Master of Management
Case Study
Danielle Warby

Overview
New pre-experience degree
YO U
Developed in consultation with business
Community of European Management Schools
Only Australian University to o er the CEMS MIM

The Challenge
Cluttered Marketplace
U
Hard to reach Gen Y cohort
YO
‘Get what you deserve’

Objectives
1. To be on page 1 of Google search results for ‘Master of
Management’ by September 2008
O U
2. To receive 5,000 visits to the website by September 2008
Y
3. To receive 500 inquiries about the Master of Management by
the time applications close on 31st October 2008
4. To receive 70 applications
5. To receive 35 enrolments, 5 for the CEMS MIM
6. To raise awareness of the program among current and
prospective students

Online Comms Plan
Websites
http://mmgt.econ.usyd.edu.au
http://www.econ.usyd.edu.au
http://www.usyd.edu.au
Search Engine Optimisation (SEO)
Video

Online Comms Plan
Facebook
Social Networking
Social Ads

Comms Plan
Email Marketing
Avant Postcards
Student Launch Party – You’ve been shot!
Additional Communications
• Public Relations
YOU
• Print Advertising
• Posters on Campus
• Advertising on Campus
• Powerpoint presentation to students during lectures
• TV screen in the Student Information Office

Results
1. http://mmgt.econ.usyd.edu.au was ranked Number 1 on Google for
‘Master of Management’
2. The Master of Management website saw 9,580 unique visitors
3. 498 email enquiries, approximately 75 telephone, 50 face to face and 4
conversations with prospective students on the Faculty Facebook Page.
4. 150 applications were received of which 150 were suitable for interview
5. 40 students enrolled in the Master of Management program beginning
Semester 1 2009. Of those, 20 were enrolled in the CEMS MIM
6. Antidotal evidence reports that students felt the marketing of the program was
e ective, the creative stood out and they felt the website was ‘made for them’. The
youthful focus of the campaign seemed to resonate with many of the students.

Analysis
Website
Referrals (1-10) / 255 Sessions Percent
1 www.usyd.edu.au 6,130 22.72%
2 econ.usyd.edu.au 4,682 17.35%
3 (no referral) 3,756 13.92%
4 auth.usyd.edu.au 3,548 13.15%
5 www.facebook.com 3,143 11.65%
6 www.new.facebook.com 1,842 6.83%
7 www.google.com.au 702 2.60%
8 myuni.usyd.edu.au 644 2.39%
9 apps.facebook.com 462 1.71%
10 search.usyd.edu.au 383 1.42%
Total: 26,982

Analysis
Video
‘Why study the Master of Management’ - 737 (YouTube), 1,888 (website)
Launch video - 401 (website)
Facebook – Social Ads
Click through rates were initially high but as the campaign went on, they leveled out at between
0.02 and 0.03%, the average for Facebook
Facebook – Social Networking
Student Launch Event - 318 attending , 64 maybes, 103 no with 73 invitees not replying. 5 wall
posts for the event
Email communication via Facebook lead to 273 visits to the website
Avant Card
“This card looked great in our displays but the best thing was the excellent response that it re-
ceived. Notably good response throughout the Inner West. A fast mover.”
Requested distribution quantity: 7,000. Actual distribution quantity: 13,830
There were 27 visits to the website via unique URL

Analysis
Student Launch Party – You’ve been shot!
896 visits to the photo page on the Manager of Management website
20 tags and 1 comment on the Faculty Facebook Page
Other Communications
Of our other communications that were easiest to measure, we obtained the following web visits
to unique URLs:
• Posters on campus: 3
• Advertising on Campus: 21
• Powerpoint presentation to students during lectures: 35
There were no direct visits to the website from the unique URLs used in our print advertising
though this method of measurement is unreliable.

Results
Master of Management Questionnaire
Local Students (16) International Students (17)
How did you nd out about the Master of Management Program? How did you nd out about the Master of Management Program?
• USYD Website 81% (13) • USYD Website 47% (8)
• Facebook 19% (3) • Word of Mouth 24% (4)
• Student Launch 19% (3) • Recommendation 18% (3)
• MyUni Portal 13% (2) • Google Search18% (3)
• WOM 6% (1) • Facebook 18% (3)
• SMH 6% (1) • MyUni Portal 6% (1)
• SIO 6% (1) • SIO 6% (1)
• Posters on Campus 6% (1) • Posters on Campus 6% (1)
If you found out about MMGT via Facebook what method? If you found out about MMGT via Facebook what method?
• Facebook Ad 13% (2) • FB Ad 12% (2)
• FB Message 6% (1) • Both Ad and Message 6% (1)
Favourite Website? Favourite Website?
• Facebook 35% (4) • Google 18% (3)
• Google 6% (1) • BBC 18% (3)
• Yahoo 6% (1) • Google Maps 6% (1)
• Bbc 6% (1) • Sydneyspy.com 6% (1)
• Kryon.com 6% (1) • Facebook 6% (1)
• RiaNovsti 6% (1) • Orkut 6% (1)
• Google reader 6% (1) • Cnbc.com 6% (1)
• Lemonde.fr 6% (1)

Recommendations
Facebook Page
Student ambassadors take over the role of communicating with other students on Facebook
Interaction would improve if students were not communicating with University sta
Facebook Social Ads
Be more creative with Social Ads and target them more speci cally to get the desired results
The campaign was also more expensive than was necessary
Email Marketing
Customer Relationship Management system
Launch Party
Attendance was low though at 1/3 of Facebook RSVPs, about what was expected
Seek student suggestions or involve them in the process of creating the event.
Student Questionnaire
Survey more than just accepted students
Print Advertising
Not worth the cost and good PR combined with online communications would be a better approach for this
demographic