your official source on u.s. higher education educationusa.state.gov martin bennett institute of...
TRANSCRIPT
![Page 1: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/1.jpg)
EducationUSA.state.govYour Official Source on U.S. Higher Education
Martin Bennett Institute of International EducationJakub Tesař Fulbright Commission
Marketing Analysis and Planning for Advising Centers
![Page 2: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/2.jpg)
EducationUSA.state.govYour Official Source on U.S. Higher Education
Applying Marketing Concepts to EducationUSA
![Page 3: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/3.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
What is Marketing?
Marketing IS NOT Advertising
![Page 4: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/4.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
What is Advertising?
• A mode of Promotion & Communication
• The non-personal presentation or promotion by EducationUSA of its product & services to its existing and potential audiences.
![Page 5: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/5.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
What is Marketing?
• Marketing is an ongoing process of planning and executing the marketing mix (aka 4Ps) for the mutually advantageous exchange of products or services.
![Page 6: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/6.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
The Process• “If you don’t know where you are going, any
road will get you there.” Lewis Carroll
• “If you don’t know where you are going, you will wind up somewhere else!”
Lawrence “Yogi” Berra
• “Change is not a destination and hope is not a strategy.”
Rudy Giuliani
![Page 7: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/7.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Why is Marketing Planning necessary?
• Systematic forward thinking by Advisers• Better co-ordination of an advising center’s
efforts• Development of performance standards for
control• Sharpening of objectives and policies• Better prepare for sudden developments
![Page 8: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/8.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing Process for Advisers• Analysis/Audit – Where are we now?
– 3Cs includes SWOT• Objectives - Where do we want to be?
– Where are we now?• Strategies – Which way is best?
– 4Ps• Tactics - How do we get there?• Implementation - Getting there!• Control - Ensuring arrival
![Page 9: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/9.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
ABCs of Marketing – Building Blocks
![Page 10: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/10.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Building Blocks - Process
Adviser
SWOTResearch
Planning
ImplementationMonitor
Evaluation
SMARTObjectives
Foundation
Tactics
Analysis/Audit
3Cs
Strategies4Cs
![Page 11: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/11.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
ABCs of Marketing
Foundation:
Advisers are EducationUSAKnow that everything you do
impacts the brand
![Page 12: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/12.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
SWOT Analysis/Audit
• Strengths• Weaknesses• Opportunities• Threats
![Page 13: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/13.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Know Your AudiencesAnalysis/Audit
• Internal – Embassies, Consulates, PAS, REAC,
ECA, IIE
• External – Students, parents, community groups,
schools, partnerships, U.S. higher education community
![Page 14: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/14.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Need for Information
Market Research
–Systematic and objective process of collecting, recording, and analyzing data to aid decision-making
![Page 15: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/15.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Need for Information
• Enhances quality of decision-making
• More accurate planning
• Better anticipation of audience needs
• Better anticipation of competitors
• Recognize new opportunities
Identifying SMART objectives
![Page 16: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/16.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
SMART Objectives-Goals
• Specific
• Measurable
• Attainable
• Realistic
• Time-Specific
![Page 17: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/17.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing – Strategies 4Ps
Product
Price
Promotion and Communication
Place
![Page 18: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/18.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Products
![Page 19: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/19.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
ProductsGoodsGoods
ServicesServices
Events & ExperiencesEvents & Experiences
PersonsPersons
PlacesPlaces
OrganizationsOrganizations
InformationInformation
IdeasIdeas
![Page 20: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/20.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing Can Promote IdeasEducationUSA centers actively promote United States higher education around the world by offering accurate, unbiased, comprehensive, objective and timely information about education institutions in the United States and guidance to qualified individuals on how best to access those opportunities.
Net: Study in the United States
![Page 21: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/21.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Price
The amount of money charged for a service, or the sum of the values that audiences exchange for the
benefits of having or using the product orservice.
![Page 22: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/22.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Price
![Page 23: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/23.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Place
•Outreach•Center
![Page 24: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/24.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Promotion and Communication
The means by which we attempt to inform, persuade, and remind our
audiences, directly or indirectly, about our services and U.S. higher education.
![Page 25: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/25.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Promotion and Communications
The voice of the brand
![Page 26: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/26.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Modes of Promotion and Communications
• Advertising• Experience promotion• Events• Public relations and
publicity
• Direct marketing• Interactive marketing• Personal counseling• Word-of-mouth
marketing
Social Media or New Media
![Page 27: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/27.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Audience Satisfaction
The feeling that a product has met or exceeded the intended audience’s expectations
![Page 28: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/28.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Promotion and Communication
• Plays three vital roles:
– Provide information and advice
– Persuades the target audiences of the value of EducationUSA
– Encourages audiences to take action
![Page 29: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/29.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Promotion and Communication
• Audiences involved in co-production so:
– Teach students/parents/US higher education how to move effectively through the process
– Shape audiences’ roles and manage their behavior
![Page 30: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/30.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Building Blocks - Process
Adviser
SWOTResearch
Planning
ImplementationMonitor
Evaluation
SMARTObjectives
Foundation
Tactics
Analysis/Audit
3Cs
Strategies4Cs
![Page 31: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/31.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Challenge – Create a 1 year Marketing Plan
Month 1 2 3 4 5 6 7 8 9 10 11 12
Target 1Strategy
Target 2Strategy
Target 3Strategy
Target 4Strategy
![Page 32: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/32.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Comments and Questions
Slides courtesy of Clara Priester, REAC for South & Central Africa
![Page 33: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/33.jpg)
EducationUSA.state.govYour Official Source on U.S. Higher Education
YOURU.S. Higher Education
Marketing Analysis and Plan
![Page 34: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/34.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing Analysis
• Clarifying objectives
• Situation analysis
• Competitors analysis
• Resource assessment
![Page 35: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/35.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Clarifying objectives
SMART matrics
Sample: Increase number of graduate students in engineering programs by 10% by Fall 2011.
![Page 36: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/36.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Situation Analysis
SWOT
Internal factors: Strengths x Weaknesses
External factors: Opportunities x Threads
![Page 37: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/37.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing Ps
Product
Price
Placement
Promotion
![Page 38: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/38.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Product
• What is our “product”?
• What are its major characteristics?
• What are the positive ones?
• What are the negative ones?
![Page 39: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/39.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Price
• What is “price” in our case?
• What are its major characteristics?
• What are the positive ones?
• What are the negative ones?
![Page 40: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/40.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Placement
• How is our product delivered?
• What are are the major characteristics of the way how it is delivered?
• What are the positive ones?
• What are the negative ones?
![Page 41: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/41.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Promotion
• What are the methods of promotion?• What is positive or negative about each of them?• What are the stakeholder (external, internal)• What message do you want to send?• How do want to deliver it?• How do you plan to build and maintain the
relationship?
![Page 42: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/42.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
How you define your market
• List characteristics defining your preferred market
• List of “sources” that fit the listed characteristics
![Page 43: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/43.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
How your market defines you
• List sources, including anecdotal sources, that your preferred market uses to learn about you
• List characteristics that your preferred market uses to define you
![Page 44: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/44.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Matching? Mismatching?
• Are you looking at the same market that is looking at you?
• What are the areas of possible mismatch?
• What steps you need to take to resolve the mismatch
• Are there any data or evidence?
![Page 45: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/45.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Competitor Analysis
• Is our product on the same market?• How are they similar or different?• What advantages or disadvantages our
product has compring to competitor?• How my product’s price compare?• How successful is competitor’s product
compared to mine?• Where does it take its customers?
![Page 46: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/46.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Resource assessment
• What are my resources (staff, budget, organizational commitment…)
• Are the goals realistic with given resources?
• If not, what additional resource do you need?
![Page 47: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/47.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Summary
• Objectives
• Current situation and need for change
• Resources
![Page 48: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/48.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing strategy
Actions to be taken to reach objectives considering the situation and resources
![Page 49: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/49.jpg)
EducationUSA.state.gov
Your Official Source on U.S. Higher Education
Marketing plan
• Analysis
• Marketing strategy
• Timeline
• Budget
![Page 50: Your Official Source on U.S. Higher Education EducationUSA.state.gov Martin Bennett Institute of International Education Jakub Tesař Fulbright Commission](https://reader036.vdocument.in/reader036/viewer/2022070308/551b9319550346a6148b60ae/html5/thumbnails/50.jpg)
EducationUSA.state.govYour Official Source on U.S. Higher Education
Now you ready to make your own analysis and plan!