tez final sunumu 23.12.2014 (1)
TRANSCRIPT
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
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BusinessObjective
OurGoal
Future
GanntChart
Content
Data
IntroductionReferences
Strategy
BusinessObjective
Marketing Objective
Source ofObjective
Segment
Target
Position
ProductService
Price
Place
Promotion
Evaluate
Business Objective Strategy
Value Proposition Execution Integration
The Big Picture Frame Work
Business Objective
4Business ObjectiveIntroduct. 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
Business Objective
5Business ObjectiveIntroduct. 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].
Business ObjectiveTable 1: University league table 2015 - the complete list [4]
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Business Objective
United
Sta
tes
United
King
dom
Germ
any
Spain
Franc
e
Canad
a
Austra
lia
Other
Eur
ope
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Figure 1: Preferred Study Abroad Destinations of Prospective Students from Turkey [5]
First Choice
Alternate Choice
Why can not UK be the best?
Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References
Partners
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Partner 1
Partner 2Partner 3
Partner 4
Partner 5Partner 6
Mezun.comBritish
Council
British
Consulate
Cambridge
Englishİdealist
Yukseklisans
.com
Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References
Our Goal
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
9
Increasing the number of Turkish students
Raise awareness
Best Marketing Strategy
Steal Share of America
Strategy
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
Integration online&offline
Focus on specific social networks
SEOStrategy
Visiting Campus and Colleges
School Counseller Meeting
ONLINE
Webinar
Instagram/ Foursquare
www.yukseklisans.com
www.mezun.com
Visiting to Universities
CD
Interview Alumni
360° Marketing
Strategy
OFFLINE
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
What We Do Better Than Anyone Else
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
Only UK!
We are student!
It is not about money!
We have already started in here right now.
Our partners are expert.
• 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
GoalStrateg
yData
G. Chart
FutureReferen
ces
Our Customer Profile
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
Final year students High ability to pay
Mostly male studentsWho are searching Higher Education in US
Heart Loyality
Head LoyalityACQUISTION ACTIVITIES
+
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
GoalStrateg
yData
G. Chart
FutureReferen
ces
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
GoalStrateg
yData
G. Chart
FutureReferen
ces
Analyse Data
Our Target ≥ 7300
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
Table 2:Top non-EU sending countries to UK [6]
Gannt Chart
Literature Review
Definition of Strategy
Meeting with Authorities
Analysis Strategy
Value Proposition
Competitor Analysis
Execution
Applying Model
Project Report
30-Sep 30-Oct 29-Nov 29-Dec 28-Jan 27-Feb 29-Mar 28-Apr
Start Date
Introduct.
Business
Objective
GoalStrateg
yData
G. Chart
FutureReferen
ces
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
20152014
February
March
6A2 Foreign Education Day
(Asia)
December
30
UK Education Day
March
7-8A2 Foreign Education
Day
(Europe)28
Meeting with Cambridge English and yukseklisans.com
Introduct. Business Objective Goal Strategy Data G. Chart Future References
Future
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STP (Segment/ Target/ Position)
Execute (Product Service/ Price/ Place/ Promotion)
Evalution&Control
Integrate
Introduct. Business Objective Goal Strategy Data G. Chart Future References
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
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