Marketing Strategies that Resulted in the Decision to Study at Mianyang Vocational Flight College, China


The purpose of this research is to study the college’s marketing strategies that resulted in the decision to study at Mianyang Vocational Flight College. The research population comprises students enrolled at Mianyang Vocational Flight College, with a carefully sampled group of 242 participants selected through a simple random method, as guided by Krejcie and Morgan’s Table (1970) for Determining Sample Size of a Known Population. The research instruments utilized include a well-designed questionnaire, structured into four sections covering diverse aspects such as basic information, satisfaction levels, marketing strategies, and open-ended suggestions.The statistics were analyzed using descriptive statistics such as mean values and standard deviations were employed to provide a comprehensive overview of respondents’ characteristics and satisfaction levels. Additionally, inferential statistics, such as Pearson correlation analysis, were utilized to explore relationships between different dimensions of marketing strategies. The results found that students expressed high satisfaction with existing marketing strategies like teaching quality, facilities, academic support, and admission process (means 4.0-4.5/5). Strong positive inter-correlations between satisfaction dimensions emphasized the coherence of current marketing tactics. However, specific areas needing improvement were identified, including more social media, events, upgraded facilities, flexible payment options, and specialized programs. Targeting these could further optimize the college’s recruitment strategies.