marketing-plan für die said business school
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Page 1 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
Marketing and communication planfor the MSc and DPhil programmes
of Said Business School, University of Oxford
Dr. Christian Fels, 3rd February 2006
Page 2 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian FelsThe task
attract students of high academic excellence
attract students from all regions
attract students from all academic backgrounds
avoid getting to many less qualified applications
tap the talent pool of other universities
avoid being tapped by other universities
Page 3 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
[ unknown ]
recall
pos. image
interest
application
• communicate existence of SBS
communicationgoals communicationcontent
• establish a positive image of SBS
• increase student’s interest in additional studies • strengthen the positive image of SBS
• increase interest in additional studies at SBS• inform about application details at SBS• set appropriate entry barriers
• general information
• achievements• ranking
• benefits of additional studies• USP
• benefits & price• evaluation criteria & RTB• expectations during studies
The decision process
Page 4 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
general background communication
recall
pos. image
interest
application
media for general target group
media for focused target group
personal communication
The communication process
*publications; *articles; *interviews & discussions
*PR; *career guides; *rankings; *advertisements
*contact to specific universities & foundations
*fairs; *open days; *adm. events; *award winners
Page 5 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
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?
?
?
general background communication ?
media for general target group ?
media for focused target group ?
personal communication ?
recall
pos. image
interest
application
lackofcommunication pointoflosingstudents
An example
*publications; *articles; *interviews & discussions
*PR; *career guides; *rankings; *advertisements
*contact to specific universities & foundations
*fairs; *open days; *adm. events; *award winners
Page 6 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian FelsThe result
attract students of high academic excellence
avoid being tapped by other universities
tap the talent pool of other universities
attract students from all academic backgrounds
attract students from all regions
Page 7 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
Thank you for your attention
Page 8 | 3rd February 2006 | Marketing and communication plan for the MSc and DPhil program of Said Business School, University of Oxford
Dr. Christian Fels
country’s language
town size
univ. established
courses since
special aspects
leisure
further details
• English • English • English
• 180.000 • 7.500.000 • 15.000
• ~ 1096 • 1964 • 1957
• 1996 • 1993
• tutoring system• mentoring system• college system
• “Centre for Crea-tive Business”
• gardens• clubs• sports
• 47 Nobel prizes• interdiscipl.
research• research-based
ma-nagement
• 13 Nobel prizes• 4 partner universities• 40 corporate partners
• ranked 1st US businessschool in 2003
• 41 Nobel prizes• several scholarships• US-visa required• limited cult. & ling.
diversity
• art• media• sport
• 1989 (Dr.)
• PhD program “well established”
• “structure similar to most American schools”
• theatre• museum
• French
• 100.000
• 1636
• case studies
• on-campus facilities
Appendix: The competitors
• ?
• ranked 1st non-US business school in 2003