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The domain for this research is the Marketing and Admission office in a Chinese university. In a broad sense, teaching can be treated as a type of service provided by the university to students. Organisations in the education industry gather and process information from suppliers, such as teachers,books, training programmes, etc, then provide them to their customers, the students. Meanwhile, organisations gather and process feedback and needs from students to their suppliers, to improve their service. In the admissions and marketing department of the organisation, the marketing processes in these educational organisations are similar. The marketing department gathers and processes information from suppliers, evaluates the information and then provides the valuable ones to customers. At the same time, this department gathers feedback and demand from potential students and sends this data back to the organisation so they are able to improve their services to increase their competitiveness.
The selected case is the MBA Centre of China C University (CCU) in Beijing, which is one of the eight key universities supported by the Chinese National Central Government. CCU has more than 100 year’s history(University, 2010). The CCU MBA Centre is famous for several majors such as futures and derivatives, project management, and agro business management. Although the Centre is a subordinate division of the College of Economics and Management, it is relatively independent and depends on its own financing. A main task for the MBA Centre is to generate profit to support research, faculty’s salaries and pensions, and other activities in the College of Economics and Management (CEM) beyond the budget from the university and government. The Marketing and Admission Office in this Centre is crucial because it is the key channel to advertise the Centre and attract students to apply and gain tuition fees from them. MBA programmes are developing very fast in China and there were more than 100 new MBA centres established just in 2010. Therefore, the competition for recruitment among different centres is becoming fierce. The size of this organisation is small with 12 staffs. It could be treated as a Small and Medium Enterprise(SME) in the market. Currentlies, there are around 30 faculties and 420 students teaching and studying in the MBA Centre at CCU.
Marketing and Admission Office in CCU MBA Centre can be treated as an IIO. The Office gathers and processes information from its suppliers such as functional departments within the Centre, collaborative overseas universities, collaborative enterprises from the industry and others, evaluates the information and then provides the valuable ones to the customer (potential applicants). Meanwhile, the Office also gathers feedbacks and requests from potential applicants and sends this data back to the suppliers. In short,recruitment activity in the Office is the procedure of information gathering,processing and provision to achieve the goal of maximising the number of applicants.