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Capilano university

Capilano university. Online BBA Program. S trategic F ocus and Plan . Promote quality online education to meet challenges of our time through professionalism. To get the opportunity of business issues in the key areas. Nonfinancial G oals. Provide flexibility of learning .

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Capilano university

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  1. Capilano university Online BBA Program

  2. Strategic Focus and Plan • Promote quality online education to meet challenges of our time through professionalism. • To get the opportunity of business issues in the key areas.

  3. Nonfinancial Goals • Provide flexibility of learning . • Teach students who are living in remote areas. • Provide quality online education to our students while maintaining their demanding job or lifestyle.

  4. Financial Goals • Price will be lower than in-class course format. • Continuing to create profit. • Implement strategic investments to further develop the program.

  5. SWOT AnalysisStrengths • Awarded with British Columbia’s Education Quality Assurance Designation. • Strong online support staff. • Becoming an Accredited University in the AUCC this year. • Financially in an upswing due to investments and innovative ideas.

  6. Swot AnalysisWeaknesses • Has only been a university for a few years. • Unknown Training problems with teachers. • Implementation costs are relatively unknown. • Has only a few online courses.

  7. Swot AnalysisOpportunities • There is no BC University that offers an Online BBA program. • Have the ability to get first mover advantage. • Online education appeals to people in many locations. • During economic downturn online programs appeal to people who need to work.

  8. Swot AnalysisThreats • Online education is known as a lower class degree. • Many online BBA’s offered through other websites. • Is know as a secondary University to SFU and UBC. • Transferability of degree to other universities/master programs.

  9. Target Market • Immigrants whose first language is not English. • Shy people who are not used to speak in public and prefer to spend their time alone. • Full-time employees who have to be present in their work all the time and are busy. • People who care more about economical efficiency in their expenditures.

  10. Target Market • People who are more interested and familiar in using computers and internet in their spare time. • Generation X and Y are the most common age group in Canada. • People with low average income. • People who came from Asian or Middle Eastern countries to Canada because of different methods of studying in their cultures.

  11. Marketing ObjectivesFirst Year • Comprised mainly of lower mainland residents with full or part-time jobs. • High concentration of students within the ages of 30 to 50 with restricted funds for a traditional university.

  12. Marketing ObjectivesSecond year and Further • With success of program use new funds to expand to other target markets. • Expansion to high school graduates and to other regions of BC. • High word of mouth advertising from satisfied students for lower mainland.

  13. Product Strategy • To experience an activity-based learning environment that is led and supported by an instructor. • Course outline for online courses is identical to the face-to-face delivery. • Strictness of the traditional classroom.

  14. Pricing Strategy • Canadian students – $250 per course. • International students - $550 per course. • Affordable but without sacrificing the thought about quality of the degree.

  15. Target Revenue for the First 12 Months • 1st Term: 100 local students and 10 international students all taking 5 courses = $152,500 • 2nd Term 150 local students and 15 international students all taking 5 courses = $228,750

  16. Distribution Strategy. • Newspapers/Magazines • Television • Brochure/Posters • Internet

  17. Promotional Strategy. • Advertising: Mass Media for targeted age groups. • Personal Selling: Promotion through Capilano Students directly towards customers. • Public Relations.: Popularity of Capilano in Lower Mainland and good reputation within current students. • Sales Promotion: Sales through current students rewarding them for each person getting enrolled.

  18. Budget • Television: $25,000; ads between the hours of 6 pm to 9 pm. • Internet: $10,000; ads displayed towards our target markets. • Newspaper: $5,000; ads in local newspapers. • Brochure/Poster: $10,000; ads posted in local businesses, community centers, and transportation sites.

  19. Evaluation and ControlPre-test Evaluation • Does it capture your attention quickly. • Is the information displayed in an effective manner. • Would you feel compelled to look for further information. • If not, what would you change to make it more compelling. • What similar products do you feel have a more intriguing advertisement.

  20. Evaluation and ControlPost-test Evaluation • Where did you hear about our program. • What interested you the most about this advertisement • How long did it take for you to seek further information on the program. • Is there anything you would change in the advertisement to appeal more to others.

  21. Thank You all for listening Do you have any question?

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