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Student & Marketing Recruitment Strategy - Nigeria: WREST Corp
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Student & Marketing Recruitment Strategy - Nigeria: WREST Corp

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Marketing Strategy for Universities in Nigeria by Wrest Corp.

Marketing Strategy for Universities in Nigeria by Wrest Corp.

Published in: Education, Business

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  • 1. International Marketing Strategy NIGERIA By: WREST Corporation
  • 2. Market Profile-Nigeria Consumer Expenditure on Education £ 2,107.0 Million Annual Disposable Income £37 Million Total Students Studying Overseas 30,000 Level of Study P.G(60%), UG(40%) Most Famous Courses Business & Technology. Niche Market for Design Courses Major Source of Tuition Fee Self Funded (80%) Exchange Rate Against Indian Rupees 3.12 Major Destination Countries UK (60%), USA(22%), Others (18%) Source: Euromonitor
  • 3. Market Profile-Nigeria Geography Economics •Population: 150m (WB) World’s 8th largest oil exporter; new developments in LPG •Varied cultures & ethnicities: Yoruba, Hausa/Fulani, Igbo, Ijaw Per Capital GDP: $830 •Religion ; Muslim & Christianity 50:50 Inflation: 11.2% •50million Children under 15 years of age GNP growth: 4.7% Poverty: 80-90million live in poverty Source: HESA
  • 4. The Way Forward - Agents Way Forward Challenges Develop Exclusive Agent Network Agent Identification & Persistent Follow up. Comprehensive Agent Training, Motivation and Support Time Management, Additional Budget. Recruitment Specific Bonuses (on hitting sale targets). Good Commission Rates Increases our CRPS (Cost of Recruitment Per Students) & Budget. Stiff Challenge from other competing universities, willing to pay up-to 20% Commission. Joint Advertising Budget Contractual Agreement with the Agents.
  • 5. The Way Forward Feeder Links Way Forward • Develop Feeder Links / Strategic Partnership with Schools & Colleges for 2+2 and Bachelors Degree Programme. • Relationship Marketing with Prospective Partners / Key Stakeholders Challenges •Not Great for Instant Recruitment. •Identify Prospective Partners •Collaboration Feasibility •Ensuring Partnership with a Reputed Educational Establishment.
  • 6. The Way Forward Education Fairs Way Forward Challenges Education Fairs: Good promotional tool, but very expensive (1200 Naira's). Lots of participating institutions, and not great for instant recruitment Use Academic Staff to provide marketing edge to our campaign. Availability of time, motivation and increase in budgets Hold Seminar / Gathering with students and parents, to answer any questions they might be having. Event organisation , logistics and expenses.
  • 7. The Way Forward Market Awareness Way Forward Challenges Advertising Campaign (news paper adverts) Quite Expensive. Ensure we get the best rates and deals. Direct Marketing / Presentations-School & Colleges Identify institutions, needs ground work, co-ordination, and follow up. College / University Annual Fair Sponsorship Not a very common strategy, but has potential to be quite useful. E-Marketing Focus on active communication, strong web presence and creativity. Joint Advertising Budgets Contractual Agreement with the agents.
  • 8. OTHER STRATEGIES Internal Marketing Relationship Marketing Auxiliary Services External Marketing Feeder Links E Marketing Career Services Promoting Brand India & Raffles Schools, Colleges, Universities Strong Web Presence Students, Alumni’s Reference Teachers Parents Market Positioning Consistent Market Presence Student Recruitment
  • 9. Presentation By: WRE ST Corporation
  • 10. Presentation By: WRE ST Corporation