...UHart Marketing and Communication Rebranding Plan 2014 Craig Campbell Marketing Management 618 Term Paper Table of Contents Executive Summary 3 Situational Analysis 5 What is the tone of the brand? 5 Why are we communicating? 5 Who are we talking to? 5 What is our message? 5 What should they feel? 5 Why should they believe us? 6 Integrated media - Brand Concept Visuals 6 Recruitment Pieces 7 SWOT Analysis 7 References 8 Executive Summary Fifty-seven years ago a special act was signed that merged the Hartford Art School, Hartt College of Music, and Hillyer College to form what we know today as the University of Hartford. Shortly thereafter the first students stepped foot on the University of Hartford’s 350-acre main campus that includes parts of Hartford, West Hartford, and Bloomfield, Conn. Over the years the University has grown to be known as a school that has exceptional faculty and offers a special student experience charged with diversity in its programs, activities, and student body. This has not changed over the years. The University of Hartford continues to provide a strong, educational experience for its more than 5,000 undergraduate and 2,000 graduate students, and the faculty has maintained demanding instruction as well as research, performance, and internship opportunities in more than 80 degree programs from the arts to engineering and technology. With students from 48 states and 63 countries, we are also now a university...
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...1 name: Superdrug |Business 2 name: | | | |Exeter College | | | | | | |Product: Foundation |Product: BTEC, range of different courses | | | |for students | |Brand identity |Branding is very important for this typical business, |This organisation does not take branding as | | |because on every product which has been produced by |serious as Superdrug; because they have a | | |them, they advertise it by putting the slogan there. So|different purpose to advertise and to exist. | | |costumers will know who made the product and where they|However every time when Exeter College is | | |can get it from. Also i think Superdrug takes branding |advertising something, they put their logo at| | |very seriously, because when you purchase something in |the top of the right corner. Their logo is | | ...
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...2 INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2 ICBER 2011) PROCEEDING nd nd SUSTAINABLE COMPETITIVE ADVANTAGE FOR MARKET LEADERSHIP AMONGST THE PRIVATE HIGHER EDUCATION INSTITUTES IN MALAYSIA Loh Teck Hua KDU University College Business School Section 13 Campus, 76, Jalan Universiti, 46200, Petaling Jaya, Selangor DE ABSTRACT One of Malaysia’s economic goals is to become an education hub for the region. To achieve this, the Malaysian government had liberalised government policies resulting in the proliferation of Private Higher Education Institutions (PHEIs) including private Universities and University Colleges. As competition intensifies it becomes increasingly pertinent to ask “What sustainable competitive advantage should the Private Higher Education Institutions (PHEIs) have to achieve market leadership in the Malaysian education industry?” For the smaller PHEIs, it is a question of survival itself. This paper aims to provide a theoretical study of some of the key strategic activities of the leading PHEIs to answer this question. The literature review covering both foreign and local sources indicates three key factors of sustainable competitive advantage, i.e. branding and image, the physical aspects of higher education including location and facilities, and the mode of delivery. The paper will seek to identify these factors amongst the market leaders to ascertain the validity of the secondary data via critical analysis of their activities. The...
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...Branding, Pricing and Distribution Gewina Lawson Marketing Management August 9, 2012 Dr. Eva M. Ananiewicz Strayer University Introduction This paper will continue to build the company marketing plan. This paper will focus on branding, pricing, and distribution of the company product and services. The company will describe its branding and pricing strategy. The company will also discuss the distribution channels and the push or pull strategy. Lastly how the distribution strategy will the overall marketing strategy for the company. Domestic and Global Product Branding Strategy After researching the definition of branding, the company learns that branding is one of the most important aspects of our business. Therefore, it is important that the company put together a strong branding strategy. In putting together this strategy, the company hopes that it will give us a competitive edge in the market. Our branding strategy will emphasize a strong commitment to our domestic and potentially global customers. This commitment will be carryout through our entire business to business and our business to customer relationship. Our committing is to deliver a quality food in the state of art machine and excellence customer service. Customers want to know that the product they are paying for is going to be of high quality. Customers will know that if there is a problem with the sale they can get a pleasant resolution without a stressful hassle. Our brand will...
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...Introduction In this report I will be comparing two businesses/organisations that I have analysed in task 1: McDonalds and Calderdale College. McDonalds is a business that is part of the private sector that is there to make a profit, whereas Calderdale College is part of the public sector where they mainly provide service and think less or even at all of profit. I will compare the growth strategy, survival strategy, branding and the relationship marketing between the two organisations. Growth Strategy: McDonalds and Calderdale college both have a different approach to growth strategy, due to them being in complete opposite sectors, with McDonalds being a private organisation and the college being part of the public sector, they differentiate in many ways also considering the fact that there purpose are not a like as they are specialists in different occupations. McDonalds needs to grow like every other business out there today, no matter how big your organisation is, there always has to be a growth strategy in the plan of the business. So in order for the McDonalds organisation to grow and compete with other similar businesses who are on the same path as McDonalds, such as: KFC, Costa, Starbucks, and Burger King, they have to do what every other competing organisation is doing in order to grow and consume more customers like going into festive season, as that’s what McDonalds has done in order to grow. McDonalds has participated in the festive season, one of the ways they...
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...Will the Web Kill Colleges? In this paper I will examine the article written by Zephyr Teachout entitled “Will the Web Kill Colleges”. The key point of Teachout’s argument is whether or not the Web will kill Colleges. According to the author Zephyr, “undergraduate education is on the verge of a radical reordering” (Chaffee, p.91, para 2). Zephyr states that colleges will be torn apart by the Internets new ways of sharing information. Classes are slowly changing from an in class setting to an online setting that may become permanent over the next 15 years. The author also states “colleges are becoming more virtual” (Chaffee, p.91, para 3). Traditional Colleges will experience a decline in enrollment and since they are depending on tuition this will hurt them tremendously. You don’t have to be in a classroom to do research, ask questions and receive lectures to gain a full learning experience. “The funding of academic research, the culture of the academy and the institution of tenure are all threatened” (Chaffee, p.96, para 4). The evidence used by the author to support his argument is the cost of getting a online degree are relatively inexpensive compared to traditional college. For example, “in state online undergraduate completion degree offered by the East Carolina University costs only $99 per credit hour which is a base of $1200 a year” (Chaffee, p.92, para 2). And the author also believes that the price will “only dive in coming decades as more universities compete...
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...Restaurant Marketing Leadership COURSE CODE: HOST 1058 CREDIT HOURS: 42 Hours PREREQUISITES: None COREQUISITES: None EFFECTIVE DATE: January 2013 PROFESSOR: Andy Hickl-Szabo PHONE: N/A EMAIL: ahickl@georgebrown.ca PLAR ELIGIBLE: YES ( ) NO ( x ) NOTE TO STUDENTS: Academic Departments at George Brown College will NOT retain historical copies of Course Outlines. We urge you to retain this Course Outline for your future reference. EQUITY STATEMENT: George Brown College values the talents and contributions of its students, staff and community partners and seeks to create a welcoming environment where equity, diversity and safety of all groups are fundamental. Language or activities which are inconsistent with this philosophy violate the College policy on the Prevention of Discrimination and Harassment and will not be tolerated. The commitment and cooperation of all students and staff are required to maintain this environment. Information and assistance are available through your Chair, Student Affairs, the Student Association or the Human Rights Advisor. George Brown College is dedicated to providing equal access to students with disabilities. If you require academic accommodations visit the Disability Services Office or the Deaf and Hard of Hearing Services Office on your campus. STUDENT RESPONSIBILITIES: Students should obtain a copy of the Student Handbook and refer to it for additional information regarding the...
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...org A Case Study on “Retail Branding and Brand Hygiene of Jaquar & Company Pvt. Ltd.” Ms. Sonali P. Banerjee, Mr. Tarun Sharma, Assistant Professor, Amity Business School Amity University, Uttar Pradesh Student – MBA, Amity Business School Amity University, Uttar Pradesh Case Summary: The topic of retail branding and brand hygiene is nothing new to the world. It is something that the world follows and also obeys to. The importance of brand hygiene is very evident to the retail world and more so when the retailers’ business depends upon how the product looks like and what is the store environment like. The customer will always prefer that product which looks appealing and to that store which provides good environment. This case study highlights the facts that it is important that the retailers maintain proper branding and more so from the company point of view also. The company must look forward to fulfilling the interest of the dealers and converting a dealer into a happy dealer. Also, the case study highlights the fact that the retailer must concentrate on the basics of keeping the store neat and tidy both inside and outside the store (nearby area). The case also focuses on the factors that a customer often looks for while chosing which store to go and shop. It describes how dealer sells the product and how satisfied or unsatisfied the dealer is with the company and the brand. The project also focuses on the various issues of retail branding and also the various areas for...
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...L1F15MSMK0007SAIRAZAKIR L1F15MSMK00085/28/2016 | LITERATURE REVIEW: THE CONCEPT OF BRANDING IN HIGHER EDUCATION Bennett and Ali-Choudhury ( 2007 p4 ) suggest that a university brand is “a manifestation of the institution’s features that distinguish it from others , reflect its capacity to satisfy students’ needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrolment decisions”. Stamp (2004) gives a number of factors for higher education (HE) branding agenda,that includes;tuition fees, competitive differentiation, league tables, organizations attaining university status and the miss-match between brand perceptions and delivery. Researchers have to continually ask why some organizations are more successful than others in brand building in order to understand branding.(Urde, 2003). It has been suggested that “Higher Education Institutions need to be managed more and more as corporate brands” (Whelan & Wohlfeil, 2006, p317), but instead of the fact that there is a large number of studies that examined image and reputation, the notion of branding has very little marks on higher education marketing literature (HemsleyBrown and Oplatka, 2006) and empirical papers that relate to HE branding are scarce (Hemsley-Brown and Goonawardana, 2007). Some writers argue that branding as a concept applies to HE as well as to other sectors (Opoku, Abratt and Pitt, 2006)...
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...EXECUTIVE SUMMARY The following report provides an overview of what encompasses a brand, two theories that can be applied in the assessing the effectiveness of a brand, and the application of these two theories in the critical analysis of a branded event with examples given. The aim is to recognize the significance and great importance placed on branding, in relevance to its effects on the creation of value for consumers, and the success of the associated business. Management and careful monitoring of the application of a brand and the responses it generates from consumers is applied through brand management teams; it aids businesses in controlling the images and measures it conveys to consumers in order to create a positive brand image. Tangible products and services do not encompass brands alone; events also work effectively as a brand, through campaigns, fundraisers, and charitable events. The event through which the two theories of Co-branding and Commitment-Trust Theory are applied in this report is World AIDS Day, a globally renowned annual not-for-profit campaign that is driven by the sheer need for awareness and prevention of HIV. Brand strategies that the brand has employed include “Dance (RED) Save Lives”, musical album collaboration with well-known artists, and the World AIDS Day Australia campaign, whereby each individual state and territory conducts its own fundraising and HIV awareness raising events. Through these events, the brand have been able to successfully...
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...discrimination to educate students of color, Historically Black Colleges and Universities (HBCUs) have played an essential role in renovating the landscape of higher education in the United States. In an era of rapid transformation, HBCUs face historic challenges as well as new complications. Sustainability, cost, quality, and mission are among many of the reoccurring issues that will require attention, creative approaches and solutions from governing boards and presidents in order to move forward. This paper analyzes HBCU enrollment, retention and graduation rates, how the hiring and firing of presidents and fundraising affects the branding of the institution. My hope is that the findings will contribute to the national dialogue about the future of HBCUs and serve as a resource for boards and institutional leaders to focus their...
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...Introduction to marketing Report for the local council on the use of marketing by HNC and Kellogg’s Marketing is the management process for classifying and anticipating and satisfying the customer needs cost-effectively. In a business, to recognise where marketing is involved is by three steps. 1. How well you know your customers and how to satisfy now as well as the future 2. For the business to produce and provide what the customer wants 3. A business should be able to make profit. The three steps I have mentioned is vital to have and also carried out daily in order to run your business successful and that why marketing makes such a huge impact on a business. From marketing it allows the business to have an understanding of the customer needs and attempting to make sure the product which they are creating, the quality is outstanding. The role of marketing is crucial for a businesses, as in every business market there are aims and objectives. Objectives are specific when it comes to the role of marketing as they are decided from the business objective, this is how the business framework it overall aims which they are achieving for. Marketing objectives are ways in which marketing will help meet corporate objectives, the marketing strategy is the specific way in which the market will contribute towards marketing mission. Finally, the marketing tactics are where the elements of the marketing mix are used in the marketing strategy. As well as objectives, the business...
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...THE IMPACT OF COUNTRY ATTRIBUTES ON STUDY ABROAD PROGRAM AND TOURISM DESTINATION PURCHASING DECISIONS ABSTRACT Place branding has become a very competitive arena. Despite the interest of researchers and practitioners, the segment of study abroad programs has received limited attention in the literature review. According to the 2008 Global Directions in Language Travel report, in 2008, in the language studies abroad travel market, more than 1.3 million students studied languages abroad. This limited attention is surprising, given that more and more students are studying abroad. Thus, the objective of this study is to investigate which country attributes are considered relevant when students choose a place for study. In addition, the study investigates whether these attributes are similar to or different from those contemplated when a country is considered as a tourist destination. The results of this study will provide educators and university administrators with some direction for developing more attractive study abroad program offers. In addition, place marketers and governments can benefit from these results with their efforts to attract more visitors to their countries since the market segment of youth pursuing an education aboard has seen steady growth in recent years. KEYWORDS: Image, Destination, Country, Attributes, Study Abroad 1. INTRODUCTION The tourism industry has experienced robust growth over the last decades. As a result, competition in the global tourism market...
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...Tuck School of Business Dartmouth College Fall Quarter B 2010 Professor Kevin Lane Keller STRATEGIC BRAND MANAGEMENT Course Times/Places Class Meetings: Office Hours: Mondays and Tuesdays 8:30 – 10:00 & 10:15 – 11:45 Borelli classroom By appointment: Tuesdays, 12:30 – 2:00 Room: Woodbury 315 (Phone: 646-0393) E-mail: kevin.keller@dartmouth.edu Alison Pearson Room: Tuck 205I (Phone: 646-2515) E-mail: alison.pearson@dartmouth.edu Academic Coordinator: Required Text Kevin Lane Keller, Strategic Brand Management, 3rd edition, Prentice-Hall, 2008. Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This mini-elective provides students with insights into how profitable brand strategies can be created. It addresses three important questions. How do you build brand equity? How can brand equity be measured? How do you capitalize on brand equity to expand your business? Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, exercises, and case discussions. The course content has relevance to students pursuing a variety of different career goals in virtually any...
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...------------------------------------------------- In your role as a Marketing Assistant your Manager has asked you to look at the marketing activities of Uxbridge College and another organisation. You have been asked to complete a table like the one below that describes how marketing techniques are used to market products in each of the organisations. You need to focus your research and analysis on one product or service (e.g. educational course) from each company; | Uxbridge College –Service | Company Two – Product or Service | Growth Strategies | | | Market Development definition | | | Product Development | | | Diversification | | | | | | Survival Strategies | | | Branding | | | Buyer Behaviour | | | Relationship Marketing | | | Once completed, make sure that your name is in the header, and that the work is printed and placed into a plastic wallet. Also upload onto Moodle. Deadline: Friday 4th December 2015 Remember to include a bibliography Describe the limitations and constraints of marketing (P2) ------------------------------------------------- Your manager has asked you to work with two of your colleagues (groups of 3) to produce a 10-minute presentation for the rest of the team that describes the constraints and limitations under which marketers operate. You must use examples from Uxbridge College and other organisations to explain your points. Your presentation should include; | | Has it been done | 1 | Introduction | | ...
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