Policies and Guidelines – Marketing Strategy

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U-MR-Po-02 Marketing Strategy

  1. US University of Technology, Science and Arts Marketing Objectives
 
In order to achieve the US University of Technology, Science and Arts’ mission, the Marketing Office of US University of Technology, Science and Arts has engaged to fulfil the following objectives:
 
  1. To develop and promote the US University of Technology, Science and Arts brand by positioning the Institution as a centre of excellence.
 
  1. To keep the US University of Technology, Science and Arts brand as a leader of education in the market.
 
  1. To protect the US University of Technology, Science and Arts brand.
 
  1. To effectively communicate the US University of Technology, Science and Arts’ mission and activities internally.
 
  1. To target external audiences to make them part of the US University of Technology, Science and Arts’ ventures.
 
  1. To build a supportive constituency of alumni and friends to benefit from their influence, contacts, expertise and voluntary help.
 
  1. To raise charitable income from individuals, trusts, commercial and other sources.
 
  1. To strengthen US University of Technology, Science and Arts’ position as a highly selective institution by generating sufficiently large pools of high quality applicants, and by converting them into US University of Technology, Science and Arts’ students.
 
  1. To strategically develop and administer student exchanges and study abroad programmes in order to advance US University of Technology, Science and Arts’ international objectives.
 
  1. To develop a sense of community, corporate loyalty and responsibility amongst staff & students.
 
  1. To develop and promote a multicultural atmosphere by selecting students from different parts of the world where all the students would become mutually a singular body and brand of US University of Technology, Science and Arts.
 
 
2.  Responsibility of US University of Technology, Science and Arts’ Marketing Office
 
US University of Technology, Science and Arts’ Marketing Office discharges huge responsibility in reaching the students, guardians and above all the stakeholders with its brand. In doing so the US University of Technology, Science and Arts Marketing Office fulfils the following responsibilities:    
  1. To make plans and prepare campaigns for US University of Technology, Science and Arts’ brand and programmes offered by US University of Technology, Science and Arts
 
  1. To develop and coordinate media coverage for promotional campaigns of US University of Technology, Science and Arts’ programmes.
 
  1. To produce the following printed promotional material:
 
  • Institution Prospectus,
  • Additional marketing materials such as posters and flyers,
  • Student Service booklets,
  • Institution Newsletter,
  • Other adhoc
 
  1. To plan, prepare and deliver presentations to schools and Institutions while conducting international marketing
 
  1. To organise Institution events e.g. open Days, Advice Sessions, and Seminars.
 
  1. To plan, prepare and maintain the News/Events section of the Institution website. 
 
  1. To prepare advertisements, press releases, editorial, photo shoots for insertion in local and national press, and other media. 
 
  1. To plan, prepare and provide a promotional presence during key enrolment periods for the students, potential students and other visitors.
 
  1. To conduct market research and prepare reports by indicating:
 
  • Students’ demands,
  • Current market position of the Institution,
  • US University of Technology, Science and Arts’ strengths and weaknesses in the market,
  • Recommendations to alleviate weaknesses,
  • Support that is needed to conduct effective marketing activities.
 
  1. To conduct appropriate market research in order to identify more marketing areas.
 
  1. To provide information to the Senior Management of the US University of Technology, Science and Arts in relation to:
 
  • Students’ demand forecast
  • Demand change forecast
  • Additional budget
  • Declining programmes
  • Most popular programmes 
 
US University of Technology, Science and Arts Marketing Principles & Policies
 
  1. US University of Technology, Science and Arts  intends to conduct appropriate research into existing demands of the students and so the Marketing Office is very much focused on pursuing research to understand the demand of the students.
 
  1. The students, guardians and stakeholders have the right to get appropriate information about the courses and programmes offered by the US University of Technology, Science and Arts. So, in principle the Marketing Office of US University of Technology, Science and Arts is focused to provide appropriate information that will help the students, guardians and stakeholders to take proper decisions.
 
  1. Communication is very important in reaching the students and other stakeholders of US University of Technology, Science and Arts. The US University of Technology, Science and Arts Marketing Office is always oriented to make quick responses to any queries in a just and appropriate manner.
 
  1. While communicating with the students, existing and potential, US University of Technology, Science and Arts’ Marketing Office is required to follow US University of Technology, Science and Arts’ Code of Ethics.
 
  1. All the communications and advertisements must be clear, easy, fully explained and informative. The Marketing Office must ensure that all kinds of vagueness and inconsistency are dealt at the earliest possible time which means that:
 
    • No communications and advertisements will be sent out without proof reading.
    • No advertisements will be publicised unless those have been checked and approved by Senior Management of US University of Technology, Science and Arts.
 
  1. All the marketing tools especially the prospectus must be consistent, updated, well explained, and easy to understand.
 
  1. While planning and preparing the campaign and promotional offers the Marketing Office must ensure that they have avoided exaggeration and only the practical offers and campaigns have been included.
 
  1. US University of Technology, Science and Arts’ Marketing Office must not make any offers or campaigns, which turn out to be anti-competitive.
 
  1. While conducting marketing activities overseas, US University of Technology, Science and Arts’ marketing Office must ensure that the law and cultures of the concerned overseas countries have not been ignored.
 
  1. While conducting marketing in any part of the world US University of Technology, Science and Arts’ Marketing Office must not discriminate based on any of the following:
 
    • Race
    • Religion
    • Nationality
    • Political belief or ideology
    • Gender
    • Ethnicity and so on.
 
  1. US University of Technology, Science and Arts is highly student oriented, so, it expects from its Marketing Office that it should only concentrate on the campaign that would serve the students’ purposes most.  
  2. US University of Technology, Science and Arts will only consider appointing agents who have appropriate standing within local educational communities, sound financial standing, the legal status to contract binding agreements, and an appropriate understanding of United States of America Higher Education System.
  3. US University of Technology, Science and Arts will only negotiate arrangements with agents which are compatible with the effective discharge of its responsibilities for the academic standards of awards.
  4. US University of Technology, Science and Arts will monitor the conduct of the agent and if it perceives that the terms of the contract have been breached, require remedial action to be taken or, in the case of serious breaches, terminate the contract.
  5. US University of Technology, Science and Arts  at the end of the two-year period will conduct a full review of the agency terms leading to a recommendation on whether the agreement should be continued or terminated.
 
 
Widening Marketing
US University of Technology, Science and Arts is continuously striving to widen the market in three aspects which are:
 
  1. Taking the programmes and courses to all parts of the world.
 
  1. Researching and proposing new courses and programmes to meet the needs of the employers and students.
 
  1. To take US University of Technology, Science and Arts’ brand to the entire world as a quality education provider.
 
Advertisement & Publicity
Advertisement is a major tool for reaching out to people effectively. So, the Marketing Office gives importance to advertising the courses and programmes offered by the Institution. The advertisement of the courses and programmes needs extra care because this is the tool by which the students and stakeholders make decisions whether or not to go ahead in establishing a relationship with the Institution.  The advertisement must be comprehensive in terms of providing essential information. That is the reason why US University of Technology, Science and Arts’ Marketing Team follows a step-by-step course of action in order to deal with the advertisement and publicity.
 
Step 1: Collect information from the different Academic Offices relating to the courses and programmes to assess the details.
 
Step 2: Identify the core information that the students will be more interested to know   while reading the advertisement materials.
 
Step 4:            Prepare a plan of proposed advertisements of the courses and programmes offered by the Institution.
 
Step 5: Finalise the advertising materials for publicity purposes.
 
Step 6: Finally, decide the appropriate tools of publicity of the advertising materials.
 
Marketing Tools
 US University of Technology, Science and Arts’ Marketing Office uses the following tools for the marketing purposes.
  • Students’ Prospectus
  • Publicity Materials
  • Web Marketing
  • Ex-Students via alumni
  • Tele marketing
  • Pens & T-shirts with US University of Technology, Science and Arts Logo & Name