University of the Sciences
Market Research	Huong Nguyen
PB 478	Grishma Patel
Professor Levy	Priti Patel
	Cindy Tam
Client:...
Background 
As the University of the Sciences in Philadelphia embarks on re-branding, several aspects to how the Universit...
Background
The University of the Sciences in Philadelphia’s marketing department asked us to conduct a study to gather stu...
Overview 
The University of the Sciences in Philadelphia is going to reposition its brand and sub-brand the University int...
Overview(Secondary Research) 
The three schools in the Philadelphia area, Arcadia University, Drexel University College of...
Overview (Qualitative Research)
Through the interviews with the students, most expressed similar opinions with regards to ...
Overview (Quantitative Research)
 This study was conducted with a larger number of students to gather more detailed respon...
Research Objectives 
To analyze the effect on students of the repositioning of the University of the Sciences in Philadelp...
Secondary Research 
●Objective
To develop a case study on three schools on the Philadelphia area and to understand the rea...
Secondary Research 
●Methodology
Extensive research through online journals, university websites, and newspaper articles w...
Secondary Research
Key Findings 
All three schools were successful with repositioning
The effect on enrollment
Positive fe...
Secondary Research 
Recommendations
Repositioning a college by changing its name can be successful if the process is caref...
Qualitative Research 
Objectives
Assess reactions of students to repositioning of University of Sciences in Philadelphia
A...
Qualitative Research 
Key Findings
Awareness of the college’s slogan and colors is low. 
Support for sub-branding is high....
Quantitative Research
Objectives
To assess/estimate the number of students who are aware of the repositioning of the schoo...
Quantitative Research 
Methodology
There were 124 students surveyed total
Our goal was to survey 20 students from each col...
Screener 
Since we only wanted students from the University to participate, those who do not attend this school were elimi...
Screener 
Are you aware that the University is considering changing its branding? 
Yes (Continue to Question 4a)
No (Skip ...
Describe the University in Three Words
Students were asked to best describe the University in three words
There was a wide...
Describe the University in Three Words
Question 5
Does The University Positioning Statement Fit?
The University of the Sciences in Philadelphia sees itself as a school that...
Does The University Positioning Statement Fit?
Question 6
Does The University Positioning Statement Fit?
Question 6
Does The University Positioning Statement Fit?
Question 6
Question 6
Would Students Rename the University?
32%  - change is not needed
13% - change is definitely not needed
30% - no opinion
1...
Why Would Students Rename the University?
Question 7a
Students were asked to elaborate why they chose the answer that they...
What Are Three Words To Describe Your College?
College of Graduate Studies
Friendly 
8% (5 out of 61 response categories)
...
What Are Three Words To Describe Your College?
Question 8
What Are Three Words To Describe Your College?
Mayes College of Healthcare Business and Policy
Business/Professional 
13% ...
What Are Three Words To Describe Your College?
Question 8
What Are Three Words To Describe Your College?
Misher College of Arts and Sciences
Challenging
6% (4 out of 62 response ca...
What Are Three Words To Describe Your College?
Question 8
What Are Three Words To Describe Your College?
Philadelphia College of Pharmacy
Challenging
13% (8 out of 62 response cate...
What Are Three Words To Describe Your College?
Question 8
What Are Three Words To Describe Your College?
Samson College of Health Sciences
Fitness/Active
9% (6 out of 70 response c...
What Are Three Words To Describe Your College?
Question 8
How Students Feel Towards Sub-Branding Colleges
Students were asked how they felt about sub-branding the five colleges
66%...
How Students Feel Towards Sub-Branding Colleges
The students were further asked to share their reasons for why they agreed...
Preselected Sub-Branding Words for Individual Colleges 
Students were given a total of nine words, which are used to portr...
Preselected Sub-Branding Words for Individual Colleges 
Question 10
Preselected Sub-Branding Words for Individual Colleges 
Question 10
Preselected Sub-Branding Words for Individual Colleges 
Question 10
Preselected Sub-Branding Words for Individual Colleges 
Question 10
Preselected Sub-Branding Words for Individual Colleges 
Question 10
Does the Individual College’s Positioning Statement Fit? 
Question 11
The students were asked to rate the description stat...
Does the Individual College’s Positioning Statement Fit? 
“The College of Graduate Studies promotes excellence in educatio...
Question 11
Does the Individual College’s Positioning Statement Fit? 
“Mayes College of Healthcare Business and Policy offers advanced...
Question 11
Does the Individual College’s Positioning Statement Fit? 
“Misher College of Arts and Sciences 
provides a specialized und...
Question 11
Does the Individual College’s Positioning Statement Fit? 
“The Philadelphia College of Pharmacy, North America’s first sch...
Does the Individual College’s Positioning Statement Fit? 
“Samson College of Health Sciences
educates the vital healthcare...
Conclusion
Majority of the students felt that the University enables “students to transform their love of science into a m...
Recommendations
The University should not under any repositioning right now according to the research
Changes can be made ...
Recommendations
Some suggestions on how to perform the surveys include:
posting surveys on ANGEL
provide incentives for st...
Thank you for your time…
QUESTIONS?
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Project USP

  1. 1. University of the Sciences Market Research Huong Nguyen PB 478 Grishma Patel Professor Levy Priti Patel Cindy Tam Client: Maria Buehler
  2. 2. Background As the University of the Sciences in Philadelphia embarks on re-branding, several aspects to how the University would be affected are looked at. The University went through a name change to encompass all the science-related majors offered As the University grew and offered more majors it decided to separate them into five different colleges: Misher College of Arts and Science, Mayes College of Healthcare Business Policy, Samson College of Health Science, Philadelphia College of Pharmacy, and the College Graduate Studies.
  3. 3. Background The University of the Sciences in Philadelphia’s marketing department asked us to conduct a study to gather students’ opinions and attitudes toward the current re-positioning of the university and the sub-branding of the colleges.
  4. 4. Overview The University of the Sciences in Philadelphia is going to reposition its brand and sub-brand the University into five different colleges Secondary, qualitative, and quantitative research were conducted to assess the students’ reactions and attitudes
  5. 5. Overview(Secondary Research) The three schools in the Philadelphia area, Arcadia University, Drexel University College of Medicine, and Philadelphia College of Textiles and Science were successful in repositioning based on: the effect on enrollment positive feedback on the perception of the schools after the name change, and reactions elicited from the change by alumni, officials, and others expansion and offering of new courses Not all of these are applicable to the University, but there are things that can be learned
  6. 6. Overview (Qualitative Research) Through the interviews with the students, most expressed similar opinions with regards to the University and their individual colleges The participants conveyed negative emotions towards the repositioning of the University and how it will impact them in the future The support for sub-branding was high because the majority of the students supported each college having its own name Interviewing was a great way to get very specific feedback from a few of the students.
  7. 7. Overview (Quantitative Research) This study was conducted with a larger number of students to gather more detailed responses regarding their attitude and reaction toward the repositioning of the University and the sub-branding of thecolleges. A majority of the students felt that the positioning statement of the University fit well and the University should sub-brand
  8. 8. Research Objectives To analyze the effect on students of the repositioning of the University of the Sciences in Philadelphia to University of the Sciences and the sub-branding of the five colleges through secondary, qualitative, and quantitative research.
  9. 9. Secondary Research ●Objective To develop a case study on three schools on the Philadelphia area and to understand the reason for the change, the effect on enrollment, and reactions elicited by alumni and others due to the change.
  10. 10. Secondary Research ●Methodology Extensive research through online journals, university websites, and newspaper articles was collected to determine how each university went about their repositioning.
  11. 11. Secondary Research Key Findings All three schools were successful with repositioning The effect on enrollment Positive feedbacks on the perception of the schools after the name change Reactions elicited from the changed by alumni, officials, and others Expanding majors New course offerings along with the name change
  12. 12. Secondary Research Recommendations Repositioning a college by changing its name can be successful if the process is carefully planned out and executed thoroughly. Not all of the secondary research is applicable to the University of the Sciences, but there are things that can be learned: The involvement of all constituencies The careful evaluation of the name change options The appropriate marketing strategies from the three schools
  13. 13. Qualitative Research Objectives Assess reactions of students to repositioning of University of Sciences in Philadelphia Assess attitudes toward sub-branding of the University Methodology Personal interviews with 10 students – two students from each college were randomly selected Questions include: demographic information, attitudes about current name of University and sub-branding, mood boards to assess knowledge of students’ college
  14. 14. Qualitative Research Key Findings Awareness of the college’s slogan and colors is low.  Support for sub-branding is high.  Current name of the University is sufficient. Students will be impacted with the name change.   There will be a negative impact on the recognition of the University by the name change. Mood boards for College of Graduate Studies and Misher were confusing.
  15. 15. Quantitative Research Objectives To assess/estimate the number of students who are aware of the repositioning of the school and sub-branding of the colleges To assess the attitudes towards the repositioning and the sub branding of the school and colleges
  16. 16. Quantitative Research Methodology There were 124 students surveyed total Our goal was to survey 20 students from each college We also wanted to make sure that we got a sample from all the different grade levels Pre- Test We created a survey and distributed 3 of them The surveys were collected and corrections were made After the corrections were made, all the surveys were distributed
  17. 17. Screener Since we only wanted students from the University to participate, those who do not attend this school were eliminated We wanted to make sure we got an equal amount people from all the colleges Once again, an equal amount of students from each grade level wanted to be surveyed Are you a student at the University of the Sciences? What college are you a part of at the University? What year are you in at the University?  Questions 1-3
  18. 18. Screener Are you aware that the University is considering changing its branding? Yes (Continue to Question 4a) No (Skip to Question 5) When did you hear about the name change? Spring 2009 Fall 2009 Spring 2010 Have students noticed that “in Philadelphia” is not used as often? When did students find out that there was going to be a name change? Question 4
  19. 19. Describe the University in Three Words Students were asked to best describe the University in three words There was a wide range of words used so we decided to group similar words together and came up with the top four categories: Challenging and Demanding (41%) Small (35%) Prestigious and Distinguished (18%) Expensive (18%) Question 5
  20. 20. Describe the University in Three Words Question 5
  21. 21. Does The University Positioning Statement Fit? The University of the Sciences in Philadelphia sees itself as a school that enables “students to transform their love of science into a meaningful future in the vital healthcare field.” Question 6
  22. 22. Does The University Positioning Statement Fit? Question 6
  23. 23. Does The University Positioning Statement Fit? Question 6
  24. 24. Does The University Positioning Statement Fit? Question 6
  25. 25. Question 6
  26. 26. Would Students Rename the University? 32% - change is not needed 13% - change is definitely not needed 30% - no opinion 17% - change may be needed 8% - change definitely not needed Question 7
  27. 27. Why Would Students Rename the University? Question 7a Students were asked to elaborate why they chose the answer that they did on the renaming of the University with an open-ended question No Response – 18% (27 out of 152 response categories) Too Many Changes Already – 12% (17 out of 152 response categories) Current Name Fits – 10% (15 out of 152) of response categories Need Shorter Name – 9% (14 out of 152) of response categories
  28. 28. What Are Three Words To Describe Your College? College of Graduate Studies Friendly 8% (5 out of 61 response categories) Difficult 16% (10 out of 61 responses categories) Reputable 8% (5 out of 61 responses categories) Opportunities/Business/Professional 18% (11 out of 61 response categories) Question 8
  29. 29. What Are Three Words To Describe Your College? Question 8
  30. 30. What Are Three Words To Describe Your College? Mayes College of Healthcare Business and Policy Business/Professional 13% (8 out of 62 response categories) Challenging 11% (7 out of 62 response categories) Friendly 8% (5 out of 62 response categories) Small 8% (5 out of 62 response categories) Question 8
  31. 31. What Are Three Words To Describe Your College? Question 8
  32. 32. What Are Three Words To Describe Your College? Misher College of Arts and Sciences Challenging 6% (4 out of 62 response categories) Personal 6% (4 out of 62 response categories) Difficult 6% (4 out of 62 response categories) Science 6% (4 out of 62 response categories) Question 8
  33. 33. What Are Three Words To Describe Your College? Question 8
  34. 34. What Are Three Words To Describe Your College? Philadelphia College of Pharmacy Challenging 13% (8 out of 62 response categories) Difficult 11% (7 out of 62 response categories) Historical 6% (4 out of 62 response categories) Prestigious 11% (7 out of 62 response categories) Question 8
  35. 35. What Are Three Words To Describe Your College? Question 8
  36. 36. What Are Three Words To Describe Your College? Samson College of Health Sciences Fitness/Active 9% (6 out of 70 response categories) Challenging/Difficult 20% (5 out of 70 response categories) Informative 6% (4 out of 70 response categories)  Innovative 6% (4 out of 70 response categories) Reputable 11% (8 out of 70 response categories) Question 8
  37. 37. What Are Three Words To Describe Your College? Question 8
  38. 38. How Students Feel Towards Sub-Branding Colleges Students were asked how they felt about sub-branding the five colleges 66% of students agree the University should sub-brand its colleges 27% of students had no opinion 7% of students disagree with the idea of sub-branding Question 9
  39. 39. How Students Feel Towards Sub-Branding Colleges The students were further asked to share their reasons for why they agreed, disagreed or had no opinion for the sub-branding The responses were grouped with similar meanings and three general categories were formed: 1. No opinion (32%) 2. Identity (13%) 3. Each school is different (22%) Question 9
  40. 40. Preselected Sub-Branding Words for Individual Colleges Students were given a total of nine words, which are used to portray the five colleges, which were already preselected by the University’s Marketing Department. Question 10
  41. 41. Preselected Sub-Branding Words for Individual Colleges Question 10
  42. 42. Preselected Sub-Branding Words for Individual Colleges Question 10
  43. 43. Preselected Sub-Branding Words for Individual Colleges Question 10
  44. 44. Preselected Sub-Branding Words for Individual Colleges Question 10
  45. 45. Preselected Sub-Branding Words for Individual Colleges Question 10
  46. 46. Does the Individual College’s Positioning Statement Fit? Question 11 The students were asked to rate the description statement for each college from 1 to 5 1 is strongly disagree 2 is disagree 3 is neither disagree or agree 4 is agree 5 is strongly agree
  47. 47. Does the Individual College’s Positioning Statement Fit? “The College of Graduate Studies promotes excellence in education and research to prepare students to become innovators and leaders in the health and natural science disciplines in academia, industry and government.” Question 11
  48. 48. Question 11
  49. 49. Does the Individual College’s Positioning Statement Fit? “Mayes College of Healthcare Business and Policy offers advanced degrees at the intersections of business, health policy, and public health enabling visionary students to serve their futures with leadership roles across the healthcare spectrum.” Question 11
  50. 50. Question 11
  51. 51. Does the Individual College’s Positioning Statement Fit? “Misher College of Arts and Sciences provides a specialized undergraduate foundation, with research and discovery at its core, for students seeking advanced science degrees to serve health and humanity.” Question 11
  52. 52. Question 11
  53. 53. Does the Individual College’s Positioning Statement Fit? “The Philadelphia College of Pharmacy, North America’s first school of pharmacy and the prestigious start of the University, graduates the scientists and pharmacists who discover and deliver the healthcare innovations that advance patient care.” Question 11
  54. 54. Does the Individual College’s Positioning Statement Fit? “Samson College of Health Sciences educates the vital healthcare professionals who add immeasurably to the quality of life at each step – from prevention to diagnosis to recovery – of the patient care continuum.” Question 11
  55. 55. Conclusion Majority of the students felt that the University enables “students to transform their love of science into a meaningful future in the vital healthcare field.” Majority of the students felt that the University does not need to change its name. Students felt that even though the school is small and expensive, it is also prestigious and focused. Majority of students feel that the University should sub brand its colleges.
  56. 56. Recommendations The University should not under any repositioning right now according to the research Changes can be made to the University’s positioning statement to more accurately reflect the school and its colleges University’s marketing department should conduct a more extensive survey throughout the entire school to get bigger sample of student body and more defined answers
  57. 57. Recommendations Some suggestions on how to perform the surveys include: posting surveys on ANGEL provide incentives for students to complete the survey and provide better feedback use less open-ended questions survey prospective students
  58. 58. Thank you for your time… QUESTIONS?

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