Marketing & Branding
University Academic Programs
Richard P. Vlosky
Director, Louisiana Forest Products Development Center
LSU AgCenter
Robert B. Vlosky
Marketing Consultant
September 14, 2005
Foundation Concepts of
Marketing & Branding
Core
Core Marketing
Marketing Concepts
Concepts
Needs, wants,
and demands
Markets
Marketing
Marketing
Concepts
Concepts
Exchange, transactions,
and relationships
Kotler 2000
Products
and
Services
Value, satisfaction,
and quality
Production Orientation
•
•
•
•
•
•
Selling what you make – “push” approach
Not customer oriented
Production volume driven
Maximize operating capacity
Typical of commodity products/services
“If We Make It, They Will Buy It”
Marketing Orientation
• Selling what the market demands –
“pull” approach
• Customer-centric Æ solves a problem
• Features & benefits
• Quality driven
• Maximize customer value
• Brand-Builder Mentality
Brands
Brands &
& Branding
Branding
Consistency
Consistency
Quality
Quality &
& Value
Value
Attributes
Attributes
Advantages
of
Brand Names
Identification
Identification
Association
Association
Brand
Equity
Loyalty
Loyalty
Credibility
Credibility
Kotler 2000
Awareness
Awareness
Brand Name
Brand
Brand Strategy
Strategy
Product Category
Existing
New
Existing
Line
Extension
Brand
Extension
New
Multibrands
New
Brands
Kotler 2000
Brand
Brand Strategy
Strategy
Line Extension
z
Existing brand names extended to new forms, sizes, and
flavors of an existing product category.
z
z
z
Food & Beverage – soft drinks, cereal, coffee, beer, Tabasco Sauce,
tuna fish in a bag
Automobiles – new models
Household – laundry detergent, shampoo, appliances
Brand Extension
z
Existing brand names extended to new product categories.
z
z
z
Harley Davidson cigarettes
RealLemon candies
Reese’s Peanut Butter
Brand
Brand Strategy
Strategy
Multibrands
z
New brand names introduced in the same product
category.
z
z
z
Arbor Mist
Mini-Cooper
Hagen Dazs
New Brands
z
New brand names in new product categories.
z
z
Swiffer
Cartridge razor blades
Market
Market Segmentation
Segmentation
Geographic
Nations, states,
regions or cities
Demographic
Age, gender, family
size and life cycle,
or income
Psychographic
Social class, lifestyle,
affiliations, or personality
Kotler 2000
Product
Product Life
Life Cycle
Cycle
Sales Over a Product’s Life
From Introduction to Decline
Sales ($)
Sales
Time
Product
Development
Time
Introduction
Growth
Time
Maturity
Decline
Public
Public Relations
Relations
1.
Building good relations with various stakeholders.
2.
Obtaining favorable publicity.
3.
Building up a good “corporate image”.
4.
Handling or heading off unfavorable rumors,
stories and events.
Major
Major Public
Public Relations
Relations Tools
Tools
Public
Public
Service
Service
Activities
Activities
Web
WebSite
Site
News
News
Corporate
Corporate
Identity
Identity
Materials
Materials
Audiovisual
Audiovisual
Materials
Materials
Speeches
Speeches
Special
Special
Events
Events
Written
Written
Materials
Materials
Marketing & Branding
Academic Programs
Programmatic
Programmatic Strategies
Strategies
Basic
Basic Academic
Academic Programmatic
Programmatic Strategies
Strategies
Kotler 2000
Generalist
Generalist
Programs
Programs
Focused
Focused
Programs
Programs
Mixed
Mixed
Strategy
Strategy
No
No Strategy
Strategy
You Do NOT Want to be Here
Programmatic
Programmatic Strategies
Strategies
Academic
Academic Program/Student
Program/Student Market
Market Expansion
Expansion Grid
Grid
Existing
Programs
New
Programs
Existing
Student Base
Further
Penetration/
Retention
Program
Extension
New
Student Base
Student Market
Development
Diversification:
New Students/Programs
Academic
-Is Decline
Academic Program
Program Life
Life Cycle
Cycle-Is
Decline Inevitable?
Inevitable?
Programmatic Life From Introduction to Decline
Enrollment
Time
Program Introduction
Development
Time
Growth
Maturity
Decline
Can
Can Academic
Academic Programs
Programs be
be Branded?
Branded?
Do
Production” Oriented
Do NOT
NOT Want
Want to
to be
be ““Production”
Oriented
• Offering what you know (faculty oriented)
• Not customer (student) oriented
• Volume driven-quantity (seats filled), not quality
(instructional)
• Maximize operating capacity-filling classrooms
• Typical of commodity products-undifferentiated
programs
Programmatic
Programmatic Growth
Growth Strategies
Strategies
1. Develop and maintain a defensible competitive
position.
2. Build highly recognizable brand identification for
key stakeholders such as prospective students,
industry and government leaders, employers,
alumni, and donors.
3. Build awareness and desire through branding,
marketing, & public relations.
Programmatic
Programmatic Growth
Growth Strategies
Strategies
4. Build strong relationships/partnerships with
internal & external stakeholders.
5. Create a positive “image” through relevant and
productive events.
6. Create key functions:
z Media Relations
z Program Publicity
z Recruiting
z Development ($$$)
Tools
z
Advertising
z
eMarketing (Internet)
z
Marketing innovations
z
Marketing research, evaluation & measurement
z
Student lead generation and qualification: quality
vs. quantity
z
Potential employer database
z
ROI (Return on Investment)
z
ROA (Return on Assets)
z
Metrics!!!
Adapted from: Program Topics-University Continuing Education Association Annual Marketing
Seminar in New Orleans, February 17-19, 2005
Academic
Academic Program
Program Marketing
Marketing && Branding
Branding Influences
Influences
Stakeholder
Influences
Institutional
Constraints
Market
Demands
Richard Vlosky, 2005
New
New Challenges
Challenges in
in Marketing
Marketing Academic
Academic Programs
Programs
Information
Technology/
Distance
Learning
Faculty Skill Set
vs.
Market Demands
Recruiting
Top
Students
Emerging
Emerging
Challenges
Challenges
Changing
Institutional
Requirements
Changes in
Employer
Requirements
Ellen Harshman, Dean, John Cook School of Business
Saint Louis University :
“Effective marketing requires that we think and act
strategically. Consequently, the development of a clear,
focused mission statement and comprehensive strategic
planning processes take on additional importance and
meaning.
¾
Incorporating marketing considerations into the school’s
strategic plan allows us to align resources with strategic
priorities.
¾
Planning from a marketing perspective imposes discipline
in developing our public messages to describe what we
stand for, how we differentiate ourselves from our
competitors, and the value of the programs we offer.”
Questions?