Dublin Business School VS. Griffith College Dublin

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Dublin Business School VS.

Griffith College DublinInternet Marketing

Chantal Ladias 12 December 2013

By: Tessa Soebbeke, Kevin Herrmann, Jan Honsalek,Marian Henn & Carli Jurczynski

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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

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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)

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DBS

Internet Marketing Carli Jurczynski (10034877)

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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)

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GCD

Internet Marketing Carli Jurczynski (10034877)

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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)

Context

Third Level Education „Market“

Internet Marketing Marian Henn (10032479)

Context

Type of Institute

Students

Universities

90,277

Institutes of

Technology

64,946

Overall non-private

164,843

Private 27,126

77%

23%

MarketshareUniversitiesPrivate

71%

29%

MarketshareInstitutes of TechnologyPrivate

74%

26%

Marketshare (Averaged)

Public competitionPrivate

(Department of Education, 2013)(Education in Ireland, 2013)

Internet Marketing Marian Henn (10032479)

„Market“ Development

Context

Level 1973 1983 1993 2003 2012/2013

First Level

514,712 560,723 521,531 443,720 526,422

Second Level

227,587 314,393 358,986 340,365 362,847

Third Level

26,490 46,335 81,050 129,283 164,843

Total 768,789 921,451 961,567 913,368 1,054,112(Department of Education, 2013)

(CSO for The Department of Education and Skills, 2013)

Internet Marketing Marian Henn (10032479)

Purpose

Connection

Commerce

Context Content

Internet Marketing Marian Henn (10032479)

Purpose

Internet Marketing Marian Henn (10032479)

Purpose

Calming colours

Focus on text

Course Guide at your hand

Information is well structured

Internet Marketing Marian Henn (10032479)

Purpose

Internet Marketing Marian Henn (10032479)

Purpose

„Attention colour“ red Lots of images and portraits (advertisement) Course selector (product selector) Ability to „APPLY NOW“ on front page Very strong in integrated communication devices

Internet Marketing Marian Henn (10032479)

Purpose

Connection Commerce

Context Content

Connection

Commerce

Context Content

Internet Marketing Marian Henn (10032479)

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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)

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Pricing Strategy – DBS

• Difficult to access

Internet Marketing Carli Jurczynski (10034877)

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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)

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Pricing Strategy – GCD• Pricing button easily

accessible

Internet Marketing Carli Jurczynski (10034877)

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Pricing Strategy – GCD• Broken down into

major

• EU students vs. non-EU students

• Scholarships

• Refer a friend offer

Internet Marketing Carli Jurczynski (10034877)

Communication Strategy

Objectives

Target Groups

Message

ToolsInternet Marketing Kevin Herrmann

Kevin Herrmann

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

Communication Strategy

DBS

- Explicit message

- Content and text based

- Social Media existent

- Rather conservative appearance

- Focus on information

- Web 1.0

Griffith

- No explicit message

- More Interactive

- Social Media channels emphasized / integrated

- More modern appearance

- Focus on contact making

- Web 2.0

Internet Marketing Kevin Herrmann

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Marketing Strategy

Ansoff MatrixSWOT Analysis

Internet Marketing Tessa Soebbeke (10032064)

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Market Development

Diversification

Market Penetration

Product Developme

nt

Ansoff Matrix

(Chaffey, 2002, p. 176)

Internet Marketing Tessa Soebbeke (10032064)

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Internet usage by age (Ireland)

(Amas, 2013) 

Internet Marketing Tessa Soebbeke (10032064)

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SWOT Analysis

Strengths• Courses by

types• Visually

attractive

Weaknesses• No

interaction• Just English • Text loaded• Online

ProductsInternet Marketing Tessa Soebbeke

(10032064)

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SWOT Analysis

Strengths• Communicati

on tools• Language • Accomodation

Weaknesses• Confusion

/Brisbane /• Irish Location• Online

ProductsInternet Marketing Tessa Soebbeke

(10032064)

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External factors Opportunities

• New communication channels

• Online Shop• High fertility rate

more future students

• Increase of enrollments

Threats• Other

universities/Colleges (DIT, UCD, NUI, Trinity etc.)

• Irish Recession• Demographic

change

Internet Marketing Tessa Soebbeke (10032064)

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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 Internet Marketing Tessa Soebbeke

(10032064)

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Number of Enrolled Pupils and Students in Ireland

Country/Time

2001 2003 2005 2007 2009 2011

Ireland 986.8

1000.8

1037.2

1054.3

1076.4

1112.3

2001 2003 2005 2007 2009 2011900

950

1000

1050

1100

1150Eurostat (2013)

Internet Marketing Tessa Soebbeke (10032064)

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Social Media

• http://www.dbstv.tv/

• http://www.youtube.com/user/GriffithCollegeIRE

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Internet Marketing Jan Honsalek

Social Media(liked/followers)

DBS Griffith College

Youtube 47 26

Facebook 12.728 8.249

Twitter 1.107 1.963

LinkedIn 921 8.517

Social Media Statistics

Internet Marketing Jan Honsalek

42Internet Marketing

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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/

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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].

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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).

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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