Faculty of Information Science and Technology Marketing
Plan
Course: Marketing & E-commerce
Course code: TME2361
Created by Maryam Aderonke Bello 1081120756
Hilda Nkeiruka Chukwu 107119008
CONTENTS
1. Introduction.....................................................................................................................................................3
2. Executive Summary........................................................................................................................................3
3. Organisation Vision, Mission & Values..........................................................................................................4
4. Marketing Vision & Mission...........................................................................................................................4
5. Situation Analysis............................................................................................................................................6
6. Organisation & Marketing Objectives..........................................................................................................12
7. Strategy..........................................................................................................................................................15
8. TACTICS......................................................................................................................................................16
9. ACTION AND CONTROL..........................................................................................................................17
11. Appendix...................................................................................................................................................18
12. Find Out More...........................................................................................................................................18
1. INTRODUCTION
The Faculty of Information Science and Technology (FIST) is one of the major academic units in the university. It plays a pivotal role in producing IT competent personnel to serve in the new and fast-growing knowledge-based industry in addition to the manufacturing, business and financial sectors.
The Faculty of Information Science and Technology (FIST) was set up with the establishment of Multimedia University in Melaka. In 1999, the Faculty migrated part of its faculty members and all the students to the newly opened Cyberjaya campus. In the year 2000, the Faculty Formally split into two; Faculty of Information Technology (FIT, currently known as Faculty of Computing and Informatics (FCI)) and Faculty of Information Science and Technology (FIST)
Currently the Faculty of Information Science and Technology consists of five Majors namely Data Communications and Networking, Security Technology, Artificial Intelligence, Information Technology Management, Bioinformatics. Two other Majors, Business Information systems and medical information technology was phased out 2009.
2. EXECUTIVE SUMMARY
This marketing plan spells out the vision, mission and objectives as well as the core values of the Faculty of Information science technology. The plan gives the background information as concerns the evolution of the faculty to its current status. It also has a analysis of the strategic goals as well as the strategies/strategic objectives to be pursued in the mission to realize the set goals. This chapter further defines the action plans and specific activities in line with the set objectives. The specific goals are set out below:
o Provide and maintain world class infrastructure that supports the functions of the faculty
o Attract, develop and retain competent staff o Improve students, academic and technical staff English communication skillso Ensure failure rate as high as 50% doesn't happeno Ensure its a faculty of first choice among other universities which places students
first o Ensure a more affordable and competitive tuition fees compared to other
universitieso Build international strategic partnerships for research, teaching and knowledge
transfero Increase the international student communityo Strengthen the prominence of faculty of Information Science Technology among
other universities o Ensure world class academic and technical staff compared to our competition
faculty from other universities
3. ORGANISATION VISION, MISSION & VALUES
MISSION
The Faculty of Information Science and Technology (FIST) aims to develop quality, innovative and inspired graduates that are capable of analyzing organizational situations, design, develop technological solutions and staff with inquiring minds. With the multi-disciplinary nature of the work of today’s IT Professional, the faculty promotes multi-disciplinary research and activities, infusing its faculty with teachers coming from various allied and related fields. The faculty supports its faculty members through faculty development programs for professional training and development, recognition of their consultancies and project involvements outside of the University.
In incorporating up-to-date skills development into its programs, the faculty is aggressively seeking for external linkages and partnerships with leading technological companies.
VISION
To be a premier centre for information and communication technology (ICT) education and research.
Producing qualified and well-rounded Information System professionals and Instructional Systems technologists that are technically competent to design and develop technological solutions for the information needs of industry, government and academe;
Establishing local leadership in the field of Information Systems and Instructional Systems education in the country;
CORE VALUES
Student FacultyIntegrity Transparency Fairness Teamwork Professionalism Academic freedom Courtesy Reliable
TrustworthyProgressiveService Excellence Innovation
4. MARKETING VISION & MISSION
MISSION
To Support the Faculty of Information Science Technology and ensure a strong presence through advertising, raising brand awareness, and enable it achieve the leading choice of study among potential students who want to study in the information systems sector.
VISION:
Use all skills learnt in class to deliver a strong brand and message.
5. SITUATION ANALYSIS
One of the most critical activities in marketing planning is to analyze the internal and external environment within which the institution operates. One approach used in this analysis—the SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. SWOT was used to analyze both the external and internal environment..
THE STUDENTS
As of 31st of December 2012, the University has a student enrolment of 18668. The following tables give demographic of students.
UDERGRADUATE STUDENT NO. OF STUDENT
Alpha Program 2238Diploma Program 2588Bachelor Program 12143Distance Education Program 125Internet - Based Programi. Diploma 0ii. Bachelor Degree 3Intensive English Program 131Total 17228
POSTGRADUATE STUDENT NO. OF STUDENT
By Research 459
By Coursework 915DBA 66Total 1440
INTERNATIONAL STUDENT
NO. OF STUDENT
Melaka 675
Cyberjaya 1863
Total 2538
TARGET AUDIENCES
Prospective students Parents Alumni Community
CURRENT AUDIENCES
Academics Marketing Professionals
CUSTOMER TOUCH POINTS
Touch Point Department Does it meet their expectation/need?
Competitive Edge
Website FIST - Could be clearer on what we do- Easy to find information- Good call to action
- Video Centric
FIST OFFICE FIST -Easy to get information-No prompt reply-Language barrier
-Interactive
INTERNAL AND EXTERNAL ENVIROMENTAL ANALYSIS(SWOT)
One of the Most Important part of any marketing plan is the assessment of the institution’s current strengths, challenges and the opportunities that emanate from both the internal and external environment. The assessment commonly referred to as a SWOT analysis enables the faculty to develop strategies to manage both its internal and external environment:
The Faculty Strengths -S
Ample land for strategic development National recognition Rich history and legacy in ICT Existing infrastructure Ability to attract International linkages
and collaboration Vast potential to utilize the existing
facilities for income generation Well equipped IT Laboratories Programming Efforts
Weakness Perceived high tuition cost No uniqueness. Lack Proper English communication skills
Opportunities-O
Increased demand for higher education
University- Industry collaborations
Growing demand for consultancies
Existing ICT capacity
Rapid technological advances
SO strategiesMatch strength and opportunities and then increase d amount of promotion on quality programs
WO strategies
Threats-T
Competition from other
ST strategiesAvoid threat posed by increased competition
WT strategiesWork to minimize perceived weakness in the inability to compete with price.
universities Escalating cost of education High cost of ICT infrastructure
and technical equipment Fast technological changes in
ICT Global economic recession
FACULTY COMPETITION
Who are they? Brand Marketing Mix Potential competitive advantage on usNow Name: Universiti Kebangsaan
Founded in:1994
Faculty of Information Science and Technology consists of five programmes namely Computer Science Programme, Science and System Management Programme, Information Science Programme, Industrial Computering Programme, Multimedia Studies Programme, Intelligent System Programme
Product Computer Science Programme Science and System
Management Programme Information Science
Programme Industrial Computering
Programme Multimedia Studies
Programme Intelligent System Programme
Price: Fees are relatively low here. UKM FIST faculty international students pay rm5000 per semester while local students pay 2035
Place: University as a whole is located within nodes of transport
Promotion: UKM has so far used personal selling and publicity
What do they offer which is better than you? Lower tuition fees
6. ORGANISATION & MARKETING OBJECTIVES
The SMART framework was used to set the objectives. The SMART stands for:
Specific Measurable Achievable Realistic Time bound
SHORT TERM (1 – 3 YEARS)
Objective StrategyApproximately 3 years 1. Improve students, academic
and technical staff English communication skills
1. To invest in the Language development of our academic and technical staff;
Approximately 3 years 1. Ensure failure rate as high as 50% doesn't happen
1. Develop student Generic skills2. increase number of student peers
(leaders, mentors, supplemental instructors, teaching assistants, etc.) by 15%
MEDIUM TERM (3 – 5 YEARS)
Objective Strategy (Over 2 years) 1. Ensure its a faculty of first
choice among other universities which places students first
1. To enhance the quality of the graduate
(Over 2 years) 1. Ensure a more affordable and competitive tuition fees compared to other universities
1. Create reasonable plans to reduce tuition fees
(Over 2 years) 1. Build international strategic partnerships for research, teaching and knowledge transfer
2. Increase the international student community
3. Integrate an intercultural dimension into teaching, research and service functions
LONG TERM (5 YEARS PLUS)
Time Frame Objective StrategyOver five years 1. Strengthen the prominence
of faculty of Information Science Technology among other universities
1. Attract highly qualified and skilled staff
2. Boost the image of the University College
3. Identify and nurture existing programs and areas of excellence that have achieved or have potential to achieve national or international prominence.
Over five years 1. Ensure world class academic and technical staff compared to our competition faculty from other universities
1. Improve pay grades2. Provide a reward mechanism and
develop and retain competent staffs
3. work toward full postgraduates academic staffs
7. STRATEGY
SEGMENTATION
- Demographics Age: Teens, youths, middle age, adults Gender: male and female Education: high school, college and university Income: Low, medium, high Marital status: All marital status Ethnic or religious background: all ethnic group Family life cycle
- Geographic not specific, the world
- psychographic
Lifestyle: conservative, exciting, trendy, economical
Social class: lower, middle, upper
Opinion: easily led or opinionated
Activities and interests: sports, physical fitness, shopping, books
Attitudes and beliefs: environmentalist, security conscious.
TARGET
Since the faculty is looking to cut cost down, mass marketing or concentrated marketing would be best for the faculty. So the faculty as a whole would focus on the common needs of consumers rather than on what is different. or start up niches &broaden markets served.
POSITIONING
Position by products benefits. show how product/service would produce benefit to potential customers
MARKETING MIX
Objective Propsition/mixProduct 1. Degree awarded, reintroduce phased out degrees
Place 1. virtual learning media
Price 1. competitive tuition fees 2. flexible course approaches3. Competitive smart pricing strategies
Promotion 1. Brochures2. Internet marketing3. International education exhibition4. advertising5. public relation
People 1. Full post graduate staffs2. Personal contacts 3. Face to face communication4. Good contact points on faculty website(live chat)
Physical Evidence 1. Conducive facilities2. Brochures 3. Awards
Processes 1. Excellent administrative process
ONLINE MARKETING STRATEGY AND PRESENCE
The Faculty of Information Technology has an almost perfect online presence. They do have a website with easy navigation, Good and attractive content, Clean User Interface. However to have a successful internet marketing strategy, the faculty need to improve on the content management system, have an effective web based consumer support system and a Live chat application. The website needs to fit properly into FIST overall marketing objectives and marketing plan. A consistent message across all marketing tools uses is essential as internet can be more cost effective than other marketing tools
Figure 1 - No customer support system and live chat
8. TACTICS
Reintroducing phased out degrees could be done by raising awareness about this course, recruitment of new academic staffs to support previously insufficient academic staffs. A competitive tuition fees can be attained following a competitive pricing strategy. This strategy sets price against competitors. Competitors are analysed. Promotion is the key element. Creating education exhibition is common , then a non media public relations such as newsletters, websites press room. Ensuring a strict recruitment rules would boost the quality of academic staffs recruited. Also renovating and improving current facilities would improve the overall facilities in the faculty.
9. ACTION AND CONTROL
RESOURCES
Title ResponsibilitiesMarketing Manager -Planning/Strategy/TacticalProject Manager Oversees/ImplementationHuman Resource Manager Recruitment of new staffs
BUDGET
Annual costs Annum(each) Annum(Total) Month(each) Month(Total)5 New academic staffs (at least masters) RM60,000 RM300,000 RM5,000 RM25,000
5000PCS Brochure RM0.1 RM500
Exhibition operating costs RM100,000 RM100,000
Advertising RM100,000 RM100,000
FIST Website improvement RM15,000
Online Marketing RM40,000 RM40,000
Sub Total RM555,500