Promoting HAMK University of Applied Sciences in Tianjin, China

Because HAMK has commenced several new English degree programs in the last two years, it needs more new overseas students than ever before. HAMK has good relationships and partnerships with Chinese universities, such as Nanchang, Shanghai and Beijing, but also HAMK needs to have more educational partnerships and relationships in China. The purpose of this study was to conduct a promotional project for HAMK University of Applied Sciences, in order to attract more qualified overseas students from Tianjin, China. This would provide Chinese overseas students a good opportunity to get a better university level education. This study clarifies the concepts of Marketing and Consumer Buying Behavior and how they can be utilized in attracting overseas students from Tianjin, China. Through the help of some other universities which were used for benchmarking their recruitment and marketing activities in Finland to improve HAMK recruiting strategy in the near future. The students of Chonghua High School in China completed a questionnaire, which concerns their intensions of study abroad after graduation especially in Finland. The author interviewed the Head of International Business Degree Programme, Antti Isoviita to collect useful information related to this study. Moreover, the author interviewed two friends who are working at intermediary institution of overseas study to gather some firsthand data. The author also interviewed some current students of HAMK and several students of Chonhua High School in China. Through analysis of the survey and the interviews, the author found out that how to promoting HAMK in Tianjin, and how to market HAMK in Tianjin. In the wake of an awareness of Finland, the students of high schools in Tianjin will come to fully understand the advantage of studying abroad in Finland, especially at HAMK