This paper, through a case study, discusses segmentation, targeting, positioning and the related
strategies in higher education market that are relevant to the foreign universities in China. It was found that there is no fixed way to divide a market and position a product or service. Thus, it
is concluded that the segmentation and positioning strategies employed by UNNC are effective to
certain degree but further improvement is needed. The findings and suggestions are important
for foreign universities to market their educational degrees and programs in the Chinese educational market, to design and develop effective marketing strategies. |