1st Workers Seminar at Tom Mboya University College

1. TOM MBOYA UNIVERSITY
COLLEGE
A constituent College of
Maseno University
P.O Box 199 - 40300, Homa Bay.
Email: homabay@maseno.ac.ke

2. VOLUNTARY
IN-HOUSE WORKSHOP
FOR ALL
VOLUNTEERING STAFF

3. Workshop Theme:
STRATEGIC MARKETING
Ref: Workshop.sem/Staff/vol.1
PART ONE

4. Specific Workshop
Objective:
Utilizing the volunteering
session for staff
empowerment to understand
their bridging position
between TM University and
the Public.

5. Authored by:
Dr. S O William
Senior Lecturer &
Acting Finance Director
TMUC
Approved by:
Prof. J Kobiero
Principal

6. Vision
A leading institution in societal
transformation for sustainable
development
Mission
To transform society through
innovation, knowledge creation,
application and outreach.

7. Philosophy
Building on the power of the brand,
His contribution in enhancing access to
higher education for Africans,
His organizational and mobilization acumen
and dynamic character,
Tom Mboya University believes in pan-
africanism, transformational, and Universal
education, sharing in the conviction that
knowledge generated is worthless, if not used
for the good of society.

8. Motto
Knowledge for transformation
Core Values
Tom Mboya University College shall be guided by the
following core values:
•Integrity, transparency and accountability
•Freedom, liberty and responsibility
•Inclusivity, excellence and respect of human
rights
•Collective decision making and action

9. Aims and Objectives of
Tom Mboya University
College
Ten (10) aims and objectives
of the University College shall
be as outlined below:

10. -1-
To provide directly, or in
collaboration, linkages and
partnerships with industry and
private sectors, other institutions
of higher learning, facilities for
technical, vocational, professional
and scientific education and
research.

11. -2-
To participate in technological
innovation and the discovery,
preservation, transmission of
knowledge and to stimulate the
intellect participation of students
in the economic, social, cultural,
scientific and technological
development of Kenya.

12. -3-
To conduct standard
examinations for academic
awards as may be provided for
in the statutes pertaining to the
University College.

13. -4-
To examine and make
proposals for new faculties,
schools, institutes,
departments, resource and
research centers', degree
courses and subjects of study
as per TMUC statute.

14. -5-
To play a leading role in the
development and expansion of
the opportunities for higher
education and research.

15. -6-
To contribute to industrial and
technological development
through innovations and
technology transfer.

16. -7-
To develop an institution of
excellence in teaching,
training, scholarship,
entrepreneurship, innovation,
research and
consultancy services

17. -8-
To participate in commercial ventures
and other activities for the benefit of the
TMUC, the community and stakeholders
as listed below;
i. To contribute to the agricultural, industrial and technological development of
Kenya in collaboration with industrial and other institutions through the
transfer of appropriate technology.
ii. To develop and provide educational, cultural, professional, technical and
vocational services to the community and in particular foster corporate social
responsibility and practical arts.
iii. To provide programmes, products and services in ways that reflect the principles
of equity and social justice;
iv. To facilitate student mobility between different programmes at
different training institutions, universities and industry; and

18. -9-
To foster the general welfare
of all staff and students.
-10-
To promote collaboration
linkages with industries,
private sector and societies.

19. 3-Pillars of marketing
The mark of a good marketing
strategy in any Institution is not
how many gadgets and
neologisms are crammed into it,
but how effectively it achieves
worthy goals.

20. Three Pillars are:
Awareness, Gains and Advocacy
Some brands are not widely
known, others are having trouble
converting awareness to gains and
still others need to encourage
consumer advocacy.

21. While every business needs all
three pillars, it is important to
focus on your primary objective or
your strategy will degrade into a
muddled hodgepodge.
3-pillars of marketing

22. Periodization
According to Robert A Bartels in The
History of Marketing Thought
categorized the development of
marketing theory decade by decade
from the beginning of the 20th
century: People followed blueprint
of former pacemakers for success

23. I strongly suggest that, We avoid the
above copy-paste theory and focus on
Tom Mboya University objectives
focusing on our vision and mission.
We need to avoid this;

24. Currently Tom Mboya University College
has established among others;
• School of Business & Economics
• School of Education
• School of Agriculture & Food security
• School Computing & Informatics
• Human Resource Mgt.& Admin.
• Out-Patients Department
• Library Department
• Academic Division, and many more

25. Tom Mboya University College - Brochure

27. Interactive session
(Questions & Answer time)
Open discussions on personal &
Industrial challenges or
experiences

28. Workshop Theme:
STRATEGIC MARKETING
PART TWO

29. The Market Research Process
Step 1. Define the Objective &
Your “Challenge”
The current status of Tom Mboya
University College dictates that;
the most important step in our
Interaction with the public is to
understand the University Goals
and Mission.

30. Our current job as Tom Mboya
University family is to be smart
‘market researchers’ to attract the
public and society to join our
Prospectors University as
students and enjoy the benefits
thereafter.

31. This will be actuated only when
everyone arms him/herself with;
• Knowledge of relevant courses
offered at TMUC
• Basic location guide to specific
offices or departments to public
seeking such assistance

32. • Thorough knowledge of Tom
Mboya University Administrative
Structure and protocol.

33. Step 2. Determine Your
“Research Design”
What does the University NEEDS
urgently at the moment?
STUDENTS!
Since, infrastructure, human
resource (both academic and non)
and other necessary amenities are
in place.

34. For the top Administration to start
rolling every activity and all
departments start operating; we
as all volunteering staff must also
do our part of marketing the
University from every vicinity of
our reach; we have a take to
partake.

35. Motivating Model of Marketing:
The simple model of Strategic
Marketing is for staff to register as
students to further their careers
and improve on their potentiality
in their areas of
professionalism!!!!!.
WHAT’S YOUR TAKE?

36. Now that you know your research
objectives, it is time to plan out
the type of research that will best
obtain students on board, sample
process as below;

37. MARKETING PHILOSOPHIES
The purpose of marketing is to
gain a balance between creating
more value for customers
(students) against making
economic gain to our University,
remember; all Universities are
non profit making Institutions.

38. To achieve our objectives and
goals, we must, like many other
Institutions, adopt a marketing
philosophy or what is generally
termed a "marketing orientation".

39. TMUC’s marketing orientation may
be defined as focusing the
Institution’s role at departmental
level by identifying and
understanding all our client’s
preferences in terms of Academic &
Professional needs & wants and
delivering them more effectively and
efficiently than our competitors.

40. Under the marketing
philosophy, 5-concepts apply:
(1) Production Concept (Courses offered)
(2) Product Concept (Course contents)
(3) Selling Concept (Course work - facilitation)
(4) Marketing Concept (Clients satisfaction)
(5) Societal Marketing Concept (Societal
Welfare)

41. MARKETING INFORMATION
SYSTEMS
A marketing information
system (MkIS) is a management
information system (MIS)
designed to support marketing
decision making.

42. Jobber (2007) defines MIS as a
"system in which marketing data is
formally gathered, stored, analyzed
and distributed to managers in
accordance with their
informational needs on a regular
basis."

43. In addition, the online business
dictionary defines MkIS as
“a system that analyzes and
assesses marketing information,
gathered continuously from
sources inside and outside an
organization/Institution.”

44. According to Robert Harmon (2003),
MkIS has four components:
-1-
User interfaces
The essential element of the MkIS is
the managers who will use the system
and the interface they need to
effectively analyze and use marketing
information. The design of the system
will depend on what type of decision
managers need to make.

45. -2-
Application software
These are the programs that
marketing decision makers use
to collect, analyze, and manage
data for the purpose of
developing the information
necessary for marketing
decisions.

46. -3-
Database marketing
A marketing database is a
system in which marketing
data files are organized and
stored.

47. -4-
System support
This component consists of
system managers who manage
and maintain the system assets
including software and hardware
network, monitor its activities
and ensure compliance with
organizational policies.

48. The Ethics of Marketing
Research:
Can I? Should I? Would I?
A basic role for an Institutional
research marketer is that of
intermediary between the
Academic excellence and the Job
creation.

49. The Institutional market
researcher facilitates the flow of
information from the demands of
Job market to the Academic
Institutions.
With three major players i.e.:
•The University as producer
•The Students as clients and
•Academic excellence as product

50. The Institutional market
researcher often sets the stage for
longtime solution; to ethical
problems.
as Plato noted, any ethical
dilemmas in an Institution may
be solved through a well-
established ethical guidelines.

51. Environmental Factors
Tom Mboya University will not
only understand existing factors
in Homa-bay but also forecast
change, so that it may take
advantages of changes within the
County environments in which it
operates

52. An organization’s success is
influenced by factors operating in
its internal and external
environment; an organization can
increase its success by adopting
strategies which manipulate these
factors to its advantage..

53. Some Environmental factors

54. Our social responsibility
pyramid
In order to respond to above
environmental factors for the
success of any Organization
every player have to;

55. Ethical
Do what is right.
Legal
Obey the Law.
Economic
Be profitable.
Philanthropic
Be a good citizen.
Social Responsibility Pyramid

56. University 7 P’s Marketing Mix
Initially the four P’s of marketing
(4 P’s), otherwise known as “The
Marketing Mix”, are a set of tools
that help Organizations gain
advantage within the
marketplace.

57. The 4 P’s are put in place to help
maximize a product’s potential.
The 4 P’s include price, product,
promotion and placement.

58. In the late 1970’s it was widely
acknowledged by Marketers that
the Marketing Mix should be
updated. This led to the creation of
the Extended Marketing Mix in
1981 by Booms & Bitner which
added 3 new elements to the 4 P’s
Principle.

59. This now allowed the extended
Marketing Mix to include products
that are services and not just
physical things.
People
Physical
Evidence
Process
The Extended
Marketing Mix

60. Organizational 7 P’s Marketing Mix

61. Is there an 8th P?
Personally, I would say yes!,
the 8th P is Productivity & Quality -
This P asks “is what you’re offering
your customer a good deal?” This is
less about you as a business
improving your own productivity for
cost management, and more about
how your company passes this onto
its customers.

64. End of session !!