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Marketing Plan Essay

1346 words - 6 pages

CURRENT MARKETING STRATEGY
Product
- PBS is now providing MBA, MM(IT), MSc and PhD programmes.
- PBS is the first and only AACSB accredited business school in Malaysia and the sixth in South East Asia.
- PBS is the only business school that offers Human Governance course.
-
Price
- RM 25,900 (Local Students)
- RM 43,800 (International Students)

Place
- Located strategically in UPM campus, Serdang, Selangor, only 1 hour drive to Kuala Lumpur city, the capital of Malaysia.

Promotion
Push strategy
1. Education fair
Putra Business School participated in several education fair, for example UPM Postgraduate Open Day & Exhibition ...view middle of the document...

PBS also has two other old facebook pages, “Putra Business school” with 282 likes and “GRADUATE SCHOOL OF MANAGEMENT” facebook fanpage which has 17,183 likes.
Pros: Via social media, PBS can have informal communication with current students and prospective students. PBS can also provide real time updates on events and news.
Cons: PBS has three Facebook account, it’s confusing for students to identify which is the latest one. PBS social media sites have only hundreds of followers, people are not aware of these sites. PBS didn’t update their social media sites very frequently, the latest updates were a couple months ago.

3. Phone & Email
PBS has three general lines, four staffs’ handphone numbers and one official e-mail account. Students can call or e-mail PBS if they have any questions regarding the programme or questions about PBS.
Pros: PBS can attend to specific people and provide personalized service. Some people prefer talking to real person or getting official answer from PBS instead of surfing through website searching for answers.
Cons: PBS phone is not working sometimes.

4. Online brochure
PBS had an old online brochure that belongs to UPM Graduate School of Management.
Pros: Students can download the brochure and get information about courses offered.
Cons: This is an old brochure that belongs to GSM, the information on it is correct but it might confused students as GSM is used instead of PBS.

5. Advertisement in newspaper
PBS advertised from time to time in Malay and English newspaper.
Pros: Advertisement in newspaper targets literate people who read newspaper.
Cons: Nowadays, young people don’t read newspaper. Besides, advertisement in local newspaper can only reach out locals, not international.

6. Word of mouth marketing
Lecturers, students and staff of PBS could play the role of promoting PBS, this is a type of word of mouth marketing.
Pros: Word of mouth marketing does not cost PBS anything. If students are satisfied with PBS, they would recommend their friends and family to choose PBS. People trust words of people they know more than the marketers.
Cons: PBS cannot control what people talk about PBS. They might give negative feedback about PBS.

RECOMMENDED MARKETING STRATEGIES
Product

Price

Place

Promotion
1. Hire a social media officer
We suggest that PBS hire a social media officer to manage all PBS social media sites and keep them updated. Besides, hiring a social media officer can increase PBS responsiveness as he/she can reply to comments/messages/questions regarding PBS instantly. Regarding the confusion of having multiple facebook accounts, we think that PBS should merge the accounts, keeping only one active account. Since the old fanpage “GRADUATE SCHOOL OF MANAGEMENT” has the most number of likes, PBS should continue using that page because it reaches more people compared to the new accounts. Before closing the new accounts, PBS should make announcement in their new accounts regarding the moving of...

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