Marketing View of Core Competence Cultivating on Business Majors in Private Universities

Abstract

It is necessary and feasible to develop core competencies for busniness majors of private universities. The purpose of this study was to apply business management theories, especially marketing theories to researches on busniness majors, along with the higher education theories. 
 
 We trace back core competence theory, point out the essential elements and the interpretations of core competencies on disciplines and majors. It must conform to the law of higher education development, and the interdisciplinary theory should also be taken as an important analysis perspective. Good talents training mode is the key. This paper studies the way to optimize the mode in the perspective of target marketing. We should follow three steps: segmenting, targeting, positioning. We can use multitudinous variables such as age, preferences, interests, etc. to segment education market, employ indifference marketing, differentiated marketing or focus marketing to choose the suitable target market on the basis of our own strengths and weaknesses. And then, offer the tailored talents training plans. Private universities should position themselves properly, it will directly result in school-running ideas, funding, curriculum development, types of talents etc. The training objective is core of training mode, also the cornerstone and guidance of other elements. The curriculum system gives support to achieving training goals, it affects the coordinated development of students’ knowledges, abilities, quality structure. The paper uses product theory to inquire into curriculum orientation, curriculum modes and teaching methods. It also expounds the structuring of practical teaching system. School, discipline, and major images intensively embody the core competence, image-building is a process of brand shaping and communicating. Some specific marketing measures are applied to promote business majors development. The measures include internal branding and other three strategies: brand image speaker, affections, cultural charm. Finally, the research conclusions and relevant suggestions are put forward.