Marketing-Plan für die Said Business School

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Marketing-Plan für die Said Business School

  1. 1. Page 0 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels Marketing and communication plan for the MSc and DPhil programmes of Said Business School, University of Oxford Dr. Christian Fels
  2. 2. Page 1 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian FelsThe task attract students of high academic excellence attract students from all regions attract students from all academic backgrounds avoid getting to many less qualified applications tap the talent pool of other universities avoid being tapped by other universities
  3. 3. Page 2 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels [ unknown ] recall pos. image interest application • communicate existence of SBS − communication goals − − communication content − • establish a positive image of SBS • increase student’s interest in additional studies • strengthen the positive image of SBS • increase interest in additional studies at SBS • inform about application details at SBS • set appropriate entry barriers • general information • achievements • ranking • benefits of additional studies • USP • benefits & price • evaluation criteria & RTB • expectations during studies The decision process
  4. 4. Page 3 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels general background communication recall pos. image interest application media for general target group media for focused target group personal communication The communication process *publications; *articles; *interviews & discussions *PR; *career guides; *rankings; *advertisements *contact to specific universities & foundations *fairs; *open days; *adm. events; *award winners
  5. 5. Page 4 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels ? ? ? ? general background communication ? media for general target group ? media for focused target group ? personal communication ? recall pos. image interest application − lack of communication − − point of losing students − An example *publications; *articles; *interviews & discussions *PR; *career guides; *rankings; *advertisements *contact to specific universities & foundations *fairs; *open days; *adm. events; *award winners
  6. 6. Page 5 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian FelsThe result attract students of high academic excellence avoid being tapped by other universities tap the talent pool of other universities attract students from all academic backgrounds attract students from all regions
  7. 7. Page 6 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels Thank you for your attention
  8. 8. Page 7 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford Dr. Christian Fels country’s language town size univ. established courses since special aspects leisure further details • English • English • English • 180.000 • 7.500.000 • 15.000 • ~ 1096 • 1964 • 1957 • 1996 • 1993 • tutoring system • mentoring system • college system • “Centre for Crea- tive Business” • gardens • clubs • sports • 47 Nobel prizes • interdiscipl. research • research-based ma- nagement • 13 Nobel prizes • 4 partner universities • 40 corporate partners • ranked 1st US business school in 2003 • 41 Nobel prizes • several scholarships • US-visa required • limited cult. & ling. diversity • art • media • sport • 1989 (Dr.) • PhD program “well established” • “structure similar to most American schools” • theatre • museum • French • 100.000 • 1636 • case studies • on-campus facilities Appendix: The competitors • ? • ranked 1st non-US business school in 2003

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