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Marketing Strategies Used by the University of Strathclyde - Case Study Example

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"Marketing Strategies Used by the University of Strathclyde" paper 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 is a Scottish research institution located in Glasgow. …
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Marketing Strategies Used by the University of Strathclyde
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Download file to see previous pages Currently, the University has a population of close to 23,000 students. 64 percent of the students are enrolled in undergraduate programs, 30 percent in postgraduate programs, and 6 percent in postgraduate research. The University has witnessed a growing number of international students in the recent due to its strategy to globalize the education sector. 

The University of Strathclyde's strengths, weaknesses, threats, and opportunities were identified by the members of the marketing department during a brainstorming session. The administrators, students, and faculty members reviewed the analysis provided and expressed their views on it. The background information about the organization provided during the analysis was useful in considering the strategic issues of the institution. The SWOT analysis developed was used to develop various strategic questions that were useful in building a marketing strategy for the institution(Morfaw, 2009, p. 145). An outline of the SWOT analysis used by the University of Strathclyde follows below.

The University of Strathclyde has a developed and comprehensive marketing framework that guides its wide range of initiatives designed to improve the overall enrollment and successful graduation rates. The institution uses the marketing mix mindset tool for guidance in making critical decisions pertaining to the introduction of an academic program into the education sector. The marketing mix tool used by the University can best be described by 4Ps. The 4Ps are the product (service), place, price, and promotion(Talloo, 2007, p. 145). The marketing mix allows the institution to position its programs in the market and satisfy their interests and those of the concerned students. The institution chooses perfect programs and services to offer students and parents. The management team ensures that the programs offered associated with quality, adequate options, warranties, brand names, and quality features.  ...Download file to see next pages Read More
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