Development strategy of private universities: A case study of Dong A University in Da Nang city

Building development strategy of private universities is really necessary to enhance competitiveness in attracting more students to these universities. This paper focuses on building strategy of private universities on the basis of researching, analyzing and evaluating the current situation through internal and external factors, marketing tools, QSPM of a case of Dong A University in Da Nang city. The results showed strategic solutions in terms of management staffs, lecturers, training products, marketing activities, methods of penetrating educational market, research and partnership... These solutions can help Dong A University in particular, and other private universities in general to improve achievability of their educational goals.