Marketing Brief about Charles Sturt University's Faculty of Business - Essay Example

? Marketing Brief Executive Summary This is a market brief report regarding Charles Sturt s Faculty of Businessadvertisements of causes available. The marketing brief report is comprised of six promotional materials that are designed to assist Head of Business Faculty at CSU to capture and retain customers of CSU business programme. Advertising and marketing at business faculty of CSU is to build customer self-assurance, attract fresh customers, and keep current customers coming back and assist make the faculty lucrative. It is not an easy task to accomplish all these objectives (Dibb, 2012). The objective of the report is to assist in developing suitable marketing procedure or criteria that can assist the dean of school improves the intake of new students. The ethical aspect of promotion or advertisement is taken care of since advertisement is to attract not discourage. To impact ethical requirements the promotional materials are free from illegal, immoral, or inappropriate contents (Dietzel, 2008). Introduction The marketing brief report entails the introduction of the Faculty at CSU that requires attracting new and retaining current students’ enrolment rate. Learning has become global affair and advertisement must assist in identifying and capturing international students. The promotional materials that are designed and developed for advertisement of CSU’s bachelor's business programme included a full page newspaper ad, non-traditional support media OR design a specialty media item, a billboard, a 90-second television commercial, a direct mail advertisement and a 20 second radio advert. Charles Sturt University's (CSU) Faculty of Business has attained an outstanding reputation with labour industry for generating graduates who not only cope with the predicaments of current's business world, but do extremely well in the opportunities which they generate (Dietzel, 2008). Brief Description of Business Faculty at CSU Charles Sturt University or CSU’s Faculty of Business is widely acknowledged for professional business causes. The faculty has earned an outstanding reputation with labour market for producing individuals who not only survive the predicaments of current's business world, but do extremely well in the opportunities which they generate. The Faculty provides a wide range of business industry correlated undergraduate and postgraduate subjects which have been planned to encourage and challenge determined minds as well as train students for professional and specialist responsibilities within public and business sector. Applying its recognized industry connections, the Faculty of Business is rolling further on to develop innovative fresh courses which are deliberate to develop the advanced skills and acquaintance required for current’s business globe. Its online education postgraduate and Masters Programme are keenly required, both countrywide and internationally. The Faculty's merit in training quality, consultation and research has earned CSU a desired reputation in the business industry (Charles Sturt University, 2013). Target customers The targeted clients are fresh graduates from high school, working individuals who want to advance their profession through online causes and Students changing causes. The target market is both local and international. The Faculty of Business provides resources for current and potential students who desire to get extra out of their period at Charles Sturt University. Products The Faculty of business intends to promote the courses offered at the institution. The promotion concentrates on Bachelor’s Business programme, majoring in Business. The courses that are being currently advertised are as included (1) Bachelor of Business (Marketing) (2) Bachelor of Business (Finance) (3) Bachelor of Business (Human Resource) (4) Bachelor of Business (Insurance)(5)Bachelor of Business category of management (6) Bachelor of Business Studies and (7)Diploma of Business Studies [exit point only] (Charles Sturt University, 2013). Most of the courses offered in CSU business faculty department permit a full time and part time enrolment where full time goes for three years and part time six years. This is to ensure the student attain quality that surpasses local market and are in line with most international requirements. The Bachelor of Business, marketing category, is a 3 year full-time or 6 year part-time course. The course concentrates on communication, financial management, creativity, digital media, business studies, market assessment and project strategy (Dietzel, 2008). Students will labour at the forefront of commerce and industry. The Bachelor of Business, category of Management, is also a 3 year full-time or 6 year part-time unit. Graduates who learn this unit will graduate with a combination of skills, ranging from supervising people to managing operations and finances. Students will be capable to specialise in a subsequent area of research, whether it is business related such as accounting or non-business correlation such as Psychology. The Bachelor of Accounting is also a 3 year full-time or 6 year part-time unit. The course offers a practical concentration ensuring that upon conclusion graduates is job-ready numerous employment opportunities accessible. Students learning at the Port Macquarie university grounds will also have the chance to graduate with their bachelor degree plus an Advanced Diploma of Accounting. Promotional materials Characteristics: The promotional material that are developed such as a full page newspaper ad, non-traditional support media OR design a specialty media item, a billboard, a 90-second television commercial, a direct mail advertisement and a 20 second radio advert do not have any characteristics that would annoy people (Evans, 1973). This is because ethical and moral perspectives were considered during design to address such issues. The work of promotion is to create good rapport with the intended audience to attract new and retain current clients. On this basis, the promotional materials were generated to attract and not to annoy. Excitement: Audience get attracted with exciting ad, when designing the various ad pictures, colours, graphics and animations were to excite people. The animations are attractive since they create curiosity and make views patiently waits till full information is delivered (Kaser & Weston, 1998). Ads sell courses: The ads are designed to sell the causes offered at the Faculty of business since it provides relevant information that interested parties can use to get more information. This is evident in that all the adverts have contact details that can be used by people to get more information. The facilities and applications that are relevant are provided in the adverts (Whitbread, 2009). The ads provide an opportunity for an adequate selling message since online information details are provided and pertinent outlines are also available in these adverts. Adequate selling message is a challenge since advertisement materials are limited; however, leading links are means of ensuring that ads have adequate opportunity for communicating with targeted market. In all the promotional materials available for this report the contacts details are available as a chance for adequate selling message (O'Guinn, Allen, & Semenik, 2012). Media: Does the medium reach the largest number of prospects at the lowest cost per prospect? This is a pertinent question and consideration that must always be considered during the selection of promotional materials to design and use. This is because the cost of promotions should not affect the profit margin that is set. In this case, the materials and approaches were pretty simple and cost effective. Designing one page newspaper ad that comprises all the required information regarding the promotion of courses was simple and cost effective (Daddone, 2006). A non-traditional promotional material comprises online advertisement strategies. Online advertisement is comparatively cheaper when compared to the market coverage that it has. Social marketing is the newest method of promoting products online. It solves many of the challenges that traditional advertising has to handle. That is why it is rising at a startling rate, and fast becoming the favored type of marketing. It has much higher conversion ratios; because all communal marketing can be adjusted and tracked, people react to it frequently. In other words the payback on investment is enormous. More individuals that get attracted, means more money (Herpel & Collins, 1972). Community building this is an advantage that is associated with non-traditional marketing style. Established organizations acknowledge that most of their revenues come from repeat advertisement. Social marketing builds societies around brands, which radically increases repeat sales. Use of 90 and 20 second promotional tactics is cheap and relative capture a wide market share since many people are either listening to radios or watching television. In general, the media applied in CSU Faculty promotion reached the largest number of prospects at the lowest cost per prospect (Herpel & Collins, 1972). The ads that were applied fitted course advertisement since they provided opportunities to give relevant details to a targeted market. Newspaper, TV, Radio, billboard are traditional advertisement methods that many individuals are acquainted and can access easily. A non-traditional promotional advertisement is the newest method that is applicable in social media to cater for the digital age (Ogden & Rarick, 2010). Conclusion The market brief report has discussed all the necessary materials that were required to assist Head of Business Faculty at CSU in promotional tasks. Charles Sturt University or CSU’s Faculty of Business is widely acknowledged for professional business causes. The faculty has earned an outstanding reputation with labour market for producing individuals who not only survive the predicaments of current's business world, but do extremely well in the opportunities which they generate. The promotion concentrates on Bachelor’s Business programme, majoring in Business. The promotional materials that are designed and developed for advertisement of CSU’s bachelor's business programme included a full page newspaper ad, non-traditional support media OR design a specialty media item, a billboard, a 90-second television commercial, a direct mail advertisement and a 20 second radio advert. The Faculty of business intends to promote the courses offered at the institution. References Charles Sturt University. (2013). Faculty of Business: Welcome to the Faculty of Business. Retrieved on 21st December, 2013 from http://www.csu.edu.au/faculty/business Daddone, P. (2006). The manual for scholastic newspaper publications. Culver City, CA: Writing Co. Dibb, S. (2012). Marketing Briefs: A Revision and Study Guide. Ed. Lyndon Simkin. Routledge Dietzel, J. (2008). Create, Convince, Connect: Fundamentals of Advertising, Branding, Communication. Singapore: Marshall Cavendish. Evans, H. (1973). Newspaper design. New York: Holt, Rinehart & Winston. Herpel, G. L., & Collins, R. A. (1972). Specialty advertising in marketing. Homewood, Ill: Dow Jones-Irwin. Kaser, K. J., & J. Weston Walch (Firm). (1998). 61 cooperative learning activites for business classes. Portland, ME: J. Weston Walch. Ogden, J. R., & Rarick, S. (2010). The entrepreneur's guide to advertising. Santa Barbara, Calif: Praeger. O'Guinn, T. C., Allen, C. T., & Semenik, R. J. (2012). Advertising and integrated brand promotion. Mason, OH: South-Western, Cengage Learning. Whitbread, D. (2009). The design manual. Sydney, NSW: UNSW Press. Read More