Professional Documents
Culture Documents
MARKETING
COMMUNICATION
STRATEGY M
Marketing Communication Plan for
Dhurakij Pundit University, Thailand
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
PREFACE
It is irrefutable that Branding has played an important role in todays ever changing
market environment, anything that could be marketed is marketed, thus marketing
concepts are employed not only in consumer products and services like before, but also in
other extents.
Educational industry is not an exception. Due to the fact that marketing communication is
the heart of branding where it conveys messages and promises to the target audience,
marketing communication thus results in long-term personality of the brand and
overwhelms old-school ways of marketing communication and promotion. As a result,
many educational institutions in Thailand have employed renowned advertising agencies
and production houses to assist them build favorable brand image and establish position
in consumers minds, the competition has thus become more intense.
To retain reliability and accuracy of the information obtained, Aims, Goals, Objectives,
Message Design, Implementation, Evaluation and Service Delivery shall not be changed
regardless of the conformity of the received information to preserve its originality. An indepth analysis of the situation will be included in assessment of situation session and
personal opinions will be found in the extended recommendation session.
The length of this assessment has been strictly monitored not to inappropriately exceed
the specified limit, total word counts for the compulsory ten-steps is 2,724 words
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
ACKNOWLEDGEMENTS
In preparing this report, I would like to give special acknowledgement to Associate
Professor Kanokporn Pimpang for her invaluable help and support; this report would not
have been possible without her close supervision and encouragement.
Kraivich Kraisintu
1 April 2005
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
CONTENTS
Preface
Acknowledgements
Contents
Assessment of Situation
- Background
- Environmental Changes
- Market Analysis
10
Aims
15
Goals
15
Objectives
16
Target Publics
16
Message Design
18
Budget
19
Implementation
20
Evaluation
22
Service Delivery
23
Recommendations
24
References
26
Appendix
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
LIST OF FIGURES
Figure 1:
Figure 2:
Figure 3:
Figure 4:
Figure 5:
Figure 6:
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
become Rajaphat Universities, a status that is equivalent to that of DPU and all other
private universities. Despite the fact that they were owned by government, they are one of
the most direct, head-to-head competitors striving for the same target markets as well as
offering similar products at lower cost (as it is monetarily supported by government) and
more convenient locations. As a result, these upgraded Rajaphat colleges have
undeniably intensified the competition.
However, values and perceptions towards Rajaphat Colleges have not yet been
changed. Rajaphat Colleges initially started out as a teaching college before aggressively
penetrating the market by offering more academic programs. Unfortunately, one of the
threats being encountered by Rajaphat College is consumers perceptions towards quality
of education. Rajaphat Colleges are still perceived as a teaching college where they
started, especially in labor market, some large-sized companies will not even consider
applications from Rajaphat Colleges.
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
2. Students
Students reflect the quality of education, more importantly; they help
convincingly convey the intended message to the target audience. For instance, DPUs
message Nurturing Academic Excellence with Business Knowledge would never
9
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
-Total number of applications equals 7,827, 5,044 of the total applications passed
DPUs entrance examinations and are admitted.
-Total number of application forms sold in the campus equals 4,273, in 7-11
convenient stores equals 1,148 and the rest of 2,406 sets are contributed by
DPUs school visits
-Most of the target audience is exposed to TV, Internet, school visits and high
school counselors
-Main reasons for choosing their university of choice are reputation and social
acceptance, atmosphere, scholarships and facilities
-Private universities of choice are Bangkok University, University of Thai
Chamber of Commerce, Rangsit University, Assumption University and
Sripatum University
-Decisions are primarily self-made, followed by parents, cousins, friends and high
school counselors
Not Specified
8.65%
Bangkok and
South
Circumference
19.35%
43.81%
North
West
5.89%
3.63%
Central
8.70%
North
3.01%
Northeast
6.96%
11
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
6429
5956
6000
5000
5546
5608
4962
4539
4322
3769
4000
3000
2000
1000
0
1995
1996
1997
1998
1999
2000
2001
2002
2003
1.4.2 Products
DPUs product mix has noticeably changed during the past few years, by giving
more emphasis towards the international programs as they would not only help capture
new market segments but also enhance the image of DPU.
DPUs products include academic programs, from undergraduate to doctorate
levels. For more detail regarding DPUs offerings, please kindly refer to the appendix.
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
13
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
14
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
2. AIMS
Dhurakij Pundit University (DPU) fosters education through ethical practices,
with a belief that Business professionals help build a nation Hence, DPU students will
not only be competent in their selected areas of study, but also in business in order to
enhance their values. Ultimately, once graduated, they will be able to find the right job,
or create themselves a desired job.
3. GOALS
Process Goals
1. To build trust and confidence in quality of DPU graduates towards parents and
business organizations
2. To create awareness and encourage enrollment at DPU
3. To strengthen the perceptions towards DPU in terms of DPU graduates ease of
getting a job
4. To develop good relationships within the organization
Outcome Goals
1. To be ranked in Thailands top 3 private universities
2. To be more selective in screening prospective students
3. DPU graduates will be accepted by private and governmental organizations
4. To meet or exceed the expectations of parents and students towards DPU
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
4. OBJECTIVES
Informational Objectives
1. To associate DPU with its new campaign Nurturing Academic Excellence with
Business Knowledge
2. To inform the public about quality DPUs quality educational system
3. To inform DPUs staff about its policies, targets and business development plans
For common understandings of the concerned stakeholders
4. To distinguish DPU from other educational institutions and to refresh its brand
image
Motivational Objectives
1. To increase the number of applicants in the year 2004 from 7,827 to 8,000,
measured by statistics division, department of academic affairs
2. To encourage DPUs referral program, focusing upon existing students to their
younger brothers with an increase of 10% comparing to that of the year 2003
3. To increase DPU graduates percentage of getting a job by 10% comparing to that
of the year 2003, measured by statistics division, department of academic affairs
5. TARGET PUBLICS
Primary Target Groups
-High school students in Bangkok and other provinces
-Diploma and polytechnics Students
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
Even though primary target groups remain considerably constant over years, the
proportion of high school students to diploma, polytechnics students would be changed
dramatically due to the fact that DPU is now focusing more upon high school students
with Matthayom 6 (Equivalent to year 12) certificate. It should be noted that, in Thailand,
most students without financial problems and less-than-average G.P.A, tend to pursue
formal study (Matthayom 6) rather than polytechnics schools. As a result, in most cases,
the quality of Matthayom 6 students is better than that of diploma or polytechnics
students, hence, in order to improve the quality of DPU graduates and be more selective,
Matthayom 6 certificates would be a big plus upon selecting applicants.
Tertiary Groups
-Parents of DPU students
-DPU Alumni
-High school counselors and principals
-Other universities students
-Press
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
6. MESSAGE DESIGN
Behind the message
Considering Key Success Factors as discussed in session 1, along with DPUs
unique selling points that other players cannot easily imitate, which include:-
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
DPU thus strived to create campaign and executions that utilize its unique selling
points and finally came up with the campaign DPU | Nurturing Academic Excellence
with Business Knowledge, aiming to say that DPU graduates are of high quality and
practically competent in the world of business.
Key Message: DPU | Nurturing Academic Excellence with Business Knowledge.
7. BUDGET
Marketing Communication Budget for fiscal year 2004
Marketing Communication Department
Description
Budget
Advertising
14,000,000 THB
Public Relations
8,700,000 THB
Sales Promotion
3,500,000 THB
Direct Marketing
1,000,000 THB
Personal Selling
2,500,000 THB
5,000,000 THB
Resources
Information Technology Upgrades
500,000 THB
300,000 THB
100,000 THB
Total
34,000,000 THB
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
8. IMPLEMENTATION
DPU focused extensively on contact points, which could be smaller units but are
able to effectively deliver the message to the target audience, rather than mass media. As
a result, the focus was primarily put towards PR and other supporting activities as they
are more close to the audience, however, mass media were also been used to create
awareness and draw publics attention.
Advertising:
-30-second television commercials (Channel 7, 3 and ITV) and radio spots under
the concept knowledgeable job trainee
-Newspaper (Thairath, Dailynews, Matichon, Khom Chud Luk) and Magazines
(Cosmopolitan, Cleo, MBA, Brandage, Marketeer
-Print Ads, Billboards and Internet Advertisements
Public Relations:
-Internal Radio station and television channel
-Announcement Boards
-DPU Newsletter
-Press, alumni and social relations
-Organized activities with affiliated schools
-Organized National high school counselor seminar
-U-Connect
-Parent Relations
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
Sales Promotion:
-Referral program, focusing upon existing students and their brothers/sisters
-opened new nine application centers all across the country
-printed materials and souvenirs distributed to the target groups
Direct Marketing
-Sent letters and application information to parents of existing students and
Alumni
-Sent DPU newsletter to parents of students who came to visit the campus
-On-line application for the convenience of the target groups
-DPU Fan club
Personal Selling
-DPU school visits
-Educational Exhibition
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
9. EVALUATION
DPU used these following evaluation methods before, during and after the campaign:-Counted and Analyzed press releases
-Concluded and analyzed every single activity in the campaign when that
particular activity was completed
-Conducted research on perceptions towards DPU, with samples drawn from both
inside and outside the university
-Distributed questionnaire to every applicant who came to the campus
-Counted the number of applicants and compared it to that of the previous years
-Ensured customers satisfaction by conducting internet polls
Because this marketing communication plan is a short-term plan, the planned duration for
this campaign was one year, from June 2004 to May 2005; the results are thus not yet
fully evaluated, however, comparing to the same period of the year 2004 (April), the
number of applicants is rising, besides, focus groups were conducted in order to find
consumers perceptions towards DPU. DPUs new TV advertisement became talk-of-thetown as it is considerably a breakthrough in this industry.
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
23
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
RECOMMENDATIONS
Single-minded message, single-minded activities
It is the DPU marketing communicators intentions to deliver message along with several
sub-messages attached to different activities, which is ideally good. However, audience
might get confused which message DPU really aims to send, and as a result, no message
might have been delivered. DPUs PR activities would require more conformity with its
main campaign (generally PR activities at DPU have their own distinguished objectives
and message tailored to each particular target group). In educational industry, PRs
provide better contact points to the target audience, as a result, even though the message
is clearly delivered in TV commercials or Magazine Ads, it does not guarantee the
success of the campaign. DPU would need to as well send its key message to every
activity whilst flexible enough to adjust the way message is delivered to different target
groups.
Evaluation
DPUs evaluation methods are likely to generate random errors caused by biased
samples. For instance, in order to measure the perceptions towards DPU, applicants are
asked for their perceptions during the entrance interview, unbiased answers could thus
hardly be obtained due to the facts that the interviewees might have been put in pressure
as they thought the answers would affect the admission; they might not be admitted if
they answer badly. As a result, these questions might have put interviewees in pressure
and the answers could have been distorted. Therefore, samples should be drawn from
various sources so that they will be able to represent the total population.
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
REFERENCES
Athiyaman, A 1997, European Journal of Marketing Vol.31 No.7, Linking student
satisfaction and service quality perceptions: the case of university education, MCB
University Press, Australia, pp.528-540.
Gatfeild, T, Barker, M, Graham, P 1999, Corporate Communications: An International
Journal Volume 4 Number 2, Measuring communication impact for university
advertising materials, MCB University Press, Australia, pp.73-79.
Joseph, M & Joseph, B 1997, Quality Assurance in Education Volume 5 Number 1,
Service quality in education: a student perspective, MCB University Press,
New Zealand, pp. 15-21.
Litten, K 1980, Journal of Higher Education Vol.51 No.1, Marketing Higher Education
Benefits and Risks for the American Academic System, Ohio State University Press,
United States
Pimpang, K. 2004. Information exposures behavior and pursuing higher education in
university level for students, parents and counseling teacher in secondary schools
nationwide. Bangkok : DPU
Pimpang, K. 2004. Integrated Marketing Communication Plan for the years 2004-2005.
Bangkok : DPU
Pimpang, K. 2003. Integrated Marketing Communication Plan for the years 2003-2004.
Bangkok : DPU
Pimpang, K. 2005. Comparison of application methodologies and requirements of five
private universities for the year 2005. Bangkok : DPU
26
DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
APPENDIX
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
DPUs Vision Business professionals help build a nation," while "Work purifies the
soul." With these beliefs, Dhurakij Pundit University has dedicated itself to the mission of
producing highly trained men and women with high moral values to contribute toward
nation building.
Programs offered
International Programs
-Doctorate of Business Informatics
-Doctorate of Business Administration
-Master of Business Administration
-Master of Business Informatics
-Master of Marketing Communication (Joint program with University of Canberra,
Australia)
-Master of Facilities Management (Joint program with Heriot-Watt University, Scotland)
-Bachelor of Science Program in Information Technology
-Bachelor of Arts Program in English for Business Communication
-Bachelor of Arts Program in Hospitality and Tourism Managements
Graduate Programs
-Doctor of Laws (LL.D)
-Master of Business Administration (M.B.A.)
-Master of Science (M.Sc. Information Technology)
-Master of Arts (M.A. Communication)
-Master of Economics (M.Econ. Business Economics)
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DPU at the crossroads: A breakthrough, completely new approaches to educational institution communications
Undergraduate Programs
-The Faculty of Business Administration
-The Faculty of Accountancy
-The Faculty of Economics
-The Faculty of Arts and Sciences
-The Faculty of Communication Arts
-The Faculty of Engineering
-The Faculty of Laws
-The Faculty of Information Technology
-The Faculty of Fine Arts
30