capilano university online bba program. strategic focus and plan promote quality online education...
TRANSCRIPT
CAPILANO UNIVERSITY
Online BBA Program
Strategic Focus and Plan
Promote quality online education to meet
challenges of our time through
professionalism.
To get the opportunity of business issues in
the key areas.
Nonfi nancial Goals
Provide flexibility of learning .
Teach students who are living in remote
areas.
Provide quality online education to our
students while maintaining their demanding
job or lifestyle.
Financial Goals
Price will be lower than in-class course
format.
Continuing to create profit.
Implement strategic investments to further
develop the program.
SWOT AnalysisStrengths
Awarded with British Columbia’s Education
Quality Assurance Designation.
Strong online support staff.
Becoming an Accredited University in the AUCC
this year.
Financially in an upswing due to investments and
innovative ideas.
SWOT Analysis Weaknesses
Has only been a university for a few years.
Unknown Training problems with teachers.
Implementation costs are relatively unknown.
Has only a few online courses.
SWOT Analysis Opportunities
There is no BC University that offers an Online
BBA program.
Have the ability to get first mover advantage.
Online education appeals to people in many
locations.
During economic downturn online programs
appeal to people who need to work.
SWOT Ana lys i s Threa ts
Online education is known as a lower class degree.
Many online BBA’s offered through other websites.
Is know as a secondary University to SFU and UBC.
Transferability of degree to other
universities/master programs.
Target Market
Immigrants whose first language is not
English.
Shy people who are not used to speak in
public and prefer to spend their time alone.
Full-time employees who have to be present
in their work all the time and are busy.
People who care more about economical
efficiency in their expenditures.
Target Market
People who are more interested and familiar in using
computers and internet in their spare time.
Generation X and Y are the most common age group in
Canada.
People with low average income.
People who came from Asian or Middle Eastern countries
to Canada because of different methods of studying in
their cultures.
Marketing ObjectivesFirst Year
Comprised mainly of lower mainland
residents with full or part-time jobs.
High concentration of students within the
ages of 30 to 50 with restricted funds for a
traditional university.
Marketing ObjectivesSecond year and Further
With success of program use new funds to
expand to other target markets.
Expansion to high school graduates and to
other regions of BC.
High word of mouth advertising from
satisfied students for lower mainland.
Product Strategy
To experience an activity-based learning
environment that is led and supported by an
instructor.
Course outline for online courses is identical
to the face-to-face delivery.
Strictness of the traditional classroom.
Pricing Strategy
Canadian students – $250 per course.
International students - $550 per course.
Affordable but without sacrificing the thought
about quality of the degree.
Target Revenue for the First 12 Months
1st Term: 100 local students and 10 international
students all taking 5 courses = $152,500
2nd Term 150 local students and 15 international
students all taking 5 courses = $228,750
Distribution Strategy.
Newspapers/Magazines
Television
Brochure/Posters
Internet
Promotional Strategy.
Advertising: Mass Media for targeted age groups.
Personal Selling: Promotion through Capilano
Students directly towards customers.
Public Relations.: Popularity of Capilano in Lower
Mainland and good reputation within current students.
Sales Promotion: Sales through current students
rewarding them for each person getting enrolled.
Budget
Television: $25,000; ads between the hours of 6 pm
to 9 pm.
Internet: $10,000; ads displayed towards our
target markets.
Newspaper: $5,000; ads in local newspapers.
Brochure/Poster: $10,000; ads posted in local
businesses, community centers, and transportation
sites.
Eva lua t i on and Cont ro lPre - t es t Eva lua t i on
Does it capture your attention quickly.
Is the information displayed in an effective
manner.
Would you feel compelled to look for further
information.
If not, what would you change to make it more
compelling.
What similar products do you feel have a more
intriguing advertisement.
Eva lua t ion and Contro lPos t - tes t Eva lua t ion
Where did you hear about our program.
What interested you the most about this
advertisement
How long did it take for you to seek further
information on the program.
Is there anything you would change in the
advertisement to appeal more to others.
Thank You all for listening
Do you have any question?