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Competitive strategy for diploma course in management communication.

by Terpstra Tong Jane Lai-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 99-100). / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF TABLES AND FIGURES --- p.v / ACKNOWLEGEMENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Methodology of Studies --- p.3 / Terminology --- p.3 / Approach --- p.3 / Data Collection --- p.4 / Chapter II. --- METHODOLOGY --- p.6 / Five Competitive Forces --- p.6 / Advantages of Industry Analysis --- p.13 / Establishing Competitive Advantage --- p.14 / Putting Strategy to Work --- p.16 / Data Collection --- p.17 / Rationale and Objectives of the Questionnaire --- p.18 / Chapter III. --- AN ANALYSIS OF THE CONTINUING BUSINESS EDUCATION INDUSTRY --- p.20 / Bargaining Power of Customers --- p.20 / Bargaining Power of Supplier --- p.23 / Threat of New Entrants --- p.24 / Threat of Substitutes --- p.26 / Rivalry Among Existing Competitors --- p.28 / Is the Continuing Business Education an Attractive Industry to Get in? --- p.30 / Chapter IV. --- "THE PRODUCT, THE CUSTOMERS, AND THE CURRENT OPERATIONS" --- p.32 / The Product: Diploma Course in Management Communication --- p.32 / Customer Profile --- p.35 / The Current Operations --- p.36 / Structure of APIB --- p.36 / Structure of DMC --- p.37 / Chapter V. --- COMPETITORS OF DMC --- p.39 / Competitors for Customers that View DMC as an English Program --- p.39 / Competitors for Customers who Take DMC as a Management Program --- p.43 / Diploma Programs of APIB --- p.43 / Professional Diploma of Hong Kong Management Association --- p.44 / Other Suppliers of Diploma Programs --- p.45 / A Warning of Quality --- p.47 / Competitors that Offer Management Skills Training --- p.48 / Who to Compete With? --- p.49 / Chapter VI. --- COMPETITIVE STRATEGY FOR DMC --- p.50 / Cost is Not Manageable and Low Cost Strategy is Not Possible --- p.50 / Broad Differentiation or Focus Differentiation? --- p.52 / Proper Strategy: Focus Differentiation --- p.52 / Position as Management Skills Program --- p.53 / Putting Strategy into Action --- p.54 / Focus Differentiation Strategy: Implications and Related Issues for DMC's Operations --- p.54 / What Do the Customers Value? --- p.55 / Target Customers - Who Should DMC Focus on? --- p.55 / Market Size --- p.58 / Chapter VII. --- MARKETING COMMUNICATIONS PROGRAM / Previous Marketing Plan --- p.60 / Core Program --- p.61 / Program Brochure --- p.62 / Press Release --- p.63 / Advertising --- p.64 / Direct Mailing --- p.65 / Option One: Sales Calls to Selected Corporations --- p.67 / Option Two: Whole Day Walk-in Registration Session --- p.68 / Budget --- p.69 / Chapter VIII. --- CONCLUSION --- p.70 / APPENDIX 1 QUESTIONNAIRE --- p.71 / Chapter 2 --- RESULTS OF SURVEY ON PART-TIME STUDIES OF WORKING EXECUTIVES --- p.77 / Chapter 3 --- STUDENT PROFILE --- p.89 / Chapter 4 --- SAMPLE OF PRESS RELEASE --- p.96 / Chapter 5 --- SAMPLE ADVERTISEMENT --- p.98 / BIBLIOGRAPHY --- p.99

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_320758
Date January 1996
ContributorsChinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, vi, 100 leaves : ill. ; 30 cm.
CoverageHong Kong, China, Hong Kong, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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