Implementing Business-to-Customer, IT Outsourcing and Workflow Management System to Exploit China Education Market for Durham University

Currently, education has become a business sector that provides service to students. This service is developing standards more similar to consumer goods marketing. As a higher education organization, Durham University aims to top education and research across all disciplines in 2020 in UK, which needs the support of the most able and motivated students, academic staff and sufficient money. During the past two years China was the top international students sending country to UK, who pay highly tuition fees. Chinese shows high academic capabilities in variety academic field as well. In this situation, DU should enhance its current strategies to exploit this most talent market with implementing Business-to-Cusiness (B2C), IT outsourcing (ITO) and Workflow Management System (WfMS). These initiatives, significantly achieving customer satisfaction (CS), long-term development, flexible risk management, cost saving, short develop timescales and effective organizational management. Importance-Performance Analysis tool and decision value theory will be introduced to evaluate these initiatives.