Mkt 640 - Managerial Approach to Marketing

LaRaysha Y. Mobley

Managerial Approach to Marketing

MKT640

Dr. D. Boyd
Unit 5 IP 5

October 26, 2017

Strategic Marketing Plan

Introduction

        Education, according to Merriam-Webster is the action/process of teaching someone or knowledge, skill, and understanding from enrolling in a school, college, or university (Merriam-Webster, 1828). This marketing plan will look at education from the technical level focusing on marketing Dual Enrollment profile.

Product/Service

        The state of Georgia’s Dual Enrollment program offers eligible high school students to extend their educational learning and career preparation by taking curriculum which earns college and high school credits simultaneously.  Dual Enrollment pupils may enroll in scholastic core classes which will transfer to other TCSG colleges as well as USG colleges and universities. Dual Enrollment can take trade and career courses which afford students to start an early career.

Objectives/Mission Statement

        Mission Statement: “Earn double credits in less time without paying tuition”.  Short-term marketing goal is to increase enrollment for DE students by 10%.

Target Market

        Technical College System of Georgia target market is high school students in grades 9-12 enrolled in participating Georgia high school or approved home study programs (TCSG.edu).  According to two 2005 reports from the U.S. Department of Education, 71 percent of U.S. high schools and 51 percent of U.S. postsecondary institutions permitted high school students to take college courses in 2002-03 (Waits et al., 2005).  At the federal level, the Secretary of Education’s Commission on the Future of Higher Education has expressed support for the expansion of dual enrollment programs (Karp, et al., 2007).

Competition

        University of Georgia (USG) colleges and universities are our biggest competition for Dual Enrollment.  Dual Enrollment USG colleges and universities has 29 locations for DE students; (USG.edu) where as TCSG colleges are only has 22 locations for DE students. Each system basis is on the same belief for DE students to earn high school and college credit; however, some of the requirements for USG schools differentiate from TCSG schools.  USG schools require their DE students to complete the ninth grade and maintain at least a 3.0 GPA (USG.edu); whereas TCSG schools does not require those qualifications for applicants

Product/Service Features

        TCSG DE students may enroll during spring summer and fall semester, smaller classes and have the option to of taking classes at TCSG college campus, online, or high school campus.  DE receive free tuition and textbooks and materials are provided by college (TCSG.edu).  There is also evidence that dual enrollment increases academic performance and educational attainment and decreases the need for remediation at the postsecondary level (Collins, 2011).

Core Strategy

        Recruitment efforts is the heart for core strategy.  DE recruiters will be very present in all high schools within their assigned service areas.  Building strong relationships/associations with high school counselors and parents is key to increasing DE enrollment by 10% for the short-term objectives.

Marketing Mix: Communication and Promotion

        Social media, college fairs, and recruitment is sources for communication and promotion for Dual Enrollment.  Social media allows for “real-time” communication to get the information out concerning information sessions and in-house events.  College fairs allows for recruiters to be visible and informative source for questions and concerns that potential candidates may have concerning the DE process and procedures.

Marketing Mix Price

        Pricing across the board for TCSG colleges is $89 for DE students; whereas USG colleges and universities vary(USG.edu).  

Marketing Mix: Channels of Distribution

        Current DE students, word of mouth, social media will be the primary channels of distribution.  Having currently enrolled DE student will allow them to give first-hand information to other potential students which may be interested in DE courses.  Word of mouth from parents of DE students is another great source for distribution.  If parents learn of the DE experience from their child more than likely parents will pass the word along to their friends’ co-worker, etc. about how their child(ren) are earning college credits while simultaneously completing their high school diploma. Social media will be used to continuously present updates and information concerning Dual Enrollment events in the community or on TCSG campuses.

Marketing Mix: Customer Relationship Management

        Being available to your consumers is critical for the success of any business’s CRM.  In the marketing plan an open forum for consumer of DE to able to discuss any issues and concerns and be able to receive a response within 24 hours.  Social media Q&A forums be incorporated into the plan.  To ensure the platform is user friendly, IT will run continuous updates to the systems hard and soft ware to ensure the social media site is working at maximum efficiency.