Marketing Relationships
Table of Contents
Abstract 4
Introduction 4
Background 5
Segmentation 5
Targeting 5
Positioning 6
Drivers & Enablers 7
Proposed Value 8
Bibliography 9
Abstract The international student market is highly competitive and recruitment strategies are critical. Many universities focus on building relationships with students as a strategy. The purpose of this report is to determine perceived placement, the relationship marketing (RM) strategy and how the stakeholders are targeted. I will analyze the interrelationship between the three factors, and visit the drivers and enablers for each organization. I will address the value proposition that is offered by each organization to each stakeholder.
Introduction
As tuition fees rapidly rise, families are becoming more aware of researching value for money and as new business friendly courses emerge, it is essential for UK universities to focus on marketing themselves. With over 300 UK institutes competing for half a million students, the use of relationship marketing strategies to create competitive advantage in the marketplace is common. Typically, RM operations consist of two activities; acquisition and retention of customers. The university market is typically segmented into 4 main areas; home undergraduate; home postgraduate, international undergraduate and international postgraduate. This report will focus on the recruitment of both categories of international students. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people. Globalization in HE is widespread and the market is now well established in the global phenomenon. With students and their parents searching for key values such as future employability, academic integrity and the value of student experience, it is recognized that HE institutes need to increase competition for both home based students and market themselves to international students in a competitive market. Both Oxford
Abstract 4
Introduction 4
Background 5
Segmentation 5
Targeting 5
Positioning 6
Drivers & Enablers 7
Proposed Value 8
Bibliography 9
Abstract The international student market is highly competitive and recruitment strategies are critical. Many universities focus on building relationships with students as a strategy. The purpose of this report is to determine perceived placement, the relationship marketing (RM) strategy and how the stakeholders are targeted. I will analyze the interrelationship between the three factors, and visit the drivers and enablers for each organization. I will address the value proposition that is offered by each organization to each stakeholder.
Introduction
As tuition fees rapidly rise, families are becoming more aware of researching value for money and as new business friendly courses emerge, it is essential for UK universities to focus on marketing themselves. With over 300 UK institutes competing for half a million students, the use of relationship marketing strategies to create competitive advantage in the marketplace is common. Typically, RM operations consist of two activities; acquisition and retention of customers. The university market is typically segmented into 4 main areas; home undergraduate; home postgraduate, international undergraduate and international postgraduate. This report will focus on the recruitment of both categories of international students. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people. Globalization in HE is widespread and the market is now well established in the global phenomenon. With students and their parents searching for key values such as future employability, academic integrity and the value of student experience, it is recognized that HE institutes need to increase competition for both home based students and market themselves to international students in a competitive market. Both Oxford
Bibliography: Oxford University, 16th August 2012, International Students (http://www.ox.ac.uk/admissions/international_students/index.html) Accessed on 15th November 2012. University Compare, University of Glamorgan, (http://universitycompare.com/university-guide/308-2/) Accessed on 25th November 2012. University of Glamorgan, University Strategy 2010 – 15, (http://profile.glam.ac.uk/strategic/) Accessed on 15th November 2012. McDonald, M. and Dunbar, I. (2004), Market Segmentation: How to Do it; How to Profit from it?, Elsevier, Amsterdam. P. Kotler (1982) Marketing for Non-Profit Organizations. Barnes and Noble. http://www.imi.ox.ac.uk/research-projects/completed-projects/african-perspectives-on-human-mobility/partner-institutions Guardian, University guide 2013: University league table, (http://www.guardian.co.uk/education/table/2012/may/21/university-league-table-2013) Accessed on 24th November 2012 Peter, S. I. (1997a). Kundenbindung als Marketingziel. Wiesbaden. Link, J. and Gerth, N. (2000). Kundenbindung durch Online-Marketing. In Bruhn, M. and Homburg, C.