Tez final sunumu 23.12.2014 (1)
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This project focuses Marketing Stratejies of Higher Education in UK.
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Tez final sunumu 23.12.2014 (1)
- 1. System Analysis and Design-I Merve YURTSEVER Hazal TÜFEKÇİ Emine İPEKÇİ Marketing Strategies of Higher Education in UK Project Advisor : Yrd. Doç. Dr. Cem Çağrı DÖNMEZ
- 3. Business Objective Marketing Objective Source of Objective Segment Target Position Product Service Price Place Promotion Evaluate Business Objective Strategy Value Proposition Execution Integration The Big Picture Frame Work
- 4. Business Objective 4 Business Objective Introduct. Goal Strategy Data G. Chart Future References World-class education Internationally recognised qualification Prepare for the career of your dreams Perfect your English language skills Study what, when and where you want Save time and money
- 5. Business Objective 5 Business Objective Introduct. Goal Strategy Data G. Chart Future References Over 88% of international graduates are satisfied with their UK learning experience [1] . 54% of the research conducted by UK universities and colleges is either 'world-leading' or 'internationally excellent’ [2]. According to a survey, UK-educated international graduates achieve markedly higher average salaries than if they had been educated at home [1]. As a result, the QS World University Rankings found that UK graduates are among the most 'employable', with employers ranking five UK universities in the global top 10 [3].
- 6. Business Objective Table 1: University league table 2015 - the complete list [4]
- 7. 7 Business Objective 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% United States United Kingdom Germany Spain France Canada Australia Other Europe Other Figure 1: Preferred Study Abroad Destinations of Prospective Students from Turkey [5] First Choice Alternate Choice Why can not UK be the best? Business Objective Introduct. Goal Strategy Data G. Chart Future References
- 8. Partners 8 Mezun.com British Council British Consulate Cambridge English İdealist Yukseklisans .com Business Objective Introduct. Goal Strategy Data G. Chart Future References
- 9. Our Goal Introduct. Business Objective Goal Strategy Data G. Chart Future References 9 Increasing the number of Turkish students Raise awareness Best Marketing Strategy Steal Share of America
- 10. Strategy Introduct. Business Objective Goal Strategy Data G. Chart Future References Integration online&offline Focus on specific social networks SEO Strategy Visiting Campus and Colleges School Counseller Meeting
- 11. ONLINE Webinar Facebook Instagram/ Foursquare Twitter www.yukseklisans.com www.mezun.com Visiting to Universities CD Interview Alumni 360° Marketing Strategy OFFLINE Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 12. What We Do Better Than Anyone Else Introduct. Business Objective Goal Strategy Data G. Chart Future References Only UK! We are student! It is not about money! We have already started in here right now. Our partners are expert.
- 13. • High cost for living • Overall weather condition • Student support services • Expensive tuition (annual) • High employer activity • Safe place to study • Retention • The UK is a world-leading research nation • Four of the world’s top six universities are in the UK • UK undergraduate and postgraduate courses are shorter than USA • Min. time difference • Less distance • Profit from referral cost • Work permit while studying • Increasing pound • American dream SWOT SWOT Analysis Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 14. Our Customer Profile Introduct. Business Objective Goal Strategy Data G. Chart Future References Final year students High ability to pay Mostly male students Who are searching Higher Education in US Heart Loyality Head LoyalityACQUISTION ACTIVITIES +
- 15. Source of Volume Stimulate Primary Demand Who thinks it is only a dream Already ready go to UK Steal-Share Big Share – US Little Share - Australia and others Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 16. Acquistion Population Information Acquistion Steal Share Targets (Who wants to go to US) Acquistion Stimulate Demand Targets Total Acquistion Target Population 4800 2500 7300 + Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 17. Analyse Data Our Target ≥ 7300 Introduct. Business Objective Goal Strategy Data G. Chart Future References Table 2:Top non-EU sending countries to UK [6]
- 18. Gannt Chart 30-Sep 30-Oct 29-Nov 29-Dec 28-Jan 27-Feb 29-Mar 28-Apr Literature Review Definition of Strategy Meeting with Authorities Analysis Strategy Value Proposition Competitor Analysis Execution Applying Model Project Report Duration Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 19. Future What will we do? Visiting fairs in Istanbul Keep on meeting with agencies (Cambridge& British Council) Getting started to SEO strategy (yukseklisans.com) Segmentation (mezun.com) Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 20. 20152014 February March A2 Foreign Education Day (Asia) December UK Education Day March A2 Foreign Education Day (Europe) Meeting with Cambridge English and yukseklisans. com Introduct. Business Objective Goal Strategy Data G. Chart Future References Future
- 21. 21 STP (Segment/ Target/ Position) Execute (Product Service/ Price/ Place/ Promotion) Evalution&Control Integrate Introduct. Business Objective Goal Strategy Data G. Chart Future References
- 22. REFERENCES [1] Archer, W. , Cheng, J. (2012), Tracking International Graduate Outcomes, Department for Business, Inovation and Skills [2] http://www.rae.ac.uk/news/2008/results.asp 20.11.2014 [3] http://www.topuniversities.com/city-rankings/2015 20.12.2014 [4] http://www.theguardian.com/education/ng-interactive/2014/jun/02/university-league- tables-2015-the-complete-list 21.12.2014 [5] CHOW, P. (2011), “What International Students Think About US Higher Education: Attitudes and Perceptions of Prospective Students in Africa, Asia, Europe and Latin America”, Institute of International Education [6] http://www.ukcisa.org.uk/Info-for-universities-colleges--schools/Policy-research-- statistics/Research--statistics/International-students-in-UK-HE/#International-(non-UK)- students-in-UK-HE-in-2012-13 20.12.2014
Editor's Notes
- Our content is here. Firstly we will start with introduction part.
- We are interested in marketing for our final project. We will follow this frame work to do it. Lets start with business objective.
- Before our problem definition, i want to tell something about UK education. Here is properties of education of UK It is a world-class education It provides internationally recognised qualification Prepares for the career of your dreams Perfect English language skills Possibility of studying online or on campus, in the UK or even at an overseas campus! It is generally shorter than in other countries, helping to save your money and time
- It seems that UK education has high quality.
- However America is first preferred study destination. So our problem is that does UK follow on wrong track about marketing strategies for international student. Why can not UK be the best? international students?
- We have many partners and you can see on the presentation some of them. We arranged some meeting we’ll do it again in the future. In that point our goal is to collect data and learn their marketing strategies in the sector.
- Webinar duyurularının yaıldığı sayfalar için özellikle SEO optimised uygulucaz Online’da spesifik social networklerine odaklanıcaz, webinar, fuar gibi kampanyaları duyurmak için FB sayfası açıp mezun.com ile birlikte fb, tw, instagram’da okulların postlarını sponsorlu vericez.
- Webinar duyurularının yapıldığı sayfalar için özellikle SEO optimised uygulucaz Online’da spesifik social networklerine odaklanıcaz, webinar, fuar gibi kampanyaları duyurmak için FB sayfası açıp mezun.com ile birlikte fb, tw, instagram’da okulların postlarını sponsorlu vericez.
- Following the research, we saw that america is the best. And we make a swot analysis between America and UK. Some Strenghts of UK are …… compaire America
- We defined our group with two strategy. First is Stimulate Primary Demand, that is we will try to find new customer. Students, who thinks it is only dream or ready to go but if they are passive. They are here. And second, Steal share we will steal share of our competitor , primary US!!!
- We know that last year 4800 student went to US, and 2500 students went to UK, According to this number we created our approximate target. It is 7300
- We are not in the list is top non europe sending countries to uk. If we acchive our target, we can be in this list
- Here is our gannt chart. Until now we finished the literature review, definition and analyse of strategy. We have started the meeting with authorises and we will contınue to do it. Our next step is value proposition. That is Segmentation/ Target and Position.
- In near future We’re planning to Visit fuars in Istanbul Keep on meeting with agent authorities Getting started to seo strategy And make our segmentation
- We have short term plan for our meeting with our partners and visiting fairs. Next week we are going to meet Cambridge English and yukseklisans.com
- According to big picture frame work we mentioned at first page, rest steps is STP , four point of marketing, and integrate to evaluate!!