service presentation1

7/25/2019 SERVICE Presentation1

1/17

G

AAYESHAKARKIGAURAVPOTE

MONICAGIRISAMIKSHYAKHANALSHIWANIKOIRALA

PRESENTATION ONKUSOM COMMUNICATION PLAN


2/17

KUSOM number one business schoo in !hecoun!r"

Competition #ri$%!e coe&es' (orei&n %)i%!e*coe&es %n* o!her Uni$ersi!ies +i!hin %n* ou!si*eNe#%

KUSOM +%n!s !o *e$ise a communication plan !o

U!iise % $%rie!" o( me*i% !o m%,imise !he%+%reness %n* e*uc%!e !he #o!en!i% s!u*en!s%bou! !he ser$ices #ro$i*e* %n* !he -u%i!" o(!hose ser$ices. %n*

Enh%nce !he br%n* im%&e %n* $%ue o( !he schoo

%on& +i!h #erce#!ion


3/17

BASIS FOR DIFFERENTIATION

) istinctive

KUSOM !e%ches !he s!u*en!s usin& % c%se s!u*"

me!ho*0 The (%cu!ies use *i1eren! !e%chin&s!"e0 S!u*en!s m%2e #resen!%!ions' semin%rs'#ro3ec!s' !erm #%#er' rese%rch !hrou&h +hichs!u*en!s &e! $%u%be insi&h!s on ho+ re% +or*o#er%!es0


4/17

POSITIONING AND

DIFFERENTIATION

b) Afordable

To!% cos! o( com#e!in& %n" #ro&r%m un*erKUSOM is no! e,#ensi$e0 Since KU is % non#ro4!or&%ni5%!ion' (ee (or %n" #ro&r%m is %1or*%be %scom#%re* !o o!her #ri$%!e coe&es %n* !hecoe&e %so *oes no! ch%r&e %n" e,!r% orunnecess%r" (ees0

c) Superior

S!u*en!s bene4! % o! (rom !his s!"e o( !e%chin&%s i! m%2es s!u*en!s more #r%c!ic% %n* cre%!i$e


5/17

CHALLENGES

AND SOLUTIONS

KUSOM 6%ces !he #robem o( in!%n&ibii!" %bs!r%c!ness' non se%rch%bii!"' %n* men!%im#%#%bii!"0

a) Abstractness: i! is *i)cu! (or KUSOM !ocommunic%!e %bs!r%c! conce#!s such %s !he&oo* e*uc%!ion #ro$i*e* b" !he schoo0

b) Non searchability: i! is *i)cu! (or !he !%r&e!cus!omers !o e,#erience &oo* -u%i!" o(e*uc%!ion un!i %n* uness !he" 3oin !he coe&e0E$en %(!er 3oinin& !he coe&e !he s!u*en!s mi&h!no! be %be !o *e!ermine +i!h cer!%in!" !h%! !he"

+ere #ro$i*e* &oo* -u%i!" e*uc%!ion0


6/17

CHALLENGES

AND SOLUTIONS

c) Mental Impalpability: !he #ros#ec! s!u*en!s

mi&h! no! be (u" %+%re ho+ !he course %n*ec!ure +i be *ei$ere* !o !he s!u*en!s0 I! mi&h!%so be *i)cu! (or !hem !o s#e ou! !he bene4!s!he" &o! (rom enroin& in!o !he coe&e0


7/17

OVERCOMING THE

PROBLEMS OF INTANGIBILITY

a) TANI!"# CU#S

KUSOM c%n #ro$i*e !%n&ibe cues i2e !he #%cemen!s *one

b" !he coe&e so (%r0 KUSOM c%n %so (e%!ure !he %+%r*s+on b" KUSOM i2e business inno$%!ion com#e!i!ion' bes!business schoo o( !he coun!r"' &ob% en!er#risee,#erience %+%r* %n* o!her %+%r*s +on b" !he schoo0

b)US# M#TA$%O&SKUSOM h%s use* !he me!%#hor 7Ahe%* in M%n%&emen!8 !ocommunic%!e !h%! i! is !he bes! ins!i!u!ion in #ro$i*in&business e*uc%!ion0


8/17

MARKETING COMMUNICATIONS

PLANNING

Tar'et Audience: We +i be !%r&e!in& ourcommunic%!ion #%n !o+%r*s !hese cus!omers9

$rospects ( S!u*en!s +ho h%$e %##e%re* #us!+o s!u*ies' A:e$es or C;SE bo%r*. S!u*en!s+ho h%$e com#e!e* !heir b%cheors< e$e %n*in!en*in& !o 3oin m%s!ers< #ro&r%m. Peo#e +ho

+ish !o 3oin E:M;A or MPhi Users ( S!u*en!s o( ;;A +ho mi&h! +%n! !o &o

(or M;A. S!u*en!s +ho h%$e *one => %n* A:e$es(rom KUHS

#mployees (Te%chers +ho mi&h! +ish !o *o


9/17


MIX

T&AITIONA" MA&K#TIN C%ANN#"S

A*$er!isin& in #rin! me*i% i2e n%!ion% *%i"ne+s#%#ers ?K%n!i#ur' Him%%"%n !imes@' m%&%5ines'

=> schoos "e%r boo2s or sou$enirs P%r!ici#%!in& in e*uc%!ion% %n* c%reer (%irs

S%es #romo!ion b" in$i!in& #o!en!i% s!u*en!s !o $isi!%n* obser$e !he #h"sic% in(r%s!ruc!ure o( !he coe&e

En&%&e in #erson% sein&0 We +i be *oin& !his in

KUHS +here +e c%n sho+ #resen!%!ion %bou! KUSOM!o #o!en!i% s!u*en!s !o encour%&e !hem !o 3oinKUSOM0 This c%n %so be *one in *i1eren!m%n%&emen! => coe&es0


10/17


MIX

M#SSA#S T&ANSMITT# T%&OU% INT#&N#T

Pro$i*e U#:!o:*%!e in(orm%!ion on !he coe&e


11/17


MIX

M#SSA#S T&ANSMITT# T%&OU% S#&*IC##"I*#&+ C%ANN#"S

KUSOM i!se( % ser$ice ou!e!0 M%2e brochures%$%i%be (or bro+sin& %n* !%2e:%+%" %!%roun*rece#!ion %re%. h%n*boo2s %$%i%be u#on re-ues!0

6ron!ine Em#o"eesrece#!ionis!s communic%!e !ocus!omers ?#%ren!s#o!en!i% s!u*en!s@ (%ce:!o:(%ce or

$i% #hone' %n* %ns+er !heir -ueries0 The +ebsi!e +i!h % be!!er UI se(:ser$ice *ei$er"

#oin! +hich c%n be e1ec!i$e" use* in communic%!ion+i!h #o!en!i% %n* curren! s!u*en!s0


12/17


MIX

M#SSA#S O&IINAT# ,&OM OUTSI# T%#O&ANI-ATION

KUSOM is en!ire" *e#en*en! on !he +or* o( mou!h0I! is $er" im#or!%n! source o( #romo!ion (or KUSOM%s !he" %re no! (ocuse* on %n" o!her #romo!ion%%c!i$i!ies !o %!!r%c! cus!omers0 I!


13/17


14/17

WHEN TO COMMUNICATE

The e,%m #re#%r%!ion e%$e (or => %##e%rin&s!u*en!s s!%r!s (rom !he mon!h o( M%rch0 Socommunic%!ion %c!i$i!ies +i s!%r! (rom %!e B%nu%r"!i mi* 6ebru%r"0

The 4rs! #h%se m%r2e!in& re#s (rom KUSOM +i$isi! *i1eren! => %n* A:e$es c%m#uses &i$inresen!%!ions !o in(orm s!u*en!s %bou! KUSOM %n*

!he ser$ices o1ere*0 Here' !he re#resen!%!i$es +ie*uc%!e !he s!u*en!s %bou! !he courses %$%i%be inKUSOM' *ur%!ion o( !he course' !o!% (ee s!ruc!ure o(!he #ro&r%m' ho+ !he courses +i be *ei$ere* %n*

!he bene4!s s!u*en!s c%n &e! (rom 3oinin& !heschoo0


15/17

WHEN TO COMMUNICATE

The secon* #h%se A(!er !he hi&h schoo e,%ms %reo$er0 Norm%" !he !he" en* in mi* m%" so KUSOM +is!%r! %*$er!isin& in ne+s#%#er %n* ho%r*in& bo%r*s

(rom mi* m%" i!se(0 This +i %s! un!i !he schoo

%nnounces %*mission o#en0

Simi%r #%!!ern +i be (oo+e* *urin& %*mission in

M;A0 A*$er!isemen! +i s!%r! %bou! % mon!h be(ore!he c%sses en* in o!her #ri$%!e ;;A coe&e or

uni$ersi!ies in !he coun!r"0 As soon %s !he bo%r* e,%mis o$er' %*$er!isemen! +i be &i$en in ne+s#%#er %n*ho%r*in& bo%r* %n* +i %s! !i KUSOM %nnounces

%*mission o#en0


16/17

WHEN TO COMMUNICATE

In(orm%!ion %bou! !he %*mission o#en +i %so be%$%i%be on !he coe&e +ebsi!e0 Ho+e$er' (or EM;A%n* MPhi no #rior #erson% sein& +i be *one0A*mission o#en %*$isemen! +i be #ubishe* inn%!ion% *%i" ne+s#%#er +hen %*mission !ime isne%r0


17/17

ANY QUERIES?

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