• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Marketing Strategy Plan for the University of Dayton Department of Educational Leadership
 

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

on

  • 6,796 views

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 ...

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.

Statistics

Views

Total Views
6,796
Views on SlideShare
6,780
Embed Views
16

Actions

Likes
4
Downloads
0
Comments
0

2 Embeds 16

http://www.slideshare.net 15
http://www.slashdocs.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 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
  • 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
    • Demographics:
      • Male & Female, 22 and older
    • Geographic:
      • Cincinnati, Dayton, Columbus
    • Psychographics:
      • Education
      • Career driven
    UDEL, Quality education taking you to the next level
        • Quality education
        • Dedicated faculty
        • Fulfill needs of consumer
    UDEL, Quality education taking you to the next level
        • Benefits offered by competitors
        • Location
        • More specialized programs
    UDEL, Quality education taking you to the next level
    • Previous Marketing Efforts
          • Today’s Catholic Teacher Publication
          • Attendance at conferences
          • National Catholic Educational Association email blast
            • “ Door Drop”
    UDEL, Quality education taking you to the next level
    • Compensation
      • Understand the competition
    • Future
      • Increase marketing budget
      • Sponsorship and donations
    • Current
      • Small advertising budget
      • Educated faculty
    UDEL, Quality education taking you to the next level
  • Neil Smith UDEL, Quality education taking you to the next level
    • Prestigious reputation which resonates to UDEL
    • The University of Dayton’s Marianist traditions and principles shape the family and community based atmosphere.
    • UDEL programs offer many different avenues to receive an education.
    UDEL, Quality education taking you to the next level
    • In recent years UDEL has not had a proper approach to advertising their program.
    • The University of Dayton’s perceived high cost of education.
    UDEL, Quality education taking you to the next level
    • Increase in size of the University of Dayton’s undergraduate Education Program.
    • The State of Ohio’s professional requirements for teachers, who must obtain a Master’s degree within five years of teaching.
    • Recognizable and distinguished professors and staff in the UDEL program.
    UDEL, Quality education taking you to the next level
    • The increase in competition in regards to the market shifting to solely online programs.
    • UDEL is threatened by a debate continuing in the upper leadership over the effectiveness of online classes.
    • The recent decline in the national and regional economy.
    UDEL, Quality education taking you to the next level
  • 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
    • Matching
      • Match strengths and opportunities increasing the amount of promotion regarding UDEL’s quality programs
    • Converting
      • Weak advertising can be converted into a strength with new advertising with an emphasis on quality
    UDEL, Quality education taking you to the next level
    • Minimizing
      • UDEL needs to work to minimize the perceived weakness of their inability to compete on price
    • Avoiding
      • UDEL needs to avoid the threat posed by the increase in competition
    UDEL, Quality education taking you to the next level
  • Matthew Benton UDEL, Quality education taking you to the next level
    • Who are we as an organization?
    • Who are our customers and what do they value?
    • What makes us unique?
    UDEL, Quality education taking you to the next level
    • “ 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. “
    UDEL, Quality education taking you to the next level
    • Future Oriented
    • Untapped opportunities
    UDEL, Quality education taking you to the next level
    • “ 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. “
    UDEL, Quality education taking you to the next level
    • Goal #1: Maintain current level of students
    • Objective 1.1: Discontinue tuition freeze for incoming students, continue for current students
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Increased capital and goodwill
    • Time Frame
      • 6-9 months
    • Person Responsible
      • Rev. Joseph Massucci Ph.D.
    UDEL, Quality education taking you to the next level
    • Objective 1.2: Work with current students to make sure their needs are met to maintain their happiness level.
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Remind students of their importance
    • Time Frame
      • 1-3 months
    • Person Responsible
      • All faculty
    UDEL, Quality education taking you to the next level
    • Goal #2: Attract new students
    • Objective 2.1: Develop a script
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Answer questions and objections in a marketing manner
    • Time Frame
      • 1-2 days
    • Person Responsible
      • Marketing intern and Marketing Board of Advisors
    UDEL, Quality education taking you to the next level
    • Objective 2.2: Develop an integrated marketing campaign involving promotions such as direct mail, advertisements, direct selling and magnets.
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Consistent messages create identity with UDEL
    • Time Frame
      • 1-3 months
    • Responsible Person
      • Marketing intern and Marketing Board of Advisors
    UDEL, Quality education taking you to the next level
    • Goal #3: Maintain and improve current quality of program.
    • Objective 3.1: Continue to improve faculty
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Never a decline in quality
    • Time Frame
      • ASAP
    • Person Responsible
      • Rev. Joseph Massucci, Ph.D.
    UDEL, Quality education taking you to the next level
    • Objective 3.2: Improve and enhance website so that is more accessible, effective and easily explored.
    UDEL, Quality education taking you to the next level
    • Specific Outcome
      • Increase in user friendliness
    • Time Frame
      • 6-9 months
    • Person Responsible
      • MIS and Marketing interns work with the board and executives
    UDEL, Quality education taking you to the next level
  • PRESENT PRODUCT PRESENT MARKET MARKET PENETRATION STRATEGY Marketing research Product differentiation Gain market share Lowest risk “ Product Positioning”
  • Michael Huser UDEL, Quality education taking you to the next level
    • Public Paul and Patty
    • Primary Needs
      • Increased Pay
      • Location
      • Personal achievement
    • Key Benefits
      • Convenience
      • Cost effective
      • Quality
    UDEL, Quality education taking you to the next level
    • Catholic Christina
    • Primary Needs
      • Increased Pay
      • Personal Achievement
    • Key Benefits
      • Online and face-to-face classes
      • Cost effective classes
      • Prestigious education
    UDEL, Quality education taking you to the next level
    • Education Ed & Edwina
    • Primary Needs
      • Principle
      • Superintendent
      • Curriculum Director
    • Key Benefits
      • Specialty product
      • Quality education
      • Convenient locations
    UDEL, Quality education taking you to the next level
  • 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, market share, and profits
    • Employee Training
      • Universal Script
      • Website
    • Internal Communication
      • All informed about the strategy
    UDEL, Quality education taking you to the next level
  • Specific Tactical Activities Person Responsible Required Budget Completion Date
    • Product Activities
    • Hiring of a marketing intern
    • Hiring of a MIS intern
    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%
  • Specific Tactical Activities Person Responsible Required Budget Completion Date
    • Distribution Activities
    • 1. Improve on-line classes from website
    • Continue quality of classroom experience
    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%
  • 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
  • Michael Wiora UDEL, Quality education taking you to the next level
    • Formal Marketing Controls
    • Informal Marketing Controls
    UDEL, Quality education taking you to the next level
    • Hiring of a Marketing Intern
      • MIS Intern
    • Board of Marketing Advisors
    • Marketing Plan Workshop
    UDEL, Quality education taking you to the next level
    • Employees behavior
    • Cultural Control
    UDEL, Quality education taking you to the next level
    • Provide students with an Exit Survey
    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
    • UDEL, Quality education
    • taking you to the next level
  •  
    • Collective document that all faculty can use and reference to provide information
    • Can be used to answer questions that potential customers might ask
    • Provides a list of benefits of UDEL
    UDEL, Quality education taking you to the next level
  •  
  •  
  •  
  • UDEL, Quality education taking you to the next level