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