What are the main target segments of BSD? Are current BSD consumers satisfied? Why? What is their word of mouth? Does BSD present its customers perceived value? Do the customers feel they have one? Does BSD need to change any of its course contents? Are BSD potential consumers aware of what BSD presents? Is BSD using the right promotion tools? Do they need to change them? What are the services presented by BSD competitors? What are their competitive advantages? Is BSD present in the right locations? Is BSD offering good prices for their target segments?
External publications (Internet and newspapers) Internal database (MIS)
According to a marketing research that was conducted in 2010
Courses Types Regular CustomizedCosts 750 L.E. per subject for a Costs 2000 L.E. per 1 hrduration of 30 hours Can be totally customized to fit3 Semesters are customers satisfactionavailable(Fall, spring and summer) Used in training purposes Discounts can be made for groups
Itwas found that 2600-2800 students enroll in BSD courses every semester.
Itwas found that 60-70% of students pass from achievement certificate to foundation certificate, the same percentage passes from foundation to career certificate… This indicates a big loss in the number of students At about(40-50%) throughout the certificates
On checking out the questionnaires students have at the end of each semester regarding their satisfaction; it was found that 80-90% are generally satisfied.
Concerning location’ssatisfaction, it was found that students were satisfied; no problems were recorded.
On conducting a focus group and checking some reviews at the BSD official facebook page, some problems were found: Problems regarding Registration Problems regarding finding suitable information about BSD courses online, using the hotline or even at the information desk Unsatisfied regarding classes timings Unsatisfied regarding some instructors Unsatisfied regarding late replies at BSD or SCE facebook pages Unsatisfied regarding pricing
Some important data were found that can help increasing customers satisfaction; it was found that some instructors can offer their graduates reputation letters and can also help them being recruited.
BSD positioning regarding courses prices is: High quality courses with high costs BSD-AUC policy is to increase the courses costs by 10% annually Courses prices are very important for courses enrollment as culturally Egyptians are known to be price sensitive
Itis really required to know the relation between increasing courses prices and the enrollment rate.
Awareness is a main problem facing all BSD prospects; it was found that many of the prospects do not know the difference between the MBA and marketing certificates. Prospects always think about AUC being of high credibility, their courses must be very expensive. Prospects studying in different universities have little information about BSD.
Decreased awareness regarding BSD courses was found to be a result of 2 points: Fake Ads or misusing AUC name Much competitors present Used promotional tools
Marketing, HR and management courses are served as diplomas, certificates, online-courses or even seminars by a number of companies which make it hard to find the exact competition status without conducting primary research. Most of the courses offered are of much less prices, but it is perceived that they are of less quality and credibility.
Some of the competitors: Tatweer Egyptian Training Center Arabic Academy for Training and Technology Universities as: Cairo University Websites as: edara.com MBA providers as: Cape Breton University (CBU) MBA Program in Cairo
SCE-BSD marketing budget is 60,000 L.E. A class has to contain more than 15 students to start gaining profits (Breakeven is 15 students for Zero profit)
Has no BSD separated department Was found to be “not flexible” as said by some of its users and required information is not easily obtained
Newspaper ads Public Relations: The open house
BSD Twitter account has: 7 followers BSD linkedin account is not actively updated BSD Facebook page has some problems: Weak Activity No attractive Content Some replies may be delayed But the page was found good as it presents: Important Announcements Feedbacks
Itis thought that the promotion tools used are not enough, they need to be increased Web promotion need to be more attractive Prospects have low awareness about BSD courses A big number of students leave the BSD every semester without knowing exactly what their WOM would be Courses prices and timings must be considered
A primary data research is needed to be conducted to get more specific data