Service marketing plan for China Europe International Business School (CEIBS) in East Africa

Date
2019-04
Authors
Ifashabayo, Sylvain Dejoie
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
China Europe International Business School (CEIBS) is one of the most renowned schools that offers a competitive Executive MBA program. It has been in existence since 1994 and has spread its knowledge both in China, Europe and now in Africa. Its campus in Africa was started in 2009 and is based in Ghana. CEIBS seeks to have an inclusive environment where all the business leaders from all walks of life will join and acquire the knowledge necessary to take their businesses to the next level. However, from the need assessment, the insights revealed the least participation of people from East Africa. Moreover, from assessing the needs, the insights show that the marketing department invested a lot in promoting the school in West Africa than any other region in Africa. The interviews also stated that CEIBS does not have agents in East Africa who link the school with businesses where the prospective applicants come from. Hence, the need to have a strategic marketing plan for CEIBS in East Africa is necessary. Different related literature revealed that EMBA graduates enjoy better career options. For most non-business employees, an EMBA acts a pivot into business careers such as Finance. Marketing, Operations, Human Resource, International Business and IT (Ivy, 2008). The solution seeks to develop strategic plans that CEIBS can use to enhance its brand awareness and market the institution in East Africa.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2019
Keywords
East Africa, executive MBA, China Europe International Business School (CEIBS), Rwanda, marketing plan, SOSTAC planning model
Citation