System Analysis and Design-I

Merve YURTSEVER

Hazal TÜFEKÇİ

Emine İPEKÇİ

Marketing Strategies of Higher Education in UK

Project Advisor :Yrd. Doç. Dr. Cem Çağrı DÖNMEZ

2

BusinessObjective

OurGoal

Future

GanntChart

Content

Data

IntroductionReferences

Strategy

BusinessObjective

Marketing Objective

Source ofObjective

Segment

Target

Position

ProductService

Price

Place

Promotion

Evaluate

Business Objective Strategy

Value Proposition Execution Integration

The Big Picture Frame Work

Business Objective

4Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References

World-class education Internationally recognised qualification Prepare for the career of your dreams Perfect your English language skills Study what, when and where you want Save time and money

Business Objective

5Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References

Over 88% of international graduates are satisfied with their UK learning experience [1] .

54% of the research conducted by UK universities and colleges is either 'world-leading' or 'internationally excellent’ [2].

According to a survey, UK-educated international graduates achieve markedly higher average salaries than if they had been educated at home [1].

As a result, the QS World University Rankings found that UK graduates are among the most 'employable', with employers ranking five UK universities in the global top 10 [3].

Business ObjectiveTable 1: University league table 2015 - the complete list [4]

7

Business Objective

United

Sta

tes

United

King

dom

Germ

any

Spain

Franc

e

Canad

a

Austra

lia

Other

Eur

ope

Other

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Figure 1: Preferred Study Abroad Destinations of Prospective Students from Turkey [5]

First Choice

Alternate Choice

Why can not UK be the best?

Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References

Partners

8

Partner 1

Partner 2Partner 3

Partner 4

Partner 5Partner 6

Mezun.comBritish

Council

British

Consulate

Cambridge

Englishİdealist

Yukseklisans

.com

Business ObjectiveIntroduct. Goal Strategy Data G. Chart Future References

Our Goal

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

9

Increasing the number of Turkish students

Raise awareness

Best Marketing Strategy

Steal Share of America

Strategy

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Integration online&offline

Focus on specific social networks

SEOStrategy

Visiting Campus and Colleges

School Counseller Meeting

ONLINE

Webinar

Facebook

Instagram/ Foursquare

Twitter

www.yukseklisans.com

www.mezun.com

Visiting to Universities

CD

Interview Alumni

360° Marketing

Strategy

OFFLINE

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

What We Do Better Than Anyone Else

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Only UK!

We are student!

It is not about money!

We have already started in here right now.

Our partners are expert.

• High cost for living• Overall weather

condition• Student support

services• Expensive tuition

(annual)

• High employer activity• Safe place to study• Retention

• The UK is a world-leading research nation

• Four of the world’s top six universities are in the UK

• UK undergraduate and postgraduate courses are shorter than USA

• Min. time difference• Less distance• Profit from referral cost• Work permit while studying

• Increasing pound• American dream

SWOT

SWOT Analysis

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Our Customer Profile

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Final year students High ability to pay

Mostly male studentsWho are searching Higher Education in US

Heart Loyality

Head LoyalityACQUISTION ACTIVITIES

+

Source of Volume

Stimulate Primary Demand

Who thinks it is only a dream

Already ready go to UK

Steal-Share

Big Share – US

Little Share - Australia and others

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Acquistion Population Information

Acquistion Steal Share Targets

(Who wants to go to US)

Acquistion Stimulate Demand

Targets

Total Acquistion Target Population

4800

2500

7300

+

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Analyse Data

Our Target ≥ 7300

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Table 2:Top non-EU sending countries to UK [6]

Gannt Chart

Literature Review

Definition of Strategy

Meeting with Authorities

Analysis Strategy

Value Proposition

Competitor Analysis

Execution

Applying Model

Project Report

30-Sep 30-Oct 29-Nov 29-Dec 28-Jan 27-Feb 29-Mar 28-Apr

Start Date

Introduct.

Business

Objective

GoalStrateg

yData

G. Chart

FutureReferen

ces

Future

What will we do?

Visiting fairs in Istanbul

Keep on meeting with agencies (Cambridge& British Council)

Getting started to SEO strategy

(yukseklisans.com)

Segmentation (mezun.com)

Introduct. Business Objective Goal Strategy Data G. Chart Future References

20152014

February

March

6A2 Foreign Education Day

(Asia)

December

30

UK Education Day

March

7-8A2 Foreign Education

Day

(Europe)28

Meeting with Cambridge English and yukseklisans.com

Introduct. Business Objective Goal Strategy Data G. Chart Future References

Future

21

STP (Segment/ Target/ Position)

Execute (Product Service/ Price/ Place/ Promotion)

Evalution&Control

Integrate

Introduct. Business Objective Goal Strategy Data G. Chart Future References

REFERENCES

[1] Archer, W. , Cheng, J. (2012), Tracking International Graduate Outcomes, Department for Business, Inovation and Skills

[2] http://www.rae.ac.uk/news/2008/results.asp 20.11.2014

[3] http://www.topuniversities.com/city-rankings/2015 20.12.2014

[4]

http://www.theguardian.com/education/ng-interactive/2014/jun/02/university-league-tables-2015-the-complete-list 21.12.2014

[5] CHOW, P. (2011), “What International Students Think About US Higher Education: Attitudes and Perceptions of Prospective Students in Africa, Asia, Europe and Latin America”, Institute of International Education

[6]

http://www.ukcisa.org.uk/Info-for-universities-colleges--schools/Policy-research--statistics/Research--statistics/International-students-in-UK-HE/#International-(non-UK)-students-in-UK-HE-in-2012-13 20.12.2014

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