Oxford College of Marketing :
Expansion to India Chelsea 16
Marketing Analytics13th December 2016
Presentation prepared for Marialena Zinopoulou, Bryan Lukas & the MSc Strategic Marketing cohort
DASHBOARDInterest in OXCOM - Top Countries
Digitalization
Overall DM Awareness in Companies
Spyfu - competitor analysisConsumer Barometer- purchasing journeyGoogle Trend: marketing online
Google Analytics: page views India
Sources: Oxford College of Marketing (2016), Spyfu (2016), Google Trend (20169, Google Analytics (2016), Kstart (2016), Accenture (2015), EY (2016), Docebo (2014)
Lack of DM skills in companies
E-Learning market
OXCOM BRAND • For marketers to aspire to qualifications taught by the
OXCOM • For employers to know that professionals trained by the
OXCOm are worth their weight in gold • For employees to feel proud that they are delivering the
OXCOM brand values
• Quality • Openness • Respect • Equality • Flexibility
Brand Offerings• CIM courses • CAM courses • ISMM courses • UCI Postgrad digital courses • One day workshops • Online digital courses
Brand BenefitsAccredited Qualifications
Brand Mission & Audience Brand Values
Traffic Source (last 3 months)
Audience Interest
Business And Industry >Marketing And Advertising
Career And Education >Universities And Colleges
Interest in OXCOM - Top Countries
Organic Keywords:
oxford college of marketing +98.08%
macro environment
why sales person plays a very important role in the organization?
tows analysis
what is important in corporate sales
Paid Keywords:
social media courses
cim pg diploma ocm
certified online marketing training
oxcom
oxford college of marketing
Sources: Oxford College of Marketing (2016), SimilarWeb (2016)
Sources: Google Trend (2016), Google Analytics (2016)
INTEREST IN INDIA
Gender 0.27% of Total sessions
Males Female
47.9% 52.1%
WHO
WHY
WHAT
marketing online courses
1 India
2 United States
1 United Kingdom
100
59
24
digital marketing online courses
1 India 100
Sales of 3G SIM cards are expected to grow from 35 mn units 2012 to about 272 mn by 2017
Smartphone Penetration
Online AccessInternet Usage
DRIVERS TO A DIGITIZED INDIAN CONSUMERChanging Face of Consumer
DIGITAL INDIA INITIATIVE
Number of social network users
Social media platforms trends
Sources: EY (2016), Digitalindia (2016), Statista
DIGITALIZATION
EMPOWERED
E-commerce Social Interactive
BIG DATA
Tech-savvy
New Business ModelDigitalization
= Strategic Imperative
Rising earning potential & disposable incomes
Mobile telephone innovation
Platform&
Application
IT applications INFLUENCER
NEW CONSUMER
Changing needs: • Engagement • New offerings • Personalized offer
PROFILE
HOW THE “CHANGING” CONSUMER DRIVES A NEED FOR DIGITAL MARKETING
STARTUPS
Digital marketing situation Digital marketing management
Challenges
for digital marketing campaign implementation
• 32% lack of clear metrics to measure the efficacy
• 28% lack of understanding of how digital marketing actually works
• 22% lack of sufficient budgets as a constraint
• 16% lack of right resources
• Slow to adapt to the changing media landscape
• Failed to adjust spending according to where audience is spending their time on
for social media implementation
Sources: EY (2014), Kstart (2016)
Improvements
Customise content
Conduct regular data reviews
Understand DM tool application to improve strategy
Need for more experienced DM practitioners
Access to better tools
Clear communication of learnings
Right talent and investment in trainings & skill development
Missing the digitalization imperatives
Digital marketing situation
• Companies rushed to adopt digital technologies • Missing the core objective of digitalization, meeting
strategic priorities: • Delivering compelling customer experience • Accelerating customer-focused R&D or innovation
• Did not adapt their business model
MEDIUM & LARGE COMPANIESChallenges & Improvements
ServicesOverall Manufacturing
Sources: Accenture (2015)
What does digitalization or “being digital” mean
Business priorities in the space of customer value creation
E-LEARNING IN INDIA
Enhancing Higher Education Through E-learning (UGC in collaboration with CCOL)
GOI launched two schemes to support E-learning: 1. National Mission on Education through Info
& Comm Technology 2. National Program on technology Enhanced
Learning
2003
1994CLASS Project(Computer Literacy & Social on Schools)
Built computer literacy in more than 2500 schools for e-learning foundation in India
2010 -2015 Top 10 Growth Rates By Country
Indian E-Learning Market Size2015: $20 billion 2017: $40 billion
• 50% of the companies give importance to e-learning as preferential training method • 85% of the companies think e-learning is the efficient way to train employees • 79% of the companies are ready to invest more to update current LMS system • 86% of the corporate employees prefer e-learning for corporate training
Sources: elearningindustry ( 2015), Linkedin (2015),
Companies in India put increasing attention to e-learning
Gvandaeshan Education Channel developed to telecast education program
Indian Institute of Management Bangalore (IMM-B) adopted e-learning teachings
2001
Lack of government initiatives for corporate levelsE-learning market is expected to grow
BARRIERS OF ENTRY
2.3 Mbps India’s Average Connection Speed
20 Mbps India’s Forecast Average Connection Speed
Sources: Deloitte (2014) , Forbes. (2014), First Post (2015), Bttindia (2015) ,
Language Barriers
LegalBarriers
Technology Barriers
• Official language: English • Second largest English-speaking nation • Most used business language
The Foreign Educational Bill• To maintain education quality • Provide clear guidelines for international
firms to abide • Require international firms to have at least
20 years of experience
2017
2015
Remote education requires high speed broadband
5-10 Mbps
Launch “Google Fiber"
Fears & Challenges
Demographics
Goals
1. Master digital technologies to extract useful business insights and develop new-to-market offerings
2. Develop a digitalization strategy and align it to broader business goals and organization culture
Fears & Challenges
1. Getting stuck in a job and not advancing up the corporate ladder as quickly as she would like
2. Lack of digital knowledge despite knowing the benefits it brings
1. Inability to recruit and retain the best talent 2. Difficulty in digitalizing the talent pool in his organization 3. Rushed adoption of digital technologies may backfire
Sex: Female Age: 37 Location: Delhi Annual Income: 850,000 Firm Size: 500 - 1000
Background
• Graduated from Imperial College Business School
• Happily married with 4 kids
1. Get promoted to Marketing Manager within 2 years 2. Build a ‘digital personality’ to better understand the
digital consumers and achieve promotion target
Goals
Background
• Graduated from ISB • Switched job roles from
events management to marketing
• Recently got married and has a dog
CONSUMER PERSONA
Sex: Male Age: 44 Location: Maharashtra Annual Income: 2,650,000 Firm Size: 1000 - 1500
Demographics
Vihaan “The Chief Marketing Officer”
Anaya “The Assistant Marketing Manager”
CUSTOMER JOURNEY MAPPING
Offline Media
Word of Mouth/ Cold Calls
Website
Organic & Direct Search
Community Forum
Online Reviews
Social Media
Tradeshows/ Conference Summits
PurchaseConsiderationAwareness
Source: Consumer Barometer (2016)
CUSTOMER JOURNEY MAPPING
Offline Media
Word of Mouth/ Cold Calls
Website
Organic & Direct Search
Community Forum
Online Reviews
Social Media
Tradeshows/ Conference Summits
Source: Consumer Barometer (2016)
How did people first hear about the product/service they bought?
35%
36%
8%
9%
What offline sources did people use to make a purchase decision?
12%
14%
34%
54%
56%
22%
18%
7%
6%
42%
What online sources did people use to make a purchase decision?
PurchaseConsiderationAwareness
Acquisition -
CUSTOMER JOURNEY MAPPING
Source: Google Analytics (Oxford College of Marketing)
COMPETITOR ANALYSISDigital Vidya SimpliLearn GreatLearning Delhi School of Marketing Coursera
Founded,EE & HQ
In 200950New Delhi, IN
In 20091,300San Francisco, USA & Bangalore, IND
In 2003-Chennai, IND
In 200160New Delhi, IND
In 2012120Mountain View, US
Customers150 in-house training7,000 brands150 in-house trainings
500,000 professionals 400 postgrads every year 10,000 professionals 13m users (B2C), Partner universities from 29 countries, expansion to B2B
Past Clients
Courses
“Certified Digital Marketing Master” (CDMM)
6 Core Modules: Email, SEO, Inbound Marketing, Social Media, SEM, Web Analytic
Specialisation: e.g. Video Ads, Blogging, Affiliate Marketing
“Digital Marketing Certification Training”
13 Foundational Modules: SEO,PPC, Digital Analytics, Social Media, Mobile, Facebook, Conversion Optimization, Email, Content Marketing
8 Advanced Modules: Advanced SEO, Advanced PPC, Advanced Web Analytics, Advanced Social Media, Advanced Mobile, Advanced Email
11 Knowledge Nuggets: Pinterest, Display Ad, Digital Marketing for Asia
“Business Analytics Program” (BACP)
Access to Tools: R, SAS, Tableau
6 months program (160 hours): 100 hours of self-learning, 40 hours of mentored learning and 20 hours of assessment
Entry Requirement: 2 years work experience + Admission Deadline: one intake per year
“Digital Marketing”
17 Modules: SEO, Mobile Marketing, Google Analytics, Ecommerce Marketing, Website Planning & Creation, Email, Content Marketing, Affiliate Marketing, Online Reputation Management, AdSense & Blogging
“Digital Marketing” is predominantly offered in-class
“Digital Marketing”
6 Modules: Marketing in a digtal world, Digital Analytics, Digital Marketing Channels, Planning, Capstone Projec
Certificate Yes, in partnership with the Government of India, Exam
Yes, Exam Yes, NO Exam (just quizzes, assignments)
Yes, in partnership with the Google, NO exam
Yes, in partnership with University of Illinois, Exam
Price₹ 59,190 ($ 870) for 115 hours (only live online)
From ₹ 6,685 ($ 99) for foundations courses to ₹ 80,965 ($ 1,199) for Masters Programs (optional live session)
₹ 59,190 for 6 months (live online
₹ 56, 450 for 128 hours (either in-class or live online)
₹ 29,120 (£ 336) or ₹5,460 (£ 63) per course
USPCustomized In-house trainings with 40% of time for hands-on exercises
Modularity: Single/Packaged courses (eg SEO Specialist Masters Programs)
Deep-dive into Analytics + Tools
Flexibility: weekend or evening classes, online or in class room
World-class university, practical assignment
Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn, SocialBeat, Digital Monster, Linkedin (2016)
COMPETITOR PERCEPTUAL MAP
OXCOMCompetitors
India Consumers (Age 35-54)
Features provided by Competitors1. Forum discussions 2. Online communities
Features provided by OXCOM1. British Imperial Education System 2. Depth & Breadth of course scope
Features provided by competitors & OXCOM1. Course personalisation 2. Provides online digital marketing courses 3. Accreditation certificates
Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn (2016)
SPYFU
Source: Spyfu (2016)
SEMRUSH
Source: SEMrush
PROBLEM CAUSES(India: Age group 35-54)
Lack of Awareness of Brand & Brand
Offerings
Issue of Credibility & Recognition of
Qualifications
Resistance toward
commitment
Doubt of Quality of e-learning
programs
RECOMMENDATIONSMode of Entry Symptoms Addressed
• Partnership with Government of India
• Partnership with local Digital Marketing associations (e.g. Valiant Business Media)
Course Qualifications Symptoms Addressed
• Partnership with Global Brands
Trials of Course Content Symptoms Addressed
• Personalisation: Bi-Weekly/Monthly Case Studies (Online Skype sessions)
• Gamification: Engagement + Challenged to learn more
• Quiz (Topic Recaps): Ensure constant learning
Awareness
Credibility
Quality
Credibility
Resistance
Quality
Customer Journey Touchpoints Suggestions Symptoms Addressed
Trade Shows / Conference Summits • Have representatives attend conferences
Offline Media - Print Advertising • Advertise in local business marketing magazines
Organic & Direct Search • Improve SEO keyword search ranking
Social Media• Facebook: Generating need & awareness • LinkedIn: Building network & connections • Twitter: Engagement with potential clients
Website• Highlight accreditation certificates • Emphasise career & corporate benefits gained • Provide information on instructor background • Provide client stories & testimonials
FAQ & Online Reviews• Why is the certification most sought-after? • What are the career benefits in store for you? • What are the prerequisites for the certification?
Community Forum • Support Forum • General Forum • Certificate & Training Discussions
• Personalisation • Highlight offerings & credentials • Encourage participation of offline interactive events • Reminder to sign up for Free Trials • Create incentive to learn more
RECOMMENDATIONS
ConsiderationAw
areness
Awareness
Quality
Resistance
Credibility
Resistance
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CONCLUSION
Growing learner volume
Stronger broadband connectivity
Growing social media penetration
Demand for overseas qualifications
English language proficiency
Growing smartphone adoption
High internet usage
Few government initiatives
High demand for corporate learning & development
High demand for online learning
Competition
APPENDIX
RESEARCHDecision Problem • International expansion to increase customer base.
• To not miss out on wider opportunities.
Research Question • Which country should Oxcom expand into?
Research Objectives• Who are Oxcom’s target audience? • What are their needs? • How can Oxcom target them?
Research Design
Exploratory research: • Secondary data analysis (Google Analytics, Institutional reports etc) • Experience surveys (Consumer Barometer) • Case analysis (Digital India)
Descriptive research: • Cross sectional (one-time measurement)
PurchaseConsiderationAwareness
Offline Media - Print Advertising
Trade Shows/Conference Summits & Word of Mouth
1. Government: Digital India Week
2. Digital Marketing Associations India
RECOMMENDATIONS
Website
Organic & Direct Search
1. Improve SEO keyword search
1. Highlight accreditation certificates
2. Emphasise career & corporate benefits gained
3. Provide information on instructor background
4. Provide client stories & testimonials
Consideration
RECOMMENDATIONS
Social Media
PurchaseConsideration
1. Facebook: Generating need & awareness
2. LinkedIn: Building network & connections
3. Twitter: Engagement with potential clients
FAQs & Online Reviews
1. Why is the certification most sought-after?
2. What are the career benefits in store for you?
3. What are the prerequisites for the certification?
RECOMMENDATIONS
Community Forum
Consideration
Email Marketing
CIM Certification
Using Affiliate Marketing to Grow your Business
OXCOM Support
OXCOM: On Demand Forum
RECOMMENDATIONS
RECOMMENDATIONSConsideration
Email XXX
RECOMMENDATIONSConsideration
Email XXX
1. Personalisation
2. Highlight offerings & credentials
3. Encourage participation of offline events
4. Reminder to sign up for Free Trials
5. Create incentive to learn more
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