marketing strategy for a business school
TRANSCRIPT
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Marketing
strategy for BIMS
By BM 127
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BIMS
“Success through achievement”
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Marketing Strategy
“the means by which the BIMS
actively communicates and
promotes its purpose, values and
products to the students, parents,
staff and wider community”
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Why Marketing is needed?
Central to the success of b-school
Not an add on – but integral to the work
and culture of the school
marketing strategy – and promote the
school’s aims, goals and activities.
Not just the concern of one or two people
Staff – need to be convinced– success
stories, speaking positively about the
school.
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Contd..
Improve the b-school’s reputation
Raise the school’s profile
Schools with a positive image tend to get
better student behaviour/attendance
A positive image improves morale
Attracts quality staff
Develops a sense of pride
Meet client needs
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Purpose
“BIMS-THE BEST B-SCHOOL IN SOUTH INDIA”
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Unique Selling Point
Identify the things BIMS does very well
already
Stress these unique features wherever
possible
Promote them in marketing materials
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Set up a Marketing/Publicity
Team
Media
Make the media work for you
Invite journalists into b-school
Set up interesting photos
Send a regular flow of high quality articles
A good quality photo and caption
Factual information
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Website
Golden Rules:
Update the site regularly
Use short paragraphs and avoid overcrowded pages
Include a section highlighting current news and events
Have a frequently asked questions section
Show range of extra-curricular activities
Invite requests for further information (eg using email
facility)
Publish the school newsletter on the website
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Events
Management fests ,business plan contests and other
similar events are excellent opportunities to show off b-
school to best effect.
The way a b-school presents itself is crucial with regards
to prospective students, parents and staff.
Opportunities to see the b-school is one of the most
useful sources of information to those who are choosing
b-schools.
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Monitor and Evaluate
Have visitors to the website
increased?
Is press coverage increasing?
What’s staff turnover like?
How many applications are you
receiving?
Are b-school events well attended?
Have applicants numbers increased?
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Thank you