Marketing works -group-3-24.3.2015-prefinal -version 3

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

QUESTIONS?