An Integrated Marketing Communications Perspective - Case Study Example

KAPLAN BUSINESS SCHOOL INTERGRATED MARKETING COMMUNICATION REVIEW Name Course Instructor’s name Institution Date Executive summary The investments taken up by higher education institution in an effort to advertise their educational services have enabled them to enrol more local and international students in their education programme. Integrated marketing communication, in this case, has helped this institution improve their positioning, identity, goodwill, reputation, and networking.This paper, therefore, aims to analyse Kaplan Business school marketing communication and brand management. The paper blends the institutions synergy in real and virtual perspective in its integrated marketing communication. The paper reviews the complex issues in communicating Kaplan business schools brand to the public and how effective these communication models are. On the other hand, the paper also focuses on some of the benchmarked mode of advertising with different media tools used in this advertising being reviewed. The paper also focuses on the strategies taken up by Kaplan business school as it tries to create an appeal of the institution to the public. It also seeks to reposition Kaplan Business school brand position in both the Australian public and globally. The paper also recommends empirical advertising strategies to be taken up by the institution in the course of its brand management and creating more appeal to the public concerning the institution. It also focuses on the communication strategies taken up by Kaplan Business School as it tries to create this appeal to the Australian public and the global sector at large. The paper also seeks to review the attractive ways and effective factors which have led this institution to attract a huge number of students enrolled in the business school educational programme. The paper also gives recommendations on how the institution can make its advertising more effective as it seeks to foster its integrated marketing communication. Contents Executive summary 2 1.0 Introduction 5 1.1Industry Overview 5 1.2Organization Background 7 2.0Review and analysis of Kaplan business school advertising tools 8 2.1 Review and analysis of Kaplan business school promotion tools 10 2.2 Evaluation of Kaplan Business school Integrated Marketing Communication 12 3.0 Recommendation 14 4.0 Conclusion 15 References 15 Apendices 16 TABLE OF FIGURES Figure 1: EDUCATION AND THE ECONOMY 6 Figure 2: OVERSEAS EDUCATION 7 Figure 3: AUSTRALIA EDUCATION EXPORTS GLOBALLY 10 Figure 4: EDUCATION STATISTICS GLOBALLY 12 KAPLAN BUSINESS SCHOOL INTERGRATED MARKETING COMMUNICARION AUDIT 1.0 Introduction Kaplan Business School is one of the institutions of higher education in Australia that has the highest enrolment rate of students who comprise of both local and international students. This is attributed to the institution investment in communication which has made it more appealing to these students who opt to pursue their education programme in this particular business school. The business school has taken up strategic advertising strategy that focuses on its brand management and marketing communication. The business school's average intake of students per year is estimated to be close to five thousand with another two thousand students comprising of the part-time students. The institutions brand growth is evident by the number of international students that Kaplan Business School has attracted. In this case, the business school has taken up both virtual and real perspective in its advertising strategies. This paper, therefore, aims to review Kaplan Business School advertising and brand management process. 1.1 Industry Overview Australian growing economy offers a big boost to the country’s high education sector with its diverse culture enabling more international student to opt for the universities located in Australia. The other factor that has helped in attracting more international students in Australian higher education institution is the country’s influential global connection with other countries and increased globalisation in the country. Due to the expansion of the country’s economy, the country has bonded with Europe, Middle East, Africa, South Asia and North-and South America. Figure 1: EDUCATION AND THE ECONOMY During the year, 2001and2010s Australia higher education institutions expanded quickly. These institutions now offer undergraduate, master and PHD degrees attracting more students pursuing different academic courses and levels. With Australian Higher education sector taking up a more The student-oriented approach they have been able to attract more students in these institutions various education programmes (Kalenskaya 2015). The research within the higher education and internationally based marketing in the Australian universities have been fostering and effective therefore enabling the countries universities to record one of the highest higher education enrolment figures globally. The educational marketing and strategies taken up by these universities in Australia are therefore effective enabling the country higher education institutions to be the top destinations for overseas students globally (Coman, 2003). Figure 2: OVERSEAS EDUCATION 1.2 Organization Background Kaplan Business School has been a globally recognised business school known for its Provision of quality business programs. Over the years, this institution of higher education has known for its combination of practical and theoretical experience its education programme making it one of the most sought after business school education opportunity globally. The institution is spread across Australian with ten campuses located in Adelaide, eleven in Brisbane, twelve in Melbourne and thirteen in Sydney (Research 2016). The business school is currently an industrial leader in the provision of higher education programmes in Australia. The company boasts of the provision of various courses and different levels of education. Kaplan Business School is estimated to help over a million students achieve their academic goal yearly. In the year 2015, an estimated three hundred graduates are claimed to embark their career path after graduating from the institution. The company has also branches spread across thirty countries therefore boasting of four hundred institution branches globally. Other than providing educational programmes Kaplan Business School also offers career-related advice to its students ensuring that they identify the suitable career path that perfectly suits them. The institution also offers friendly student services and favourable environment for its students which are attributed to the huge number of international students in this business school (Pampaloni 2010). 2.0 Review and analysis of Kaplan business school advertising tools Kaplan has been involved in strategic advertising campaigns in order to attract more students from Australia and globally to opt to pursue their education through this institution of higher learning. One significant advertising tool used by the business school in its advertising campaign is the internet ads. Kaplan Business schools has effectively used pop up ads which are constantly evident in the popularly visited pages in order to create an appeal to the internet users concerning the Business school education programmes. In this case, Kaplan Business school has strategically used internet ads pop-ups in the pages related to degree courses for various career paths. In this case, the business school tries to capture the attention of potential students who are looking for an institution of higher education to pursue their education programme The other tool used by Kaplan Business school is the print media. The business school has used print ads in fostering the public appeal for the business school. In the Australian newspaper, the Business school has strategically used print ads advertising on the courses it offers and career functions which it conducts frequently. This is a strategy of attracting more potential student some who are not decided the on the career path to pursue the Business school, therefore, offers them advise on this issue as it tries to convince them to join the institution.Kaplan Business Schools also uses print media strategically in the professional and youth magazines as it tries to capture its target group which include both parents and students (Mazzarol and Soutar 2001). On the other hand, Kaplan Business School also uses television ads as its advertising tools. In this case, the business school airs adverts on the courses offered by the institution These television ads are targeted to the students intending to pursue education programmes and their parents who are huge influential parties in this decision.The business school also advertises its career advise programme which is conducts frequently(European Association for International Education 2013). In this case, the institution seeks to attract more potential business school education seekers and through the career trade fair, it tries to convince them to start their career by pursuing their perceived courses in the business school. Figure 3: AUSTRALIA EDUCATION EXPORTS GLOBALLY 2.1 Review and analysis of Kaplan business school promotion tools Kaplan Business School has also been involved in promotion campaigns in an effort to boost the business school reputation and popularity globally. One significant promotion tool taken up by the business school is traditional media.Through traditional mass media, the business school has been able to promote its brand. In this case, the business school has used paid messages designed and presented through television networks, newspapers and magazines. In this case, the ads of the universities courses are strategically placed in this advert promotion platform in order to appeal to the public and target groups (Kalenskaya 2015). The other ads promotion tool taken up by the business school is digital technology tools. In this case, the mobile technology and internet has enabled the business school to use a host of interactive digital tools for its ads promotion.Kaplan Business school uses email and online marketing where pop-up ads of the Business school are used to appeal to potential individual intending to pursue business school courses.On the other hand, the business school also uses social media advertising through sharing sharing its ads in popular education-related events in order to appeal to more individuals intending to pursue a business school education(Finne and Grönroos 2009).On the other hand the social media are also shared in the profession and career related blogs inorder to apeal to the individuals intending to pursue aditional education courses. The other promotion tool used by Kaplan Business School is the public relation tools. In this case, the business school uses unpaid communication presented through media exposure.Though press releases it informs the public of a coming intake the business school also appeals to individuals intending to pursue a business school course to apply before a certain deadline.Public relation tool in this case proactively promotes the business school brand to the public in general.The other promotion tool used by Kaplan Business School is promoting events. The business school has actively used this promotion tool to steer its brand reputation. In this case, the company has sponsored major events relating to career boot camps and seminars, career training, school functions and community activities (Edmiston-Strasser, 2009). Kaplan Business school, in this case, improves the business school rapport and goodwill in the society, therefore, making most individuals opt for its education programme due to it being highly viewed in the society. On the other hand, this particular promotion tool gives the business school reputation a significant boost. 2.2 Evaluation of Kaplan Business school Integrated Marketing Communication The universities promotion and advertising campaigns can be claimed to be a huge success for the company impact of integrated marketing communication. This s evident by the universities online admission figures which have shown a rising trend annually since the year 2004.On the other hand, the admission from the career business school trade fair events has also been on an increasing trend further revealing the impact of these career trade fair events. In the universities, Integrated Marketing Communication it has embraced both modern and effective brand management techniques.In this case, these strategies also perfectly worked for the Business school's local and international market enabling it to appeal to both the international and local students(Research 2016). Figure 4: EDUCATION STATISTICS GLOBALLY The business school's Integrated Marketing Communication is based on creativity and collaborative effort of the universities advertising and promotion tools.The universities execution of these promotion tools can be claimed to be a success due to the recent rice in the number of admission by the business school.The Integrated Marketing Communication, in this case, is meant to reposition the universities brand giving it a ‘ provision of quality education” perspective, therefore, appealing to more individuals through creating the perception that their investment into the business school worthwhile(Pampaloni 2010). 3.0 Recommendation One significant recommendation for the Business school Integrated Marketing Communication is the need to distinct the advertising campaign focus. In this case, the business school should differentiate the campaigns depending on its target group. It is evidently noted that in the business school's Integrated Market Communication does not take up strategies that focus on the ages of the target group. The univestity mostly focuses on the modern advertisement and promotion tools which might appeal more to the youth but not the elderly target group. In this case, the Business school Integrated Marketing Communication might be ineffective to some of its target group (Belch 2006). The other recommendation for Kaplan Business school intergratedMarketing Communication is to strike a balance in all these advertising and promotion tools. It is notable that the business school focuses more on social media advertising tool and constantly disregarding the email and online marketing tool. Therefore, the business school intergratedMarketing Communication potential might not be achieved due to it focusing more on some tools while disregarding others (Finne and Grönroos, 2009).Focusing more on some tools over other will also cause the ineffective transmission of communication between sender and receiver. In this case, the inability of a certain age group from relating to a particular message is referred to as ‘noise’ as revealed in Shannon and Weaver communication theory. 4.0 Conclusion According to the admission figures of Kaplan Business school in the past four years, it is notable that the admission in this particular business school has been on a tremendous increment. This, therefore, reveals that the intergratedMarketing Communication taken up by the business school is impactful. Through the figures on online admission which have in the past four years hit a record high, it is also notable that the online advertising campaign incorporated in the business school's Integrated Marketing Communication framework have had the most significant impact on the business school admission. However as evidently noted a balance has to be stricken in all the business school advertising and promotion tool in order to ensure that this intergratedMarketing Communication reaches its potential. The Kaplan should, therefore, consider all tools either advertising or promotion as an impact as the other despite the results obtained in each of these tools. References Belch (2006), Advertising and Promotion- An integrated marketing communications perspective 6th Edition Coman, M. (2003). Public relations, advertising, and even some propaganda: Romanian private higher education institutions and their communication campaigns. Higher Education in Europe, 28(4), pp.409-418. Edmiston-Strasser, D. (2009). An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education. Journal of Marketing for Higher Education, 19(2), pp.142-165. Finne, Å. and Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), pp.179-195. Kalenskaya, N. (2015). Marketing Strategy of Higher Education Institutions. MJSS. European Association for International Education. (2013). Market your higher education institution internationally - European Association for International Education. [online] Available at: http://www.eaie.org/blog/market-your-higher-education-institution-internationally/ [Accessed 23 May 2016]. Mazzarol, T. and Soutar, G. (2001). The global market for higher education. Cheltenham, UK: E. Elgar. Pampaloni, A. (2010). The influence of organizational image on college selection: what students seek in institutions of higher education. Journal of Marketing for Higher Education, 20(1), pp.19-48. Research, H. (2016). Hanover. [online] Hanoverresearch.com. Available at: http://www.hanoverresearch.com/2014/07/22/why-marketing-strategy-matters-in-higher-education/?i=other [Accessed 23 May 2016]. : 김태호, (2012). A Study on the Strategy of Intergrated Marketing Communication of Yoencheon. A Journal of Brand Design Association of Korea, 10(1), pp.5-24. Apendices Appendix A Appendix B Appendix C Appendix A Appendix E Appendix F Appendix G Appendix H Appendix I Appendix J Appendix L Appendix M Read More