The University of Houston offers the best MBA programs. Its part-time program is ranked 33rd while the full time program having the 50th position. Team Rocket created a marketing plan to popularize the MBA programs and augment the University’s status as a Tier One School. The program entailed four major aspects of marketing which include market analysis, competitive analysis, customer analysis and SWOT analysis.
The market analysis has to be conducted and the socio-cultural, economic, competition, technological and regulatory GMAT scores are aspects to be considered while performing the market analysis. The university faces competition from universities such as University of Texas and University of Phoenix. Competitive analysis is important to assess the market. The customer analysis showed that the price, flexibility, location and the quality of education were the key aspects that mattered to the consumers. The SWOT analysis revealed that the university had affordable fees and convenient. It had a disadvantage of lacking online programs and was perceived to be too energy focused. Competition from upcoming schools is a major threat.
An analysis of the results was done, and two objectives derived. The aspects of the market mix were incorporated to facilitate implementation of the objectives. A marketing strategy was developed to identify the most likely group which would join the MBA programs. An online based marketing program was developed with major emphasis on promotion through advertising. Promotional videos would be created to make emphasis on the greatness on University of Houston and this would be backed up by use of social media such as Facebook and twitter to publish information which is up to date. Local media such as TV, radio and billboards will also be used as a marketing strategy. Promotional activities such as the Career Fair mixer would be employed to achieve more tangible results.
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Posted by: Armanda Brien