Marketing mix of

Warwick business school

Submitted by: Group 6

Research Team:
Gopalkrishnan
Rohit Thorat
Shishir Borkar
Documentation :
Rajdeep
Chahal
Team
Presentation :
Team

Priskilina Basumatari
Parveen Rathee
Rahul Rathee

Introduction
One of UK's top provider of finance, business research and
education.
WBS is ranked 4th in UK and 27th in global B-school ranking
(http://rankings.ft.com/businessschoolrankings/warwick-business-school)

WBS is the largest academic department of the University of

Warwick.
Students come from 141 countries to learn at undergraduate,
masters, MBA and PhD level.
WBS is known for the Blend of academic research with the
practicalities of the workplace it provide.

Global ranking of B schools

Stanford
Graduate
School of
Business

Harvard
Business
School

University of
Pennsylvania:
Wharton

London
Business
School

MIT:
Sloan

University
of Oxford:
Sad

Warwick
Business
School

Rank in 2012

20

27

Rank in 2011

27

58

Rank in 2010

16

42

Remarks

Rankings at a glance

UK college ranking
3 year average rank

3 (+2)

2(-1)

2 (-1)

8(+1)

(1+2)

42 (+4)

US

US

US

UK

US

UK

UK

192179
(+8919)

178249
(+8011)

172353 (+802)

152981
(+7205)

157337
(-1050)

134805
(+1900)

118151
(+8840)

129 (+14)

122 (+6)

120 (-3)

134 (+2)

120(-1)

108(+6)

94(+28)

Value for money rank

88

90

98

61

92

18

Placement success rank

20

27

24

38

26

80

93

92 (98)

93 (100)

85 (94)

93 (97)

92 (94)

85 (87)

95 (93)

Country

WBS has increased its

global ranking

Its avg rank had

increased

Alumni career progress

Weighted salary (US$)
Salary percentage
increase

Employed at three
months (%)

28 % increase in avg
salary w.r.t. last year
,shows increasing
popularity & acceptance

shows early & increasing

acceptance across global
corporate

Source:- http://rankings.ft.com/businessschoolrankings/warwick-business-school

Marketing Mix for Services

Implications for Marketing of

Education
Intangibility

Perishability
Inseparability
Heterogenity
Ownership

Opportunity

Shortage of quality higher education in India.

New collaborations and ventures

Govt. Rules and Regulations encouraging foreign players in education

Huge young population

Courses offered
P
R
O
D
U
C
T

BSc Management, BSc Accounting & Finance BSc International Business

BSc International Management are offered.

A huge variety of masters courses, PhD programmes are offered.

WBS Executive Education offers a range of short courses with and without
accreditation for graduates and professionals.

Warwick Graduate Diploma in Applied Management

P
R
O
D
U
C
T

Some of the courses offered by WBS are as follows:

FULL Time MBA:
A 12-month full-time MBA with a highly international and experienced
class.
EXECUTIVE MBA
Studied part-time over three years, delivered in five-day (Monday to
Friday) in residential modules.
DISTANCE LEARNING MBA
Gives you maximum flexibility. Study online and offline for your MBA,
anywhere in the world.

Warwick Global Energy MBA

Focus specifically on the issues affecting the international energy industry.

FLEXIBILITY Program

P
R
I
C
E

Warwick Business School offers 2million in

scholarships to the most talented candidates applying
to the Warwick MBA and the Masters portfolio.
For a full-time student, fees is typically between
9,000 and 13,500 after the academic fees to cover
the living costs.
For an international student, they need to pay for
travel to and from their home country.

P
L
A
C
E

WBS is located in the heart of the United Kingdom.

We are situated at the centre of Britain's road and rail network.

Birmingham International Airport can be reached by road or rail in

about 20 minutes.

Trains between Coventry and London run every half-hour and take
about 70 minutes.

WBS accommodation & campus are recognized as best

designed infrastructure

P
L
A
C
E

If living on campus, full-time participants usually stay in

Lakeside, Heron bank, or Clay croft.

These are all modern dedicated postgraduate halls of

residence within a few minutes walk of WBS.

Most are en-suite, with broadband and private telephone

points, shared lounge, and kitchen facilities.

They are available for up to 50 weeks of the year.

P
R
O
M
O
T
I
O
N

Warwick-India!!

Caters to the diverse needs of Warwick applicants from across the

country.

Personal attention to applicants

The India Representatives work closely together and are dedicated to

meeting Indian students' needs. Their activities include:

Individual counselling to Warwick applicants

Pre-departure briefing & advice on obtaining Visas

Presentations to schools and colleges & sponsorship of cultural activities

Participation in British Council Educational Fairs

P
R
O
M
O
T
I
O
N

Alumni relations, regular updates and get-togethers

Their activities include:
Individual counselling to Warwick applicants
Pre-departure briefing & advice on obtaining Visas
Presentations to schools and colleges & sponsorship of cultural
activities
Participation in British Council Educational Fairs
Alumni relations, regular updates and get-togethers, etc.

Points to Ponder
Many educational institutes have not been able to use promotional tools
effectively

Most educational institutions are product oriented rather than market or student
oriented.

Established educational institutions may regard the use of mass media advertising
and sales promotion as being in bad taste.

Unable to cope with their present demands and work loads- need to use
promotion for image creation and to sustain as well to maintain a secure market
position, and to improve the quality of customers (students) seeking their
services.

Potential students rely heavily on word of mouth referrals rather than published
literature or material supplied by the institution.

Promotional Strategy
Create Clear, Simple Messages
Emphasise Service Benefits
Make Realistic, Attainable Promises
Build on Word of Mouth Communication and Referrals
Provide Tangible Clues
Develop Continuity in Advertising
Campaigns: Haberman Campaign, WBS Taxi campaign

Focus Areas

Awareness

Differentiation

Effective communication

Branding

Detailed information

Eliminating perceived misconception

Target Groups

Target Market

Communication groups: students, parents, donors, employees and community

Sources of information: External information search

Tv / radio
3%
newspaper
15%

professors
3%

Internet
6%

Other
1%

Friend
72%

Marketing Tools
Faculty

Admissio
n tests &
process

Brand
Name

Approva
l

Location
of the
institute

Teachin
g AID

Marketing
tools used by
educational
institute

Services
offered

Ranking

Job offer
Infrastru
cture
/facility
provider

price
/fee

Matching expert faculty

/location/local recruitment

Establishing efficient low cost

model

*Finding well qualified foreign faculty willing to live

India for long time
*Salary regulation of govt. of India & limitation in
salary package offered
*Availability of trained teaching

*Low cost model may lower the value or brand image

of the institute
*In USA ,annual tuition fee ca range from $ 15,000 to
$30,000 while in some top B-school in India , tuition
fee ranges from $44,000 to $8000 per annum
*Low cost model implies lower remuneration for
faculty, low cost infra, research facilities could affect
qualities

Challenges in
Maintaining
Quality
standard
Attracting students
*For foreign students quality of life, food habit , course
content & course structure can hold them back.
*Financially well people may still prefer to attend these
universities in foreign land rather than home land
*Market is so huge that this tendencies can have
substantial impact on student quality
* MNC companies start recruiting Foreign educated
talent

Partnership /JV and Cross cultural

Management
*partners must be flexible , open minded and willing to
make necessary support & accommodation for foreign
students
*Some common mistake committed by foreign
universities in china -Not properly defined agreement
-Allowing government relation to be handled
by the local party
*Handling the aspiration of local support staff, proper
communication with them

References

Marketing of Professional Educational Services- Nigamananda Biswas, Dr. Vipin Bihari

Srivastava
Singidunum Journal of Applied Sciences- Importance of Marketing Mix in Higher Education
Institutions- Jelena Gajic, ISSN 2217-8090
http://www.warwick.in/
http://articles.timesofindia.indiatimes.com/2012-03-18/news/31206853_1_new-campusuk-mark-taylor
http://www.wbs.ac.uk/
http://www.marketing91.com/service-marketing-mix/

Q & A.

THANK YOU