KISII UNIVERSITY-NAIROBI CAMPUS

SCHOOL OF BUSINESS AND ECONOMICS

COURSE TITLE: MARKETING MANAGEMENT

COURSE CODE: MBAD

LECTURER: BETSY SINDANI

NAME: OMBASA ERIC OMINGO

REG.NO: CBM12/10183/15

TASK: ASSIGNMENT

DATE:29TH OCTOBER 2015

SIGN:____________________

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KISII UNIVERSITY

The University Marketing Plan

OCTOBER 2015

Table of Contents
Table of Contents i

Executive Summary 2

History and Background 3

Vision & Mission 3

CORE VALUES 3

SWOT ANALYSIS 3

FOUNDATIONAL MARKETING OBJECTIVES 5

MARKETING GOALS AND STRATEGIES 6

Goal 1: Maintain Strong Enrollment 6

Goal 2: Continue to Grow Kisii University’s Academic Reputation 6

Goal 3: Strengthen and Broaden Brand Awareness 7

Goal 4: Maintain Brand Consistency 8

GOAL 5: Extend the reach and depth of the university by developing strategic programs and collaborations. 8

Summary 9

Executive Summary

At Kisii University, the marketing process is a logical extension of the marketing planning process. Marketing encompasses the continuum from making decisions about which academic programs will be offered to providing those programs at a place and rate students are willing and able to access them. The marketing plan of the University outlines critical marketing strategies and the communication methods used to assist in accomplishing institutional objectives. Information about academic programs, educational outcomes, delivery methods and tuition policies is found in the University’s marketing plan, marketing enrollment management plan and other key planning documents.

The Kisii University Integrated Marketing and Communications Plan describe a new, holistic approach to the University’s external marketing and communication strategy. The Plan serves as a guide to help reshape brand perception, enhance awareness, and increase applications and enrollment. Secondarily, the implementation of this plan will help build internal culture and pride by fostering engagement among all members of the Kisii University community: alumni, donors, staff, students and faculty.

The marketing plan aims to strengthen the University’s reputation and enhance its visibility. In addition, it will encourage alumni, friends, donors, parents, students, prospective students, faculty, and staff to cherish their association with Kisii University. It will inspire those who are not directly connected with the institution to take notice of its academic reputation and contributions to the community and beyond.

History and Background

On 6th February 2013, Kisii University was awarded a Charter to become the 13th public university in Kenya. The University Main Campus is situated in a scenic and congenial environment which is quite ideal for academic pursuit. It is situated approximately 2 km from Kisii Town Centre, off the Kisii – Kilgoris Road. Since being elevated to a University, the institution has expanded rapidly in terms of academic programmes, student enrolment and staff. The students are distributed over various campuses including the Main Campus, Kisii Town Campuses, Kitale Campus, Keroka Campus, Nyamira Campus, Ogembo Campus, and Kisumu Campus. Eldoret Campus and Isebania Campus.

Vision & Mission

THE VISION

A world class University in the advancement of social welfare, research and academic excellence.

THE MISSION

To train high level human resource that meets the development needs of the country and international labour market, and to sustain production of high quality research and consultancy, and dissemination of knowledge, skills and competencies for the advancement of humanity

CORE VALUES

The following are some of the core values embraced in order to realize its vision and mission at Kisii University; Professionalism, Teamwork, Accountability, Transparency, Responsiveness and Integrity.

SWOT ANALYSIS

The following SWOT characterizes and condition its existence and critical operations –

Strengths

Kisii University has the following comparative strengths which it envisions to harness in order to realize its objectives within the planning period:

• Competitive academic programmes.

• Highly trained and competent administrative and academic staff.

• Resources for generating revenue for funding infrastructure development.

• Scenic physical environment conducive for quality learning, teaching and research.

Weaknesses

The following are some of the weaknesses that the University University will address in the course of this marketing planning period:

• Inadequate physical infrastructure e.g. lecture theaters, students’ hostels, roads and staff offices.

• Limited number of academic and administrative staff.

• Inadequate ICTs.

• Dependence on Government funding.

• University industry linkage.

Opportunities

Opportunities that will help the University move towards realizing its goals and objectives are summarized as below:

• There is a growing demand for higher education nationally and internationally.

• Proximity to principal urban centers hence possibility of establishing satellite campuses.

• Presence of various Government departments in the Nairobi Central District which are willing to support the expansion and operation of the university.

• Existence of readily trained and skilled labor force in the Kenyan job market.

• There are political, economic, socio-cultural and technological changes taking place within the country and beyond.

• Potential support from alumni.

Threats

The University will envision addressing the following potential threats which could derail implementation of its marketing plan:

• Unforeseen students and staff unrest.

• Increasing poverty levels in the region and the entire country

• Stiff competition from other universities

• Inadequate and untimely disbursement of funds from the Government

• Potential loss of key members of staff to other institutions and through natural attrition.

• Unpredictable political stability in country.

• HIV/AIDS pandemic

FOUNDATIONAL MARKETING OBJECTIVES

1. Strengthen market position and improve student recruitment Kisii University will undertake a series of coordinated action steps designed to increase the total number of applicants, to increase selectivity, and achieve a sustainable enrollment model.

2. Be an innovative leader for excellence in teaching and research. The measure of Kisii University’s academic quality is largely determined by the productivity of our scholars and the effectiveness of classroom instruction. Kisii University has certainly benefitted from a steady rise in the quality and productivity of our faculty. Active scholarship is the most powerful way that faculty members remain engaged with their fields, contribute new findings, inform their teaching, and gain professional recognition for themselves and the University. Excellence in research brings renown that can only strengthen Kisii University’s international reputation.

3. Improve alumni relations, engagement, and giving By nurturing relationships with our current and future alumni, we will be assured that students, faculty, and staff continue to benefit from the professional expertise, passion for lifelong learning, and generosity that have always distinguished Kisii University alumni. Alumni represent our greatest underutilized resource at a time when their engagement with the University and support has never been more critical.

4. Build the infrastructure to support the needs of the 21st century University.

Having successfully increased recognition of Kisii University’s exceptional academic quality in previous years, additional comparative metrics with aspirational universities will continue in an effort to further increase perceived quality.

MARKETING GOALS AND STRATEGIES

Goal 1: Maintain Strong Enrollment

Enhance quality of first-year applicants

Increase retention of enrolled students

Strategy

Use highly personalized outreach channels to make students feel welcome and included and to address concerns and questions.

Highlight personal narratives of current students and alumni to illustrate why they chose Kisii University and why it was so valuable.

Leverage Kisii University’s growing brand equity and academic reputation to deliver key messages that influence this audience, e.g., value.

Further segment the prospect pool to create personalized communication.

Achieve broad visibility among the defined audience through traditional and digital tactics.

Goal 2: Continue to Grow Kisii University’s Academic Reputation

Increase external recognition for academic achievement

Seek comparisons with aspirational universities

Strategy

Foster relationships and provide engagement opportunities for existing and new brand ambassadors

Engage with alumni through personalized messaging to reconnect and strengthen their relationship with campus and the Kisii University brand

Perform an audit of available data related to admissions, marketing, and advancement costs to determine what analysis is possible.

Integrate and assist in concepts and amplify fresh ways to encourage annual giving, both from the alumni base and the community at large, by capitalizing on Kisii University’s increased exposure.

Develop and optimize annual giving fundraising events and efforts

Goal 3: Strengthen and Broaden Brand Awareness

Continue to build awareness in major metropolitan markets in Kenya

Strengthen community relations in Kenya

Increase brand awareness in key Kenyan markets

Support a community of brand ambassadors

Strategy

Build brand affinity and loyalty by establishing personal relationships and a sense of community with fellow classmates and the campus.

Submit media alerts to select outlets to promote program recognition to a regional and national audience

Create a campaign to increase awareness of Kisii University’s innovative programs by publishing informative articles student centered electronic publications

Implement pilot program “CAST” Corporate Access to Student Talent.

Create a student-focused social media campaigns to increase awareness of Kisii University offerings, events and accomplishments.

Create a quarterly digital magazine publication designed to promote Kisii University faculty, staff, students, and alumni. The publication will be written by student reporters assigned to a beat. It will offer faculty and staff the opportunity to either submit story ideas or fully-written articles.

Goal 4: Maintain Brand Consistency

Create meaningful brand messaging for external audiences

Grow internal stakeholder support of marketing efforts

Develop and launch a new branding campaign that will provide visibility of the comprehensive make-up of University and all its connecting parts.

Strategy

Create a message of “connection.”

Create an overarching “look” that will brand University and its individual departments. Strategy

Create a tagline that references the connection between University and its departments and programs.

Develop system which establishes the University as an extension of local businesses as it applies to employee advancement and development.

GOAL 5: Extend the reach and depth of the university by developing strategic programs and collaborations.

Strategy

Develop, execute and assess integrated strategic marketing and communications programs, both internal and external, that strengthen, promote and protect Kisii University’s brand identity, relevance, accomplishments and excellence.

Lead the collaborative process to maintain and advance the university’s brand identity through messaging, identity and communication design and execution.

Utilize institutional goals, strategies and priorities for communications and marketing work products that support extending the reach and depth of the university.

Utilize research-based decision-making processes to inform media and message decisions for promoting Kisii University University’s brand, institutional reputation, community engagement and engaging key stakeholders.

Employ news promotions, publications, marketing and advertising programs, and web and other electronic communications to brand and differentiate the university as a leading land-grant, research-intensive university.

Employ news promotions, publications, marketing and advertising programs, and web and other electronic communications to illustrate the contributions of students, faculty, staff and alumni to the creation of knowledge that solves the complex problems of today and contributes to the cultural, social and economic well-being of the state, the region and the world.

Employ news promotions, publications, marketing and advertising programs, and web and other electronic communications to promote excellence and traditions, university pride, and to encourage participation in university celebrations, and educational, cultural and intercollegiate athletic events by alumni, faculty, staff, students and the citizens of Kenya and the region.

Summary

The strategies in this marketing plan are designed to emphasize the distinctive programs and members of Kisii University community, which make the University unique and special. Several offices and departments at Kisii University will have key roles in implementing this plan because of their visibility, their interactions with key audiences, and their roles within the University.

Continuous monitoring and evaluation of the Plan will be important in improving performance and achieving desired results. Monitoring will involve a routine and step-by-step process of collecting, recording and organizing information about the marketing plan results, including short-term outputs and immediate and longer-term plan outcomes. It is therefore a marketing planning function for guiding towards the intended direction and to check the performance against the stated objectives. On the other hand, evaluation will entail a periodic review of the elements of success and failure in Plan. It will utilize monitoring information to make a value judgment on Marketing Plan implementation.