Global Business Program: Marketing Research

!!

By: Gualdi Miriam,

Raduan muhi Samar, Sbarra Stefano,

Tolkacheva Irina, Vagin Andrey

!28th February 2014

Table of content1. Trends

2. Analysis of international environment

3. Segmentation

4. Customer behavior analysis

5. Competition analysis

6. Marketing mix

Trends

Trend of going abroad

0

15000

30000

45000

60000

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Austria Italy Russia

Source: United Nations data - http://data.un.org/Data.aspx?q=student+abroad&d=UNESCO&f=series%3aED_FSOABS 4

Students abroadAustria Italy Russia

total number of mobile students

abroad12.721 39.761 49.585

% of global internationally mobile

students0.4 1.1 1.4

outbound mobility ratio 3.7 1.8 0.5

gross outbound ratio 2.3 1.2 0.4

5Source: UNESCO-Institute for Statistics

Students hosted

Austria Italy Russia

total number of mobile students

hosted668.619 69.905 129.690

% of global internationally mobile

students1.9 2 3.6

inbound mobility rate 19.4 3.3 1.4

6Source: UNESCO-Institute for Statistics

International environment

Transnational environment and geocentric orientation

Emphasize interdependencies

Collaborative approach

High integrated network

Global strategy but responsive to regional needs

• Strong(responsiveness((• Weak(standardiza3on(

• Weak(responsiveness(• Weak(standardiza3on(

• Strong(responsiveness(• Strong(standardiza3on(

• Weak(responsiveness(• Strong(standardiza3on(

Global(environment(

Transna3onal(environment(

(Master'Global'

Business'

Mul3domes3c(environment(

Placid(interna3onal(environment(

Strategy: Global objectives with local adaptation8Source: Cullen & Parboteeh (2008); pp.261; Morschett, Schramm-Klein & Zentes (2009); pp.35.

Segmentation

Segmentation differences

Austria Italy Russia

21-30 23-28 21-23

Upper Austria, then other regions

only University of Bergamo

HSE, then other universities and

regions

2nd year 2nd year 1st year

business specializations

finance, management

almost every specialization

10Source: hse.ru; jku.at

Customer behavior

FCB grid

1

3 4

2High involvement

Low involvement

12Source: Richard Vaughn, 1980

Main motivations

cross-cultural

cognitive

career enhancement

13Source: Krzaklewska, (2006), pp. 22

Program benefits

education level

travelling experience

financial support from university

self-check

good CV with international group work experience

14

Competition

Competitors

+ -Master Global Business ACT

• completely global context involving three continents

• much more expensive than Global Business

• Global Business is more focused on finance

Lifelong Learning Programme (LLP), Erasmus and ISEP

Program

• long experience over the years • great variety of countries to

choose

• study plan and exams are not already defined

• Global Business is more targeted and focused on specific subjects

• lower scholarships

Boarding Pass Program

• program tailored to the specific curriculum of the students of the Master MAFIB

• the program does not cover the whole second academic year for the students of MAFIB

• lower scholarships

16Source: IMESS Program Site http://www.imess.eu/; Johannes Kepler Universität Linz Site http://www.jku.at/content; Higher School of Economics Nizhnj Novgorod Site http://nnov.hse.ru/; Università degli Studi di Bergamo Site http://www.unibg.it/

Competitors

+ -Agreement for double degree

• educational qualification is fully recognized in the foreign country

• clear prospect to find easier a job in that specific country

• just few universities partner available

• the program is very focused on a specific country and not on a global context

• higher costs and lower scholarships

Exchange Opportunities

• long and comprehensive experience abroad

• the exchange opportunities do not show a fixed and detailed program as Global Business

• programs not organized directly by HSE. No continuity with what has been studied during the bachelor degree course

• programs are much more expensive

17Source: IMESS Program Site http://www.imess.eu/; Johannes Kepler Universität Linz Site http://www.jku.at/content; Higher School of Economics Nizhnj Novgorod Site http://nnov.hse.ru/; Università degli Studi di Bergamo Site http://www.unibg.it/

Marketing mix

Brand

• the creation of a unique brand, simple and captivating in order to induce the students to associate immediately the brand with the program in the next years

• the current promotion is not enough appealing:

Country The name of the program

Italy Complementary degree in Global Business

Austria TROIKA or Master Global Business

Russia Global Business

20

Video clip

The main content

• pictures of the three universities

• images of the three cities (including also other cities not directly involved, such as Milan, Vienna and Moscow)

• additional services such as the Raab-Heim dormitory in Linz

• short interviews with the students from the previous years

22

Featuresduration: from three to five minutes

the same video for the three universities: split of the costs

promotion in different ways: on the websites and on the Facebook pages of each university, on YouTube and on some students pages on Facebook (ESN, Erasmus Pages)

longer version of the video to show during the open days

23

Global Business club

The main goal - to keep in contact participants

future students students alumni

25

Benefits

exchange practical information for future students (living conditions, studying)

problem solving for present participants

alumni association

increasing the luxury of the program and so attract more students

26

Online marketing

Specific targetgender

age

location

income

education

occupation

28

Online marketing• target individuals with specific

education background

‣ Italy: very sharp segmentation

• social media as source of information

• like and share with friends

‣ rapid spread with others

• same content in all 3 countries

Economies of scale29

Search engine marketing

• efficient targeting

‣ students actively searching for indicated keywords

• increases visibility of the Global Business program

• visible on the right side

Benefits:

Austria Russia

Keywords• master program • international business • international management

• глобальный менеджмент • магистратура

30

Banners in relevant websites

31

Brochures and posters

33

• attracting projects

• attracting firms

• famous firms of each country

• personal brochure

• communicate emotions

• branding affect “Global business”

• achieves economies of scales

34

The example of poster

35

Conclusion

Conclusion• common brand

• creates uniqueness

• desire of belonging to the Global Business Club

• attracts students with required education background

• advertisings have emotional appeal

• economies of scales