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RU Marketing Department Analysis

RU Marketing Department Analysis. Prepared & Presented by: Steven Laufer Kristin Bartz Brandon Robinson Jared Stern. Agenda. Mission Statement Strategic Goals SWOT Analysis Strengths Weaknesses Opportunities Threats Analysis of Quantitative Data

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RU Marketing Department Analysis

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  1. RU Marketing DepartmentAnalysis Prepared & Presented by: Steven Laufer Kristin Bartz Brandon Robinson Jared Stern

  2. Agenda • Mission Statement • Strategic Goals • SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats • Analysis of Quantitative Data • Strategic Goal Analysis & Recommendation • Suggested Course of Action • Mckinsey 7 S Model

  3. Mission Statement • “The mission of the department of marketing is to provide a quality, career-enhancing marketing education for students, within a learning environment characterized by responsible, knowledgeable, and skillful students and faculty”.

  4. Campaign Objective • To Develop a recruiting plan designed to increase the number of Marketing majors and the number of students taking Marketing Courses

  5. SWOT Analysis -- Strengths • AACSB – Association to Advance Collegiate Schools of Business • 89.7% Satisfaction with Faculty • 86.8% Overall Satisfaction with Program • 2 of top COBE courses Alumni listed as preparing your for your future career

  6. SWOT Analysis - Weaknesses • Misconception as to the definition of Marketing • Lack of real world practical applications • Marketing program support services

  7. SWOT Analysis - Opportunities • 96.4% of Alumni would recommend Marketing Program • Spotlight capabilities to double major • Salary outlook historically is higher for Marketing as compared to Management.

  8. Critical Success Factors • Increasing total credit hours • High overall satisfaction ratings • Continuous improvements in teaching techniques • Excellence in student career preparation

  9. Competitive Analysis

  10. Perception of Marketing

  11. Campain Recommendation 1 • Target Undecided and Pre-Business • Current lack of targeting • Average 50% are undecided • Pre-Business 30% of share of COBE • Change current misconceptions • Achieve this by: • Changing marketing misperceptions

  12. Campaign Recommendation 2 • More active recruiting • Headhunters - actively target prospective students (promo material, everyone loves a t-shirt) • Send informative e-mails to target students • RU marketing representatives recruiting in high schools. • Might increase brand loyalty • Help correct the perception of marketing • Advertise AACSB

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