Content marketing strategy and implications for higher educational instituti...Md. Moulude Hossain
This document discusses content marketing strategies for higher educational institutions in Bangladesh. It recommends that institutions publish different types of content across various platforms like websites, social media, blogs, articles and videos to provide information to students, parents and other stakeholders. Content should be targeted to address common questions about courses, faculty, research etc. The strategy outlines setting objectives, defining target audiences, developing content, planning distribution across platforms like search engines, social media, email and blogs. The goal is to establish the institution as an expert and thought leader in its fields to attract students and talent.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
Burke: Learning and Growing through Marketing ResearchAsif Mahmood Abbas
Burke is a century-old market research firm that helps clients identify their information needs to make decisions. The most important step is defining the research problem, as what the client thinks is the problem may not be the real problem. Once the question is defined, Burke develops a research process involving design, data collection, analysis, and reporting to continuously improve clients' decision-making and learning.
Higher education marketers must use data-driven strategies to prove their value. This involves setting goals and metrics for campaigns, analyzing results, and presenting outcomes to show marketing's impact on enrollment, donations, and other factors. Data collection on areas like website traffic and social media engagement helps optimize efforts. Relying on measurable results allows marketers to justify budgets and strategies.
Marketing Research 6th Edition Burns Solutions Manualpyxacivoti
This document provides the table of contents for a marketing research textbook. The table of contents lists 20 chapters and their corresponding page numbers. The chapters cover topics such as the marketing research process, research design, data collection methods, sampling, statistics, and preparing research reports. It also includes information about accessing the SPSS student assistant.
Marketing Environment-Multiple Choice Questions ( MCQs) on Marketing EnvironmentMaxwell Ranasinghe
This document summarizes a book containing 580 multiple choice questions on marketing that are frequently asked in exams. The author, Maxwell Ranasinghe, has over 20 years of experience teaching marketing and conducting workshops. He analyzed over 1600 marketing exam questions from various universities and professional institutes and identified 580 questions that are commonly asked. These 580 questions are answered in the book to help students prepare for exams. The document provides information on how to access the full book on Amazon or view a sample presentation with 20 marketing multiple choice questions and their answers.
Content marketing strategy and implications for higher educational instituti...Md. Moulude Hossain
This document discusses content marketing strategies for higher educational institutions in Bangladesh. It recommends that institutions publish different types of content across various platforms like websites, social media, blogs, articles and videos to provide information to students, parents and other stakeholders. Content should be targeted to address common questions about courses, faculty, research etc. The strategy outlines setting objectives, defining target audiences, developing content, planning distribution across platforms like search engines, social media, email and blogs. The goal is to establish the institution as an expert and thought leader in its fields to attract students and talent.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
Burke: Learning and Growing through Marketing ResearchAsif Mahmood Abbas
Burke is a century-old market research firm that helps clients identify their information needs to make decisions. The most important step is defining the research problem, as what the client thinks is the problem may not be the real problem. Once the question is defined, Burke develops a research process involving design, data collection, analysis, and reporting to continuously improve clients' decision-making and learning.
Higher education marketers must use data-driven strategies to prove their value. This involves setting goals and metrics for campaigns, analyzing results, and presenting outcomes to show marketing's impact on enrollment, donations, and other factors. Data collection on areas like website traffic and social media engagement helps optimize efforts. Relying on measurable results allows marketers to justify budgets and strategies.
Marketing Research 6th Edition Burns Solutions Manualpyxacivoti
This document provides the table of contents for a marketing research textbook. The table of contents lists 20 chapters and their corresponding page numbers. The chapters cover topics such as the marketing research process, research design, data collection methods, sampling, statistics, and preparing research reports. It also includes information about accessing the SPSS student assistant.
Marketing Environment-Multiple Choice Questions ( MCQs) on Marketing EnvironmentMaxwell Ranasinghe
This document summarizes a book containing 580 multiple choice questions on marketing that are frequently asked in exams. The author, Maxwell Ranasinghe, has over 20 years of experience teaching marketing and conducting workshops. He analyzed over 1600 marketing exam questions from various universities and professional institutes and identified 580 questions that are commonly asked. These 580 questions are answered in the book to help students prepare for exams. The document provides information on how to access the full book on Amazon or view a sample presentation with 20 marketing multiple choice questions and their answers.
This is the dissertation conducted by Mahinya Aman, in partial fulfillment of the requirement for the Degree of Bachelor of Human Resources Management of Tumaini University Dar es Salaam College, Tanzania
Effectiveness of online advertsiment on students in zambia Meshach Chindele
This document is a research report submitted by Meshach Chindele to fulfill the requirements for a Bachelor's degree in Information Technology from Mulungushi University. The report investigates the effectiveness of internet advertising on student behavior in Zambia, using Mulungushi University as a case study. It includes an abstract, literature review, methodology, data collection and analysis sections. The study aims to understand how online advertisements influence students' purchasing decisions and behaviors.
This 4-page document proposes research to evaluate the effectiveness of Vodafone's cross-media advertising campaign using television, billboards, newspapers, and online ads. The research will use surveys to understand how demographics relate to media preferences and compare the impact of individual vs. combined media. Hypotheses test whether demographics predict media choices and whether a cross-media campaign is more effective. The research design involves qualitative research to inform a questionnaire, which will be administered through personal and online interviews. Data will be analyzed using SPSS and presented along with a final report.
The project is undertaken to measure the brand promotion of WORLD OF MOMS.COM in around HYDERABAD, measuring the brand promotion of a particular company’s brand is of vital importance since it indicates the number of people who are aware as well as what values they add to the particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose.
This document outlines a marketing plan and roadmap to increase awareness of Admito, an online platform offering MBA admission guidance. It begins by analyzing Admito's stakeholders including MBA aspirants, B-schools, parents, and current students/alumni. Market research findings are presented on the factors influencing college selection. The plan then recommends improving algorithms, awareness campaigns, and partnering with students/alumni for guidance. A SWOT analysis and 2-phase marketing roadmap through December 2017 is presented utilizing workshops, webinars, blogs, SEO, PR, collaborations and events. The current execution status updates on workshops, webinars and guidance delivered.
Customer Satisfaction of Kaymu BangladeshFahad Aziz
This presentation summarizes a study on customer satisfaction of Kaymu, an online marketplace in Bangladesh. The objectives were to understand the importance of online markets and customer satisfaction in Bangladesh. A questionnaire was used to collect primary data from 20 people on their experiences with and perceptions of Kaymu. Key findings include that most users are between 20-35 years old, hear about Kaymu through social media, and are satisfied with the convenience of online shopping despite some issues with delivery and product quality. The presentation concludes that Kaymu should focus on these issues to better compete in the growing e-commerce market in Bangladesh.
Optimizing the Student Recruitment ExperienceHobsons
Hobsons Consulting discusses the impacts of the relationship management processes that schools can embrace to communicate with more relevance, meaning, and efficiency to connect with the right types of students and ultimately increase -- or at least maintain -- yield.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
The document provides information about a company that offers case study answers, assignment solutions, project reports, and thesis work for various business programs and universities. It lists the programs and schools covered and provides contact information, including phone numbers and a website for more details. The company seems to offer academic assistance and completed work for various postgraduate business and management programs.
1) The document discusses how consumer online feedback can impact company reputation and sales. It conducted a survey of 123 people to understand the effect of online feedback.
2) The results found that over 50% of people seek references from social networks, showing the influence of feedback. Most participants were brand conscious.
3) It was concluded that online feedback and social media are important tools for businesses to build reputation, boost sales, and gain customer loyalty through better understanding consumer perspectives. Regular feedback allows companies to improve marketing strategies.
The document discusses online marketing research and provides information on several topics:
- It describes how online marketing research can now be effectively used by small and medium-sized businesses, not just large corporations.
- It outlines different online data gathering techniques like email surveys, web-based surveys, and online focus groups.
- It discusses both the advantages and disadvantages of conducting internet surveys and online focus groups.
- It provides tips for designing effective online questionnaires and recruiting internet respondents.
The document discusses strategies for integrating online and offline marketing to increase enrollment. It recommends starting with enrollment goals and budget to guide marketing approaches. Interactive strategies like search engine optimization, paid search, and affiliates can generate leads at costs of $45-125 per lead. An integrated campaign using multiple channels can help meet enrollment goals in a cost-effective way while improving conversion rates. Tracking media exposure and consumer behavior across channels is important for measuring results.
Whether you're running a small private preschool or advertising continuing education services at a prestigious university's night school, reaching new and recurring clients is paramount to the success of your institution. Benchmark Email has compiled a comprehensive guide for education institutions, enumerating the current industry statistics and providing actionable strategies for improvement. In Email Marketing for Education Institutions, we'll show you how to build a great online reputation and bring your prospective clients the information they really want to know
A Definitive List of 100 Bachelor Thesis TopicsBachelor Thesis
If you need interesting topic for your Bachelor thesis, check this definitive list of 100 Bachelor thesis topics. http://www.bachelorthesis.biz/bachelor-thesis-topics/
Antonelli College faced declining enrollments of 11% between 2014 and 2015 due to regulatory changes negatively impacting the for-profit college sector. They brought their marketing efforts in-house but were dissatisfied with the results of their pay-per-lead campaigns, which had low conversion rates. Antonelli then partnered with High Intent Marketing, who specialized in direct response radio advertising, and saw their lead conversion rates triple and their cost per student start drop from $4,000 to $1,000. The increased enrollments allowed Antonelli to double the size of their online admissions team. The case study demonstrates how optimizing a school's marketing mix through offline and online channels can help increase enrollments in the challenging post-
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
Information and Communication tech for Marketing-Multiple Choice Questions (...Maxwell Ranasinghe
This document discusses an e-book on marketing multiple choice questions (MCQs) written by Maxwell Ranasinghe. The e-book contains 580 frequently asked MCQs in marketing exams categorized into 12 chapters. The author has over 20 years experience teaching marketing. He analyzed over 1600 questions from various exam papers and identified 580 that are frequently asked. This presentation discusses 20 sample MCQs from the Information and Communication Technology chapter of the book and provides their answers. The full e-book containing all 580 questions and answers can be purchased for $4.99 on Amazon by searching "Marketing MCQs by Maxwell Ranasinghe".
2015 school choice_from_the_value_perspectiveJason Giffen
Jason Giffen, Director of Admissions at North Shore Country Day School, gave a presentation on school choice from a value perspective. He discussed understanding the competitive landscape, knowing and strengthening your school's value proposition, and how to educate consumers. Specifically, he emphasized the importance of positioning your school through a clear statement and value proposition framed for different audiences. Developing personas can help communicate your unique value to various family types in a meaningful way through an honest discussion of your strengths and limitations.
Marketers in higher education face increasing challenges in converting prospective students due to financial concerns surrounding student loan debt, competition from online programs, and students relying on social media for information. To meet continued demand for postsecondary education, schools must understand how digital media has empowered students throughout the decision process and tailor their marketing strategies to influence students at different stages. A study found that students develop a shortlist of typically just three schools early in the process before contacting schools. Friends, family and peers are highly influential information sources second only to school websites. Professional networks are also important influencers. Schools need content marketing strategies that engage students throughout the entire decision journey.
Extended GAPs Model to Assess the Quality of Education for Higher Educational...Md. Moulude Hossain
In the globalized world of the current century, higher education is becoming more and more competitive and the leading universities must promote their own institutions not only locally but internationally as well. Higher education is one of the most significant parts of the education system of a country. The main objective of higher education is to develop the new knowledge, explore research works on different social and development issues, anticipate the needs of the economy and prepare highly skilled workers. In these contexts, higher education should be standard, welfare and sustainable development oriented. The report intends to analyze the marketing strategies deployed by higher educational institutions in Bangladesh. The main objective of this study is to explore the quality of higher education of higher educational institutions in Bangladesh. Nonetheless, the paper emphasizes on the students perception and expectations about the present education system of public and private universities, existing problems and challenges faced by the higher education institutions.
This is the dissertation conducted by Mahinya Aman, in partial fulfillment of the requirement for the Degree of Bachelor of Human Resources Management of Tumaini University Dar es Salaam College, Tanzania
Effectiveness of online advertsiment on students in zambia Meshach Chindele
This document is a research report submitted by Meshach Chindele to fulfill the requirements for a Bachelor's degree in Information Technology from Mulungushi University. The report investigates the effectiveness of internet advertising on student behavior in Zambia, using Mulungushi University as a case study. It includes an abstract, literature review, methodology, data collection and analysis sections. The study aims to understand how online advertisements influence students' purchasing decisions and behaviors.
This 4-page document proposes research to evaluate the effectiveness of Vodafone's cross-media advertising campaign using television, billboards, newspapers, and online ads. The research will use surveys to understand how demographics relate to media preferences and compare the impact of individual vs. combined media. Hypotheses test whether demographics predict media choices and whether a cross-media campaign is more effective. The research design involves qualitative research to inform a questionnaire, which will be administered through personal and online interviews. Data will be analyzed using SPSS and presented along with a final report.
The project is undertaken to measure the brand promotion of WORLD OF MOMS.COM in around HYDERABAD, measuring the brand promotion of a particular company’s brand is of vital importance since it indicates the number of people who are aware as well as what values they add to the particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose.
This document outlines a marketing plan and roadmap to increase awareness of Admito, an online platform offering MBA admission guidance. It begins by analyzing Admito's stakeholders including MBA aspirants, B-schools, parents, and current students/alumni. Market research findings are presented on the factors influencing college selection. The plan then recommends improving algorithms, awareness campaigns, and partnering with students/alumni for guidance. A SWOT analysis and 2-phase marketing roadmap through December 2017 is presented utilizing workshops, webinars, blogs, SEO, PR, collaborations and events. The current execution status updates on workshops, webinars and guidance delivered.
Customer Satisfaction of Kaymu BangladeshFahad Aziz
This presentation summarizes a study on customer satisfaction of Kaymu, an online marketplace in Bangladesh. The objectives were to understand the importance of online markets and customer satisfaction in Bangladesh. A questionnaire was used to collect primary data from 20 people on their experiences with and perceptions of Kaymu. Key findings include that most users are between 20-35 years old, hear about Kaymu through social media, and are satisfied with the convenience of online shopping despite some issues with delivery and product quality. The presentation concludes that Kaymu should focus on these issues to better compete in the growing e-commerce market in Bangladesh.
Optimizing the Student Recruitment ExperienceHobsons
Hobsons Consulting discusses the impacts of the relationship management processes that schools can embrace to communicate with more relevance, meaning, and efficiency to connect with the right types of students and ultimately increase -- or at least maintain -- yield.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
The document provides information about a company that offers case study answers, assignment solutions, project reports, and thesis work for various business programs and universities. It lists the programs and schools covered and provides contact information, including phone numbers and a website for more details. The company seems to offer academic assistance and completed work for various postgraduate business and management programs.
1) The document discusses how consumer online feedback can impact company reputation and sales. It conducted a survey of 123 people to understand the effect of online feedback.
2) The results found that over 50% of people seek references from social networks, showing the influence of feedback. Most participants were brand conscious.
3) It was concluded that online feedback and social media are important tools for businesses to build reputation, boost sales, and gain customer loyalty through better understanding consumer perspectives. Regular feedback allows companies to improve marketing strategies.
The document discusses online marketing research and provides information on several topics:
- It describes how online marketing research can now be effectively used by small and medium-sized businesses, not just large corporations.
- It outlines different online data gathering techniques like email surveys, web-based surveys, and online focus groups.
- It discusses both the advantages and disadvantages of conducting internet surveys and online focus groups.
- It provides tips for designing effective online questionnaires and recruiting internet respondents.
The document discusses strategies for integrating online and offline marketing to increase enrollment. It recommends starting with enrollment goals and budget to guide marketing approaches. Interactive strategies like search engine optimization, paid search, and affiliates can generate leads at costs of $45-125 per lead. An integrated campaign using multiple channels can help meet enrollment goals in a cost-effective way while improving conversion rates. Tracking media exposure and consumer behavior across channels is important for measuring results.
Whether you're running a small private preschool or advertising continuing education services at a prestigious university's night school, reaching new and recurring clients is paramount to the success of your institution. Benchmark Email has compiled a comprehensive guide for education institutions, enumerating the current industry statistics and providing actionable strategies for improvement. In Email Marketing for Education Institutions, we'll show you how to build a great online reputation and bring your prospective clients the information they really want to know
A Definitive List of 100 Bachelor Thesis TopicsBachelor Thesis
If you need interesting topic for your Bachelor thesis, check this definitive list of 100 Bachelor thesis topics. http://www.bachelorthesis.biz/bachelor-thesis-topics/
Antonelli College faced declining enrollments of 11% between 2014 and 2015 due to regulatory changes negatively impacting the for-profit college sector. They brought their marketing efforts in-house but were dissatisfied with the results of their pay-per-lead campaigns, which had low conversion rates. Antonelli then partnered with High Intent Marketing, who specialized in direct response radio advertising, and saw their lead conversion rates triple and their cost per student start drop from $4,000 to $1,000. The increased enrollments allowed Antonelli to double the size of their online admissions team. The case study demonstrates how optimizing a school's marketing mix through offline and online channels can help increase enrollments in the challenging post-
The document discusses marketing research and the marketing research process. It describes 5 marketing problems that research could help address, such as a restaurant wanting to understand student dining habits and a company assessing advertising effectiveness. The 6 steps of the marketing research process are outlined as defining problems/objectives, developing a research plan, collecting information, analyzing the information, presenting findings, and making decisions. Various sources of marketing data are also examined, including internal records, secondary data, publicly and privately generated data, and methods for collecting primary data both online and in real-space.
Information and Communication tech for Marketing-Multiple Choice Questions (...Maxwell Ranasinghe
This document discusses an e-book on marketing multiple choice questions (MCQs) written by Maxwell Ranasinghe. The e-book contains 580 frequently asked MCQs in marketing exams categorized into 12 chapters. The author has over 20 years experience teaching marketing. He analyzed over 1600 questions from various exam papers and identified 580 that are frequently asked. This presentation discusses 20 sample MCQs from the Information and Communication Technology chapter of the book and provides their answers. The full e-book containing all 580 questions and answers can be purchased for $4.99 on Amazon by searching "Marketing MCQs by Maxwell Ranasinghe".
2015 school choice_from_the_value_perspectiveJason Giffen
Jason Giffen, Director of Admissions at North Shore Country Day School, gave a presentation on school choice from a value perspective. He discussed understanding the competitive landscape, knowing and strengthening your school's value proposition, and how to educate consumers. Specifically, he emphasized the importance of positioning your school through a clear statement and value proposition framed for different audiences. Developing personas can help communicate your unique value to various family types in a meaningful way through an honest discussion of your strengths and limitations.
Marketers in higher education face increasing challenges in converting prospective students due to financial concerns surrounding student loan debt, competition from online programs, and students relying on social media for information. To meet continued demand for postsecondary education, schools must understand how digital media has empowered students throughout the decision process and tailor their marketing strategies to influence students at different stages. A study found that students develop a shortlist of typically just three schools early in the process before contacting schools. Friends, family and peers are highly influential information sources second only to school websites. Professional networks are also important influencers. Schools need content marketing strategies that engage students throughout the entire decision journey.
Extended GAPs Model to Assess the Quality of Education for Higher Educational...Md. Moulude Hossain
In the globalized world of the current century, higher education is becoming more and more competitive and the leading universities must promote their own institutions not only locally but internationally as well. Higher education is one of the most significant parts of the education system of a country. The main objective of higher education is to develop the new knowledge, explore research works on different social and development issues, anticipate the needs of the economy and prepare highly skilled workers. In these contexts, higher education should be standard, welfare and sustainable development oriented. The report intends to analyze the marketing strategies deployed by higher educational institutions in Bangladesh. The main objective of this study is to explore the quality of higher education of higher educational institutions in Bangladesh. Nonetheless, the paper emphasizes on the students perception and expectations about the present education system of public and private universities, existing problems and challenges faced by the higher education institutions.
Student Recruitment Communication Best Practices Lauren Lord
Engage your student leads and lead them towards conversion with these recruitment communication best practices! This presentation covers improving your communications plan and email and text marketing strategies.
The document discusses key concepts in contemporary marketing for schools. It outlines 10 principles of marketing, including the marketing mix of product, price, promotion, and place. It emphasizes that marketing is strategic rather than reactive, and that schools should view themselves from the customer perspective. It also stresses the importance of intentional marketing at all touchpoints with customers throughout their lifespan with the school.
College recruitment strategy a simple 5-point plan to enroll more students t...Solar Software Set Shape
Remember the days when you could fill your enrollment quotas by inviting a group of parents and high school seniors to your campus and then sending out flyers afterwards?
A Study on Improving The Market Share of Milma Milk - With Special Reference ...inventionjournals
This document summarizes a study on improving the market share of Milma milk in Kerala, India with a focus on customer and dealer satisfaction. The study aims to analyze customer loyalty and awareness, dealer satisfaction levels, and factors affecting Milma's market share. Data was collected through questionnaires with customers and dealers. Key findings include that leakage is a major issue for dealers receiving Milma milk supplies. Most dealers prefer brands with higher demand from customers. The study aims to provide recommendations to increase both customer and dealer satisfaction in order to improve Milma's market position.
Why social media marketing is inevitable for educational institutes Business ...Sadrani Yash
The document discusses the importance of social media marketing for educational institutes. It finds that 82% of experts agree that social media marketing is essential for educational institutes. Social media helps institutes with branding, admissions, showcasing programs, gaining feedback and engaging students. It is seen as a better marketing tool due to the prevalence of youth on social platforms and its ability to widely target audiences in a cost effective manner. Social media marketing is also considered important as it allows for quick modifications and reposting of content to stay relevant.
How today's email marketing are connecting, engaging and inspiring customersCalvin Nguyen
This document summarizes key findings from a 2013 email marketing study. Some of the main points include:
- Marketers are increasingly collecting additional customer data like birthdates and ZIP codes to personalize messaging. However, most are still not personalizing emails sent to subscribers.
- Using techniques like pop-up windows, SMS collection, and iPad data entry have increased how marketers collect email addresses on websites and in stores.
- Confirmed opt-in mailings that require customers to confirm their subscription have much higher click rates than typical emails.
- While most marketers use multiple channels, only a small portion market based on customers' stated channel preferences. Most also do not let customers select the types
This document discusses the current state of email marketing in the US. It provides statistics that show email is still the preferred method of communication for consumers across all age groups. However, marketers face challenges like information overload and keeping messages relevant. The document also outlines email marketing trends, such as increased mobile adoption and use of personalized and triggered automated campaigns. It concludes that integrating email with other channels in interactive campaigns can maximize impact.
Introduction Background Of The Topic Online education.pdfbkbk37
This document discusses marketing strategies in online education in the UK. It aims to investigate how the marketing mix influences students' online education choices and what marketing factors affect the online education sector. The document reviews literature on the traditional 4Ps marketing mix and expanded 7Ps mix applied to services. It outlines the research methodology, which will use an online survey of 400 UK private school/institution students and analyze the quantitative data collected. The study aims to help build marketing strategies for the growing online education industry.
5years is a web-based career planning and learning platform that aims to help users develop long-term career plans through skills assessments, customized learning plans, and connections to resources and advisors. It aggregates online learning content and networking opportunities while providing analytics and goal-setting tools to help users visualize their progress. The platform is designed for college students, young professionals, and their advisors to help address issues like lack of career guidance, low job satisfaction, and skills gaps that many experience after formal education.
Learn which strategies engage prospective students best at each stage of the admissions funnel. By leveraging our research and actionable tips, you’ll be well on your way to connecting with more students.
This document discusses marketing strategies in online education in the UK. It aims to investigate how the marketing mix influences students' online education decisions and identifies relevant marketing factors. The document provides background on marketing in online education and reviews literature on the 7Ps marketing mix model and its elements - product, price, promotion, place, people, process, and physical evidence. It outlines the research methodology, including a quantitative survey of 400 UK students to collect primary data on factors affecting their decisions. The findings will help develop marketing strategies for the online education sector.
A problem exists in small colleges due to insufficient retention and marketing strategies (American Association of Community Colleges, 2008). Small colleges in the United States provide courses for more than 11.5 million enrolled students with 41% of the students attending college courses full time and 59% of the students attending college courses part time (American Association of Community Colleges, 2008). Of the 4,146 schools in the United States, 71% are small colleges (American Association of Community Colleges, 2008). From 1997 to 2002, 27 of the nation's 1,600 private colleges announced plans to close (Zhao, 2002). The focus of this study will be one such college division that closed in December of 2009, shutting down locations in Cranston, Rhode Island, Dunn Loring, Virginia, Livingston, New Jersey, Boston, Massachusetts, Norwalk, Connecticut, New York City, Norristown, Pennsylvania, Piscataway Township, New Jersey, Melville, New York.
The document provides guidance on setting up an effective annual giving campaign, outlining key components such as senior management commitment, donor database, case for support, and stewardship procedures. It discusses targeting different donor audiences through various fundraising tools like direct mail, email, online, and one-to-one solicitations. The goal is to establish a sustainable culture of annual giving to generate regular income through strategies like acquiring new donors, increasing participation rates, and cultivating existing donors.
Communications schedule sheet for abs presentationVicky
This document outlines the communications schedule for an organization for 2010-11. It lists various communication channels like mailings, telethons, online communications, and events that will take place each month. The schedule is blank, suggesting the organization needs to populate it with their specific communication plans and activities for each month and channel.
The University of Nottingham has a global presence with over 40,000 students located in the UK, Malaysia, and China. It established its first overseas campus in Malaysia in 2000 and in China in 2005. The university uses a variety of marketing and communications tools on a global scale, including social media, publications, photography, videos, and media relations, to engage international stakeholders and raise its profile. It analyzes digital trends and develops country-specific digital strategies. Its global communications prism approach helped its Shanghai Expo campaign meet and exceed recruitment and engagement targets.
Pr presentation city university june 2011 michael peakVicky
The document discusses factors that influence international students' choices in selecting countries and institutions for higher education. It notes that visa issues, fees, family influences, career prospects, and institutional quality and reputation are important considerations. Student survey data is presented showing preferences among prospective students from countries like China, India, and Nigeria. The challenges facing UK institutions in an increasingly competitive global education market are also summarized.
Public relations must go "glocal" by thinking globally but acting locally to attract international students in a changing global market. PR professionals need to understand different cultures and adapt messaging to appeal to students globally while also addressing local concerns. Going glocal involves balancing global consistency with local relevance to build brands internationally through culturally sensitive PR.
The document discusses the IE Brown Executive MBA program, a joint program between IE Business School in Spain and Brown University in the US. The program aims to develop leaders who are entrepreneurial, globally aware, and morally grounded. It combines an MBA with liberal arts education to help students gain a better understanding of societies, cultures, and markets. The blended program includes both online and in-person components to accommodate working professionals. The marketing plan outlines advertising, social media, events, and press coverage strategies to promote the unique program.
The document outlines strategies for developing international public relations campaigns to boost the reputation and profile of universities abroad. It discusses defining target markets, crafting compelling stories about programs, research, and people, and utilizing local media and events to generate positive coverage. Specific case studies from the UK describe successful PR campaigns in South Africa, India, China, the Middle East, Australia, and Germany that resulted in numerous articles and increased applications and website traffic.
This document summarizes a lecture on the benefits of global brand strategies given by Richard Learwood, a Global Marketing Director at Procter & Gamble. It discusses how a global brand strategy can provide efficiencies through shared R&D, capital utilization, input costs and crisis management while still allowing for localized differentiation. A truly global brand is rare as needs, usage and values often vary by location. However, a global strategy aims to unify the brand identity and supply chain globally while empowering local teams to focus on excellent execution. This approach can drive top-line growth, higher profits and free up resources for brand building.
The document discusses the role of universities in addressing climate change. It summarizes the work of the Committee on Climate Change (CCC), an independent body established under the UK Climate Change Act to advise the government on reducing greenhouse gas emissions. The CCC recommends that the UK reduce emissions by at least 80% by 2050 from 1990 levels through measures like decarbonizing electricity generation, increasing renewable energy and electric vehicles, and improving building efficiency. Universities have a key role to play in the innovation needed to achieve these targets through research, developing new technologies, and training graduates with low-carbon skills.
Slides from the recent ABS PR Seminar, changing skills for changing times.
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Student Relationship Marketing in UK Business Schools
1. STUDENT RELATIONSHIP
MARKETING
IN UK BUSINESS SCHOOLS
(Masters in Marketing Management, Distinction)
Vicky Robinson, Chartered Marketer, MA, MCIM,
MCIPR
2. Research Objectives
• To assess ABS members’ usage of relationship
marketing techniques and the associated
technology.
• To review the current thinking on relationship
marketing within business schools in the UK
(changing technologies impact (i.e. Web 2.0)
• To benchmark members marketing strategies
and compare and contrast levels of
sophistication and deployment.
6. HIGHER EDUCATION MARKETING AN
INTRODUCTION
“In this dynamic, competitive environment the future
success of educational establishments rests on the
ability to differentiate themselves and build
meaningful relationships not only with existing
students but with potential students as well. To achieve
this, internal systems need to be maximised to their
full potential through the integration and use of
internal CRM/relationship management which can pull
together disseminated pieces of information from all
types of databases and sources.” (King, 2006).
DATA ARE
7. RELATIONSHIP MARKETING
“Involves creating, maintaining and enhancing strong relationships
with customers and other stakeholders. Increasingly, marketing is
moving away from a focus on individual transactions and towards a
focus on building value-laden relationships and marketing
networks. Relationship marketing is orientated more towards the
long term. The goal is to deliver long-term value to customers and
the measure of success is long-term customer satisfaction.
Relationship marketing requires that all of the company’s
departments work together with a marketing team to serve the
customer. It involves building relationships at many levels –
economic, social, technical and legal – resulting in high customer
loyalty.”
Kotler et al, Principles of Marketing, (2008: 382).
8. Key questions that were asked
included:
• Do members employ a relationship marketing strategy?
• Do they have a database/relationship marketing strategy
unique to the school, if so how useful is this?
• How these systems are used to move the student through
their life cycle and the loyalty ladder?
• Are the systems they are using effective in terms of
providing the information they need to target
communications?
• Are these systems integrated across the university or
indeed through the students’ life cycle?
• Further research could investigate whether UK business
schools are representative of UK higher education.
9. American View
A paper by Hammond et al (2004) carried out research into US business
schools and examined the effects on performance of the use or non-use of
‘selected marketing planning activities and the nature of relationships on
recruitment.
The findings showed that:
• Schools of business that extolled excellence in their teaching were more
likely to employ enrolment/student relationship management plans (and
vice versa)
• Schools that recognised research excellence were much more likely to
employ an advertising campaign as a means of recruitment; and
• Schools that were more service orientated were far more likely to employ
university and business school enrolment management plans, university
marketing plans and also to use relationship management with their
enrolment plans.
• It will be interesting to see how this maps against UK business schools and
schools of management.
10. Research Methodology
Data collection
Secondary Data
Internal External
Qualitative Quantitative
Interviews, Depth,
telephone, face-face
Self completion survey
Interviewer
completed surveys
Pilot study
11. Benefits
Key benefits from a case study from Newcastle Uni.
• 25% increase in firm acceptances (postgraduate)
year on year
• Faster decision making
• Streamline administrative processes
• Positive feedback from students re their
applications
• Ability to plan university budgets.
12. Customer vs. Student Debate
How do you view students?
Roper and Campbell (1998)
made no apologies for
commenting that most
institutions were not good at
devoting time to telephone
enquiries, sending out
appropriate information in a
timely manner or indeed
replying to prospective
students with relevant
information – all elements of
good customer service and
indeed relationship marketing.
Remember, the “customer is
always right”. So if these
imagined ‘customers’ want
credentials, why not just
become a diploma mill and sell
outright what they really want,
and never mind trying to get
them to put something in their
shopping cart? That, after all,
is the logical endpoint of a
race to the bottom as
educational institutions try to
please these ‘customers’ in a
competitive market”.
13. Shift from Transactional to Relationship Marketing
Ethos
There is a marketer in all of us! Empower all staff to embody the customer
orientated ethos.
Key in relationship marketing is moving the consumer/student through the
rungs of the Loyalty Ladder and through the Student Lifecycle.
14. INTERVIEWS
Four interviews were carried out at the following institutions:
• London South Bank University Business School
• Manchester Metropolitan University Business School
• Birmingham City University Business School
• Nottingham Business School (backed up with a follow up
telephone interview)
The recipients were all shown the Ladder of Loyalty Model and
the Student Life Cycle Model, They were informed that the
interview would be based around these models and their own
student relationship marketing plans.
15. Analysis and Findings of Online
Survey
• The remainder of the membership not already
targeted by the telephone or face-to-face
interviews were contacted, 110 in total, emails
were sent via the Dean’s office with a link to the
online survey.
• The response rate was 37 which equated to:
33.63 % of the total sent out via email – the total
number of respondents including telephone, face
to face and online was 51.48% of the total ABS
membership.
16. RESULTS
• It is interesting to note that the
majority of the people
completing the survey were
business schools Deans (35.1%,
13 respondents) followed by
Marketing Managers/Directors
(16.2 % each/12 respondents
each) followed by thirdly, the
Head of School (13.5% with 5
responses).
17. Please indicate which region your institution is based in.
Answer Options
Response
Percent
Response
Count
East Anglia 5.4% 2
East Midlands 10.8% 4
Greater London 2.7% 1
North 8.1% 3
North West 10.8% 4
Northern Ireland 0.0% 0
Scotland 13.5% 5
South East 18.9% 7
South West 8.1% 3
Wales 2.7% 1
West Midlands 2.7% 1
Yorkshire and Humberside 16.2% 6
answered question 37
skipped question 0
The ABS membership covers the UK, the most responses were gleaned from:
The South East (18.9 % equalling 17 responses); followed by
Yorkshire and Humberside (16.2 %, 6 responses); and
East Midlands and North West both 10.8 % 4 responses each.
The fewest responses from the online questionnaire were gained from Northern Ireland
which shows a nil return, however there are only 2 business schools in Northern Ireland and
one took part in a telephone interview.
Geographic Results
18. How many students do you have on your business school database (prospective,
present, past)
Answer Options
Response
Percent
Response
Count
<500 5.6% 2
<1000 16.7% 6
<2500 13.9% 5
<5000 8.3% 3
> 5000 55.6% 20
answered question 36
skipped question 1
Current Database Contact
Numbers:
19. Strategy
73 % of respondents said that they do have a strategy,
additional comments stated that this was not often
formalised, was not integrated or that S/CRM systems were
not employed.
Additional comments below from respondents:
The University has not had a unified CRM database, so
activity has been ad hoc and disjointed, we are now devising
a university-wide system for use, in place by October 2010
New marketing director who is developing this.
In part, although some of our activities have a narrow focus.
Not something we've considered.
Under development at university level with bus school input.
We do have one based on our partnership strategy: includes
all stakeholders, including important industry partnerships.
The strategy is as yet still in its early days.
I think the nearest we have to this is our conversion
campaign with applicants but we do not really call it a
relationship marketing strategy - we are also thinking about
how we are going to develop this with key business
stakeholders.
We don't have a standalone relationship marketing strategy.
27 % stated that they did not have a
relationship marketing strategy – it is
hoped that the findings of this survey
and perhaps further studies into the
effects of relationship marketing on
students in business schools will be
able to leverage marketing
managers more in this area.
20. Do your own marketing professors advise your own marketing teams on
(relationship) marketing strategy?
Do your faculty marketing Professors advise your own marketing teams
on (relationship) marketing strategy?
Yes
24.3%
No
75.7%
It is interesting to note that over 75% of recipients said no to this question,
¾ of the total sample. It was noted earlier that some schools do pass plans
in front of Professors. Some respondents commented that it would be
contentious to include this in the process and that this could cause rifts
between practitioners and the academics!
21. S/CRM Systems
Nearly ¾ of the responses indicated that the business schools does not have a
unique system just for the school’s contacts.
22. Integration
Are the systems linked through an overall integrated/networked CRM system allowing you
access to all records across the business school?
Answer Options
Response
Percent
Response
Count
Yes 20.6% 7
No 79.4% 27
Comments 5
answered question 34
skipped question 3
From the responses earlier we can surmise that business schools in the main
do not have their own CRM/SRM systems which is therefore why a high
percentage (nearly 80%) do not have access to an integrated system.
23. Benefits of Current System
If you have an integrated system please can you indicate the main benefits that your
system provides (in order to help you market/manage your institutions communications
more effectively).
Answer Options
Response
Percent
Response
Count
Enquiry Management information (through pre-application)
36.4% 4
Application Management information 18.2% 2
Application Administration information 0.0% 0
Registration/Endorsement information 0.0% 0
Academic Enrolment information (module/course enrolment)
18.2% 2
Up-to-date information 0.0% 0
Demographic Information 9.1% 1
Psychographic information 0.0% 0
Personal contact details 0.0% 0
Student history 18.2% 2
Ability to cross/up sell other courses 0.0% 0
Comments 5
answered question 11
skipped question 26
24. Current Database
If you have a relationship marketing system/database that you use to
specifically target and track students on could you please say how long this
has been in place for. If not please indicate any plans for this to be
introduced or any other relevant comments in the box provided.
Answer Options
Response
Percent
Response
Count
<2 years 55.0% 11
<5 years 10.0% 2
5+ years 35.0% 7
Other (please specify) 8
answered question 20
skipped question 17
A high number of respondents skipped
this question, comments can be found
below:
•We don't have a system
•Database to be running by 2010,
partially operational now
•Currently tracked through different
systems for different reasons/stages
•database will be used for this
•The same system has been used to
follow up on undergraduate
applications for many years
•Not BS specific - central would
own/manage if there were any plans to
introduce one.
•We have used Facebook hitherto
rather than a database, but one is now
being organised centrally for the
university
•In development.
25. Usability and Effectiveness
Please can you highlight how easy your system is to use (usability) and also how effective you think it is (satisfaction) regarding targeting and
communicating with your students throughout the student life cycle. 1 being low 5 high.
Answer Options 1 2 3 4 5
Response
Count
Usability 2 4 11 4 1 22
Effectiveness/satisfaction 4 3 9 6 0 22
Comments 9
answered question 23
skipped question 14
•Further comments can be found below:
•We don't have a system. SITS is a disaster
•The key barrier for us is volume of UG applications, making any form of meaningful
relationship management difficult
•Not a direct user so cannot comment
•It's easy to use as our central teams do this for us but the tracking and reporting is
disappointing
•I have given low scores as we have not fully implemented the system as yet so thorough
testing has not been carried out
•Integrated but still could be slicker
•We have only just developed our alumni database and presumably our student records
system will feed directly into it. I am not in a position to answer this question.
•This is a new system - first academic cycle.
26. Main Barriers
The main barriers shown to be coming out of the survey findings are:
• Current systems are disjointed, i.e. lack of integration across the university/schools
• Data is collected and logged in erratic ways
• Data and leads are lost due to bad data management or systems that are not up to
the job
• cleanliness of data is an issue
• The ownership of the data, and data protection issues i.e. Alumni Office holding
the database and access to the queries
• A lack of top level support for integrated systems to be brought in (due to
management changes, finances, other priorities)
• Cost to implement
• Time taken to bring in the systems whilst carrying out one’s normal day-to-day
work
• C/RM is maybe seen for the corporate world and not for HEI’s.
27. Recommendations
• Employ a relationship marketing plan as a crucial part of the overall
strategic plan of the school – relate this back to key objectives.
• Support and embed the relationship marketing strategy as part of the over
arching integrated marketing and communications plan.
• Audit current systems in use and how effective/easy they are for
marketers use for reporting and targeting campaigns.
• Ask the students what communications they want and how they rate the
current strategy – focus groups or a student marketing lead person.
• Have dedicated points of contact for the student and make it easy for
them to communicate with you – log this in the system.
• Build and nurture long-term relationships (using the loyalty ladder and
student life cycle models) mapped against systems and campaigns.
• Benchmark against other business schools.
• Mystery shop against other schools to see what communications and
methods they use for relationship marketing.
29. •79% of those surveyed have a non-integrated system
•73% do have a specific relationship marketing plan.
•Tactical rather than strategic, relying on staff to compile reports from disjointed systems
•Clearly it would be beneficial in terms of loyalty for future strategy to be based around
an integrated SRM system that is strategically supported by senior managers allowing
practitioners to have more control over campaigns and data – the student would thereby
benefit from a closer relationship creating brand loyalty and allegiance.
•This would mean heavy investment and is by no means a simple task but would lead to
more effective and efficient data capture and as a few schools are excelling the
benchmark would be to lead in this field.
•As mentioned previously, lots of schools are carrying out SRM but not using software to
enable this and thus creates an administrative burden to already stretched marketing
professionals.
HEADLINE CONCLUSIONS:
30. Dissemination of Findings
• www.the-abs.org.uk
• Dissemination to all ABS Members
• Submission of findings to several Marketing
Journals and the Chartered Institute of
Marketing the Marketer.
• THES published an article
• Findings to the CIM HEI MIG group.