MARKETING STRATEGY FOR A BUSINESS SCHOOL
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Transcript of MARKETING STRATEGY FOR A BUSINESS SCHOOL
Marketing
strategy for BIMS
By BM 127
BIMS
“Success through achievement”
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”
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.
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
Purpose
“BIMS-THE BEST B-SCHOOL IN SOUTH INDIA”
Unique Selling Point
Identify the things BIMS does very well
already
Stress these unique features wherever
possible
Promote them in marketing materials
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
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
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.
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?
Thank you