Be a competent marketer-- The study of the marketing program for Kaohsiung Hsin-Hsing Community University Abstract In this study, the marketing action executed by Kaohsiung Hsin-Hsing Community University was investigated through questionnaire survey and interviews. The perceived importance and satisfaction of students were also explored. After that, the concrete and feasible marketing program was brought up for Hsin-Hsing community university¡¦s reference. The study is comprised of two parts. The first part is the questionnaire survey of ¡§The perceived importance and satisfaction of marketing action¡¨ for the students in Hsin-Hsing community university. The questions contain four dimensions ¡§the course planning and charge of fees¡¨, ¡§the faculty structure and teaching¡¨, ¡§the location and equipment facilities¡¨, and ¡§the advertisement and service¡¨. The second step is to interview in depth based on the result of the questionnaire survey, and to realize the general situation of Hsin-Hsing community university. The results were divided into the questionnaire survey and interviews. In questionnaire survey, the students thinks the university having ¡§reasonable fees¡¨, ¡§experienced faculty¡¨, ¡§comfortable learning environment¡¨, and ¡§well trained administrative staff¡¨ was very important, and were not satisfied with ¡¨using the resource of community to assist teaching¡¨ and ¡§The advertisement of alliance between the school and community¡¨. In the interviewing part, the product strategy was emphasized on giving consideration to fuse the ideal of community university and the requirements of students at the same time. Secondly, the charge strategy should obey the law of the government, and the faculty strategy should be emphasized on the teaching quality. Finally, the channel strategy and the program should be diversified. Key words: community university, marketing program, case study

The effects of globalization have changed the global market rules which encourage many firms to expand their sales to foreign markets with the aim of entering new and potential profitable market. OnDemand Group (ODG) ‚ UK Based Company that focuses on content management on the platforms of operators’ music and video‚ has already seen the advantages by entering 24 different country markets and now by entering to Dubai market which is the opportunity for ODG to move to Middle East market. However‚ the internationalization process is a long process for the firms. The firms must choose the right market, right entry modes, target markets to benefit from opportunities, design new global marketing program, and find appropriate ways to implement that program in each market. In this thesis‚ we mainly focused on implementation of global marketing program‚ because‚ regional differences due to different preferences of other markets can be a shortcoming for ODG for the creation and implementation of global marketing program in Dubai. Our aim is to understand how OnDemand Group marketing program accommodate these differences, and what changes they are making in the marketing program and organizations to reach the new potential markets and broadband operators in Middle East close to United Arab Emirates market. To find out the answers for our research question related with global marketing program‚ Qualitative method is used in our study. Qualitative method in this research will aim to collect both primary data through e−mail and phone interview, and secondary data related with ODG is obtained through ODG website and relevant reports, academic journals, university database, books and relevant websites. In conclusion, we clearly observe that many aspects of the global marketing program remained unchanged, and there are many processes that are even standardized like some processes in the operations and the strategic management models by headquarters. However when it comes for the end customer services offered by ODG, there are a quite high level of customization between different regions and countries. In real practice, we find this applicable even for simple product companies that offer some level of services. .