Strategic Marketing - Workshop
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Transcript of Strategic Marketing - Workshop
TOM MBOYA UNIVERSITY COLLEGE
A constituent College of Maseno University
P.O Box 199 - 40300, Homa Bay. Email: [email protected]
VOLUNTARY
IN-HOUSE WORKSHOP FOR ALL
VOLUNTEERING STAFF
Workshop Theme:
STRATEGIC MARKETING
Ref: Workshop.sem/Staff/vol.1
PART ONE
Specific Workshop Objective:
Utilizing the volunteering session for staff
empowerment to understand their bridging position
between TM University and the Public.
Authored by:
Dr. S O William Senior Lecturer &
Acting Finance Director TMUC
Approved by: Prof. J Kobiero
Principal TMUC
Vision A leading institution in societal transformation for sustainable
development Mission
To transform society through innovation, knowledge creation,
application and outreach.
Philosophy Building on the power of the brand,
His contribution in enhancing access to higher education for Africans,
His organizational and mobilization acumen and dynamic character,
Tom Mboya University believes in pan-africanism, transformational, and Universal
education, sharing in the conviction that knowledge generated is worthless, if not used
for the good of society.
Motto
Knowledge for transformation
Core Values Tom Mboya University College shall be guided by the
following core values: •Integrity, transparency and accountability •Freedom, liberty and responsibility •Inclusivity, excellence and respect of human rights •Collective decision making and action
Aims and Objectives of Tom Mboya University
College
Ten (10) aims and objectives of the University College shall
be as outlined below:
-1- To provide directly, or in
collaboration, linkages and partnerships with industry and
private sectors, other institutions of higher learning, facilities for
technical, vocational, professional and scientific education and
research.
-2- To participate in technological innovation and the discovery, preservation, transmission of
knowledge and to stimulate the intellect participation of students in the economic, social, cultural,
scientific and technological development of Kenya.
-3-
To conduct standard examinations for academic
awards as may be provided for in the statutes pertaining to the
University College.
-4- To examine and make
proposals for new faculties, schools, institutes,
departments, resource and research centers', degree
courses and subjects of study as per TMUC statute.
-5-
To play a leading role in the development and expansion of
the opportunities for higher education and research.
-6-
To contribute to industrial and technological development
through innovations and technology transfer.
-7-
To develop an institution of excellence in teaching, training, scholarship,
entrepreneurship, innovation, research and
consultancy services
-8- To participate in commercial ventures
and other activities for the benefit of the TMUC, the community and stakeholders
as listed below; i. To contribute to the agricultural, industrial and technological development of
Kenya in collaboration with industrial and other institutions through the transfer of appropriate technology.
ii. To develop and provide educational, cultural, professional, technical and vocational services to the community and in particular foster corporate social responsibility and practical arts.
iii. To provide programmes, products and services in ways that reflect the principles of equity and social justice;
iv. To facilitate student mobility between different programmes at different training institutions, universities and industry; and
-9- To foster the general welfare
of all staff and students.
-10- To promote collaboration linkages with industries,
private sector and societies.
3-Pillars of marketing
The mark of a good marketing strategy in any Institution is not
how many gadgets and neologisms are crammed into it,
but how effectively it achieves worthy goals.
Three Pillars are:
Awareness, Gains and Advocacy Some brands are not widely
known, others are having trouble converting awareness to gains and
still others need to encourage consumer advocacy.
While every business needs all three pillars, it is important to
focus on your primary objective or your strategy will degrade into a
muddled hodgepodge.
3-pillars of marketing
Periodization According to Robert A Bartels in The
History of Marketing Thought categorized the development of
marketing theory decade by decade from the beginning of the 20th
century: People followed blueprint of former pacemakers for success
I strongly suggest that, We avoid the above copy-paste theory and focus on
Tom Mboya University objectives focusing on our vision and mission.
We need to avoid this;
Currently Tom Mboya University College has established among others;
• School of Business & Economics • School of Education • School of Agriculture & Food security • School Computing & Informatics • Human Resource Mgt.& Admin. • Out-Patients Department • Library Department • Academic Division, and many more
TOM MBOYA BUSINESS INNOVATION &
INCUBATION CENTER
Our Motto:
“BUSINESS KNOWLEDGE FOR TRANSFORMATION”
FOR MORE INFORMATION CONTACT:
DIRECTOR TOM MBOYA BUSINESS INNOVATION
& INCUBATION CENTER (TMBIIC).
TOM MBOYA UNIVERSITY COLLEGE P.O BOX 199-40300
HOMA BAY
Tom Mboya University College - Brochure
Interactive session
(Questions & Answer time)
Open discussions on personal & Industrial challenges or
experiences
Workshop Theme:
STRATEGIC MARKETING
PART TWO
The Market Research Process Step 1. Define the Objective &
Your “Challenge” The current status of Tom Mboya University College dictates that; the most important step in our Interaction with the public is to understand the University Goals
and Mission.
Our current job as Tom Mboya University family is to be smart
‘market researchers’ to attract the public and society to join our
Prospectors University as students and enjoy the benefits
thereafter.
This will be actuated only when everyone arms him/herself with;
• Knowledge of relevant courses offered at TMUC
• Basic location guide to specific offices or departments to public seeking such assistance
• Thorough knowledge of Tom Mboya University Administrative Structure and protocol.
Step 2. Determine Your “Research Design”
What does the University NEEDS urgently at the moment?
STUDENTS! Since, infrastructure, human
resource (both academic and non) and other necessary amenities are
in place.
For the top Administration to start
rolling every activity and all departments start operating; we as all volunteering staff must also
do our part of marketing the University from every vicinity of
our reach; we have a take to partake.
Motivating Model of Marketing: The simple model of Strategic
Marketing is for staff to register as students to further their careers
and improve on their potentiality in their areas of
professionalism!!!!!. WHAT’S YOUR TAKE?
Now that you know your research objectives, it is time to plan out the type of research that will best obtain students on board, sample process as below;
MARKETING PHILOSOPHIES
The purpose of marketing is to gain a balance between creating
more value for customers (students) against making
economic gain to our University, remember; all Universities are non profit making Institutions.
To achieve our objectives and goals, we must, like many other Institutions, adopt a marketing philosophy or what is generally
termed a "marketing orientation".
TMUC’s marketing orientation may be defined as focusing the
Institution’s role at departmental level by identifying and
understanding all our client’s preferences in terms of Academic &
Professional needs & wants and delivering them more effectively and
efficiently than our competitors.
Under the marketing philosophy, 5-concepts apply:
(1) Production Concept (Courses offered)
(2) Product Concept (Course contents)
(3) Selling Concept (Course work - facilitation)
(4) Marketing Concept (Clients satisfaction)
(5) Societal Marketing Concept (Societal Welfare)
MARKETING INFORMATION
SYSTEMS A marketing information
system (MkIS) is a management information system (MIS)
designed to support marketing decision making.
Jobber (2007) defines MIS as a
"system in which marketing data is formally gathered, stored, analyzed
and distributed to managers in accordance with their
informational needs on a regular basis."
In addition, the online business
dictionary defines MkIS as “a system that analyzes and
assesses marketing information, gathered continuously from
sources inside and outside an organization/Institution.”
According to Robert Harmon (2003), MkIS has four components:
-1- User interfaces
The essential element of the MkIS is the managers who will use the system
and the interface they need to effectively analyze and use marketing information. The design of the system will depend on what type of decision
managers need to make.
-2- Application software
These are the programs that marketing decision makers use to collect, analyze, and manage
data for the purpose of developing the information
necessary for marketing decisions.
-3-
Database marketing A marketing database is a
system in which marketing data files are organized and
stored.
-4- System support
This component consists of system managers who manage and maintain the system assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.
The Ethics of Marketing
Research: Can I? Should I? Would I?
A basic role for an Institutional research marketer is that of intermediary between the
Academic excellence and the Job creation.
The Institutional market researcher facilitates the flow of
information from the demands of Job market to the Academic
Institutions. With three major players i.e.:
•The University as producer •The Students as clients and •Academic excellence as product
The Institutional market
researcher often sets the stage for longtime solution; to ethical
problems. as Plato noted, any ethical
dilemmas in an Institution may be solved through a well-
established ethical guidelines.
Environmental Factors
Tom Mboya University will not only understand existing factors
in Homa-bay but also forecast change, so that it may take
advantages of changes within the County environments in which it
operates
An organization’s success is influenced by factors operating in
its internal and external environment; an organization can increase its success by adopting
strategies which manipulate these factors to its advantage..
Some Environmental factors
Our social responsibility
pyramid In order to respond to above
environmental factors for the success of any Organization
every player have to;
Ethical Do what is right.
Legal Obey the Law.
Economic Be profitable.
Philanthropic Be a good citizen.
Social Responsibility Pyramid
University 7 P’s Marketing Mix
Initially the four P’s of marketing (4 P’s), otherwise known as “The Marketing Mix”, are a set of tools
that help Organizations gain advantage within the
marketplace.
The 4 P’s are put in place to help maximize a product’s potential. The 4 P’s include price, product,
promotion and placement.
In the late 1970’s it was widely
acknowledged by Marketers that the Marketing Mix should be
updated. This led to the creation of the Extended Marketing Mix in 1981 by Booms & Bitner which
added 3 new elements to the 4 P’s Principle.
This now allowed the extended
Marketing Mix to include products that are services and not just
physical things.
People
Physical Evidence
Process
The Extended
Marketing Mix
Organizational 7 P’s Marketing Mix
Is there an 8th P? Personally, I would say yes!,
the 8th P is Productivity & Quality - This P asks “is what you’re offering your customer a good deal?” This is
less about you as a business improving your own productivity for
cost management, and more about how your company passes this onto
its customers.
End of session !!