King Saud University Exec KSU Platform Marketing Plan Paper Marketing plan. It should provide an overview of the entire plan including goals/objectives, st

King Saud University Exec KSU Platform Marketing Plan Paper Marketing plan. It should provide an overview of the entire plan including goals/objectives, strategy elements, implementation issues, and expected outcomes. The executive summary should be the last part of the marketing plan that you write

the main idea :

E-learning platform for executives

Required :

– Review the Word file and reformulate the written in a better academic language.

– Complete the required guide Project Guidelines
1.
Executive Summary
The executive summary is a synopsis of the overall marketing plan. It should provide
an overview of the entire plan including goals/objectives, strategy elements,
implementation issues, and expected outcomes. The executive summary should be the
last part of the marketing plan that you write.
2.
Situation Analysis
A.
The Internal Environment:
 Review of marketing goals and objectives
 Review of current marketing strategy and performance
 Review of current and anticipated organizational resources
B.
The Customer Environment






C.
The External Environment






3.
Who are the firm’s current and potential customers?
What do customers do with the firm’s products?
Where do customers purchase the firm’s products?
When do customers purchase the firm’s products?
Why (and how) do customers select the firm’s products?
Why do potential customers not purchase the firm’s products?
Competition
Economic Growth and Stability
Political Trends
Legal and Regulatory Issues
Technological Advancements
Sociocultural Trends
SWOT Analysis:
A.
B.
C.
D.
Strengths
Weaknesses
Opportunities
Threats
E.
4.
The SWOT Matrix
Marketing Strategy
A.
Primary Target Market:
Identifying characteristics (demographics, geography, values,
psychographics)
Basic needs, wants, preferences, or requirements
Buying habits and preferences
Consumption/disposition characteristics
B.
Product Strategy
Brand name, packaging, and logo design
Major features and benefits
Differentiation/positioning strategy
Supplemental products (including customer service strategy)
Connection to value (core, supplemental, experiential/symbolic attributes)
C.
Pricing Strategy
Overall pricing strategy and pricing objectives
Price comparison to competition
Connection to differentiation/positioning strategy
Connection to value (monetary costs)
Profit margin and breakeven
Specific pricing tactics (discounts, incentives, financing, etc.)
D.
Distribution/Supply Chain Strategy
Overall supply chain strategy (including distribution intensity)
Channels and intermediaries to be used
Connection to differentiation/positioning strategy
Connection to value (nonmonetary costs)
Strategies to ensure channel support (slotting fees, guarantees, etc.)
Tactics designed to increase time, place, and possession utility
E.
Integrated Marketing Communication (Promotion) Strategy
Overall IMC strategy, IMC objectives, and budget
Consumer promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Consumer sales promotion (pull) strategy
Trade (channel) promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Trade sales promotion (push)
Let’s to Define the Future of Online Learning
Table of content:
Executive Summary
Situation Analysis
SWOT Analysis
Marketing Strategy
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3
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Executive Summary:
In this document, we have tried to visualize how education can be in the near
future, how technology can change learners’ behavior, and change their vision to
what the educational process might be.
online learning has become an important part of higher education. An increasing
number of institutions around the world are incorporating online courses and
degrees into their curriculums. Online programs give institutions a competitive
edge in an endless sea of colleges and universities. Web-based learning offers
benefits which traditional learning does not, including flexibility, accessibility, and
increased interaction with instructors and fellow students.
Situation Analysis:
We will describe and analyze our product in three steps:
The Internal Environment:
Mission:
• Reach: ultimate access
• Residential learning: Recirculation on campus
• Research: Online & offline
Goals:
• Enhance the quality of learning and teaching.
• Meet the learning style or needs of students.
• Improve the efficiency and effectiveness.
• Improve user-accessibility and time flexibility to engage learners in the
learning process.
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Product/Service descriptions:
ExecKSU Certificates: Master’s degree learning within reach.
With ExecKSU Certificates, portions of Master’s programs have been split into
online modules, so you can earn a high quality university-issued career credential
at a breakthrough price in a flexible, interactive format. Benefit from a deeply
engaging learning experience with real-world projects and live, expert instruction.
If you are accepted to the full Master’s program, your ExecKSU coursework counts
towards your degree.
• 100% online
• Take a module from a real master’s degree, 100% online
• Accelerate your career in less than a year with expert feedback and realworld projects
• Earn a university Certificate that can count toward a master’s degree
Accounting, Marketing and Finance.
ExecKSU Courses: Learn something new.
Top instructors teach every course on Exce KSU from world-class universities and
companies, so you can learn something new anytime, anywhere. Many of free
courses give you access to on-demand video lectures, homework exercises, and
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community discussion forums. Paid courses provide additional quizzes and
projects as well as a shareable Course Certificate upon completion.
• 100% online
• Learn something new in 4-6 weeks
• Earn a Course Certificate
ExecKSU Specializations: Master a skill.
If you want to master a specific career skill, consider enrolling in a Specialization.
You will complete a series of rigorous courses at your own pace, tackle hands-on
projects based on real business challenges, and earn a Specialization Certificate to
share with your professional network and potential employers.
• 100% online
• Master a skill in 4-6 months
• Earn a Specialization Certificate
ExecKSU
Certificates
Courses
Specializations
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The Customer Environment:
Potential customers
• Mid-level executive.
• Upper-level executive.
• Department head/manager.
• Division director
The External Environment:
Competition
• SEU // Saudi electronic university // www.seu.edu.sa
• MBSC // Mohammad bin Salman College // www.mbsc.edu.sa
• King Abdulaziz University
• King Fahd University of Petroleum and Minerals
• Alfaisal University
• Prince Sultan University
Economic Growth and Stability
Economic conditions in Saudi Arabia are a stable economy, and growth
continues. Further, the portion or segment we focus on acquisition to the
platform they have good financial income.
Legal and Regulatory Issues
The educational, legislative environment in the Kingdom of Saudi Arabia
supports like this approach because the e-learning platform is among the
permissible projects supported by the Ministry of Education, there is the
encouragement to support e-learning and integrated education as well. So
there is government cover and support for this type of project
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Sociocultural Trends
There is an increasing demand for earning postgraduate degrees, as well as
the dynamic of the Saudi job market. This indicates the opportunity for the
platform to succeed.
Review of current and anticipated organizational resources
The university has academics with extensive experience in various practical
limitations; they have global degrees and members of boards of directors and
international scientific societies. On the other hand, KSU has an excellent technical
infrastructure, such as studios, laboratories, and programs that enables the design
of effective programs that produce impressive results.
SWOT Analysis:
Strengths:
• Serving many students in a short time
• University readiness to support and invest
• in blended learning project
• Connected both in and out of class
• Basic IT skills
• Top management commitment to implementing blended learning
• Instant results and feedback
• Meaningful use of study material
• Independent learning.
Weaknesses:
• Lack of plagiarism tools to monitor the quality of student assignments
• Dependent on internet connectivity
• Lack of commitment among staff and students to use blended learning
• Limited competencies of staff on using blended learning
• Stressful when time-limited assignments are given
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• The resistance of some students and lecturers to adopt change and new
technology
• Lack of awareness to implement blended learning
• Absence of an up-to-date blended learning platform
• Absence of university policy on blended learning
Opportunities:
• Competency-based systems that make it easier to manage individual
progress
• In line with university expansion plans and the growing trend towards
blended learning adoption
• The accessible way of learning regardless of location.
Threats:
• Unreliable power supply
• Unreliable internet connection
• Exchange of username and passwords by students to complete assignments
for others.
• Internet shorthand used in student assignments
• Chat sessions and other distractions.
The SWOT Matrix
Strengths
➢ Serving many students in a short time
➢ University readiness to support and invest
➢ in blended learning project
➢ Connected both in and out of class
➢ Basic IT skills
➢ Top management commitment to implementing blended
learning
➢ Instant results and feedback
➢ Meaningful use of study material
➢ Independent learning
Opportunities
➢ Competency-based systems that make it easier to manage
individual progress
➢ In line with university expansion plans and the growing
trend towards blended learning adoption
➢ The accessible way of learning regardless of location
Weaknesses
➢ Lack of plagiarism tools to monitor the quality of student
assignments
➢ Dependent on internet connectivity
➢ Lack of commitment among staff and students to use blended
learning
➢ Limited competencies of staff on using blended learning
➢ Stressful when time-limited assignments are given
➢ The resistance of some students and lecturers to adopt change and
new technology
➢ Lack of awareness to implement blended learning
➢ Absence of an up-to-date blended learning platform
➢ Absence of university policy on blended learning
Threats
➢ Unreliable power supply
➢ Unreliable internet connection
➢ Exchange of username and passwords by students to complete
assignments for others.
➢ Internet shorthand used in student assignments
➢ Chat sessions and other distractions
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Marketing Strategy
Target Market and Positioning
After a lengthy discussion we have come up with a richer and more complex
model of ExecKSU customers. They include not only the content providers,
individual learners, and universities as institutional customers, but also
companies as both paying customers and partners. Scanning this horizon, we can
say that Coursera has the following target markets concerning the flow of money
alone:





University partners.
Company partners, part of Global Skills Initiative.
Paying individual learners.
Non-paying individual learners.
Institutional customers.
Exec KSU
Primary Target
Market
Secondary Target
Market
• Learners
• Company partners
• University partners
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Product Strategy
1. Brand name
ExecKSU (Executive master program from king Saud university)
2. Packaging: 3 business line:
• master programs 12months.
• Executives courses 4-6 weeks.
• Special course 1-2 months.
3. Logo design:
4. Major features and benefits:
• 100% online
• Continuing education
• Learn something.
Pricing Strategy
The product will be priced differently according to each business line, as
following:
• master programs: per credit hour.
• Executives courses: per package (course plus educational material).
• Special course: professional services.
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Integrated Marketing Communication (Promotion) Strategy
The product will be promoted mainly through digital means of communication, so
that the targeted customers are directly targeted through the use of social media
channels.
Also, we will target companies and workplaces that seek to raise the efficiency
and possibilities of their employees will through executive education programs.
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Refrence
Everywhere and Anytime, Here and Now: Digital and Residential Education at Harvard Alan M. Garber,
Provost, Harvard University1 Cambridge, Massachusetts, October 2015
Coursera’s Business Level Strategy , Andrea Karunia Iskandar , South China University of Technology
,Guangzhou, China ,2016
SWOT Analysis of Blended Learning in Public Universities of Uganda: A Case Study of Muni University ,
Guma Ali, Bosco Apparatus Buruga, Taban Habibu , Multidisciplinary Scientific Journal, 3 October 2019
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