“You mean no one
remembered to bring
a rock?”
MARKETING STRATEGIES
MARKETING BASICS
PRODUCT
PRICE
PLACE
PROMOTION
MARKETING - PRODUCT
DEGREES OFFERED
THE PRESTIGE FACTOR
FACULTY REPUTATION
SIGNIFICANT ALUMNI
EXCLUSIVITY
GUARANTEES
MARKETING - PRICE
ACTUAL COST
PERCEIVED VALUE
OR
ACTUAL
PERCIEVED
ACTUAL
PERCIEVED
MARKETING - PLACE
LOCATION
ENVIRONMENT
LEARNING
LIVING
TIMING
MARKETING - PROMOTION
ADVERTISING
MEDIA RELATIONS
IMAGE PIECES
PERSON TO PERSON
COMMUNITY RELATIONS
MISSION
IMAGE REFLECTS THE MISSION
• CURRENT STATEMENT
• DISTINCTIVE LANGUAGE
• CLEAR GOALS AND OBJECTIVES
MARKET RESEARCH
CURRENT STUDENTS
ALUMNI
EMPLOYERS OF ALUMNI
Market
DONORS
Research
PROSPECTS
FACULTY AND STAFF
Circle of
Influence
Action
SWOT
Analysis
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
STRENGTHS
REVENUE GENERATED OVER TIME
SMC IS NUMBER ONE IN TRANSFERS
COMPRHENSIVE STUDENT SUPPORT
SERVICES IN PLACE
COMPETITIVE PRICING
ESTABLISHED RELATIONS WITH AGENTS
WEAKNESSES
INCREASED TUITION AND FEES
RELIANCE ON TUITION AND FEES
LACK OF INTEGRATED DATA
PROSPECT DATA BASE INCOMPLETE
US IMMIGRATION LIMITS ACCESS
OPPORTUNITIES
TECHNOLOGY UPDATES
WEBSITES
ADVERTISING AND APPLICATION ON LINE
INTEGRATE DATABASES
EXPAND DISTANCE EDUCATION
COURSES AND INTENSIVE ESL ABROAD
DEVELOP INDIGENOUS RECRUITMENT
RESOURCES
THREATS
US IMMIGRATION POLICY
GLOBAL ECONOMIC SLOWDOWN
COMPETITION: USA AND ABROAD
COSTS OF TRAVEL/RECRUITING
BUDGETARY PRESSURE FROM STATE
EMPHASIS ON SINGLE WORLD REGION
SANTA MONICA COLLEGE
FOUNDED IN 1929
TWO-YEAR COMMUNITY COLLEGE
NUMBER 1 IN TRANSFERS
MORE THAN 60 MAJORS
30,000 STUDENTS
2,900 F-1 STUDENTS
STATE-OF-THE ART
FACILITIES
ETHNICALLY DIVERSE
CITY OF SANTA MONICA
Set in a
Cosmopolitan
Urban
Environment
DR. ELENA M. GARATE
PROFESSOR
SANTA MONICA COLLEGE
1900 PICO BOULEVARD
SANTA MONICA, CALIFORNIA
90405
310: 434-4354
garate_elena@smc.edu