Table of Contents
Drivers & Enablers
The international student market is highly competitive and recruitment strategies are critical. Many universities focus on building relationships with students as a strategy. The purpose of this report is to determine perceived placement, the relationship marketing (RM) strategy and how the stakeholders are targeted. I will analyze the interrelationship between the three factors, and visit the drivers and enablers for each organization. I will address the value proposition that is offered by each organization to each stakeholder. Introduction
As tuition fees rapidly rise, families are becoming more aware of researching value for money and as new business friendly courses emerge, it is essential for UK universities to focus on marketing themselves. With over 300 UK institutes competing for half a million students, the use of relationship marketing strategies to create competitive advantage in the marketplace is common. Typically, RM operations consist of two activities; acquisition and retention of customers. The university market is typically segmented into 4 main areas; home undergraduate; home postgraduate, international undergraduate and international postgraduate. This report will focus on the recruitment of both categories of international students.
Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people. Globalization in HE is widespread and the market is now well established in the global phenomenon. With students and their parents searching for key values such as future employability, academic integrity and the value of student experience, it is recognized that HE institutes need to increase competition for both home based students and market themselves to international students in a competitive market.
Both Oxford University and University of Glamorgan use relationship-marketing strategies to market to potential, current and alumni students. Typically, as such with any marketing activity, the institute looks to segmentation to differentiate it’s marketing activities through characteristics such as demographics, psychographics, behavioral activities, and geographic area. Background
According to the website, Oxford University (2012) has a strong International student presence, making up a third of its student body, 14 percent of full-time undergraduate students and 63% of full-time postgraduates.
According to University Compare, since 2003, the University of Glamorgan has been engaged in an active “growth strategy”, merging with Merthyr Tydfil College and forming a “strategic alliance” with the Royal Welsh College of Music and Drama, the national conservatoire of Wales. In 2007, “ATRiuM”, a new facility for teaching and research in media, design and the arts was opened in Cardiff city centre. There are 22,668 students studying at University of Glamorgan. Of the students, there are 3401 international students. Its strategy states “By 2015, the University of Glamorgan will be unrivalled for its professional, employment-focused education and research-informed innovation and business engagement.” Segmentation
Segmentation for university recruitment typically is defined by demographic and geographical placement, as well as socioeconomic. McDonald and Dubar (2004) explained that marketing is a process that comprises defining markets; quantifying the needs of the customer groups (segments) within these markets; and determining the value propositions to meet these needs. A number of dimensions can be used to divide the aggregate market for educational services into relatively homogeneous subsets. Demographics have traditionally been popular segmentation bases, especially the geographic dimension, and psychographic variables and other approaches for identifying groups with...
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