Faculty of Information Science and Technology Marketing Plan Course: Marketing & Ecommerce Course code: TME2361
Created by Maryam Aderonke Bello 1081120756 Hilda Nkeiruka Chukwu 107119008
CONTENTS Contents............................................................................................................................2 1.Introduction..................................................................................................................... 2 2.Executive Summary........................................................................................................3 3.Organisation Vision, Mission & Values.............................................................................3 4.Marketing Vision & Mission..............................................................................................4 5.Situation Analysis............................................................................................................5 6.Organisation & Marketing Objectives............................................................................10 7.Strategy........................................................................................................................ 13 8.TACTICS........................................................................................................................ 15 9.ACTION AND CONTROL..................................................................................................15
1 . I NT RO DU CTI ON
The Faculty of Information Science and Technology (FIST) is one of the major academic units in the university. It plays a pivotal role in producing IT competent personnel to serve in the new and fast-growing knowledge-based industry in addition to the manufacturing, business and financial sectors. The Faculty of Information Science and Technology (FIST) was set up with the establishment of Multimedia University in Melaka. In 1999, the Faculty migrated part of its faculty members and all the students to the newly opened Cyberjaya campus. In the year 2000, the Faculty Formally split into two; Faculty of Information Technology (FIT, currently known as Faculty of Computing and Informatics (FCI)) and Faculty of Information Science and Technology (FIST) Currently the Faculty of Information Science and Technology consists of five Majors namely Data Communications and Networking, Security Technology, Artificial Intelligence, Information Technology Management , Bioinformatics. Two other Majors, Business Information systems and medical information technology was phased out 2009.
2 . E XE CU TI VE S UM MA RY
This marketing plan spells out the vision, mission and objectives as well as the core values of the Faculty of Information science technology. The plan gives the background information as concerns the evolution of the faculty to its current status. It also has a analysis of the strategic goals as well as the strategies/strategic objectives to be pursued in the mission to realize the set goals. This chapter further defines the action plans and specific activities in line with the set objectives. The specific goals are set out below: o
o o o o
o
o
o o
o
Provide and maintain world class infrastructure that supports the functions of the faculty Attract, develop and retain competent staff Improve students, academic and technical staff English communication skills Ensure failure rate as high as 50% doesn't happen Ensure its a faculty of first choice among other universities which places students first Ensure a more affordable and competitive tuition fees compared to other universities Build international strategic partnerships for research, teaching and knowledge transfer Increase the international student community Strengthen the prominence of faculty of Information Science Technology among other universities Ensure world class academic and technical staff compared to our competition faculty from other universities
3. ORGANISATION VISION, MISSION & VALUES MISSION
The Faculty of Information Science and Technology (FIST) aims to develop quality, innovative and inspired graduates that are capable of analyzing organizational situations, design, develop technological solutions and staff with inquiring minds. With the multidisciplinary nature of the work of today’s IT Professional, the faculty promotes multidisciplinary research and activities, infusing its faculty with teachers coming from various allied and related fields. The faculty supports its faculty members through faculty development programs for professional training and development, recognition of their consultancies and project involvements outside of the University. In incorporating up-to-date skills development into its programs, the faculty is aggressively seeking for external linkages and partnerships with leading technological companies. VISION
To be a premier centre for information and communication technology (ICT) education and research. Producing qualified and well-rounded Information System professionals and Instructional Systems technologists that are technically competent to design and develop technological solutions for the information needs of industry, government and academe; Establishing local leadership in the field of Information Systems and Instructional Systems education in the country;
CORE VALUES Student Integrity Transparency Fairness Teamwork Professionalism Academic freedom Courtesy Reliable
4 . M AR K ET IN G VI SI O N & M IS SI ON MISSION
Faculty Trustworthy Progressive Service Excellence Innovation
To Support the Faculty of Information Science Technology and ensure a strong presence through advertising, raising brand awareness, and enable it achieve the leading choice of study among potential students who want to study in the information systems sector. VISION: Use all skills learnt in class to deliver a strong brand and message.
5 . S IT UA TI ON A NA LY SI S
One of the most critical activities in marketing planning is to analyze the internal and external environment within which the institution operates. One approach used in this analysis—the SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. SWOT was used to analyze both the external and internal environment. . THE STUDENTS
As of 31st of December 2012, the University has a student enrolment of 18668. The following tables give demographic of students. UDERGRADUATE STUDENT
NO. OF STUDENT
Alpha Program Diploma Program Bachelor Program Distance Education Program Internet - Based Program i. Diploma ii. Bachelor Degree Intensive English Program
2238 2588 12143 125 0 3 131 17228
Total
POSTGRADUATE STUDENT
NO. OF STUDENT
By Research
459
By Coursework DBA
915 66 1440
Total
INTERNATIONAL STUDENT Melaka
NO. OF STUDENT 675
Cyberjaya
1863
Total
2538
TARGET AUDIENCES •
Prospective students
•
Parents
•
Alumni
•
Community
CURRENT AUDIENCES •
Academics
•
Marketing Professionals
CUSTOMER TOUCH POINTS Touch Point
Department
Website
FIST
FIST OFFICE
FIST
Does it meet their expectation/need? - Could be clearer on what we do - Easy to find information - Good call to action -Easy to get information -No prompt reply -Language barrier
Competitive Edge
- Video Centric
-Interactive
INTERNAL AND EXTERNAL ENVIROMENTAL ANALYSIS(SWOT)
One of the Most Important part of any marketing plan is the assessment of the institution’s current strengths, challenges and the opportunities that emanate from both the internal and external environment. The assessment commonly referred to as a SWOT analysis enables the faculty to develop strategies to manage both its internal and external environment:
The Faculty
Strengths -S
Weakness •
• • • • •
•
• •
Opportunities-O
•
Increased demand for higher education University- Industry collaborations Growing demand for consultancies Existing ICT capacity
•
Rapid technological advances
•
•
•
Threats-T •
• •
•
•
Ample land for strategic development National recognition Rich history and legacy in ICT Existing infrastructure Ability to attract International linkages and collaboration Vast potential to utilize the existing facilities for income generation Well equipped IT Laboratories Programming Efforts
• •
Perceived high tuition cost No uniqueness. Lack Proper English communication skills
SO strategies Match strength and opportunities and then increase d amount of promotion on quality programs
WO strategies
ST strategies Avoid threat posed by increased competition
WT strategies Work to minimize perceived weakness in the inability to compete with price.
Competition from other universities Escalating cost of education High cost of ICT infrastructure and technical equipment Fast technological changes in ICT Global economic recession
FACULTY COMPETITION
Now
Who are they? Name: Universiti Kebangsaan
Founded in:1994
Brand
Faculty of Information Science and Technology consists of five programmes namely Computer Science Programme, Science and System Management Programme, Information Science Programme, Industrial Computering Programme, Multimedia Studies Programme, Intelligent System Programme
Marketing Mix Product • Computer Science Programme • Science and System Management Programme • Information Science Programme • Industrial Computering Programme • Multimedia Studies Programme • Intelligent System Programme Price: Fees are relatively low here. UKM FIST faculty international students pay rm5000 per semester while local students pay 2035 Place: University as a whole is located within nodes of transport Promotion: UKM has so far used personal selling and publicity
Potential competitive advantage on us What do they offer which is better than you? • Lower tuition fees
FACULTY COMPETITION Who are they? Name: Universiti Kebangsaan
Now
Founded in:1994
Brand
Faculty of Information Science and Technology consists of five programmes namely Computer Science Programme, Science and System Management Programme, Information Science Programme, Industrial Computering Programme, Multimedia Studies Programme, Intelligent System Programme
Marketing Mix Product • Computer Science Programme • Science and System Management Programme • Information Science Programme • Industrial Computering Programme • Multimedia Studies Programme • Intelligent System Programme
Potential competitive advantage on us What do they offer which is better than you? • Lower tuition fees
Price: Fees are relatively low here. UKM FIST faculty international students pay rm5000 per semester while local students pay 2035 Place: University as a whole is located within nodes of transport Promotion: UKM has so far used personal selling and publicity
6. ORGANISATION & MARKETING OBJECTIVES
The SMART framework was used to set the objectives. The SMART stands for: •
Specific
•
Measurable
•
Achievable
•
Realistic
•
Time bound
SHORT TERM (1 – 3 YEARS)
Approximately 3 years
Approximately 3 years
Objective 1. Improve students, academic and technical staff English communication skills
Strategy 1. To invest in the Language development of our academic and technical staff;
1.
1.
Ensure failure rate as high as
Develop student Generic skills
6. ORGANISATION & MARKETING OBJECTIVES
The SMART framework was used to set the objectives. The SMART stands for: •
Specific
•
Measurable
•
Achievable
•
Realistic
•
Time bound
SHORT TERM (1 – 3 YEARS)
Approximately 3 years
Approximately 3 years
Objective 1. Improve students, academic and technical staff English communication skills
Strategy 1. To invest in the Language development of our academic and technical staff;
1.
1. 2.
Ensure failure rate as high as 50% doesn't happen
Develop student Generic skills increase number of student peers (leaders, mentors, supplemental instructors, teaching assistants, etc.) by 15%
MEDIUM TERM (3 – 5 YEARS)
(Over 2 years)
(Over 2 years)
(Over 2 years)
Objective 1. Ensure its a faculty of first choice among other universities which places students first 1. Ensure a more affordable and competitive tuition fees compared to other universities
Strategy 1. To enhance the quality of the graduate
1.
Create reasonable plans to reduce tuition fees
1.
3.
Integrate an intercultural dimension into teaching, research and service functions
Build international strategic partnerships for research, teaching and knowledge transfer 2. Increase the international student community
LONG TERM (5 YEARS PLUS) Time Frame Over five years
Objective 1. Strengthen the prominence of faculty of Information Science Technology among other universities
Over five years
1.
Ensure world class academic and technical staff compared to our competition faculty from other universities
Strategy 1. Attract highly qualified and skilled staff 2. Boost the image of the University College 3. Identify and nurture existing programs and areas of excellence that have achieved or have potential to achieve national or international prominence. 1. Improve pay grades 2. Provide a reward mechanism and develop and retain competent staffs 3. work toward full postgraduates academic staffs
7. STRATEGY SEGMENTATION -
-
Demographics •
Age: Teens, youths, middle age, adults
•
Gender: male and female
•
Education: high school, college and university
•
Income: Low, medium, high
•
Marital status: All marital status
•
Ethnic or religious background: all ethnic group
•
Family life cycle
Geographic •
-
not specific, the world
psychographic •
Lifestyle: conservative, exciting, trendy, economical
•
Social class: lower, middle, upper
•
Opinion: easily led or opinionated
•
Activities and interests: sports, physical fitness, shopping, books
•
Attitudes and beliefs: environmentalist, security conscious.
TARGET
Since the faculty is looking to cut cost down, mass marketing or concentrated marketing would be best for the faculty. So the faculty as a whole would focus on the common needs of consumers rather than on what is different. or start up niches &broaden markets served. POSITIONING
Position by products benefits. show how product/service would produce benefit to potential customers
MARKETING MIX Objective Product
Propsition/mix 1. Degree awarded, reintroduce phased out degrees
Place
1.
virtual learning media
Price
1. 2. 3.
competitive tuition fees flexible course approaches Competitive smart pricing strategies
Promotion
1. 2. 3. 4. 5.
Brochures Internet marketing International education exhibition advertising public relation
People
1. 2. 3. 4.
Full post graduate staffs Personal contacts Face to face communication Good contact points on faculty website(live chat)
Physical Evidence
1. 2. 3.
Conducive facilities Brochures Awards
Processes
1.
Excellent administrative process
ONLINE MARKETING STRATEGY AND PRESENCE
The Faculty of Information Technology has an almost perfect online presence. They do have a website with easy navigation, Good and attractive content, Clean User Interface. However to have a successful internet marketing strategy, the faculty need to improve on the content management system, have an effective web based consumer support system and a Live chat application. The website needs to fit properly into FIST overall marketing objectives and marketing plan. A consistent message across all marketing tools uses is essential as internet can be more cost effective than other marketing tools
Figure 1 - No customer support system and live chat
8. TACTICS
Reintroducing phased out degrees could be done by raising awareness about this course, recruitment of new academic staffs to support previously insufficient academic staffs. A competitive tuition fees can be attained following a competitive pricing strategy. This strategy sets price against competitors. Competitors are analysed. Promotion is the key element. Creating education exhibition is common , then a non media public relations such as newsletters, websites press room. Ensuring a strict recruitment rules would boost the quality of academic staffs recruited. Also renovating and improving current facilities would improve the overall facilities in the faculty. 9 . A CT IO N AN D C ON TR OL RESOURCES Title Marketing Manager Project Manager Human Resource Manager
Responsibilities -Planning/Strategy/Tactical Oversees/Implementation Recruitment of new staffs
BUDGET Annual costs 5 New academic staffs (at least masters)
Annum(each) RM60,000
Annum(Total) RM300,000
5000PCS Brochure
RM0.1
RM500
Exhibition operating costs
RM100,000
RM100,000
Advertising
RM100,000
RM100,000
Month(each) RM5,000
Month(Total) RM25,000
FIST Website improvement Online Marketing Sub Total
RM15,000 RM40,000
RM40,000 RM555,500
