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Dublin Business School VS. Griffith College Dublin

Dublin Business School VS. Griffith College Dublin. Internet Marketing Chantal Ladias 12 December 2013 By: Tessa Soebbeke , Kevin Herrmann, Jan Honsalek , Marian Henn & Carli Jurczynski. Table of Contents. Introduction to DBS & GCD Webometric Study Context & Purpose

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Dublin Business School VS. Griffith College Dublin

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  1. Dublin Business School VS.Griffith College Dublin Internet Marketing Chantal Ladias 12 December 2013 By: Tessa Soebbeke, Kevin Herrmann, Jan Honsalek, Marian Henn & Carli Jurczynski

  2. Table of Contents • Introduction to DBS & GCD • Webometric Study • Context & Purpose • Search Engine Optimization • Pricing Strategy • Communication Strategy • Marketing Strategy • Social Media Strategy Internet Marketing

  3. Dublin Business School (DBS) • Established in 1975 • 2003: Dublin Business School was acquired by Kaplan, Inc. • Over 100 accredited courses • More than 9,000 students from Ireland, Europe and further afield Internet Marketing Carli Jurczynski (10034877)

  4. DBS Internet Marketing Carli Jurczynski (10034877)

  5. Griffith College (GCD) • Established in 1974 • Located in Dublin, Cork and Limerick • Over 7,000 students • Offers internationally recognized postgraduate and undergraduate degree programs Internet Marketing Carli Jurczynski (10034877)

  6. GCD Internet Marketing Carli Jurczynski (10034877)

  7. Webometric Study • The number of links received by a university website shows its impact on the web and also the number of visitors it attracts Internet Marketing Carli Jurczynski (10034877)

  8. Context Third Level Education „Market“ Internet Marketing Marian Henn (10032479)

  9. Context (Department of Education, 2013) (Education in Ireland, 2013) Internet Marketing Marian Henn (10032479)

  10. „Market“ Development Context (Department of Education, 2013) (CSO for The Department of Education and Skills, 2013) Internet Marketing Marian Henn (10032479)

  11. Purpose Internet Marketing Marian Henn (10032479)

  12. Purpose Internet Marketing Marian Henn (10032479)

  13. Purpose • Calmingcolours • Focus on text • Course Guide atyourhand • Information iswellstructured Internet Marketing Marian Henn (10032479)

  14. Purpose Internet Marketing Marian Henn (10032479)

  15. Purpose • „Attention colour“ red • Lots ofimagesandportraits (advertisement) • Courseselector (productselector) • Abilityto „APPLY NOW“ on front page • Very strong in integratedcommunicationdevices Internet Marketing Marian Henn (10032479)

  16. Purpose Internet Marketing Marian Henn (10032479)

  17. Search Engine Optimization • Irish Google – First (DBS) • Other Google – Bottom of first page (DBS) • All Google – Dublin Business School comes up first • Irish Google – First(GCD) • Other Google – Bottom of second page (GCD) • Irish Google – Griffith shows up second • Other Google – Griffith shows up at top of 4th page Internet Marketing Carli Jurczynski (10034877)

  18. Pricing Strategy – DBS • Difficult to access Internet Marketing Carli Jurczynski (10034877)

  19. Pricing Strategy – DBS • Broken down in field of study • EU students vs. International students vs. Evening students vs. Postgraduate students • Information on tax relief for Irish income tax payers Internet Marketing Carli Jurczynski (10034877)

  20. Pricing Strategy – GCD • Pricing button easily accessible Internet Marketing Carli Jurczynski (10034877)

  21. Pricing Strategy – GCD • Broken down into major • EU students vs. non-EU students • Scholarships • Refer a friend offer Internet Marketing Carli Jurczynski (10034877)

  22. Communication Strategy Objectives Target Groups Message Tools Internet Marketing Kevin Herrmann

  23. Communication Strategy Structures of the websites are similar Attraction, Information, Support High-school graduates, students, staff, employers Content, Social Media, online campus Internet Marketing Kevin Herrmann Kevin Herrmann

  24. Communication Strategy DBS • Explicit message • Content andtextbased • Social Media existent • Ratherconservativeappearance • Focus on information •  Web 1.0 Griffith • No explicit message • More Interactive • Social Media channelsemphasized / integrated • More modern appearance • Focus on contactmaking •  Web 2.0 Internet Marketing Kevin Herrmann Kevin Herrmann

  25. Marketing Strategy Ansoff Matrix SWOT Analysis Tessa Soebbeke (10032064) Internet Marketing

  26. Ansoff Matrix (Chaffey, 2002, p. 176) Tessa Soebbeke (10032064) Internet Marketing

  27. Internet usagebyage (Ireland) (Amas, 2013) Tessa Soebbeke (10032064) Internet Marketing

  28. SWOT Analysis Tessa Soebbeke (10032064) Internet Marketing

  29. SWOT Analysis Tessa Soebbeke (10032064) Internet Marketing

  30. Externalfactors Tessa Soebbeke (10032064) Internet Marketing

  31. Fertility Rate • most fertile state in the EU  but more at risk of poverty than most other EU states (Irishtime , 2013) • Ireland: highest fertility rate in the EU in 2011 • 2011: 2.05/2013: 2.01 live births per woman  lowest birth rate at 1.23 in Hungary (CIA; The World Factbook, 2013) • lower reproduction rate of 2.1  demographic change Tessa Soebbeke (10032064) Internet Marketing

  32. NumberofEnrolledPupilsandStudents in Ireland Eurostat (2013) Internet Marketing Tessa Soebbeke (10032064)

  33. Social Media • http://www.dbstv.tv/ • http://www.youtube.com/user/GriffithCollegeIRE Internet Marketing Jan Honsalek

  34. Internet Marketing Jan Honsalek

  35. Internet Marketing Jan Honsalek

  36. Internet Marketing Jan Honsalek

  37. Internet Marketing Jan Honsalek

  38. Internet Marketing Jan Honsalek

  39. Internet Marketing Jan Honsalek

  40. Internet Marketing Jan Honsalek

  41. Social Media Statistics Internet Marketing Jan Honsalek

  42. Internet Marketing

  43. Marian’s Bibliography • CSO for The Department of Education and Skills. (2013). Enrolments of Full-time Students by Level of Education and Year - StatBank - data and statistics. Retrieved 12 11, 2013, from http://www.cso.ie/px/pxeirestat/Statire/SelectVarVal/Define.asp?maintable=EDA37&ProductID=DB_ED&PLanguage=0 • Department of Education. (2013). Key Statistics 2012/2013.Education in Ireland. (2013). View all Private Higher Education Institutes - Education in Ireland. Retrieved 12 11, 2013, from http://www.educationinireland.com/en/Where-can-I-study-/View-all-Private-Higher-Education-Institutions/ Internet Marketing

  44. Kevin’s Bibliography • Cormode, G. & Krishnamurthy, B., 2008. Key differences between Web 1.0 and Web 2.0. First Monday, 13(6). Available at: http://journals.uic.edu/ojs/index.php/fm/article/view/2125 [Accessed December 9, 2013]. • Franklin, T. et al., 2003. Web Strategy. University of York. Available at: http://www.york.ac.uk/weboffice/projects/webstrategy.pdf. • Hovland, I., 2005. Planning Tools: How to write a communications strategy. Overseas Development Institute (ODI). Available at: http://www.odi.org.uk/publications/5186-communications-strategy-planning [Accessed December 8, 2013]. • Oxford Dictionaries, 2013. strategy. Oxford Dictionaries. Available at: http://www.oxforddictionaries.com/definition/english/strategy [Accessed December 8, 2013]. • Shorr, B. & Bedford, R., 2011. The Importance of First Impressions in an Online World. Straight North Internet Marketing Blog. Available at: http://blog.straightnorth.com/the-importance-of-first-impressions-in-an-online-world/ [Accessed December 10, 2013]. Internet Marketing

  45. Carli’s Bibliography • ‘Dublin Business School: Excellence Through Learning’ (2012) Dublin Business School. Available at: http://www.dbs.ie/ (Accessed: 30 October 2013). • ‘Griffith College’ (2013) Griffith College. Available at: http://www.gcd.ie/ (Accessed: 30 October 2013). • Islam, Anwarul & Alam, Saiful (2011) ‘Webometric study of private universities in Bangladesh’, Malaysian Journal of Library & Information Science, 16 (2), pp. 115-126. EBSCOhost[Online]. (Accessed: 20 November 2013). Internet Marketing

  46. Tessa’s Bibliography • Chaffey, D. (2002) E-Business and E-Commerce Management: Strategy, Implementation and Practice, 3rd Edition, Harlow, England: Pearson Education Limited Amas(2013) Available at: http://amas.ie/online-research/state-of-the-net/issue-14/internet-use/(Accessed:30.11.2013) • Eurostat (2013) Pupils and students Available at:http://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=tps00051&plugin=0 (Accessed: 02.12.2013) • Healy, A. (2013) ‘Ireland has highest birth rate in the EU’, The Irish Times, 8 October [Online]. Available at:http://www.irishtimes.com/news/ireland/irish-news/ireland-has-highest-birth-rate-in-the-eu-1.1553211(Accessed 02.12.2013) • CIA (2013) The World Factbook, The Country Comparison: Total Fertility Rate Available at: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2127rank.html(Accessed: 02.12.2013) Internet Marketing

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