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The University has witnessed a growing number of international students in the recent due to its strategy to globalize the education sector. The report highlights the marketing strategies used by the University of Strathclyde to achieve both academic and marketing excellence in the education sector.
The University of Strathclyde has a common goal of attracting high-quality students and recruiting wonderful faculty members and staff. Also, the institution targets at encouraging more alumni to make donations in support of existing school programs, as well as build up the school’s reputation and brand recognition. In order to stand out from the other Universities and Colleges in the UK, the institution focuses more on writing an effective marketing strategy that suits their environment. The institution concentrates its efforts in creating a five to seven-piece communication plan to build and sustain interest in its activities(Morfaw, 2009, p. 126). The flow of marketing information targets to the student population and focuses on the key marketing message to be communicated to its audience. Above all, the University’s marketing strategy pays more attention to the academic outcomes of the institution.
The University also builds its communication around marketing specific academic programs and the previous results achieved from the same programs. The results could be based on the graduate and job placement or faculty achievements. Specific tactics used for marketing include the development of print and web collateral that contain adequate information on the programs of interest and their points of difference. Such technics enhance the University’s web presence and result in the development of more compelling pages that highlight the quality of the academic programs offered by the institution. The marketing tools also used include a tuition and scholarship net cost
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University of Chichester
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