Matthew Benton Bradley Duranty Cara Frericks Michael Huser Stephanie Johnson Neil Smith Sarah Thamann Michael Wiora  UDEL,...
Stephanie Johnson UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
Bradley Duranty UDEL, Quality education taking you to the next level
<ul><li>Demographics:  </li></ul><ul><ul><li>Male & Female, 22 and older </li></ul></ul><ul><li>Geographic:  </li></ul><ul...
<ul><ul><ul><li>Quality education </li></ul></ul></ul><ul><ul><ul><li>Dedicated faculty </li></ul></ul></ul><ul><ul><ul><l...
<ul><ul><ul><li>Benefits offered by competitors </li></ul></ul></ul><ul><ul><ul><li>Location </li></ul></ul></ul><ul><ul><...
<ul><li>Previous Marketing Efforts </li></ul><ul><ul><ul><ul><li>Today’s Catholic Teacher  Publication </li></ul></ul></ul...
<ul><li>Compensation </li></ul><ul><ul><li>Understand the competition </li></ul></ul><ul><li>Future </li></ul><ul><ul><li>...
Neil Smith UDEL, Quality education taking you to the next level
<ul><li>Prestigious reputation which resonates to UDEL </li></ul><ul><li>The University of Dayton’s Marianist traditions a...
<ul><li>In recent years UDEL has not had a proper approach to advertising their program.  </li></ul><ul><li>The University...
<ul><li>Increase in size of the University of Dayton’s undergraduate Education Program. </li></ul><ul><li>The State of Ohi...
<ul><li>The increase in competition in regards to the market shifting to solely online programs.  </li></ul><ul><li>UDEL i...
STRENGTHS : •  UD’s prestigious reputation •  Marianist community •  Multiple avenues to receive education OPPORTUNITIES :...
<ul><li>Matching </li></ul><ul><ul><li>Match strengths and opportunities increasing the amount of promotion regarding UDEL...
<ul><li>Minimizing </li></ul><ul><ul><li>UDEL needs to work to minimize the perceived weakness of their inability to compe...
Matthew Benton UDEL, Quality education taking you to the next level
<ul><li>Who are we as an organization? </li></ul><ul><li>Who are our customers and what do they value? </li></ul><ul><li>W...
<ul><li>“ The mission of the University of Dayton, Department of Educational Leadership is to satisfy the wants and needs ...
<ul><li>Future Oriented </li></ul><ul><li>Untapped opportunities </li></ul>UDEL, Quality education taking you to the next ...
<ul><li>“ UDEL aspires to become the premiere institution for teachers looking for a graduate degree in educational leader...
<ul><li>Goal #1: Maintain current level of students </li></ul><ul><li>Objective 1.1: Discontinue tuition freeze for incomi...
<ul><li>Specific Outcome  </li></ul><ul><ul><li>Increased capital and goodwill </li></ul></ul><ul><li>Time Frame </li></ul...
<ul><li>Objective 1.2: Work with current students to make sure their needs are met to maintain their happiness level.  </l...
<ul><li>Specific Outcome </li></ul><ul><ul><li>Remind students of their importance </li></ul></ul><ul><li>Time Frame </li>...
<ul><li>Goal #2: Attract new students </li></ul><ul><li>Objective 2.1: Develop a script </li></ul>UDEL, Quality education ...
<ul><li>Specific Outcome </li></ul><ul><ul><li>Answer questions and objections in a marketing manner </li></ul></ul><ul><l...
<ul><li>Objective 2.2: Develop an integrated marketing campaign involving promotions such as direct mail, advertisements, ...
<ul><li>Specific Outcome </li></ul><ul><ul><li>Consistent messages create identity with UDEL </li></ul></ul><ul><li>Time F...
<ul><li>Goal #3: Maintain and improve current quality of program.  </li></ul><ul><li>Objective 3.1: Continue to improve fa...
<ul><li>Specific Outcome </li></ul><ul><ul><li>Never a decline in quality </li></ul></ul><ul><li>Time Frame </li></ul><ul>...
<ul><li>Objective 3.2: Improve and enhance website so that is more accessible, effective and easily explored.  </li></ul>U...
<ul><li>Specific Outcome </li></ul><ul><ul><li>Increase in user friendliness </li></ul></ul><ul><li>Time Frame </li></ul><...
PRESENT PRODUCT PRESENT MARKET MARKET PENETRATION STRATEGY Marketing research Product differentiation Gain market share Lo...
Michael Huser UDEL, Quality education taking you to the next level
<ul><li>Public Paul and Patty </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><...
<ul><li>Catholic Christina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><li>...
<ul><li>Education Ed & Edwina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Principle </li></ul></ul><ul><ul><li>S...
Quality Price High Price Low Quality  High   Low
Cara Frericks UDEL, Quality education taking you to the next level
MARKETING STRATEGY APPROPRIATE MARKETING IMPLEMENTATION EFFECTIVE Success All measurable targets met for sales growth, mar...
<ul><li>Employee Training  </li></ul><ul><ul><li>Universal Script </li></ul></ul><ul><ul><li>Website  </li></ul></ul><ul><...
Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Product Activities </li></ul><ul><...
Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Distribution Activities </li></ul>...
UDEL, Quality education taking you to the next level Product Activities $2,296 Pricing Activities  $0 Distribution Activit...
Michael Wiora UDEL, Quality education taking you to the next level
<ul><li>Formal Marketing Controls </li></ul><ul><li>Informal Marketing Controls </li></ul>UDEL, Quality education taking y...
<ul><li>Hiring of a Marketing Intern </li></ul><ul><ul><li>MIS Intern  </li></ul></ul><ul><li>Board of Marketing Advisors ...
<ul><li>Employees behavior </li></ul><ul><li>Cultural Control </li></ul>UDEL, Quality education taking you to the next level
<ul><li>Provide students with an Exit Survey </li></ul>UDEL, Quality education taking you to the next level
Sarah Thamann UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
UDEL, Quality education taking you to the next level
<ul><li>UDEL, Quality education  </li></ul><ul><li>taking you to the next level </li></ul>
 
<ul><li>Collective document that all faculty can use and reference to provide information </li></ul><ul><li>Can be used to...
 
 
 
UDEL, Quality education taking you to the next level
Upcoming SlideShare
Loading in...5
×

Marketing Strategy Plan for the University of Dayton Department of Educational Leadership

10,102

Published on

This Marketing Strategy Plan for the University of Dayton Educational Leadership was done as the final capstone project for marketing majors in the fall of 2008. Each team presented their findings and recommendations to the Educational Leadership Department to consider as actionable recommendations. This is not their actual strategy plan but rather a recommendation and opinions of my team.

Prepared a professional mail survey questionnaire and interpreted the results to develop a professional Marketing Strategy Plan for the Educational Leadership Department

Report included a situation analysis, SWOT analysis, recommendations for mission and vision statements, value proposition, goals and objectives, budget, identified growth opportunities, implementation tactics, evaluation and control, and recommendations for the future marketing research.

Published in: Education

Transcript of "Marketing Strategy Plan for the University of Dayton Department of Educational Leadership"

  1. 1. Matthew Benton Bradley Duranty Cara Frericks Michael Huser Stephanie Johnson Neil Smith Sarah Thamann Michael Wiora UDEL, Quality education taking you to the next level
  2. 2. Stephanie Johnson UDEL, Quality education taking you to the next level
  3. 3. UDEL, Quality education taking you to the next level
  4. 4. UDEL, Quality education taking you to the next level
  5. 5. UDEL, Quality education taking you to the next level
  6. 6. UDEL, Quality education taking you to the next level
  7. 7. UDEL, Quality education taking you to the next level
  8. 8. UDEL, Quality education taking you to the next level
  9. 9. Bradley Duranty UDEL, Quality education taking you to the next level
  10. 10. <ul><li>Demographics: </li></ul><ul><ul><li>Male & Female, 22 and older </li></ul></ul><ul><li>Geographic: </li></ul><ul><ul><li>Cincinnati, Dayton, Columbus </li></ul></ul><ul><li>Psychographics: </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Career driven </li></ul></ul>UDEL, Quality education taking you to the next level
  11. 11. <ul><ul><ul><li>Quality education </li></ul></ul></ul><ul><ul><ul><li>Dedicated faculty </li></ul></ul></ul><ul><ul><ul><li>Fulfill needs of consumer </li></ul></ul></ul>UDEL, Quality education taking you to the next level
  12. 12. <ul><ul><ul><li>Benefits offered by competitors </li></ul></ul></ul><ul><ul><ul><li>Location </li></ul></ul></ul><ul><ul><ul><li>More specialized programs </li></ul></ul></ul>UDEL, Quality education taking you to the next level
  13. 13. <ul><li>Previous Marketing Efforts </li></ul><ul><ul><ul><ul><li>Today’s Catholic Teacher Publication </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attendance at conferences </li></ul></ul></ul></ul><ul><ul><ul><ul><li>National Catholic Educational Association email blast </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Door Drop” </li></ul></ul></ul></ul></ul>UDEL, Quality education taking you to the next level
  14. 14. <ul><li>Compensation </li></ul><ul><ul><li>Understand the competition </li></ul></ul><ul><li>Future </li></ul><ul><ul><li>Increase marketing budget </li></ul></ul><ul><ul><li>Sponsorship and donations </li></ul></ul><ul><li>Current </li></ul><ul><ul><li>Small advertising budget </li></ul></ul><ul><ul><li>Educated faculty </li></ul></ul>UDEL, Quality education taking you to the next level
  15. 15. Neil Smith UDEL, Quality education taking you to the next level
  16. 16. <ul><li>Prestigious reputation which resonates to UDEL </li></ul><ul><li>The University of Dayton’s Marianist traditions and principles shape the family and community based atmosphere. </li></ul><ul><li>UDEL programs offer many different avenues to receive an education. </li></ul>UDEL, Quality education taking you to the next level
  17. 17. <ul><li>In recent years UDEL has not had a proper approach to advertising their program. </li></ul><ul><li>The University of Dayton’s perceived high cost of education. </li></ul>UDEL, Quality education taking you to the next level
  18. 18. <ul><li>Increase in size of the University of Dayton’s undergraduate Education Program. </li></ul><ul><li>The State of Ohio’s professional requirements for teachers, who must obtain a Master’s degree within five years of teaching. </li></ul><ul><li>Recognizable and distinguished professors and staff in the UDEL program. </li></ul>UDEL, Quality education taking you to the next level
  19. 19. <ul><li>The increase in competition in regards to the market shifting to solely online programs. </li></ul><ul><li>UDEL is threatened by a debate continuing in the upper leadership over the effectiveness of online classes. </li></ul><ul><li>The recent decline in the national and regional economy. </li></ul>UDEL, Quality education taking you to the next level
  20. 20. STRENGTHS : • UD’s prestigious reputation • Marianist community • Multiple avenues to receive education OPPORTUNITIES : • Increased size of undergrad • Masters Requirement 5 years • Distinguished staff WEAKNESSES : • Advertising program • Perceived high tuition cost THREATS : • Increase online program competition • Online class debate • Economy
  21. 21. <ul><li>Matching </li></ul><ul><ul><li>Match strengths and opportunities increasing the amount of promotion regarding UDEL’s quality programs </li></ul></ul><ul><li>Converting </li></ul><ul><ul><li>Weak advertising can be converted into a strength with new advertising with an emphasis on quality </li></ul></ul>UDEL, Quality education taking you to the next level
  22. 22. <ul><li>Minimizing </li></ul><ul><ul><li>UDEL needs to work to minimize the perceived weakness of their inability to compete on price </li></ul></ul><ul><li>Avoiding </li></ul><ul><ul><li>UDEL needs to avoid the threat posed by the increase in competition </li></ul></ul>UDEL, Quality education taking you to the next level
  23. 23. Matthew Benton UDEL, Quality education taking you to the next level
  24. 24. <ul><li>Who are we as an organization? </li></ul><ul><li>Who are our customers and what do they value? </li></ul><ul><li>What makes us unique? </li></ul>UDEL, Quality education taking you to the next level
  25. 25. <ul><li>“ The mission of the University of Dayton, Department of Educational Leadership is to satisfy the wants and needs of school administrators and school systems to prepare clients to serve effectively and ethically in administrative roles through the Marianist tradition. “ </li></ul>UDEL, Quality education taking you to the next level
  26. 26. <ul><li>Future Oriented </li></ul><ul><li>Untapped opportunities </li></ul>UDEL, Quality education taking you to the next level
  27. 27. <ul><li>“ UDEL aspires to become the premiere institution for teachers looking for a graduate degree in educational leadership to achieve their personal and professional goals and objectives. This will foster lasting relationships with local and regional school systems while exhibiting Marianist values. “ </li></ul>UDEL, Quality education taking you to the next level
  28. 28. <ul><li>Goal #1: Maintain current level of students </li></ul><ul><li>Objective 1.1: Discontinue tuition freeze for incoming students, continue for current students </li></ul>UDEL, Quality education taking you to the next level
  29. 29. <ul><li>Specific Outcome </li></ul><ul><ul><li>Increased capital and goodwill </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>6-9 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Rev. Joseph Massucci Ph.D. </li></ul></ul>UDEL, Quality education taking you to the next level
  30. 30. <ul><li>Objective 1.2: Work with current students to make sure their needs are met to maintain their happiness level. </li></ul>UDEL, Quality education taking you to the next level
  31. 31. <ul><li>Specific Outcome </li></ul><ul><ul><li>Remind students of their importance </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-3 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>All faculty </li></ul></ul>UDEL, Quality education taking you to the next level
  32. 32. <ul><li>Goal #2: Attract new students </li></ul><ul><li>Objective 2.1: Develop a script </li></ul>UDEL, Quality education taking you to the next level
  33. 33. <ul><li>Specific Outcome </li></ul><ul><ul><li>Answer questions and objections in a marketing manner </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-2 days </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Marketing intern and Marketing Board of Advisors </li></ul></ul>UDEL, Quality education taking you to the next level
  34. 34. <ul><li>Objective 2.2: Develop an integrated marketing campaign involving promotions such as direct mail, advertisements, direct selling and magnets. </li></ul>UDEL, Quality education taking you to the next level
  35. 35. <ul><li>Specific Outcome </li></ul><ul><ul><li>Consistent messages create identity with UDEL </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-3 months </li></ul></ul><ul><li>Responsible Person </li></ul><ul><ul><li>Marketing intern and Marketing Board of Advisors </li></ul></ul>UDEL, Quality education taking you to the next level
  36. 36. <ul><li>Goal #3: Maintain and improve current quality of program. </li></ul><ul><li>Objective 3.1: Continue to improve faculty </li></ul>UDEL, Quality education taking you to the next level
  37. 37. <ul><li>Specific Outcome </li></ul><ul><ul><li>Never a decline in quality </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>ASAP </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Rev. Joseph Massucci, Ph.D. </li></ul></ul>UDEL, Quality education taking you to the next level
  38. 38. <ul><li>Objective 3.2: Improve and enhance website so that is more accessible, effective and easily explored. </li></ul>UDEL, Quality education taking you to the next level
  39. 39. <ul><li>Specific Outcome </li></ul><ul><ul><li>Increase in user friendliness </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>6-9 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>MIS and Marketing interns work with the board and executives </li></ul></ul>UDEL, Quality education taking you to the next level
  40. 40. PRESENT PRODUCT PRESENT MARKET MARKET PENETRATION STRATEGY Marketing research Product differentiation Gain market share Lowest risk “ Product Positioning”
  41. 41. Michael Huser UDEL, Quality education taking you to the next level
  42. 42. <ul><li>Public Paul and Patty </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Personal achievement </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Cost effective </li></ul></ul><ul><ul><li>Quality </li></ul></ul>UDEL, Quality education taking you to the next level
  43. 43. <ul><li>Catholic Christina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><li>Personal Achievement </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Online and face-to-face classes </li></ul></ul><ul><ul><li>Cost effective classes </li></ul></ul><ul><ul><li>Prestigious education </li></ul></ul>UDEL, Quality education taking you to the next level
  44. 44. <ul><li>Education Ed & Edwina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Principle </li></ul></ul><ul><ul><li>Superintendent </li></ul></ul><ul><ul><li>Curriculum Director </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Specialty product </li></ul></ul><ul><ul><li>Quality education </li></ul></ul><ul><ul><li>Convenient locations </li></ul></ul>UDEL, Quality education taking you to the next level
  45. 45. Quality Price High Price Low Quality High Low
  46. 46. Cara Frericks UDEL, Quality education taking you to the next level
  47. 47. MARKETING STRATEGY APPROPRIATE MARKETING IMPLEMENTATION EFFECTIVE Success All measurable targets met for sales growth, market share, and profits
  48. 48. <ul><li>Employee Training </li></ul><ul><ul><li>Universal Script </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><li>Internal Communication </li></ul><ul><ul><li>All informed about the strategy </li></ul></ul>UDEL, Quality education taking you to the next level
  49. 49. Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Product Activities </li></ul><ul><li>Hiring of a marketing intern </li></ul><ul><li>Hiring of a MIS intern </li></ul>Dr. Massucci $ 1,120 10.8% $ 1,176 11.4% 01/01/2009 01/01/2009 Pricing Activities 1. Increase Tuition to keep up with inflation rates 2. Discontinue Tuition Freeze for incoming students Dr. Massucci $ 0 0%
  50. 50. Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Distribution Activities </li></ul><ul><li>1. Improve on-line classes from website </li></ul><ul><li>Continue quality of classroom experience </li></ul>Dr. Massucci $ 0 0% IMC Activities 1. Advertising 2. Personal Selling 3. Sales Promotion Items 4. Publicity 5. Public Relations Dr. Massucci, Marketing intern, and Marketing Board of Advisors $ 2,800 27.2% $ 1,000 9.7% $ 3,000 29.1% $ 200 1.9% $ 2,000 19.4% 5/1/2010 1/1/2010 5/1/2010 1/1/2010 6/30/2010 TOTAL BUDGET $ 11,296.00 100%
  51. 51. UDEL, Quality education taking you to the next level Product Activities $2,296 Pricing Activities $0 Distribution Activities $0 IMC Activities $9,000 TOTAL BUDGET $11,296
  52. 52. Michael Wiora UDEL, Quality education taking you to the next level
  53. 53. <ul><li>Formal Marketing Controls </li></ul><ul><li>Informal Marketing Controls </li></ul>UDEL, Quality education taking you to the next level
  54. 54. <ul><li>Hiring of a Marketing Intern </li></ul><ul><ul><li>MIS Intern </li></ul></ul><ul><li>Board of Marketing Advisors </li></ul><ul><li>Marketing Plan Workshop </li></ul>UDEL, Quality education taking you to the next level
  55. 55. <ul><li>Employees behavior </li></ul><ul><li>Cultural Control </li></ul>UDEL, Quality education taking you to the next level
  56. 56. <ul><li>Provide students with an Exit Survey </li></ul>UDEL, Quality education taking you to the next level
  57. 57. Sarah Thamann UDEL, Quality education taking you to the next level
  58. 58. UDEL, Quality education taking you to the next level
  59. 59. UDEL, Quality education taking you to the next level
  60. 60. <ul><li>UDEL, Quality education </li></ul><ul><li>taking you to the next level </li></ul>
  61. 62. <ul><li>Collective document that all faculty can use and reference to provide information </li></ul><ul><li>Can be used to answer questions that potential customers might ask </li></ul><ul><li>Provides a list of benefits of UDEL </li></ul>UDEL, Quality education taking you to the next level
  62. 66. UDEL, Quality education taking you to the next level

×