Marketing management



Final project[marketing management ]May 14,2012ContentsAcknowledgment …………………………………………………………………. 4Dedication ………………………………………………………………… 5Mission Statement ………………………………………………………………. 6Core Values ………………………………………………………………. 6Vision Statement ………………………………………………………………….7SWOT Analysis ………………………………………………………………….8 PEST Analysis …………………………………………………………………. 8Segmentation …………………………………………………………………. 9Target market …………………………………………………………………. 10Positioning …………………………………………………………………. 10Differentiated strategy …………………………………………………………… 11 Promotional strategies …………………………………………………………… 14Group membersZaheer u din Qadir 01141Aitezaz Ashraf 01142Fawad Khattak 13201M. Imran 11666AcknowledgmentAll acclamation to Allah who has empowered and enabled us to accomplish the take successfully. First of all we would like you thank our Allah Almighty who really helps us in every problem during the project. We would to like to express our sincere and humble gratitude to almighty who`s Blessings, help and guidance has been real source of all our achievements in our life.We would like to admit that we completed this project due to parents who pray for our success.We also wish to express our appreciation to our teacher Ma`am Mahwish J Khan who helps us. DedicationOur project is dedicated to our beloved parents, teacher and all of our-selves.Mission StatementTo be a world-class institution of higher education and research, promoting technical skills, critical thinking and public duty, to help develop a prosperous and progressive societyA mission statement shows the purpose of an organization .Iqra university provides solid direction and plenty of inspiration to keep student motivated to help develop a prosperous and progressive society.The mission statement guides the actions of the Iqra University to provide students with a world class education and to allow for creative growth and promote technical skills to compete with outer environment and in public duty.Core ValuesRespectIqra mission is to promote respect for all human being. Iqra mission is to build and maintain it as a functioning entity capable of achieving its potential; it must be able to manage its interpersonal relationship in a positive civil and respectful manner.MeritAdmissions at Iqra University are based 100% on merit. Students applying for different disciplines must clear the admission test and the interview. Admission test is split into four sections: Quantative Analysis, English Language, General Knowledge, IQ test etc.ExcellenceIqra University is comparatively younger than other private sector universities; it has proven its quality and achieved higher education rankings with its excellence. As they say, excellence is not their act, it’s a habit.EqualityIqra University mission statement is based on Equality. No Gender discrimination, ethnicity, and any social discrimination. Because the main purpose of Iqra is to be a world class institution of higher education.InnovationA social process through which Iqra University adopts a series of major changes. Technological advancement brought innovation in different areas of management practice and formal organizational structures.Vision Statement (Objectives)Develop LeadershipLeaders are born not made but Iqra is there to make leader. One of the main objective of Iqra University is to develop leadership qualities in students. Their objective is to make student a leader, so pupil can lead in their professions. Promote EntrepreneurshipSocietal and student perception of education as solely a means to a job, but Iqra promote entrepreneurship. Iqra arrange seminar’s on Entrepreneurship. The message which Iqra gives that the job should not be your final destination. Iqra started some programs on entrepreneurship.Promote Advanced Learning MethodologyIqra s teaching their students with advanced way of learning and is making able to pick every important things from life. Recently Iqra started video recording of lectures, so students can get help from videos. Promote TrainingIqra is training their students, so academically as well as practically they are improving their skills. Instead of getting trained in a new organization they will be able to innovate the best for where ever they are working in the world. Uphold Islamic ValuesIqra named its university from a holy book of Islam so being a Muslim our important part of life is to follow the teaching of Islam. In banking sector Iqra University is providing the education which is accepted In Islam. For example Islamic banking and finance Promote Industry and University interactionIqra University is promoting interaction through different channels like having interactive participation in LUMEN and other sports activities. On industrial level Iqra arrange trips for students to gain knowledge and to mature the mind in different field of life.SWOT AnalysisStrengthsPositive reputation in the external communityPositive experience with those who interact with the campusProactive Partnerships with other universities, community and CorporationsHEC ranked 3 on the basis of Past performanceProfessional and skilled faculty Access to services(online)Artistic and Cultural Performances (seminars/exhibits)WeaknessesOperational structure(no track of application)Over populated classWeak communication of staff with studentsUnequal workloads on faculty & staffLacking of communication in some teachersOpportunitiesPartnerships with abroad university External Community and University relationshipsInterest in academic program expansionGrowth potentialNew constructionTechnological advancesIncreased focus on higher educationThreatsNegative public perceptionhigh competition Security Societal and student perception of education as solely a means to a jobHistorical public perceptions/lack of knowledge about higher Education.Experiences Lecturers are leaving. PEST Analysis:Political:Uncertain holidays from apart of government.No barriers to increase or decrease fee.Political issues effect daily routine activities Economic:Major economic downturn effected badly.Slower growth of global knowledge economy creating reduced demand for knowledge workers.Social:Increasing diversity and mobility of society.Increase demand of graduates for global careersIncrease in % of younger people in the population.Technological:E-connectivity 24/7 and growing use of internet for services.Web-based communication and social networking defining current and future students.SegmentationDemographic:4179570383540 Divides the market into groups based on demographic variables including age, gender, family size and life cycle. But Iqra divided market into one group that is age.Age: Iqra segmented based on age group for different discipline. Iqra University basically providing services for young age. 4048790377397Geographic: Iqra has divided market according to geographic segmentation (Karachi, Islamabad, Peshawar,Quetta). After achieved target Iqra has decided to build a new campus in Islamabad to provide best facilities. Iqra Islamabad campus is covering Islamabad and Rawalpindi community. Iqra University has divided market according to geographic segmentation, so they can cover market and can compete with competitors. Iqra has one of the best geographic segmentation in Pakistan. Psychographic Divided market into group bases on psychographic characteristics like LifestyleLifestyle Involves classifying people according to the values, beliefs, opinions, and interests. Iqra University mainly segmented according to interest. Iqra is offering services which mainly target the interest of students like Business program, I.T program, Fashion and textile Design and Engineering.Target marketSelecting the target market segment:After evaluating the different segments, we must decide that how many segments we will target. Under Graduate studentsStudents came from colleges after completing their college education. Iqra University targeting them as a potential market. Iqra is offering graduation and master program. University transfers University transfers and graduates, on the other hand, have a more focused reason for selecting a campus: career, programs, convenience, etc. Graduate students Graduate students have a clear career purpose and seek an institution for the strength of specific graduate programs and their reputation in the field. Foreign StudentsIqra University is targeting foreign students. Iqra University is using international language in education, so foreign students can easily get education in Iqra.PositioningDifferentiated strategy:Services3800475689610 Iqra have different set of services. By providing a diverse range of contents in program, Iqra trying to make sure that students should be fit in their education and can get various career opportunities. All programs have different marketing mix. They are offering five major programsManagement SciencesComputer ScienceElectronics EngineeringFashion and DesignSocial Sciences Management SciencesVision Transforming local minds into global minds.Target audience Management Science is concerned with developing and applying models and concepts that help to illuminate management issues and solve managerial problems.Programs Bachelor of Business Administration Master of Business AdministrationMS and PhD programComputer ScienceThe Department of Computing and Technology offers BS in Computer Sciences and Telecommunication & Networks, both in morning and evening timings. The Department has also started a strong postgraduate degree program of three and a half years for non-computer and computer graduates Programs BS in computer science Bs in Telecommunication & networking MS in computer scienceMS in Telecommunication & networking Electronics EngineeringIn order to achieve its goals and objectives, the department of Electronic Engineering has decided to offer BE in Electronic Engineering. An inspection team of the Pakistan Engineering Council (PEC) consisting of experts visited IUIC last year to verify available facilities and infrastructure for the Engineering discipline. Based on the strong recommendations of the inspection team, PEC has allowed IUIC to start BE in Electronic Engineering program. ProgramBE in Electronics EngineeringFashion and Design IQRA University’s Department of Fashion and Design provides a solid formation for those who are creative, able to manage a heavy workload, are ready to meet deadlines, accept changing lifestyles and fight fierce competition.Programs This Department consists of two major study groups.Bachelors in Fashion Design (BFD)Bachelors in Textile Design (BTD)Social sciences Development Studies is an emerging and interdisciplinary program of study in Pakistan where students are exposed to the major issues and theories of development. In the course of study students are provided with a comprehensive understanding of contemporary development issues. Both the Bachelor and Master’s program focus on the development processes in less developed countries, newly industrializing economies and the developed nations.ProgramsBachelor of Science in development studiesBachelor of Science in social sciences Master of Science in development studies Master of Science in International Relations M.Phil. in International development studies M. Phil. In International Relations Personnel DifferentiationIqra University has skilled management and faculty and having Competence, Courtesy, Credibility, Reliability, Responsiveness and best Communication skills in them.Channel DifferentiationIqra University has partnership with foreign universities who have a very positive image and reputation; it is also helping Iqra University to have a better image. Iqra have decision maker who have bright image and is helping to make image of Iqra brighter. 4267200532765Image Differentiation Iqra University has a unique brand symbol and image, which differentiate Iqra University from other universities. The slogan of Iqra University is “where your future begins”. Image Differentiation helps Iqra to identify what is unique about Iqra.Promotional strategiesPartnership with colleges Iqra University make patnership with colleges in Pindi-islambad. Directly target students from colleges. So after comlpeting their college education they can get easily admissions. EventPromoting university with organizing event can be effective promotional strategy. Iqra university should arrange some sports and cultural event on national level. These activites helps to promote. People get aware that this university is doing good for society. Social MediaSocial media websites such as Facebook and Google+ offer companies a way to promote products and services in a more relaxed environment. This is direct marketing at its best. Social networks connect with a world of potential customers that can view Iqra University from a different perspective. Rather than seeing Iqra from some other perspective. With the help of social network we can easily in touch with people on a more personal level.Corporate social responsibilityPromoting university while supporting a cause can be an effective promotional strategy. Iqra University should work for Pindi-Islamabad community. One way to do this is to give a percentage of profit to the cause Iqra University has committed to helping. Iqra should follow these steps:Plant treesIqra University should start a campaign of planting trees, and install Iqra university logo with each and every planted tree. This gives very good message in society.Promote no smoking campaignBy promoting campaign against smoking also gives a good message. Iqra should start a campaign, so they also become a part of a good cause.Traffic rules awareness In Pakistan huge amount of people is unaware of traffic rules. Iqra should take part in this issue. Campus visit Iqra University should arrange campus visits of collages students. Because Iqra has not a good image in students mind. These visits will clear all misunderstandings and miss gaudiness which students have about Iqra University. High school visit Some members of Iqra University should visit in high schools and promote Iqra University in front of students and give answer to students, so students can make a mind to join university after completing their basic education.AdvertisementIqra university should promote through advertisement, Iqra is targeting young age of people, so T.V, Internet and radio are effective way to promote in youngsters.T.V Electric media is very effective way to promote something. Iqra university should promote on T.V. Iqra University should make creative commercials and run these on TV. Iqra also buy air time of tv channal which is popular among youth.Radio Those radio stations which are popular in youth, iqra university should promote on those raido stations, they should buy some air time and promote education, give answers to youngsters, which promote education and Iqra also.Short courses During summers Iqra University should introduce some short courses. This is effective way to promote University. ................
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