Qualificatio BTEC LEVEL 7 Extended Diploma in Strategic

n Management & Leadership

Unit Title Strategic Marketing Management
Assignment Developing and Managing a Strategic Marketing
Tiltle Plan and Applying Strategic
Marketing Management Techniques to a Market
Situation
Start Date 18 Mar 2017
Deadline 22 April 2017
Assessors
Name
Candidate Monia Hedi Barhoumi DX 96120
Name&ID
 Strategic Marketing Plan of

University of Wollongong in Dubai

Contents

Introduction...........................................................................................3
A.C.1.1 Marketing Strategy.....................................................................3
1.1.1 Target Market.................................................................................................. 3
1.1.2 Marketing Mix.................................................................................................. 3
A.C.1.2 Marketing Objectives...................................................................5
1.2.1 Implementation of Marketing Strategies.........................................................5
A.C.1.3 Corporate Strategy......................................................................7
A.C.2.1 PEST Analysis..............................................................................7
2.1.1 Political Factors..................................................................................................... 7
2.1.2 Economic Factors................................................................................................... 8
2.1.3 Social Factors........................................................................................................ 8
2.1.4 Technological Factors.............................................................................................. 9
A.C.2.2 Marketing Tactics........................................................................9
A.C.2.3 Customer Relationship Marketing (CRM).....................................10
2.3.1 CRM Strategies of UOWD...................................................................................... 11
 A.C.3.1 Expansion of UOWD...................................................................12
3.1.2 Education in Abu Dhabi.................................................................................13
A.C.3.2 Proposed Marketing Strategies..................................................14
3.2.1 Strategic Partnership..................................................................................... 14
A.C.3.3 Marketing Objectives.................................................................15
A.C. 4.1 External Analysis......................................................................16
Opportunities......................................................................................................... 16
Threat..................................................................................................................... 16
A.C.4.2 Internal Analysis.......................................................................16
Strengths................................................................................................................ 16
Weaknesses........................................................................................................... 16
A.C.4.3 Strategic Marketing Responses..................................................17
4.3.1 Strengths - Opportunities Strategies.............................................................17
4.3.2 Weaknesses Opportunities Strategies........................................................17
4.3.3 Strength Threat Strategies.........................................................................17
4.3.4 Weaknesses Threat Strategies....................................................................17
Appendix A...............................................................................................19
Appendix B...........................................................................................20
Appendix C...........................................................................................22

Introduction

The University of Wollongong in Dubai (UOWD) is the education partner of UOW Australia.

UOWD started its operations in 1993 and for the last 20 years it has been offering educational

and professional learning programs. The program awards the same standard degree, which is

recognized locally, as well as worldwide.

A.C.1.1 Marketing Strategy

To be successful in todays competitive market environment, UOWD must be customer centered

by delivering them greater value.

1.1.1 Target Market:

UOWD is providing dynamic environment of knowledge and learning to the students, researchers

and business professionals.

1.1.2 Marketing Mix

Tangible products have traditionally used a 4Ps model; the service sector on the other hand uses

a 7P approach in order to satisfy needs of service providers customers. These include product,

price, place, promotion, people, physical facilities/evidence and processes (Ivy 2008).

Product

There are many services being offered under the umbrella of UOWD. A list of these services is

placed in Appendix A.

Price

Primary objective of UOWD is to target the working professionals who get the value they want

by investing a handsome amount in higher studies. Strategic pricing decisions are those that

define the companys pricing and value image in the eyes of customers and competitors (Garda

1984). UOWD also needs to market its programs where students perceive value for the price.

It may not gather market share from fresh graduates but number of enrolments can be increased

by having corporate agreements in place and offering incentives/discounts to working

professionals. A list of prices charged by UOWD is given in Appendix B.

Place

The campus is located in Dubai Knowledge Village which goes Noticed by high-quality

prospects because it is nearby Cambridge College International and Islamic Azad University.

Promotion

Enrolments resulting from some of the marketing tools used by UOWD are shown in Figure 1. It

needs to establish its own in-house marketing department on priority basis, composed of

specialists in advertising and promotions. The proposed marketing tools are placed in Appendix

C.
 Marketing Tools

Word of Mouth
12% Direct Mail
5% Workshops
8% Telemarketing
50%
5% Brochures
Print Media
20%

Figure 1

People

Faculty and professional are from 35 different countries to create the ethnically unique and

hospitable environment that distinguishes UOWD community.

Processes

This includes routine matters such as managing enquiries, schedules, course evaluations etc. At

UOWD, processes like admission is transparent and all students are kept involved and informed.

Physical Evidence

Physical presence at Dubai campus serves as a place where many students come to get value-

added classroom support.

A.C.1.2 Marketing Objectives

Schlesinger (2008) suggests that knowing what your objectives are will help you design the

marketing tool. In view of the marketing audit, marketing objectives of UOWD have been

identified which are highlighted in Table 1 below with proposed timeline.

Proposed
Marketing Objective
Timeframe

UOWD growth 1-3 years

 Strengthening Alumni Network 3 months

Having a dedicated Marketing Department 3 months

Advancement in infrastructure 6 12 months

Partnerships and community engagements 1-3 years

Enhance public relations campaign 1 year

Table 1

1.2.1 Implementation of Marketing Strategies

UOWD Growth

The proposed time frame to make a university into a larger and much better institution which

contains dynamic doctoral research program is one to three years. The growth of the university

would be in the form of introducing wide range of learning and professional programs, improving

universitys standing and status in Mena region. The most important element is to make accessible

the universitys broad range of programs to the individuals of Abu Dhabi and other regions of

Emirates.

Strengthening Alumni Network

UOWD management should establish contact with its alumni as a mean to display the

acceptability of its degree in various MNCs all over the globe. Prominent graduates should be

invited as guest lecturers in their respective fields of specialization.

Dedicated Marketing Department

UOWD needs to establish its own in-house marketing department on priority basis, composed of

specialists in advertising and promotions. An alternative to this option is to establish a long term

partnership with a marketing company which can look after all matters pertaining to marketing

communication.
Advancement in Infrastructure

Infrastructure here means the advancement in communication processes. The objective is to target

fresh graduates so that more enrollments would take place. For the purpose of investments, and

scholarships UOWD should attract local bodies, parents and other stakeholders.

Partnerships and Community Engagements

UOWD aims to improve the research, trainings and teachings by making partnerships with schools,

governments, industry, and alumni. It would help in building strong base which supports the

university. It assists closer partnerships and connections among UOW (Australia) and the Middle

East, Gulf and other neighboring regions.

Enhance Public Relations Campaigns

An effective campaign to generate positive public image of the company should be started. This is

also a way for the organization to give back something positive to the society. These activities can

include a cricket match for the disabled or a visit to the special childrens schools by the faculty

and students. Hutton (1996) suggests that such steps help an organization in building corporate

equity and also builds strong relationships.

A.C.1.3 Corporate Strategy

The objectives set by an organization are crucial as these are directly linked to organizational

success. The objectives set by management reflect which market areas and competitive arenas

the firm wants to be in, and the role it wants to play in each of these (Wiersema, 1983).

Schlesinger (2008) suggests that knowing what your objectives will help you design the

marketing tool. In view of the marketing audit, corporate objectives of UOWD have been

identified which are highlighted in Table 2 below with proposed timeline.

Marketing Objective Proposed Linked with Strategic Action plans

Timeframe
Facilities customers from neighboring areas
UOWD growth 1-3 years Creates awareness
Increases student enrolment

Strengthening Alumni Network
Having a dedicated Marketing
Department
Advancement in infrastructure
Partnerships and community
engagements
Enhance public relations
campaign
Positive word of mouth
3 months Promotes brand
Easy to target market
Aggressive promotion all over Pakistan
Use of all means of media
3 months
Targeted promotion and participation in
educational seminars
Targets fresh graduates
6 12 months Attracts local bodies for investments / scholarships
encourage parents / stakeholders
Offers discount to corporate clients
1-3 years Offers career enhancement to managers
Global outreach to different organizations
Improved brand image
1 year Increased company equity
Strong customer relationship
Table 2

A.C.2.1 PEST Analysis

PEST analysis helps in identifying various macro-environmental factors which affects businesses.

There are four factors which are explained below.

2.1.1 Political Factors

The UAE government has succeeded in providing quality faculty to the institutions, quality

educational programs, admitting both sexes (i.e. male and female), expanding premises of institutes,

providing students with scholarships, serving Emiratis and enhancing the national and international

reputation. However, The UAE government has not succeeded in providing students with funds

which are required to meet the needs of enrollment of students or to sustain per student support at

global levels of excellence. In order to meet the social and economic needs of Emiratis proper

funding and new programs for students are needed in the future. These findings give the overview

of political environment of The UAE which UOWD has to take into consideration while making

their pricing strategies.

2.1.2 Economic Factors

There is the most instant financial threat for the UAE higher education systems enduring integrity.

Over the past many years, the students enrollment cost and the education cost have been noticeably

increased. However, since 1996 the budget of higher education systems has increased little and

funding has disastrously failed to maintain the speed with inflation, increasing cost of enrollment
and education costs. Since 1999, it has been evident that in nations campuses financial support of

each student has decreased by at least 20%. The economy of the UAE has recovered after the

economic slouch of 2009 (Ministry of Higher Education and Scientific Research, 2012). Now for

the future, the strategic plan of the The UAE focuses more on delivering continuing development

and creating increasing opportunities for Emiratis through enhanced education and enlarged

employment of private sector. Increasing inflation pressures are the major long-standing challenge

for the UAE.

2.1.3 Social Factors

In The UAE, the population growth rate is increasing at around 6.1% from 2012-16. During the

other half of the projection period when many extensive projects are likely to takes place, the

population growth will be more obvious. However, it is estimated that population growth rate is to

be more than real GDP growth rate in 2012-16, giving a result of decreased real income per head

(Statistical yearbook, 2012). The social framework of the nation is to maintain the commitment with

UAE to offer them with a valuable place in higher education system. This is connected with the

future requirement of educated workforce to provide for the expansion and diversification of the

improving economy of the UAE and employ more Emiratis in private sector. To perform an action

is the urgent requirement. The UAEs colleges and universities should be capable to place

themselves in a position so that they can meet the needs of over 50,000 students by the end of the

next decade. Decisions must be implemented at the present if a systematic revolution of higher

education system is to be sensational.

2.1.4 Technological Factors

Technological factors are concerned with the technological aspects which include Research and

development activities, automation and the rate of technology change. These factors help in

determining the barriers to enter into a market and lowest efficient invention level. UAE

governments inadequate funding provides fewer opportunities for the students to be enrolled in

higher education institutes and it can also declines the quality of education. This lowest level of
funding create the unequipped laboratories of the institutes which means that there is no state of the

art of the equipment for information technology programs and students must inhabit with less than

first class facilities.

A.C.2.2 Marketing Tactics

Marketing Research Formulating Mission
For any educational institution, its marketing process emanates from its mission. Factors
External Internal
Political
which affect marketing inAnalysis
education Analysis Economic
sector include environment, culture, and government
Formulating
Objectives
policies etc. A marketing process in education sector is explained in Figure 2.

Develop Marketing Strategies Develop Marketing

Segmenting Mix
Cultural Targeting Determine educational programs Legal
Positioning Determine promotional strategy
Determine delivery methods
Determine fees

Educational

Implementation

Feedback Evaluation
Environmental issues
 Technological

Figure 2: Marketing Process in Education Sector (Source: Michael 1990)

A.C.2.3 Customer Relationship Marketing (CRM)

Customer relationship marketing is business process in which businesses develop strategies to

develop continuing relationship with their existing customers and attract new ones. These strategies
Competitive
may include employee training, advertising, promotional activities and marketing planning.

2.3.1 CRM Strategies of UOWD

UOWD is currently implementing and monitoring those strategies which were outlined in the goals
Governmental Sociological
of 2010-2012. It aimed to develop the institution into widespread research driven university that

becomes the leading private university in the region. In order to achieve these goals, UOWD

attracts and retains high quality students through following CRM strategies;

Ongoing Feedback

Students, visitors and also staff of UOWD are provided with the continuous feedback opportunity

by the Planning and Performance department through the consistent forms of comment. After

collecting these forms on regular basis, these are forwarded to the dean or the manager in charge of

providing an immediate response. The relevant officer then takes all actions related to the comment.
Student Experience Survey

On annual basis student surveys are distributed to collect the data about their experiences at UOWD

and their opinions especially regarding extra-curricular and co-curricular services and facilities.

Incoming Student Survey

These surveys are conducted on each semester at the time of first enrollment of students. These

surveys are related to the marketing process, admission process and orientation gathering at

UOWD.

Alumni Network

Student of UOWD remains the valuable and important member of their community. Alumni

network helps in creating and nurturing strong relationships with all alumni which includes all

graduates and staff. It is the continuous relationship with the graduates whether students socially

interact, develop their professional skills or stay connected for further study.

Charity Events

Student Service Department and Students Representative Council organized various charity events

regularly to raise the funds for needy people, which include Dubai Centre for Special Needs, Al-

Noor Centre and Operation Smile. Some volunteer students of UOWD also organized a variety of

charity events including entertainment and fun activities. These charity events provide the

opportunity to event participants, staff and volunteers to learn about each others activities.

Software Development Trade Show

Students from across the UAE participate in Software Development Trade Show which is annually

organized by UOWD Faculty of Computer Science and Engineering. It gives the opportunity for

talented students to gain esteemed internship placements with partaking companies.

A.C.3.1 Expansion of UOWD

One of the main concerns UOWD is facing is that the campus is located in Dubai which goes

Noticed by high-quality prospects. By operating only from the capital city makes it
inconvenient for many people and corporate clients to trust the value it offers as there is some

uncertainty about fake organizations / degrees. The objective is to make UOWD popular and

visible in all major cities of UAE, thus expanding its physical outreach. Corporate

r e l a t i o n s h i p s c a n b e a n o t h e r r e s o u r c e r e c o m m e n d i n g t h i s program to their

employees willing to study via distance learning.

The proposed time frame to make a university into a larger and much better institution which

contains dynamic doctoral research program is one to three years. The growth of the university

would be in the form of introducing wide range of learning and professional programs, improving

universitys standing and status in Mena region. The most important element is to make the

universitys broad range of programs accessible to the individuals of Abu Dhabi and other regions

of Emirates especially Western regions.

3.1.2 Education in Abu Dhabi

The literacy rate in Abu Dhabi is high i.e. 92% and enrollment rate in Secondary education system

is 88% (SCAD Statistical yearbook 2012). However, the improvement in enrollment in higher

education is needed and UAE government needs to focus on the improvement of enrollment in

reputable universities. A highly qualified population is vital for any nations economy

diversification and bringing in value added industries. The first priority of Emirate must be the

improvement of offerings and the quality of universities in the region, especially Abu Dhabi .

Doctoral research programs, research and published journal articles are still in their very early stage

in the GCC and hence their offerings are ultimately limited. At present in Abu Dhabi, only three

universities initiated PhD programs and other two universities are still planning to do so. The

Emirate has to raise the awareness of high-school graduates about the importance of being a

university degree holder as only 10% of UAE nationals are in that category, which is quite low

(Strategy plan 2013-2017, WRDC (2012) SCAD 2009). This is especially the case in Western

region which lacks in higher education establishments. Most of the students of the Western region

have to leave their homeland to pursue their higher education. This creates the need to expand
the UOWD by opening a branch that will cater for customers, particularly in this part of The UAE

and its neighboring regions. Figure 3 illustrates the population holding a university degree.

%age of population with University Degrees (Nationals-10 Years and Over) (2011)
9.77%
9.76%
9.75%
9.74%
9.73%
9.72%
9.71%
9.70%
Western Region Abu Dhabi City Al Ain
Source: SCAD Statistical Yearbook 2012

Figure 3

A.C.3.2 Proposed Marketing Strategies

3.2.1 Strategic Partnership

In order to remain sustainable, UOWD needs to get into a short to medium term strategic

partnership with renowned local educational institutions of Abu Dhabi. This would give access and

penetration to potential students who intend to attain to higher education. Strategic alliance with

a good partner provides mutual benefits and it creates better organizational performance in the

21st century (More & McGrath 1996). Moreover, UOWD should have strategic collaboration with

MNEs, big corporate and industrial entities in order to target working professionals and attract

them to acquire a management degree.

3.2.2 Extensive Advertising using all Communication Media

Extensive measures have to be taken by UOWD and that is by using all marketing media

with the intent of increasing its market share by at least 25% in the next educational year. Above

and below the line marketing campaign has to be launched in the near future so as to reach a

wider audience in the academic circles. Newspapers, academic magazines, radio, television,

billboards and standees etc. are all means which can be utilized. An Integrated marketing
communication (IMC) strategy has to be adopted for optimum results. Marketing

communication and propagation of marketing information is pivotal for context of choices made

by potential students of higher education (Brown & Oplatka 2006).

3.2.3 E-Advertising

This form of advertising can be used for viral advertising through social media like Facebook,

MySpace, Twitter and other educational portals. Viral marketing is very similar to word-of-mouth

marketing which is extremely credible with consumers and it can effectively communicate

company values and outlook (Lamb et al 2010).

3.2.4 Education Expo

Another mean to spread the word to impending students would be by actively participating

in Education Expo held every year in all major cities of the country particularly in Abu Dhabi.

This is an opportunity where all competitors are likely to gather under the same roof. This is the

platform where competitive advantage provided by UOWD can be clearly advertised by

mean of brochures, presentations and one-to-one contact with students.

A.C.3.3 Marketing Objectives

A team of UOWD would visit colleges and universities of five major cities in the country during

and towards the end of an academic session. Its mandate would be to introduce the institute and

its value added services for prospective students. This long distance travelling involved in this

method of promotion is likely to bear rewarding results but owing to the huge magnitude of

capital needed for this kind of a venture, it can only be considered as a back-up option. The

visiting team should comprise of a representatives from UOWD academia, a marketing

representative and a prominent alumni member (if possible). Moreover, team UOWD also

has a decade of experience of conducting corporate trainings. It has to build prominent partners

in the government, private and development sector for the training of their staff in various

disciplines. A graphical representation of the revenue streams of UOWD and their share in total

outcome is shown in Figure 4 below.

 LSC students; 595
Doctoral students; 43 Undergraduate
students
Undergraduate students; 1604
Postgraduate
students
Doctoral students

Postgraduate students; 1812 LSC students

Figure 4
Source: www.uowdubai.ac.ae (Dec, 2012)

A.C. 4.1 External Analysis

Opportunities
Large number of enrollments in Higher Education Programs in UAE.
Distance education trend doubled.
Vast geographical coverage.
Immigration possibilities and benefits accrued by having an Australian degree.
International degree and job opportunities.
Direct marketing to corporate organizations for employee education assistance.

Threat

Existing and new entrants offering international qualification through distance learning.
Local universities accreditation with foreign universities.
Rapid expansion of private universities.
Virtual university competitors.
Limited enrollments in higher education in Abu Dhabi.

A.C.4.2 Internal Analysis

Strengths

The only authorized educational partner of UOW (Australia) in Dubai.

Flexibility for working professionals to study part-time.
International and locally recognized award.
 Award of On-Campus degree without leaving job.
International curriculum standard.

Weaknesses

Bulk of enrollments limited to Dubai only.

Shortage of funds to support strategic plans.

No other branch except Dubai.

Higher price as compared to local graduation from good Emirati universities.

Lack of proper exposure.

A.C.4.3 Strategic Marketing Responses

4.3.1 Strengths - Opportunities Strategies

Engaging working professionals as well as young graduates by providing quality distance

education and international education standard in UAE.

Eliminating the outdated curriculum by introducing an International award with an ease of

living anywhere in the world.

Exposure and practice of global applications/methods in industry.

4.3.2 Weaknesses Opportunities Strategies

Expanding the student enrolment in other cities across Dubai.

Promising a better job opportunity for young graduates having an international award.
Connecting with leading multinationals to become an approved education provider for

their employees on a special arrangement.

4.3.3 Strength Threat Strategies

Targeting executives who want an International award to enhance their present skills and

expand their business around the globe

Having an international standard in work environment can play an important role in

countrys economy and can provide a platform to investors.

Award of the identical on-campus degree can promise a good job anywhere in the world

4.3.4 Weaknesses Threat Strategies

With corporate agreements, companies can fund and promote the International programs to
 its employers associated with financial benefits.
Multinational companies can recommend the UOWD programs to their employees from

Abu Dhabi and neighboring regions.

An authentic on-campus degree and curriculum can help in the exposure and promotion

with local bodies and scholarships.

Appendix A

Programs Subject descriptions

Business and Management
Undergraduate
Engineering and Information Sciences
Programs
Finance and Accounting
Arts and Humanities
Business and Management
Postgraduate Programs
Engineering and Information Sciences
Finance and Accounting
Postgraduate Research Doctor of Business Administration (DBA)
Programs Doctor of Philosophy (PhD)
Language Training
Corporate Language Training
Language Studies Centre Programs
Teacher Training
Language Testing
Professional Institute (Pi)
Short Courses
Certificates of Proficiency (CoPs)
Source: www.uowdubai.ac.ae
Appendix B
Number of Cost per Total Cost for
Academic Program
Subjects Subject (AED) Program (AED)

Bachelor of Business Administration 34 5,500 187,000

Bachelor of Commerce (Accounting) 34 5,500 187,000
Bachelor of Commerce (Finance) 34 5,500 187,000
Bachelor of Commerce (HR Management) 34 5,500 187,000
Bachelor of Commerce (Management) 34 5,500 187,000
Bachelor of Commerce (Marketing) 34 5,500 187,000
Bachelor of Commerce (International 34 5,500 187,000
Business)
Bachelor of Computer Science 33 5,500 187,000
Bachelor of Computer Science in Digital 34 5,500 187,000
Security Systems (DSS)
Bachelor of Information Technology in 34 5,500 187,000
Management Information Systems (MIS)
Bachelor of Computer Science in Multimedia 34 5,500 187,000
and Game Development
Bachelor of Engineering (Electrical, 36 (8 existing, 5,500 x 8 240,000
Computer, Telecommunications) 28 new) subjects
7,000 x 28
subjects
Source : http://www.uowdubai.ac.ae/undergraduate-programs/fees-and-payment-
information

No. of Cost Per Total Cost for

Academic Program
Subjects Subject (AED) program (AED)
Master of Business Administration 12 7,400 88,800
Master of International Business 10 7,400 74,000
Master of Quality Management 8 7,400 59,200
Master of Strategic Marketing 8 7,400 59,200
Master of Strategic Human 8 7,400 59,200
Resource Management
Master of Science (Logistics) 8 7,400 59,200
Master of Applied Finance and 10 7,400 74,000
Banking
Master of Engineering 10 7,400 74,000
 No. of Cost Per Total Cost for
Academic Program
Subjects Subject (AED) program (AED)
Management
Master of Information Technology 10 7,400 74,000
Management
Master of Media and 8 + final 7,400 74,000
Communications project
Master of International Studies 8 + final 7,400 74,000
project
Graduate Foundation Course 5 400 2,000
Certificates of Proficiency 1 7,800 7,800
Source: http://www.uowdubai.ac.ae/postgraduate-fees-and-payment-information

Doctor of Business Administration (DBA)

Full time Part time Example 1 Part time Example 2

Duration: 6 semesters Duration: 8 semesters Duration: 10 semesters
Fees: Fees: Fees:
Coursework: 67,500 Coursework: 67,500 Coursework: 67,500
Research: 100,000 Research: 125,000 Research: 150,000
Total: 167,500 Total: 192,500 Total: 217,500
Coursework component for the DBA is 9 subjects at AED 7,500/subject

Doctor of Philosophy (PhD)

Full time Part time Example 1 Part time Example 2

Duration: 8 semesters Duration: 10 semesters Duration: 12 semesters

Fees: Fees: Fees:
Coursework: 75,000 Coursework: 75,000 Coursework: 75,000
Research: 150,000 Research: 175,000 Research: 200,000
Total: 225,000 Total: 250,000 Total: 275,000
Coursework component for the PhD is 10 subjects at AED 7,500/subject.

Source: http://www.uowdubai.ac.ae/postgraduate-research-programs/fees-and-
payment-information
 Appendix C

Expert Business
Article Cards and
Writing Brochures

E-Marketing Active
Referral
Gathering

Public Networking
Speaking
Marketing

Radio and Telemarketi

Television ng
Advertisem
ent
Online Tools Direct Mail