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?