Marketing works -group-3-24.3.2015-prefinal -version 3
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Marketing Analysis for a New Product Launch “Creative Child Creative
Practitioner”
Client: School of Education, University of Strathclyde
MARKETING WORKS-Group 3
Group Members: Arun Shiva Kesavamoorthy, Yutong He, Shan-Yao Chou, Thanwalai Chaisilwattana, Yeldana Yernar
Agenda
2. Project objectives
3. Product overview
4. Overview of the UK Education market5. Marketing analysis
6. Research Methodology
7. Project timeline
1. Company Profile
Company Profile
• Established in 1992• Courses:– Taught and Research program– UG, PG and Ph.D.– Full time, Part time, & Distance-
learning• New product launch by January 2016• Target Market
Product Features
Module 1
Theories of Creativity
Module 2 Module 3
Academic Expertise
Government Policy
Quality evaluation
Flexible curriculum
ProcessFocusing
Empoweringapproach
The Creativity Child
Child’s creative journey
Creativity Exploration
The Creative Practitioner
Program Developing
Practical Training Practical Training
Product Positioning
Ranking (High)
Price (High) Price (Low)
Ranking (Low)
Source: The Guardian, 2014
Project Objectives
Stage 1: Researc
h
• Identify key competitors• Analyse level of competition• Identify target consumers• Identify student motivating factors• Identify modules and adjust course content
Stage 2:
Strategy
• Strategy recommendations – recruitment of 15 students (for Jan 2016)
• Increase Brand awareness to enhance USP and differentiated positioning in the UK.
Overview - UK education market
Source: (HESA, 2014)
Overview - UK education market
Source: (HESA, 2014)
19961997
19981999
20002001
20022003
20042005
20062007
20082009
20102011
20122013
20142015
20160
10
20
30
40
50
60
70
80
90
100
UK Public Spending on Ed-ucation
Amou
nt in
£bn
• Experience needed • Entry barriers • Capital requirements • Government policies
Threat ofSubstitutes – Medium
• Cross product substitution• Relative price• Product Relevance
Threat of New Entrants –
Less
Bargaining power of Customers -
Medium
Competition Rivalry –
High
• Nature of availability and demand• Buying power & switching
costs • Ability to backward
integrate
• No. of competitors• Market growth%• Exit barriers• Product
differentiation
Bargaining power of
Suppliers - NA
Competition Analysis
Macro -EnvironmentPolitical: • More than a half of PG students ineligible for a loan scheme • PG teacher training boosted in Scotland• Scottish universities' research funding cut • Creativity being removed from UK education system• Scotland’s systematic approach to teachers R&D unlike rUK• Flood of reforms exacerbating teacher workloadsEconomic: • PG degree high employment rate - 94%• > 2,000 teacher training places left unfilled in 2014 **• Predicted teacher shortage in 2020 **Social:• Booming school-age population• Confusion about how to become a teacher **• 73% teachers consider leaving their job (workload)• Negative publicity around professionTechnological:• Proliferation of blended learning & free open educational resources
** England & Wales
Opportunities:
• Online learning market is expanding
• University-led PGCE is best place to train teachers (BERA, 2014)
• Government emphasizes on “Creative partnerships” teacher education
Strengths:
• Offer varieties of courses• Wider & strong community
partnerships• Blended-learning model (USP)• Product - Integration of academic
and practical knowledge
Weakness:
• Price relatively higher than other Scottish institutions
• 45th Rank – Faculty of Education• Poor reputation for PG courses• Lack of adequate customer
insights
Threats:
• Research grant cut to Strathclyde (£4,50,000)
• School direct programme posing threat in ENG and Wales (1.8:3 = University-led: School led teacher education)
• Intense competition
SWOT Analysis
BERA – British Educational Research Association
Primary Research Plan
• Methodology – Qualitative Research• Sampling Method – Random Sampling in SUSE• Research instrument –Face-face interview (60-
90mins)• Sample – 8 to10 participants• Target Group – UG and PG Students of SUSE • Method of Analysis – Predictive and Prescriptive
Strategy recommendations
• STP recommendations (Perceptual maps)• Recruiting 15-20 students for the first year and
20-25 in second year• Increase brand awareness by communicating
new unique selling proposition (USP)• Marketing mix plan– 7P’s• Communications options and priority with USP
Project Timeline
Conclusion
• Saturated Education Market• Intense competition and many competitors• Scotland poses competitive edge over England and
Wales• Marketing mix: Product and price crucial for USP
• Further exploration – Student motivating factors and course content analysis
ReferencesBERA., 2014. Research and Teacher Education. [Online] Available at: https://www.bera.ac.uk/project/research-and-teacher-education[Accessed 24 March 2015].BERA, 2014. The Role of Research in Teacher Education: Reviewing the Evidence. [Online] Available at: http://content.yudu.com/Library/A2mkmg/BERAoneoffJanuary201/resources/index.htm?referrerUrl=[Accessed 10 March 2015].Brown, M., 2015. Arts and culture being 'systematically removed from UK education system. [Online] Available at: http://www.theguardian.com/education/2015/feb/17/arts-and-culture-systematically-removed-from-uk-education-system[Accessed 26 February 2015].Falmouth, 2015. Creative Education MA. [Online] Available at: http://www.falmouth.ac.uk/creativeeducationma[Accessed 24 March 2015].FoghlamAlba, 2013. Creativity across Learning 3-18. [Online] Available at: http://www.educationscotland.gov.uk/Images/Creativity3to18_tcm4-814361.pdf[Accessed 24 2015 2015].Havergal, C., 2015. Postgrad teacher training places boosted in Scotland. [Online] Available at: http://www.timeshighereducation.co.uk/news/postgrad-teacher-training-places-boosted-in-scotland/2017732.article[Accessed 15 March 2015].HESA, 2014. Higher Education Student Enrolments and Qualifications Obtained at Higher Education Providers in the United Kingdom 2013/14. [Online] Available at: https://www.hesa.ac.uk/free-statistics[Accessed 28 February 2015].Ioannis Soilemetzidis, P. B. & Leman, J., 2014. The Postgraduate Taught Experience Survey 2014. [Online] Available at: https://www.heacademy.ac.uk/sites/default/files/resources/PTES_2014_Report.pdf[Accessed 15 March 2015].Johnson, S., 2015. Scottish universities' research funding cut by £13 million. [Online] Available at: http://www.telegraph.co.uk/education/universityeducation/11455882/Scottish-universities-research-funding-cut-by-13-million.html[Accessed 08 March 2015].KeyNote, 2014. Further & Higher Education Market Update 2014. [Online] Available at: http://www.keynote.co.uk/market-intelligence/view/product/10912/further-%26-higher-education?medium=download[Accessed 10 February 2015].
ReferencesOECD, 2015. Education Policy Outlook 2015: Making Reforms Happen. [Online] Available at: http://www.keepeek.com/Digital-Asset-Management/oecd/education/education-policy-outlook-2015_9789264225442-en#page1[Accessed 05 March 2015].Prospects, 2015. Postgraduate diplomas and certificates. [Online] Available at: http://www.prospects.ac.uk/postgraduate_qualifications_postgraduate_diplomas_and_certificates.htm[Accessed 10 March 2015].StrathclydeSchoolofEducation, 2015. School of Education. [Online] Available at: http://www.strath.ac.uk/humanities/schoolofeducation/[Accessed 24 March 2015].Swain, H., 2014. Universities are still best place to train teachers. [Online] Available at: http://www.theguardian.com/education/2014/jan/14/universities-best-place-to-train-teachers-report-says[Accessed 24 March 2015].TheGuardian, 2014. University league table 2015 - the complete list. [Online] Available at: http://www.theguardian.com/education/ng-interactive/2014/jun/02/university-league-tables-2015-the-complete-list[Accessed 20 March 2015].UCA, 2015. Postgraduate Certificate in Creative Arts Education. [Online] Available at: http://www.ucreative.ac.uk/PG-certificate-creative-arts-education/overview[Accessed 24 March 2015].UCAS, 2015. Postgraduate routes into teaching. [Online] Available at: https://www.ucas.com/ucas/teacher-training/getting-started/postgraduate-routes-teaching[Accessed 24 March 2015].UniversityofChester, 2015. Creativity and Education for the Professions. [Online] Available at: http://www.chester.ac.uk/postgraduate/ma-cep[Accessed 24 March 2015].UniversityofExeter, 2015. MA Education: Creative Arts in Education. [Online] Available at: http://www.exeter.ac.uk/postgraduate/taught/education/educationma/creativearts/[Accessed 24. March 2015].UniversityofGlasgow, 2015. Childhood Practice MEd/PgDip. [Online] Available at: http://www.gla.ac.uk/postgraduate/taught/childhoodpractice/[Accessed 24 March 2015].UniversityofSalford, 2015. Art and Design: Creative Education. [Online] Available at: http://www.salford.ac.uk/pgt-courses/art-and-design-creative-education[Accessed 24 March 2015].UWS, 2015. Childhood Practice. [Online] Available at: http://www.uws.ac.uk/special_2_years/childhood_practice/[Accessed 24 March 2015].
Thank youfor your attention
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