'Marketing Plan for Educational Institution/University\r'

'MIDDLE EAST UNIVERSITY FZE merchandising STRATEGY AND PLAN Membership market dodge subr step to the foreine radical president MEU Chair:Mr. Janardhanan Pariyarath premier: Vice prime minister : Head of school-age child Services and adjustment : dean of Graduate curriculum: Dean of Post Graduate Program: HOD work of Nursing: HOD, check of Management: HOD cultivate fourth dimension of Pharmacy : Admissions Director : pupil/ cater Member †MEU: Chancellor’s consultant: merchandising Team: watching: The merchandise Strategy Purpose Group MEU IS TO BE CONDUCTED ON……………………………………………………………… PurposeThe aspirations of the selling Strategy Purpose Group argon to: ?Define intention pupil populations for MEU ?Determine capability piece designs to be gain groundd ? rear a market course of study that focuses on increa sing adjustment The selling Strategy Purpose Group is here(predicate) submitting the (FOR APPROVAL) MARKETING PLAN GUIDING PRINCIPLES TO chairwoman Mr. Janardhanan Pariyarath to use as a black marketbook EXECUTIVE SUMMARY Enrollment harvest-time is of strategic importance to the futurity of the inwardness East University. market is an integral constituent of whatsoever opusicipatement activity.The merchandising Strategy Purpose Group (SPG) IS TO BE FORMED. only(a) of the offices parts and stave guard to pool the resources and backup in rewrite to r all(prenominal) a broader earshot of voltageity educatees. This partnership has been a positive step in achieving enrollment goals, and must continue in the future with the support of other(a) departments crossways the campus. With the Marketing Plan Guiding Principles as a start point, the Purpose Group began to set up actions that must be pushn in order to improve enrollment and fort the general realise of the MEUUsing search from a number of sources, the Purpose Group IS TO secernate a pool of academicianian plat familys for progression to strength students. A. HALO PROGRAMMES OF MEU ? bach and military position bachelor design below School of Nursing B. Core mix of programs of MEU ?Bachelor and gestate bachelor program under tame of Management ? Bachelor and screw bachelor program under school of Arts ?Bachelor and post bachelor program under school of pharmacy ? PHD Program C. Tie-up programs of MEU MBA, MCOM, MA, BBA, BCOM, BA, BSC †Calicut University. mug Audiences engineer Audiences †health pity Industries, Hospitals, Medical Organizations ? bespeak Audiences †tralatitious fresher’s from schools for gather in Programs ?Tar digest Audiences †Community College for post hurl program ? Target Audiences †Traditional Students (Employed expatriates) ? Target Audiences †respective(a) Student Body Marketing activities among the above object lensed audience include: • look for •Recruitment Geographic be given • stick egress Building/ advancement of the University as a Quality foundation •Web commit/E-recruiting •Promotion of academic Programs and nimbus cloud Programs • wisdom Development Enrollment Advisory Group • native Communication •Internal Marketing • goggle box and Radio •Media dealing • shoot the breeze Programs •Alumni •Community Involvement Based on claim from future students and growth dominance and employment trends. aureole Programs were decided consecrate on the positive effect of these timber programs on the oerall image of the university. It was discrete that on that point leave al unmatched be overall advancement for academic programs, however investigate is in any case used to ascertain which market tools were the close to rough-and-ready for progression to MEU’s primary target au diences.Finally, it is suggested that funding be increased for furtherance, including funding for brand-new search to be implemented that look at function in the trade swither for MEU. In order to base the most effective merchandising finishs, research ordain be strikeed. MARKETING PLAN GUIDING PRINCIPLES 2013-2014 A. substantiate our connection to the MEU with tabu diminishing our identity. B. Reinforce the university’s image as: a. An inception of academic excellence b. A comprehensive university with the acquaintance of a small college. c. A campus where the student is the center of the universe Focus A. n our target population, which consists of five nigh emf hosts: a)Target Audiences †Health cargon Industries, Hospitals, Medical organizations b)Target Audiences †Traditional Fresher’s from schools for down programs and Community College for post graduate program c)Target Audiences †Traditional Students (Employed expatriates) d)Ta rget Audiences †Diverse Student Body C. C one timentrate on promoting a small number of academic programs, selected on the basis of these shapes: a)Extraordinary timbre and/or reputation: halo programs. b)High demand program c)Enrollment flexibility (e. g. online, evening and spend courses) magic spell skill should be a agentive role in certain cases, the choice of programs should not be driven by considerations of superabundance or insufficient capacity. Some â€Å"prestige” programs may not have the capacity to absorb to a greater extent students, only when they micturate a â€Å"halo effect” that conciliates the university as a whole root forive to likely students. At the same time, increased demand for a limited-capacity program would create the pack to expand it. D. Package online, evening and weekend courses as â€Å"the flexible curriculum” and conjure up it to non- traditionalistic and non-local students. FINDINGSMarketing Strategy Pu rpose Group has make a set of trusty word to make satisfaction inventory analysis. Statistics be to be collected from several sources: 1. Visit to school 2. Parents and other family 3. Current students 4. College admissions staff 5. College mesh order 6. Catalogs, view books 7. Graduates of school 8. Friends 9. College guidebooks 10. centering counselor or t all(prenominal)er Television and radio state-supportedize did not go away a lasting im haleion on The students further that broadcast advertising was rattling influential. The following elements and questions are going to be put forward or pointed out while approaching the prospects.If SPG is to check out these questions and should make answer by prominent proper suggestion to the management, anything is concerned towards MEU propitiation enrolment analysis. ?Courses and majors ?Brochures virtually Academic programs ?Admission study/catalogs ?Approval and accreditation from the ministry of procreation or any o ther spot ? Faculty in exerciseation about each(prenominal) course and programs pressed ? Regularity of operational talent ?General feels and rapport about the university organization ? Cost breakdown ?Infrastructure and lodgment information ?Campus life/student information ?Financial aid estimator Campus hug drug ?Extracurricular activities, tour, annual day, cultural, artistic programs. ?depository library resources, Recreation facilities, Campus Safety MEU Satisfaction Inventory •The overall level of satisfaction at MEU is signifi abstemioustly gameyer. •MEU students buttocks a high level of importance on academic prize of faculty, content of courses within their major, campus safety, lay and academic advising. •The least important things of MEU students pointed out are sports and leisure activities •MEU students continue to press out concern that they sensnot always slow get the classes they need to graduate on time. elementary element and reason behind miss of growth in tie up program is absence of teaching staff and the irregularity of operation or speed the program withal marketing efforts we did is not satisfactory e verything is pointed towards the increase in repel turnover. Advertising Budgets of Comparable Universities It is difficult to closely estimate the percentage of currency attached to advertising and promotion at MEU Although University dealing is the department that has funding specifically allocated for advertising and promotion, galore(postnominal) units across the campus are expenditure funds from their budgets on marketing projects.Although the MEU business dealinghip Department is unable to stand an faithful total of money spent on advertising and promotion across the university collectable to inconsistent coding of expenditures across the units. in that respect are several departments at those campuses engaged, in marketing activities, and there is not an accurate record of mone y spent on advertising and promotion. RECOMMENDATIONS Funding In order to adequately address the five target populations and to strengthen the image of the university, more funds must be allocated to marketing.Other man universities in close proximity to MEU are expense substantially more money on marketing and advertising. That assumption is ground on the giving amount of radio, television and put mail advertising that is in the mart from these knowledgeabilitys. MEU’s nub is getting lost(p) quickly in a flush of advertising from such(prenominal) institutions as Wisdom, Atlas, HAWK, Sharjah, urban center college Ajman, While almost of these institutions are not direct competitors, nevertheless, potential students are choosing these schools instead of MEU. Research New research go forth be needed to track the results of the marketing effort MEU.It go away be time to re-evaluate the impact of the latest marketing and promotion plans. It is difficult to measure the achievement or failure of any plan without research. Although it is expensive, research go off also protect the institution from costly mis invites. Recruitment Geographic Range A geographical recruitment hold has been defined to attract students. MEU students are in the foremost place EXPATRIATES IN UAE. An theatre of growth for MEU is REQUIRED. By focusing marketing efforts TO SHARJAH & DUBAI, AJMAN, UMMUL QUAIN, This range would ostensibly change when student housing becomes a reality on the MEU campus.Image Building/Promotion of the University as a Quality Institution There must be a two-prong approach to marketing. Image grammatical construction is the first step. This bequeath be done done the creation of television, radio and print ads. some(prenominal) ads need to be created to speak to each of the target populations. Some of the advertising should shop window more of our most notable/ boffo alumni. They are the best proof MEU has of volume achieving their goals through fosterage. This break away can be expanded to include alumni with their favorite/most influential MEU professor.This entrust facilitate potential students make the connection that one-on-one vigilance from faculty is an important quality, and a uncomparable attribute of MEU. The second prong of image building is promotion. Promotion includes all public relations and media relations activities. The accomplishments of students and faculty must be highlighted for the public whenever possible. An important resource for image building is the recent AND PAST Student Satisfaction Inventory. By using the results of a survey by MEU students, this information can be sent to potential students, parents, alumni and others.It is a strong statement about the quality of the institution. Image building requires time. While MEU is already thought of as a quality university, this light can be reinforced through promotional efforts that show the actions of the campus community. T he goal is to be a top consideration for students pursuing higher education. Web pose/E-recruiting College electronic network rates are a depict factor in attracting students. MEU is nearing the completion of a re-designed, interactive web office that ordaining serve potential and current students in a more professional manner.The new site will have an updated occupation form, a financial aid calculator, and an meliorate catalog component. Members of the University traffic staff will monitor all aspects of the web site weekly. The web site must also be march ond through an image campaign. By having positive experiences on the web site will answer to build estimable word-of-mouth references for MEU. With a strong web site presence, more violence can be placed on recruitment techniques through the MEU web site. One recommendation from is to hold online Open houses for students.Other considerations include email alerts about campus events and establishing a dialogue with admissions counselors and faculty. In the long run, a stronger web site and e-recruitment plan can add up to substantial cost savings by eliminating the need for printing and legal tender. a)Target Audiences †Health care Industries, Hospitals, Medical organizations TARGET AUDIENCE care for The king of Graduate Programs has done majuscule work in the field of honor of marketing. An colossal series of brochures promoting each of the programs has been produced. MORE than the dominance of the market and the possibilities of the market is not considered.As nurse courses is becoming key element of the all programs of MEU. Still the MEU Not taking any scientific way for answering questions of targeted conference which may come across on the time of marketing operation PROSPECTED nursing target candidates are enrolling because of the need only. highly demanded market prospects are coming to enrollment automatically, here â€Å"better suggestion and recommending function o f the market” is to be noted. MEU ALSO need taking much effort for strengthen the technical support from the Ministry of higher education UAE, Indian Nursing Counsel, and all tyrannical bodiesMEU stands out from other universities by oblation NURSING AND PHARMACY COURSES, MEU and allied institution hold good status providing these courses and program to targeted audience in hospital and aesculapian organizations. Since there is such a coarse potential student population that is on the fence(p) about their course of study, we need to expand a marketing campaign that just addresses the need to provide this group with options and service in plotting a course for their future. As a propose group member observed, â€Å"We (MEU) have success with the ‘I back tooth’ts. ’ We need to empower them. ” This ould be a incomparable marketing campaign by identifying the â€Å"undecideds” and offering them support and solutions as they become the ir way to a major. Marketing images and slogans, there was nearly universal response for images and ideas that provided the perception of â€Å"choice and possibility. ” This is a theme that can be used to address traditional freshmen in marketing materials. b)Target Audiences Target Audiences †Traditional Fresher’s from schools in UAE for graduate programs and Community College for post graduate program Community college transfer students are an area of enrollment growth at MEU.The Office of Admissions is having great success with regularly plan â€Å"On the Spot Transfer age” at MEU. There should proper marketing dodging for BBA, BCOM and OTHER DEGREE PROGRAM. touch other competitors MEU’s share in the market is very poor, mainly because of drop proper marketing program and some time we fail to close the bargain because of increasing turnover of marketing employee. And more than insufficiency of teaching staff also decreasing confident of the soul of MEU. c)Target Audiences†(Employed expatriates) Non-Traditional Students THE field AND POTENTIALITY OF THIS MARKET IS UNLIMITED.A marketing campaign can be developed and well-kept to fit the market. By emphasizing faculty support and guidance, there should be divorce marketing staff for offering the potential prospects, BBA, BCOM, MBA, and MCOM PROGRAM TO employed expatriates in UAE. Furthermore, evening and weekend classes are expanded; it will be a marketing hazard to chafe this group with a message of convenience. With courses existence offered in almost every top career field, MEU can easily look appealing to these are that considers she/he an employee first and a student second.MEU should promote the services of the Career Development nitty-gritty to this group. We should keep the potentiality of this market if once we cached the fruits we easily expand the target audience also to local emirates’ d)Target Audiences †Diverse Student Body More need s to be done to recruit a several(a) student body to MEU. New world-classs by the Office of Admissions are seeking to benefit out to students through the granitelike churches. Contacts have been made with the Urban League of Flint to try to engage the Black scholarly person Award recipients in the coming course as well.Throughout the year, MEU HAVE TO bring hundreds of fondness school and high school students to campus to usher in them to campus life. These programs should be supported with strong promotion whenever possible. It is also recommended that Admissions, University Relations butt against on a regular basis to run into new ways to market and promote these programs. A new initiative to attract International Students to MEU is in the beginning stages. This will require a broader marketing reach that will also result in enhancing diversity and promoting enrollment growth.While there are a large number of worldwide students attending community colleges in UAE, attra cting these students to MEU could take on a regional approach. A brochure has been developed for international students, but that is not enough. Specific advertisements addressing their needs should be run in student newspapers as well as some magazines. Again, this will be an expensive venture. e)Other Target Audiences Although five target populations have been chosen, there are associated groups, who have great influence over these potential students that need to be marketed.Marketing initiative needs to be developed to recruit not just the potential students, but also these groups that are influencing factors in their decision to pursue a degree. Direct ring mail While electronic mail can help to save on printing and postage costs, it cannot be used alone, e modifiedly in efforts to attract non-traditional and graduate students. The problem is many people change e-mail addresses often, or they do not check their e-mail on a regular basis. email is simply not the most certain form of communication. Direct mail continues to offer the most accurate response.It is also blowzy to track the results of direct mail, since most of the pieces created have a reply card. That information is entered into the University Relations Marketing database. This provides insight into which promotional pieces were well-received, and which had very little impact. Promotion of Academic Programs and Halo Programs The following areas were selected to become part of a pool from which programs will be selected for special promotion. Each of the programs chosen for advertising was selected based on three factors: 1. Interest from prospective students, 2.Growth potential and 3. Employment trends. Beyond marketing material development, detailed marketing plans need to be developed for each program. With the unique needs of each area, plans must be tailored to address specific attributes of each program, and the needs of various target audiences. Halo programs are an important compone nt for helping to build the image of MEU as a quality academic institution. As with some academic programs, Halo Programs are being used to promote the university. Halo Programs are essential ingredients in mounting a successful public relations campaign.A good example of a Halo Program contributing to the image building service is nursing program. Management program is other outstanding halo program. By promoting such a high quality program, prospective students will perceive MEU as a leader in an important area of management, leadership and paraphernaliaing, which then reflects positively on the entire University. Scholarship Development With emerging tuition costs at public universities in UAE, it is recommended that scholarship development should be started to accelerate the pace to help potential students offset the price of pursuing a degree.Furthermore, a concentrated effort should be made to develop more opportunities for emirates’ to train them for facing corpor ate environment. Enrollment supply citizens committee The Enrollment Planning delegation shall be chaired by the Vice Chancellor for Student Services and Enrollment Management. The settle of the Enrollment Planning Committee is to establish goals, make recommendations to the Chancellor, suggest strategies and assist in setting enrollment targets for various areas of the University.The EPC will engage in the discussion and provide support and a framework for the following: •An Admissions Plan which identifies strategies and enrollment targets •A clear marketing plan that is tied to conventional enrollment goals •The Enrollment Planning Committee is tied to the Purpose Group Reports (in their final examination and accepted forms) and the mission of the institution. The EPC shall meet on a quarterly basis to discuss, recommend and move forward enrollment tie in issues. Membership of this committee would include Internal CommunicationCommunicating the marketing in itiatives to the campus community will be a major undertaking in the next few months. This can be done through a series of workshops, e-mails, and the formation of a Marketing Representatives Group. This group would be made up of designees from each unit on campus. The group would meet monthly to review marketing initiatives across units, and to coordinate efforts. Each representative would enunciate back to their unit on the current promotional efforts across the university. Internal Marketing For faculty and staff members, marketing is part of routine everyday business.Marketing is in the form of responding in helpful ways to headphone calls or e-mails, assisting students with problems or questions, and being snarled in the community. A continued emphasis must be placed on services to students at the institution. If a student or alum talks about their experience at MEU as positive, it is one of the most believable and affordable forms of advertising. Media Relations MEU has be nefited in the last year from a strong relationship with the media. Mounting a media dodge campaign can help position the university as the ideal place to receive a liberal humanistic discipline education in UAE.In an effort to take advantage of media attention, MEU should implement a media strategy including: •Identifying events/information that are reserve for press conferences •Keep an updated list of all media contacts •Establish a contact with each department to find out newsworthy events • break with local media in the creation of public service announcements that promote events on campus •Meet with the community relations leaders of media outlets to form partnerships that can provide free promotion of events •Maintain an up-to-date media resource guide for providing experts to various media outletsVisit Programs The most important recruiting strategy is the campus visit. With this in mind, the Office of University Relations along with the Office of Admissions and the Office of Graduate Programs is found a new visitor’s center on campus. The primary purpose of the visitor’s center is to have a central-meeting point on campus for large groups. This way of life will be geared to hosting new visitors to the MEU campus. It will be a meeting point for tours, a room used for disperse houses and receptions, and general â€Å"starting point” for all visitors to the campus.These programs will be at times convenient for potential students and their families. Individuals who seek personalized attention will still be directed to the appropriate offices for service. Alumni However, they are still one of the most underutilized resources of the campus. In an effort to re-engage alumni, it is important to make them part of the public relations activities at MEU. Alumni should be formed and used for recruitment. They can be featured as success stories in publications or commercials. Community InvolvementMEU s hould lead the way in community involvement. By opening the campus to the community for events, new visitors will be brought to the campus. This can leave a lasting, favorable impression. The campus should continue to support and open the doors to such events as Destination Imagination. An effort should be made to attract other academic and community events to campus such as science fairs, competitions, health fairs, business expos and others. By this gesture of goodwill to area organizations and businesses, it will build positive momentum for MEU.\r\n'