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Case Study: College Growth Strategy Assignment

COLLEGE CASE STUDY ASSIGNMENT ANSWERS

 

  1. Was it essential for the college to develop new products- in this case, subjects, courses or programs?

Innovation and re-innovation is always an attractive and effective strategy in marketing in any field. Considering the need to popularize the Centralian University, similar innovating ideas and courses were important to be introduced to attract new students and retain current students. The funding of any college or university is based on performance of the current students as well as expected students that will be associated in the future. In turn, student involvement and performance is partly exhibited by contact hours of the current students. Irrespective of the diligent work of faculty and lecturers, lack of interesting courses and programs can cause monotony in students’ lifestyles. The same case is evident in the Centralian University (P. Kotler, L. Brown, S. Burton, K. Deans and G. Armstrong, Marketing, 9th ed., pp. 85, Sydney: Pearson Australia, 2010). The new products, be it subjects, courses or programs contribute majorly to receive attention of the students. The more the choices available to students, greater are the chances of their involvement. Additionally, the introduction of new programs and courses allow increase in the reach of the college to wide range of new students with different interests. Thus creating more choices in academics is usually a good strategy. However, analysis of the demographics is important while bringing in new courses and programs for the successful outcome of the plan.

  1. Was it an important factor for the college to be able to be effectively penetrate the market in order to grow its business?

Getting admitted to a college invests large amount of energy, time and money. Hence to persuade common masses to attend a particular college in ........

need to popularize the Centralian University, similar innovating ideas and courses were important to be introduced to attract new students and retain current students. The funding of any college or university is based on performance of the current students as well as expected students that will be associated in the future. In turn, student involvement and performance is partly exhibited by contact hours of the current students. Irrespective of the diligent work of faculty and lecturers, lack of interesting courses and programs can cause monotony in students’ lifestyles. The same case is evident in the Centralian University (P. Kotler, L. Brown, S. Burton, K. Deans and G. Armstrong, Marketing, 9th ed., pp. 85, Sydney: Pearson Australia, 2010). The new products, be it subjects, courses or programs contribute majorly to receive attention of the students. The more the choices available to students, greater are the chances of their involvement. Additionally, the introduction of new programs and courses allow increase in the reach of the college to wide range of new students with different interests. Thus creating more choices in academics is usually a good strategy. However, analysis of the demographics is important while bringing in new courses and programs for the successful outcome of the plan.

  1. Was it an important factor for the college to be able to be effectively penetrate the market in order to grow its business?

Getting admitted to a college invests large amount of energy, time and money. Hence to persuade common masses to attend a particular college in this competitive world is an essential step. Communicating with the students to make them aware about the benefits and prospects the university provides, becomes an integral part to ensure more student participation. The great opportunities and facilities provided by the college would not be utilized if people did not get to know about it. The location and reputation of the college was not in any advantage to grow its business. Therefore involvement of new people was an essential step. The reputation of any institution plays an essential role in the interpretation of its services. In understanding of that, honest and appealing advertisements and marketing contribute to an effective and widespread attention among the demographics. Therefore, penetrating into market sure had a great impact on the business of the university. Marketing not only helped in retention of the current students but contributed majorly in its expansion by bringing in a large number of new students. Besides, involvement of local people in the college activities by issuing magazines and posters heavily contributed in the process(P. Kotler, L. Brown, S. Burton, K. Deans and G. Armstrong, Marketing, 9th ed., pp. 86, Sydney: Pearson Australia, 2010).

  1. Do you believe that retaining current students was important to increasing student contact hours?

It’s always a wise decision to build upon the existing consumer-relationships. To ensure proper management of a system, it’s important to keep track of the customer satisfaction which can be judged only by working out the model on presently associated consumers. In the case of any University, current students are already aware about the college, its principles and working. Therefore, it’s easier for them to cope with the little changes that are going on at the college campus. They can be proved a beneficial asset in contribution to the success of designed strategy of business expansion. Creating ways to guarantee the engagement of present students by introducing new courses and programs or supporting extra-curricular activities contributes to staff-students interaction. Contact hours are direct indication of students’ participation and involvement in the college activities by communicating to faculties and teachers. Providing additional benefits and encouraging students-based activities at the university-level, is usually an attractive opportunity to both students and staff to foster closer relationships and good reputation. A good feedback and better placement opportunities, as a result, will attract more students. Thus, retention of current students was an advantageous manifestation in increasing the student contact hours.

  1. Could the college have employed more of the extended marketing mixed Ps to better achieve the desired outcomes?

The university, in my point, had done a thorough research into its internal and external environment. The strategy, thus made was an excellent work of multi-level management considering all the factors including political, economical, social and technological. The main focus of the strategy was laid on the community involvement showing understanding of people involvement to bring both biotic and abiotic resources to the university. The interplay of all the four P’s (Promotion, Place, Product and People) could be seen in strategic protocol of increasing staff involvement, promoting their interest and its utilization for community participation, supporting students benefits and popularization using print and social media. Thus, university already showed an excellent and all possible method to achieve its objectives.

  1. Why was it important to establish strategic steps in developing the marketing plan?

A strategy is a plan or design that aims to achieve a long-term goal. A strategy has no single component and involves a number of tactics aiming to achieve certain objectives.  Hence, it has to be made considering different stages- ideation, structuring, implementation and execution.. The Centralian University has well-structured model and good organization. However, in spite of being a hub of activities, there were no good educational opportunities that it could offer to the community. As a result, the university was under threat of losing its financial resources. In order to cope up with the situation, strategic management has to be followed to organize the assets so as to receive maximum outcomes. It’s apparent to look at all the factors that directly or indirectly are affecting the working and functioning of the system so as to find opportunities to utilize them. Introspective and efficient investments have to be made to avoid any waste of time or resources. Multi-level organization has to be implemented with effective communication and collaboration in that course. Overlooking any parameter or failing at the execution of strategy will not only cause collapse of the strategy, but also hamper university’s reputation and future of many students. Therefore, with the growing competitiveness, a well-designed strategy acts in sustenance as well as growth of the business.

References

P. Kotler, L. Brown, S. Burton, K. Deans and G. Armstrong, Marketing, 9th ed., pp. 84-87, (Sydney: Pearson Australia, 2010)