They are instead marketed as extensions to existing graduate courses of study.
Defining an e-Marketing Plan for MGSM
From the competitive analysis, MGSM has significant competition regionally and nationally in the area of certificates. There are several lessons learned from this competitive analysis however which can make MGSM's Certificate program more competitive. First, MGSM needs to realize that there is a continuum of pragmatism vs. prestige that certificate programs align to, as is seen in the competitive analysis completed. The use of accreditation is the foundational element of all successful educational marketing programs (Cornuel, 2007) and MGSM needs to use this as the foundation of their e-marketing planning efforts. Accreditation is a measure of credibility in academic markets (Cornuel, 2007). MGSM needs to define accreditation levels for each of its certificate programs to attain the highest level of credibility possible. Second, MGSM needs to develop a specific, defensible niche of thought leadership and become the trusted advisor in this area (Radin, Calkins, Predmore, 2007). Third, MGSM needs to define a more flexible class structure to attract more students. The use of in-class, online and hybrid course structures will also differentiate MGSM from the standpoint of being able to align certificate programs to the individual use of students. This is a teaching technique called scaffolding (Najjar, 2008) that MGSM could also use to show their commitment to students' long-term learning. Fourth, MGSM needs to recruit thought leaders from the community and follow the model of UCI Extension in terms of pragmatism. Following the four recommendations of communicating accreditation for each certificate program, developing thought leadership in a specific niche, adopting in-class, online and hybrid class formats and having local thought leaders whose pragmatism is very valuable in the classroom, MGSM can then launch an exceptionally effective e-marketing plan.
Core Components of the MGSM e-Marketing Plan Strategy
Adopting the design principles and precepts of Web 2.0 technologies (O'Reilly, 2006) into an e-Marketing plan will provide MGSM with the ability to create greater levels of interactive communication and collaboration with prospective students. The rapid growth of social networking applications and their effects of creating trusted relationships and enhancing the credibility of brands (Bernoff, Li, 2008) is a dynamic MGSM needs to fully take advantage of in their e-marketing plans if they are to be successful.
The overarching goal of the e-marketing plan then is to create as many successful collaborative and supportive relationships to students so that MGSM attains the role of trusted advisor for business education (Radin, Calkins, Predmore, 2007). The concept of having conversations with customers is one Bernoff & Li (2008) speak often of in their research as being very effective as a marketing strategy. MGSM's e-marketing plan needs to concentrate on how to build conversations with customers to create testimonials that can be used online and in print, and also to understand how the program's certificates and programs can be more aligned to their needs. By concentrating on creating a conversation with customers, organizations have been successful in creating word-of-mouth and recommendations by customers (Cheung, Lee, Rabjohn, 2008).
Blogs and Voice of the Student Programs
MGSM today has a blog yet it is not well managed from the standpoint of comments not being replied to for in some cases weeks. It also does not have the depth of content that other competing universities have. Blogs can serve multiple purposes in an e-marketing strategy, with the first being that of an information portal to prospective students. MGSM could do a significantly better job of using their existing blog to do this. The ancillary benefit of this is that word-of-mouth can be created over time when students see relevant and interesting posts on blogs (Gruen, Talai Osmonbekov, & Andrew J. Czaplewski. (2006). The second major benefit of an active blogging strategy is to create higher organic search results for MGSM certificates in search engines including Bing, Google, Yahoo and others. Search Engine Optimization (SEO) is very important as this technique will put MGSM into the first several entries in any search engine results in the certificate areas being offered. Blogs are a must-have to drive word-of-mouth and SEO in search engines as well. Asking students for their feedback on programs can also be exceptionally effective and also serves as a catalyst for word-of-mouth as well.
Event Marketing
The use of events throughout the markets that MGSM offers courses in is also critically important to any e-marketing plan as well. These could include free information sessions, seminars on how to get to your career goals and free seminars on marketing and Web 2.0 as...
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