MARKETING PLANAl-Madinah International University

Profile of MEDIU • Urban college • Modern campus • International • International University • Foreign / Local students • Strong and dynamic leadership• Funding

MEDIUOur Vision:

A leading international university that promotes a wide range of knowledge in its various aspects to serve humanity and to promote its advancement.

Our Mission:

Disseminating knowledge using the best means and learning methods; knowledge development and intellectual exchange consistent with international level of excellence; to create conducive educational and research environment for knowledge seekers all over the world that serves society and preserves ethical values.

University Objectives:• To disseminate scholarship and knowledge in all the various fields of life, and ease the

means of receiving knowledge using the latest and best technological means.• To preserve values and ideals by way of higher education and academic research.• To create a comprehensive and integrated academic environment in the field of

education and research.• To contribute to the advancement of higher education with its various branches and

specialisations and offer programmes, opportunities to study and innovative services that are comprehensive and of the highest quality.

• To produce graduates with a high level of knowledge, technological capabilities, and competitive skills that will be contributors to society.

• To enter into partnerships and agreements with related parties to achieve collaboration and integration in all fields.

Marketing Objectives • To achieve a target of minimum 10 fully paid students for

every program offered in MEDIU in all levels (Bachelors, Masters, PhDs) for both online and on campus for the Sep 2011 intake.

• To attract new students into the newly approved programmes by MOHE through commercial funded partial scholarship, via performance based.

On Campus Markets (No. of students)

Online student Markets (No. of students)

Online Markets (No. of students)

Current Strategies

• Firstly, through the Website of MEDIU. • Secondly, through the word of mouth or (relationship

friends and the social website like Facebook ) • Also when the customer service department

representatives received calls and other simple marketing methods like brochures, etc.

No. of student application(trend)

SWOT Analysis

• Attract international students especially from Middle

East, Asia and Africa

• Modern/ new facilities

• Attractive campus in a safe area

• Use of social media for recruitment

• Provide 300 scholarship students

• Best website for private universities

• Poor in promotion of the university

• Late in response for online

applications

• Few paying students (Profit Customer)

Opportunities

• Partnerships (high schools)

• Offer new courses

• More target markets internationally

• Competition in Market e.g MMU,

Uniten,Sunway

• Lots of effort needed to boost

marketing

• Lack of market diversity

Strengths Weaknesses

Threats

TWOS AnalysisStrengths •Attract international students especially from Middle East •Modern/ new facilities•Attractive campus in a safe area•Use of social media for recruitment•Provide 300 scholarship students• Best website for private university

Weaknesses•Poor in promotion of the university•Late in response for online applications•Few paying students

Opportunities•Partnerships (high schools)•Offer new courses•More target markets internationally •Alumni recruiters

•Contact the universities/high schools in middle east ,Malaysia and Africa and other countries to increase the education exchange•Use social media to keep in contact with Alumni .

•Organize events such as education fairs, alumni dinners.•Provide solutions for the late response for online applications •Limit scholarships based on performance .

Threats•Competition in Market e.g. MMU, Uniten•Lots of effort needed to boost marketing•Lack of market diversity

•Do special events, share with other university.•Find out and study what other universities (competitors) do •Plan for the use of media for student recruitment activities

•Reduce threat by providing unique courses to MEDIU e.g. Green environment ,Quality Management,.•Allocate resources for marketing efforts

Method of Contact13

Recruitment Steps

1. Prospect Qualification & On-Going Development

2. Assist students with completing the online application

3. Conduct Application Follow-Ups

4. Call to Congratulate Students on Admission to the University. (Invite student for lunch or celebration)

5. Assist with orientation, ensuring readiness for class, and login

6. Call students to remind them before the start of the term

7. Call students who do not come to school after the start of the term

8. Welcome Call to Enrolled Students (2 weeks after start of the term)

Retention Steps

1.Make sure that student have only one place to get their information to avoid confusion

2. Provide Academic Support & Encourages Persistence

3. Contact student even when student didn't ask , to monitor their progress or see if they have problems

4. Assists with Term-To-Term Registration & Course Selection

5. Ensures That Students Register and are “Administratively Ready for Class”

• All Financial Aid Documents Submitted

• Degree Audit/Transfer Evaluations

• Books Ordered

• Payment Arrangements Made

• Student Logs-In To Class

Use Technology• Minimum technologies required:

• Lead/customer relationship management software.• ACD phone system with multi-line phones & headsets.• Email marketing software.• Tracking system.

• To generate larger volume:• Predictive dialing system.• Advanced contact center phone system & reporting.• Integrated ACD.• Professional CRM/CMS with phone system integration.• Sales management systems.

Conventional methods

• Marketing Through Seminars (Local / International) and field visits

• Exhibitions and Road Show• Marketing Agents (representatives)• Word of Mouth (through good conduct of services

provided by MEDIU Staff towards Students, Clients, and Visitors)

Proposed Actions (Short Term)

• Allow transfer students with a certain level percentage scores to bypass foundation year for new course.

• Friend referral scheme e.g. MYR 500 discount for fees upon approval of referred friend application

• Ensure that calls from potential students be transferred to recruitment dept. ( able to provide a comprehensive guide for students

• Provide memberships for discounts at malls, shops, courses (Photoshop,ICDL, etc).

• Current situation : 195 applicants still AV/KIV due to incomplete submission. Short term solution : • follow up with applicant via phone / e-mail.

Proposed Actions (Long Term)

• Allow those graduates from selected institution for direct entry to university.

• Scholarship to be awarded to 2nd year students with high scores• Send easy to understand brochures to high school teachers /

counselors – allow them to be able to advise students to apply• Organize short courses for culture exchanges (the dos and don’ts

for doing business in Middle East, Arabic language, etc)• Allow transfer students from a different university the option to skip

foundation year ( depending on their previous course.• Current situation : 195 applicants still AV/KIV due to incomplete

submission. Long term solution: • set the website to ask applicants to submit relevant documents. • Set the website to prevent submission if certain documents are not

submitted. • Provide checklists.

Documentary/Promotional Short Film on MEDIU – uses

• Should be clear and show what the university can offer • Show this film in events, university website, social

media sites (facebook)• Show to high schools during recruitment visits

MEDIU Website:

• Include flash for upcoming courses MBA , ENG ,IT • mention if the university do accredit or visiting the

(Cultural Attache) of countries this should be put this in the website

• Promotional Prospectus made available in website to provide comprehensive information to students

• Requirements for entry is made known to students

Other promotional Activities

• Advertisements in Buses & trains• Set up a gallery in university for promotional and marketing activities (

in lift and reception area)• Facebook & Twitter• Contact the universities in middle east and Africa and other countries

to increase the education exchange• Doing special events and share with other university and prepare and

find out and study what other universities (competitors ) • Give prospective students, high school counselors, agents MEDIU

souvenirs (e.g. coffee mug, nice pen, paper weight) (MEDIU LOGO)

Develop and build support systems and programming:

• Need to provide the marketing team or department training for these software to increase the cooperation between the departments in the university

• for example the customer center and the marketing and the admission and registration

Develop the agency relation services.• Contact the agents

• Offer certain percentage of fees• Provide allowances• Call and invite to visit the university• Give prospective students, high school counselors, agents some

MEDIU souvenirs during events or visits (e.g. coffee mug, nice pen, paper weight)

Marketing Through Internet.

1. Social Networks Sites

2. Target Marketing i.e. (Google Add)

3. E-Mail News Letter

4. Forums (created by Staff/Teaching Staff/Students)

Web-Based Prospecting Initiatives26

Social media Prospecting Initiatives

• Social media initiatives are still in the early stages.

• Career prospects for graduates of our programs• Welcome bios for all of our online teaching staff• Showing the Current student activities

Social media Prospecting Initiatives

• Social media initiatives are still in the early stages.

• Try all of the social media tools, such as LinkedIn, Facebook and Twitter, but also consider niche social networks and online communities that may resonate with specific programs MEDIU offer

• Ask the youngest members of our recruitment staff if they have experience with social media to help navigate this territory

Best Practices

• Speed and consistency of contact• Quickly response matters• Qualify prospects (make sure the students applying meet the requirements)

• Quality of contact• Focus on gathering and sharing information• Utilize current students• Train, train and retrain

• Method of contact• Communications strategy involving email and phone• Consistent follow-through

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Best Practices

• Web-based prospecting initiatives• Information-rich websites that allow for interaction between

prospect and institution• Explore social media

• Why?• Students have access to more institutions• Other institutions have access to more students

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USING THESE IDEAS …We would be able to achieve our marketing objectives to increase our student numbers.