1. Marketing Plan for UD Education Progra
Chanaporn Kururattapun
Dong Guo
Xi Chen
Xin Wan

2. Agenda
Situation
Analysis
Company Introduction
Climate
Competitor analysis
Collaborate analysis
SWOT
Customers Analysis
Implantation
Marketing Mix
Budgeting
Markets
Strategies
Positioning
Branding

3. Situation Analysis
•Goal
–To increase the number of undergraduate students
enroll to the program
•Culture
–Openness to all demographic group
-Company Introduction

4. Situation Analysis
•Strengths
-Two certificates are provided for both elementary and
early childhood education
-Non-discriminated multicultural climate in the campus
-Financial supports
Four-year scholarships
-Company Introduction

5. Situation Analysis
•Weakness
-Financial problems
-High tuition
-Scholarships are limited
-Company Introduction

6. Situation Analysis
-The perspective of teacher is negative.
Hard work with low pay
High social expectation
Lack of respect
–The tuition of education program at the
University of Delaware is expensive.
-Challenges

7. Situation Analysis
•Political Legal
-New regulation raises the standard to enhance quality
of education program
•Economic
-The U.S. economic growth is “moderately positive”
-Climate (PEST Model)

8. Situation Analysis
• Social
-Barriers to be a teacher
-Desire to help people
-Climate (PEST Model)
•Technological
-US education is the best in the world
-Education system is quite mature

9. Situation Analysis
-Competitor
-Other Education Colleges that have same ranking
level with UD
-Strengths
-Out-state registers’ tuition is low
Weakness
-Only one certification
-In-state registers’ tuition is high

10. Situation Analysis
-Collaborator
-US high schools
-Alumni
-International Teaching Institutes
-Xiamen University’s teaching program
-Other programs/ Institutes in UD
-ELI
-Current UD students

11. Situation Analysis
SWOT
Strengths
-ranking is high
-two certifications
-best quality in DE
-safe learning
environment
Weakness
-Tuition high
-Highly living cost
Opportunity
-students who love
children
-high respectful
-International students
Threat
-other notable universities

12. Situation Analysis
-Customers analysis
-University Ranking
-Learning Environment
-High quality education
-Affordable Tuition
-Smaller class size (more individual attention)
-Better learning discipline
-Employment potential

13. Market
• Target market1 Students
-High School Graduates (Prospect)
-UD Freshmen
-Seniors who Pursue A Master`s Degree in Teaching
-Current Educators who wants to re-trained themselves
-Target customers
•Target market 2 Parents
-Parents of High school graduates

14. Strategies
Cost
Leadership
Differentiation Focus

15. Positioning
A high-quality and affordable education program
with high employment potential within a safe and
comfortable learning environment.

16. Branding
Brand
Value
High-quality
education
High
employment
potential
Safety

17. Implementation
•Product
-Job Recommendation
-Smaller Size Class
-OPT Extension ( For International Students)
•Price
-Affordable Program
-Scholarship
-Low Interests Loan

18. Implementation
-Place & Promotion
High school graduates Parents
Flyers & Posters
Social Medias
Medias

19. Implementation
-Place & Promotion
Students & Parents
Official Website
Campus Tour

20. Budget

21. References
http://www.ed.gov/news/press-releases/us-department-education-
proposes-plan-strengthen-teacher-preparation
http://www.nea.org/home/2012-2013-average-starting-teacher-
salary.html
http://www.payscale.com/research/US/All_K-12_Teachers/Salary
http://grad-schools.usnews.rankingsandreviews.com/best-graduate-
schools/top-education-schools/edu-rankings
http://city-salaries.startclass.com/d/a/Delaware
https://sites.udel.edu/ire/files/2015/01/82-feesvscomparators-1fztotf.pdf

23. Thank you.