The University of Greenwich in Poland

Paper Summary:

This paper explains that the University of Greenwich, located in Greenwich, London, plans to offer Masters level courses in strategic marketing management in Poland, assumedly through online courses. The author points out that, in addition to individual students, the Greenwich University also should target local businesses in the region to encourage these entities to send their staffs for further education to improve their knowledge base and consequently gain a competitive edge, especially because of Poland's entry into the E.U. The paper relates that students have been entering the field of higher education in Poland in growing numbers, but the participation, or market penetration, of students in Polish universities for higher degrees is lower than many other countries in the E.U.

Table of Contents
Country Selection and Economic Conditions
Entry Strategy
Targeting and Positioning
Marketing Mix
Conclusion

From the Paper:

"In such an environment (in flux), offering the population and the business in the region access to education can help companies define and create smart strategies. In turn, these can help the citizens grow and prosper in the periods following the entry into the EU and over the long-term. The indications are that the Poles have been able to embrace new technology relatively rapidly. They can use the information to help the country improve productivity. This shows that the population that has been wanting changes for several generations and is willing to make the necessary improvements. The economy in the region is still basically manufacturing and agriculture. By offering the knowledge in strategic marketing and distribution, Poland can become a gateway for movement of products into the other more eastern block countries."

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