marketing presentation

1. 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

2. Agenda
2. Project objectives
3. Product overview
4. Overview of the UK Education market
5. Marketing analysis
6. Research Methodology
7. Project timeline
1. Company Profile

3. 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

4. Product Features
Module 1
Theories of Creativity
Module 2 Module 3
Academic
Expertise
Government
Policy
Quality
evaluation
Flexible
curriculum
Process
Focusing
Empowering
approach
The Creativity Child
Child’s
creative
journey
Creativity
Exploration
The Creative Practitioner
Program
Developing
Practical Training Practical Training

5. Product Positioning
Ranking (High)
Price (High)Price (Low)
Ranking (Low)
Source: The Guardian, 2014

6. Project Objectives
Stage 1:
Research
• 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
(for Jan 2016)
• Increase Brand awareness to enhance USP and
differentiated positioning in the UK.

7. Overview - UK education market
Source: (HESA, 2014)

8. Overview - UK education market
Source: (HESA, 2014)
0
10
20
30
40
50
60
70
80
90
100
UK Public Spending on Education
Amountin£bn

9. • Experience needed
• Entry barriers
• Capital requirements
• Government policies
Threat of
Substitutes
– 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

10. Macro -Environment
Political:
• 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 workloads
Economic:
• 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 profession
Technological:
• Proliferation of blended learning & free open educational resources
** England & Wales

11. Opportunities:
• Online learning market is expanding
• University-led PGCE is best place to
train teachers (BERA, 2014)
• Government emphasizes on “Creative
“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

12. 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

13. 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

14. Project Timeline

15. 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

16. References
BERA., 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].

17. References
OECD, 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].