2ry data findings presentation

1. Marketing Research Project Group (B) Findings

2. Managerial problem Stagnant enrollment of students at SCE-BSD

3. Research Problems What are the main target segments of BSD? Are current BSD consumers satisfied? Why? What is their word of mouth? Does BSD present its customers perceived value? Do the customers feel they have one? Does BSD need to change any of its course contents? Are BSD potential consumers aware of what BSD presents? Is BSD using the right promotion tools? Do they need to change them? What are the services presented by BSD competitors? What are their competitive advantages? Is BSD present in the right locations? Is BSD offering good prices for their target segments?

4. 2ry data findings Defining our sources External publications (Internet and newspapers) Internal database (MIS)

5. 2ry data findings Segmentation & Courses contents According to a marketing research that was conducted in 2010

6. 2ry data findings Segmentation & Courses contents Costs 750 L.E. per subject for a duration of 30 hours 3 Semesters are available(Fall, spring and summer) Costs 2000 L.E. per 1 hr Can be totally customized to fit customers satisfaction Used in training purposes Discounts can be made for groups

7. 2ry data findings Segmentation & Courses contents It was found that 2600-2800 students enroll in BSD courses every semester .

8. 2ry data findings Satisfaction It was found that 60-70% of students pass from achievement certificate to foundation certificate, the same percentage passes from foundation to career certificate… This indicates a big loss in the number of students At about(40-50%) throughout the certificates

9. 2ry data findings Satisfaction On checking out the questionnaires students have at the end of each semester regarding their satisfaction; it was found that 80-90% are generally satisfied .

10. 2ry data findings Satisfaction Concerning location’s satisfaction, it was found that students were satisfied; no problems were recorded.

11. 2ry data findings Satisfaction On conducting a focus group and checking some reviews at the BSD official facebook page, some problems were found: Problems regarding Registration Problems regarding finding suitable information about BSD courses online, using the hotline or even at the information desk Unsatisfied regarding classes timings Unsatisfied regarding some instructors Unsatisfied regarding late replies at BSD or SCE facebook pages Unsatisfied regarding pricing

12. 2ry data findings Satisfaction

13. 2ry data findings Satisfaction Some important data were found that can help increasing customers satisfaction; it was found that some instructors can offer their graduates reputation letters and can also help them being recruited.

14. 2ry data findings Pricing BSD positioning regarding courses prices is: High quality courses with high costs BSD-AUC policy is to increase the courses costs by 10% annually Courses prices are very important for courses enrollment as culturally Egyptians are known to be price sensitive

15. 2ry data findings Pricing It is really required to know the relation between increasing courses prices and the enrollment rate.

16. 2ry data findings Awareness Awareness is a main problem facing all BSD prospects; it was found that many of the prospects do not know the difference between the MBA and marketing certificates. Prospects always think about AUC being of high credibility, their courses must be very expensive. Prospects studying in different universities have little information about BSD.

17. 2ry data findings Awareness Decreased awareness regarding BSD courses was found to be a result of 2 points: Fake Ads or misusing AUC name Much competitors present Used promotional tools

18. 2ry data findings Awareness-Fake Ads

19. 2ry data findings Awareness-Misusing AUC name

20. 2ry data findings Competitors Marketing, HR and management courses are served as diplomas, certificates, online-courses or even seminars by a number of companies which make it hard to find the exact competition status without conducting primary research. Most of the courses offered are of much less prices , but it is perceived that they are of less quality and credibility.

21. 2ry data findings Competitors

22. 2ry data findings Competitors Some of the competitors: Tatweer Egyptian Training Center Arabic Academy for Training and Technology Universities as: Cairo University Websites as: edara.com MBA providers as: Cape Breton University (CBU) MBA Program in Cairo

23. 2ry data findings Competitors

24. 2ry data findings Promotion Tools Facts SCE-BSD marketing budget is 60,000 L.E. A class has to contain more than 15 students to start gaining profits (Breakeven is 15 students for Zero profit)

25. 2ry data findings Promotion Tools AUC Official website Has no BSD separated department Was found to be “not flexible” as said by some of its users and required information is not easily obtained

26. 2ry data findings Promotion Tools Social Networking

27. 2ry data findings Promotion Tools Social Networking

28. 2ry data findings Promotion Tools Social Networking

29. 2ry data findings Promotion Tools Printed Ads

30. 2ry data findings Promotion Tools Others Newspaper ads Public Relations: The open house

31. 2ry data findings Promotion Tools Problems Detected BSD Twitter account has: 7 followers BSD linkedin account is not actively updated BSD Facebook page has some problems: Weak Activity No attractive Content Some replies may be delayed But the page was found good as it presents: Important Announcements Feedbacks

32. 2ry data findings Hypothesis It is thought that the promotion tools used are not enough, they need to be increased Web promotion need to be more attractive Prospects have low awareness about BSD courses A big number of students leave the BSD every semester without knowing exactly what their WOM would be Courses prices and timings must be considered

33. 2ry data findings Final Result A primary data research is needed to be conducted to get more specific data