Business (Marketing)

Chuck Staben, President of the University of Idaho, has made growth in enrollment at the institution one of his primary strategic objectives. As he has stated in several presentations to various stakeholder groups, growth in student enrollment will result in stream of revenue that the university has more control over relative to funds distributed by the State of Idaho to support higher education. The increased revenue stream can then be used in order to more effectively support, enhance, and strengthen the student educational experience. Note that competition among colleges and universities across the United States for qualified undergraduate students is very intense, and, similar to the University of Idaho, the vast majority of higher education institutions seek to grow enrollment to support, enhance, and strengthen the student educational experience. President Staben has already reconfigured some parts of the university in an effort to more efficiently and effectively pursue growth in undergraduate enrollment. This includes a restructuring of the enrollment management function in the Office of Admissions and the creation of a new position – Executive Director of Marketing and Communications – reporting directly to the president. The president has also hired multiple external consulting firms to assist in developing strategies and tactics to grow undergraduate enrollment. The focus of your term paper will be the application of fundamental marketing concepts to enrollment growth objectives at the University of Idaho; in particular, the growth in undergraduate enrollment (do not focus on graduate student enrollment growth). Your task is to identify and describe in detail the various undergraduate segments that exist in the marketplace that could be served by the University of Idaho’s product offering. After identifying segments, you will choose one specific market segment to target (your target market) using the elements of the marketing mix (four Ps). You will detail the product offering. You will discuss the place issues related to the product offering. You will present how the elements of the promotional mix will be used to educate and inform the target market. Finally, you will discuss the pricing issues as they relate to your target market. In other words, you are required to describe and discuss the marketing mix and explain how it creates a value proposition that would entice your defined target market to apply for admission to the University of Idaho. Remember, the four Ps in the marketing mix are dependent on one another; changing one element in the marketing mix usually affects the other three elements of the marketing mix. As an example, an enrollment growth strategy may focus on changing the university’s product by reducing class sizes for 100- and 200-level courses, which could possibly attract more students within a certain target market to apply for admission to the institution. Smaller class sizes, however, would affect other elements of the marketing mix. To illustrate, one can reduce class size by increasing the number of faculty (which would be a place issue – delivery mode) or through delivering fewer courses (which would be a product issue – product offering). Given these situations, how would smaller course sizes be promoted to potential applicants in the target market? Would there be a change in price to support smaller courses sizes? The topic of the term paper allows you to be very creative in crafting a marketing strategy to increase undergraduate enrollment growth in your targeted market segment. Before you start writing your paper, take some time review strategies that other colleges and universities have used to increase enrollment. Using Google or similar Internet search engine, use such search phrases as: enrollment growth plan enrollment growth strategy enrollment management Contemplate the factors that influenced your decision to attend the University of Idaho, and consider using these factors as drivers to market the University of Idaho to potential undergraduate applicants in your targeted market segment. Just a few examples that often drive a student’s choice of school to attend include: quality of degree program, rural/urban location, distance from home, recreational opportunities, strength of athletic program, Greek life, level of tuition and fees, networking opportunities, quality of teaching, class sizes, scholarship availability, campus safety, internship and career placement programs, and experiential (hands-on) learning opportunities. There are many other factors that drive an applicant’s school choice other than those listed here. Requirements You must follow these requirements when preparing and submitting your term paper: Subheadings provide term papers structure and a logical format to present information. Your term paper must be written using each of the following subheadings: Introduction Market Segments (covered in chapter 7) Target Market (covered in chapter 7) Product Offering (covered in chapters 8 and 9) Place (covered in chapters 12 and 13) Promotional Mix (covered in chapters 14, 15, 16, and 17) Price (covered in chapters 10 and 11) Positioning (covered in chapter 7) Conclusion Bibliography Your term paper must be written using Standard English. Quality of writing matters when presenting a strategic argument. Errors in English spelling, grammar, usage, and syntax will result in a deduction of points. The deduction of points is dependent on the number of errors present in your term paper. Numerous errors can result in a significant deduction of points. I strongly encourage you to seek assistance from someone proficient in written English to proof read your term paper if English is not your native language or if your English proficiency skills are weak. Please note that I do not “pre-grade” term papers. A bibliography containing your cited sources must be included at the end of your paper. You may use either the American Psychological Association (APA) style or the Modern Language Association (MLA) style to cite your sources and to create your bibliography; one (or both) of these styles would have been introduced to you in your introductory college-level English course. However, do not use these styles interchangeably within your paper – choose one or the other. Your term paper must be submitted using the BbLearn interface; do not email your term paper to the instructor. A term paper emailed to me without my prior approval will receive zero points. The term paper must be typed, using a font size of 11. You can either single space or double space your paper. Failure to type your term paper will result in an automatic ten point deduction beyond points deducted using the grading rubric. There is no minimum or maximum page length for your paper. Each of the ten sections listed above, however, must be covered thoroughly enough to allow for application of your strategic marketing plan. Discussing your term paper with others (fellow students, faculty members, family, friends, etc.) is perfectly fine and encouraged in this course. However, the written term paper must be your own original work. I have a zero tolerance policy as it applies to plagiarism; any form of plagiarism, regardless of the extent of plagiarism contained in a term paper, will result in failing the course. I do not adhere to the idea of “accidental plagiarism.” Given that this is an upper-division undergraduate course, there is no reasonable excuse for not knowing what constitutes plagiarism. If you are unsure as to what constitutes plagiarism, then you are strongly advised to review the material presented on the following website: www.plagiarism.org. The term paper is due by the stated date and time unless I advise otherwise. Your paper will not be accepted for a grade after its stated due date without a valid university excused absence – no exceptions.