDS RESEARCH IS ATTACHED

11. Online marketing strategy – Online advertising
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Purchase online media:
•Business development
/ Affiliate
BANNER ADS
TEXT ADS
Pay per
students

12. Online marketing strategy – Social Media
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Plat form: weibo, wechat, renren
•Setup
•Business pages
•Micro site
•Content
•How to be successful promoted
•How to find a job
•How to create a CV
•How to deal with boss
•Promote through
•Key option leader
•Campaigns
i.e.: retweet this message, and @ 3 of your friends, you have chance to get
1 business suit

13. Online marketing strategy – EDM
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Purchase mailing list
•Content:
•Weekly email: send emails to subscribers, maintain a good relation to target
• audience, build trust. i.e. How to be successful promoted，
How to find a job，How to create a CV，How to deal with boss
•Promotional email

14. Online marketing strategy – Mobile Marketing
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Create mobile app for learning
•Purchase ads on related apps

15. Offline marketing suggestion
Entering E-business to China now! • WWW.E-MARKETING-CHINA.COM
•Business development
work with book sellers, purchase their client’s contact info etc
•Flyer
•Advertising on newspaper, magzines