Marketing Plan
Running head: MARKETING PLAN
SPEA V544: Marketing Plan
Indiana University School of Liberal Arts Career Development Office at Indianapolis
Career Development Courses
Lindsay Smith
Indiana University
1
Marketing Plan
SPEA V544: Marketing Plan
Table of Contents
1. Marketing Audit……………….…………………………….……….…….……. 4
2. SWOT Analysis……………….…………………………………….…………… 8
3. Summary of Key Issues…………………………….…………………….……... 9
4. Assumptions………………………….……………….……………………….... 10
5. Marketing Objectives…………………………………………….……………... 11
6. Marketing Strategies…………………………………………..………………… 11
7. Tactics………………………………………………………………………….. . 13
8. Budget…………………………………………………………………………… 15
9. Schedule…………………………………………………………………….…… 16
10. Monitoring/Evaluation……………………………………………………….….. 16
11. Contingencies……………………………………………………………………. 17
12. References……………………………………………………………………….. 19
13. Appendix A: Schedule of Marketing Activities 2010...…………………….. …. 20
14. Appendix B: Course Descriptions of Career Courses at IUPUI………….….…. 21
15. Appendix C: Positioning of Career Development Courses at IUPUI…………... 24
2
Marketing Plan
3
The School of Liberal Arts Career Development Office is proposing to create several new
career development courses for students in the School of Liberal Arts, but also open to any
student at IUPUI in any major. Topics will be relevant to all majors and may include topics such
as business careers for liberal arts majors, job searching in the government sector, international
careers, and many more. The courses will be five weeks, one credit hour courses that will not
only inform our students, but hopefully inspire other students to consider liberal arts as a major
as well. The School of Liberal Arts is also developing a two credit course for students who are
not sure what careers are possible with a degree in liberal arts, or even what majors are available.
Because the Career Development Office has only been open since November 2008, is
still in its infancy stage, and staffed by only one full time staff member who serves 1,600
undergraduate students and 340 graduate students, the mission, vision and core values are not
complete to the satisfaction of the Director of Career Development. However, the mission of the
Indiana University School of Liberal Art at Indianapolis has been confirmed since 2005 and is to
create and exchange, “knowledge that promotes understanding of the human experience” (2009,
About Us). The School of Liberal Arts Vision statement (2009, Strategic Plan 2006-10) is as
follows:
As one of the premier sites of liberal arts education, scholarship, professional service, and
civic engagement in the state of Indiana, the School of Liberal Arts will contribute to the
social, cultural and economic development of the state, and will foster life-long learning
that engenders commitment to civil society through an engaged and educated citizenry.
The Liberal Arts Career Development Office sits within this same mission and vision, with a
focus on providing career counseling and educational resources for students in order to assist
each student on their journey towards a personally satisfying and rewarding career path.
Marketing Plan
Marketing Audit
PEEST Analysis
Political

Effects of new 2 year state budget on higher education

Attitudes of government towards assessing higher education

Attitudes of government towards controlling cost of higher education

Uncertainty in how the Obama Administration will affect current trends and
regulations on higher education
Economic

National and state unemployment rate is rising causing more people to want to
return to college

Cost of going to college is ever increasing

Cost of living is ever increasing

Becoming increasingly important to become educated beyond high school
diploma

How is economy forecasted to change in 1 year, 2 years, 5 years?
Environmental

None that I am aware of
Socio-Cultural

Average age of student at IUPUI is slowly decreasing

IUPUI campus is slowly becoming less commuter and more traditional

Pressure to decide on career path early on

Urgency of (or lack thereof) Liberal Arts students to choose a career

Liberal Arts students go to school to learn, and think of the career last

Idea that those with liberal arts degrees do not follow a linear career path
4
Marketing Plan
5
Technological

Computer programs make it easier to track students for assessment purposes

LinkedIn and Facebook: use to communicate across campus

Collaborate with other career offices on campus, by utilizing the IUPUI Career
Services Council (CSC) websites
Competitor Analysis
1. Competitors for resources: Other career development offices on the IUPUI campus could
potentially be seen as direct competitors for resources, including available funding,
classroom space, and student enrollment in career courses
2. Competitors for provision of nonprofit services:
a. For-profit career counselors/coaches may be competing with us for our students to
assist them in finding their life’s purpose, to teach them business etiquette, or
assist in job searching.
b. Our students may also be considering a reverse transfer to Ivy Tech Community
College in order to complete a two year degree.
c. Competition also exists from other departments who offer career development
courses on the IUPUI campus including the School of Public and Environmental
Affairs (SPEA), Psychology, Engineering and Technology, University College
and others
Collaborative Analysis
There are many opportunities for collaboration within the university and the Indianapolis
community. Because of the existence of the IUPUI Career Services Council, new ideas for
career courses across the university can be openly discussed with the option of collaboration
between schools. For example, since the School of Business and School of Liberal Arts both
Marketing Plan
6
have an International Studies major, a course that focuses on careers in international business
could benefit students in either school, and therefore could be marketed toward both populations.
Another potential collaborative partner is the Indianapolis community. If the School of
Liberal Arts creates a topics course on job search techniques, networking, or business etiquette,
professionals from businesses around Indianapolis may want to participate on behave of their
company as a way to give back to the community and receive positive publicity for their
interaction with college students, all while networking with students and discovering potential
talent for their company.
Relevant Stakeholder Analysis
There are four main constituents that are considered relevant stakeholders to the career
development courses being created, they include: 1) IUPUI students, 2) Liberal Arts Career
Development Office staff, 3) School of Liberal Arts administrators, and 4) employers who hire
Liberal Arts students for internships and full-time employment.
IUPUI Students. We need to assess the needs of IUPUI students to find out what
questions they currently have about career development and exploration, as well as the level of
knowledge they have about careers they can pursue with a liberal arts degree. Knowing what
students are interested in will improve our understanding of how to structure the topics of the
career courses, and in turn, fill classrooms.
Liberal Arts Career Development staff. The School of Liberal Arts Career
Development staff will be the creators of the courses, and without their buy-in, it will be difficult
to research resources to supplement the courses, publicize the courses before and during the
semester, and keep the office open while other staff members are teaching the career courses.
Marketing Plan
7
Liberal Arts administrators and faculty. Administrators and faculty are important to
the success of the career development courses because without their approval, the courses will
not exist. Faculty and administrators from the School of Liberal Arts will approve the career
development course proposal and assist the Career Development Office in publicizing the
courses to their students once the courses are approved and students are in the classroom.
Faculty members are in contact with their students on a weekly basis, and students often trust
their opinions and recommendations. In turn, we hope that students choose liberal arts as their
chosen major after taking our courses.
Employers who hire Liberal Arts students. Ultimately, the employer who hires liberal
arts students is a major stakeholder in our career development courses. The more confident a
student is about the major they have chosen, and the better they can articulate why they are
liberal arts majors, the more energetic employers are going to be about hiring liberal arts students
for their next internship or job.
Analysis of Own Organization
Currently, the Liberal Arts Career Development Office is not participating in any
marketing or public relations opportunities to market the office specifically. We are working
with the resources we have to serve the needs of the students who find us. The career
development courses will be one of our first steps towards creating revenue for our office. There
have also been discussions regarding a per-semester fee for Liberal Arts students who utilize
career services; however, these conversations have remained very confidential and have only
begun to be submitted to the fiscal officer and other prominent administrators for approval in the
2011-12 school year.
Marketing Plan
8
There is also currently no specific marketing mix or strategy being used for the Career
Development Office. The current procedure is to get approval from the School of Liberal Arts
External Relations Committee on any marketing to ensure a consistent message is being
portrayed, but beyond this process, no plans are currently in place.
SWOT Analysis
Strengths
Strengths of the Career Development Office include the knowledge, creativity, and
professional network of the Director or Career Development. Although the office is short
staffed, she is able to meet with a large number of people every year and get a great deal
accomplished for the School of Liberal Arts. The Director of Career Development has also done
an excellent job of building relationships with internship and job providers, as well as students
within the School of Liberal Arts. Another strength of our office is the immense support of the
Associate Dean of Liberal Arts, as well as the recognition that the director brings to the Career
Development Office through her reputation on campus as being an advocate for the student.
Weaknesses
Although the Director of Career Development has many strengths, she is only one person
for the entire office. We have been able to employ five work-study students for the 2009-10
school year, but much of the fall semester has been spent getting off the ground, training and
learning the new personalities and how they interact in the office. In addition, because the
Career Development office is in its infancy, there are many projects to get started and not enough
time, or manpower, to get them started. Every project seems urgent, but ultimately, the student
walking in the office who wants to speak to you demands attention first, above all else.
Marketing Plan
9
Of the schools at IUPUI interested in forming their own career center, the School of
Liberal Arts has been one of the first to speak out and advocate in acceptance of an office, yet
one of the last to actually have an office with staff. This seems to be a common theme with the
School of Liberal Arts; grand ideas, but never quick to act on them. This leisurely pace may
inhibit both the number of career development courses offered, as well as how soon they can be
offered to students.
Opportunities
The creation of the career development courses will hopefully introduce students at
IUPUI to majors within the School of Liberal Arts. In addition, the courses should assist
students already in Liberal Arts majors to discover careers they can pursue with their degree and
skill set. We will need to utilize our network of career services staff from the Career Services
Council to publicize our courses to other schools and to encourage students outside of Liberal
Arts to take our courses. These career courses are also intended to generate revenue for the
Career Development Office as well as the School of Liberal Arts.
Threats
Currently, our major threats are related to state funding and how higher education can
allocate monies, as well as the potential that the curriculum committee and faculty will not
approve the courses to be offered. Beyond these two major threats, the School of Science is
working on creating a career services office with a prominent location, which may take students
away from the courses we want to offer if they too decide to offer career courses.
Summary of Key Issues

There is significant competition at IUPUI for career development courses, but none that
address majors and careers that can be attained through the School of Liberal Arts
Marketing Plan

10
IUPUI students have difficulty identifying what careers they can realize with liberal arts
degrees

There are not career development courses at IUPUI that focus on contemporary career
issues, but open to all majors. (Examples: Social Networking and Your Professional
Persona, How to Find a Job in the Government Sector)

Indiana state government is projected to cut budgets again in 2010 for higher education

Because this is the first time Liberal Arts has offered career development courses, we will
have to work especially hard to publicize the courses to IUPUI students

Liberal Arts Career Development Office is still in its infancy, and is still working on a
solid brand identity; which would be beneficial to marketing

Liberal Arts Career Development Office only has one full time staff person
Assumptions
There are a few assumptions that need to be made if this marketing plan is going to be
executed as written. First, we have to assume that these courses are approved by the curriculum
committee, as well as the faculty senate for the School of Liberal Arts. I have also assumed at
this point in the marketing plan that market research has already been done to confirm that there
is a growing need for the courses I have proposed. The School of Liberal Arts, like all other
schools on the IUPUI campus, in the state of Indiana, and nationwide, is at a point of fiscally
conservative money management, and we can only assume that administrators who are in the
position to approve these career development courses for students can see the significant value
for student growth and learning and the income that can potentially be generated by these
courses.
Marketing Plan
11
The last few assumption that need to be made are that by the time these courses are
offered, the Career Development Office will have their own website to publicize these courses,
and we will have at least one more full time staff member in the office so that we will have the
ability to have one staff member in the office if the other staff member is teaching a course.
Marketing Objectives
1. To offer a two credit hour career development course every semester by the 2011-12
school year
2. To offer (1-3) one credit hour courses per semester on contemporary career topics by the
fall 2012 semester
3. Meet full capacity in all Liberal Arts career courses in 5 years (20-25 students per course)
4.
Increase IUPUI students’ awareness of liberal arts majors
5. Increase IUPUI students’ understanding of careers that can be pursued with liberal arts
degrees.
Marketing Strategies
The overall direction that the Career Development Office is taking to achieve growth is
diversification. Adrian Sargeant, Professor of Fundraising at Indiana University-Purdue
University, Indianapolis (2009), notes that because diversification involves delivering services of
which the organization has no experiences in, to completely new groups of customers, it could be
considered, “perhaps the most risky of all of the four potential growth strategies” (p. 126).
However, with related diversification, “the organization is continuing to operate within broadly
the same sector but is attempting to do something new for the first time” (Sargeant, 2009, p.
126). Although the Career Development Office is embarking on the creation of career
development courses for undergraduate students for the first time, the career development staff
Marketing Plan
12
has a wealth of experience with the diverse populations of students at IUPUI and the career
education currently offered at IUPUI.
Because there are at least ten career courses stretched across seven unique majors, Liberal
Arts will have to differentiate the career courses offered from all of the other career development
courses on campus. The goal of all of the career development courses offered by Liberal Arts is
to both physically and psychologically differentiate the courses from all other career
development courses on the IUPUI campus.
Segmentation
There are two distinct market segments that the Liberal Arts Career Development Office
will market career development courses to. The market segment for the two credit hour
major/career course is undecided students, and students who are considering a liberal arts degree,
but are not quite sure what they can do with a degree in anthropology, sociology, history, etc….
The market segment for this course will be based mostly on behavioral variables, with little
emphasis on demographic variables. The market segment for the one credit courses will have
more emphasis on demographic variables, with less importance on the behavioral characteristics
of students. The market segment for the one credit courses in current career issues will be
mostly upper-level undergraduate students who are nearing graduation, may be beginning the job
or internship search, and will come from a wide variety of majors. Because topics will not be
specific to Liberal Arts majors, the courses will be relevant to a broad range of students, and
their interests.
Positioning
The Career Development Office will position the two credit major/career course to
students from all majors, with an emphasis on undecided students and those interested in
Marketing Plan
13
pursuing a liberal arts degree. In addition, the course will assist students in learning about
careers within the majors offered in the School of Liberal Arts. Although there are already three
other courses with this purpose, one course is focused on careers within the School of Public and
Environmental Affairs, and the other two courses are not affiliated with a degree granting school
and focus on exploratory students, allowing the student to pursue their interests in any major.
The one credit hour contemporary career issues courses will be positioned more as a
course that teaches strategies for job search, as well as a course to discuss relevant career issues,
but will still be largely marketed to students from any major. (See Appendix C for the
positioning of all of IUPUI’s current career development course offerings).
Tactics
University College and Liberal Arts ListServ
The University College and Liberal Arts student ListServs are both opt-in email
databases at IUPUI. The University College ListServ is for students, the majority with less than
56 credit hours, who are not yet in a degree granting school. The Liberal Arts ListServ is for
students who have declared liberal arts as their major and who plan to graduate with a degree
from the School of Liberal Arts. The Career Development Office will develop a press release
that will be sent to University College to enable them to include on their listserv. The press
release will also be sent to the Liberal Arts database, but will also be included in the quarterly
Career Development Newsletter, also sent out on the Liberal Arts listserv.
Features on Website
Information will be featured on the School of Liberal Arts website, as well as the IUPUI
home page with a link taking the student to the Liberal Arts Career Development Office
homepage for more information. Each career course will have its own webpage within the
Marketing Plan
14
Career Development website with information about who should take the course, what one will
learn from the course and enticing questions to interest students to take the course.
Marketing Flyers
Flyers and pamphlets will be created by the student staff to publicize the new career
courses. These flyers and pamphlets will be available in the Career Development Office and
Liberal Arts Advising Office, and will be posted in approved spots near elevators and stairwells
in Cavanaugh Hall, where the School of Liberal Arts is housed at IUPUI. These informational
flyers and pamphlets will also be made available to distribute during presentations to academic
advisors and classrooms.
Design. There will be several designs for each course offered depending on the audience
for the flyer. We will have a specific flyer for each course created for academic advisors to
explain the relevancy of our career courses, why it is beneficial for students to take, who the
courses would be good for, and the current learning outcomes for the courses. Flyers designed
for students will be more straightforward, easy to read at a glance, and will give the student
websites where the can find additional information.
Presentations in Classrooms and to Academic Advisors
The main purpose of the presentations to academic advisors and students in classrooms
will be to inform and create word of mouth marketing. The main audience for presentations will
be University College Academic Advisors, who are responsible for advising over 7,000 IUPUI
students who are undecided, undeclared, or not yet into their degree granting school, and
students who are taking liberal arts courses.
In order to present our information to academic advisors, we will be contacting the
Director of Academic Advising to schedule a time during their weekly staff meeting, once in
Marketing Plan
15
June and December 2010, and once in April 2011 to inform them of the career courses offered
for the upcoming or current semester, and to discuss with them anything they may have noticed
about the students interested in the courses, questions that they continuously asked, or scheduling
conflicts that typically occurred with students. The same presentation will be given to the IUPUI
Career Services Council, which is comprised of staff across the campus with interests in career
services.
For in class presentations, we will first ask faculty members in the School of Liberal Arts
who we have built professional relationships with for permission to borrow five minutes of their
class time to introduce our career courses. The benefit of going into liberal arts courses to
present is that students from all majors take liberal arts courses to fulfill general education
requirements; thus our reach will be extended to the entire campus body of students.
Budget
Due to the fixed cost per credit hour at IUPUI of courses, we will utilize going rate
pricing for our pricing strategy for all courses we implement (currently about $200 per credit
hour). Instructors for the course will be staff members from the Liberal Arts Career
Development Office. Because the career courses are part of the staff member’s job description
and not outside of their normal work week, they will not be paid an additional instructor fee.
The majority of the budget will be set aside as a contingency fund. Website advertising will all
be done within IUPUI, therefore no charge will be incurred. Textbook purchases while we
research and create course content will receive 15% of the budget, as will the creation and
printing of flyers for distribution to students and advisors across the university. A large portion
of the budget will go to pay work-study students to assist in researching textbooks, creating
advertising and presenting to classrooms.
Marketing Plan
16
The objective and task budget strategy will be used to implement our career courses.
This strategy makes the most sense because it is based on the amount of money needed to
achieve our goals, rather than previous year’s revenues or a percentage of sales, which may be
unrealistic when discussing revenue generated from higher education courses.
Budget for Liberal Arts Career Courses- First Semester
Textbook Research
15%
Flyers for advertising
15%
Work-Study Students
40%
Contingency Fund
30%
= 100% of budget
Schedule
Since the Career Development Office is staffed by a Director of Career Development and
five work-study students, it will ultimately be the responsibility of the director to ensure that the
schedule is followed through. However, the four undergraduate work-study students will be
responsible for creating and distributing flyers and the graduate work-study student will be held
accountable for listserv messages and updates to the website. All staff members will be
responsible for presenting course introductions to academic advisors and classrooms at the end
of the semester. (See Appendix A for 2010-11 schedule of marketing activities)
Monitoring/Evaluation
Several controls will be put in place to ensure that each marketing objective is met by the
goal date. In order to find out how best to publicize the career courses, we will ask students
during an intake survey on the first day of classes how they heard about the course and who or
Marketing Plan
17
what reason prompted them to register for the course. By knowing how to best reach students,
we will be able to increase the enrollment of students into future courses. End of course
evaluations will tell us ways we can improve the course, and in turn, assist us in increasing
enrollment and enabling us to offer more courses each semester.
Raising the awareness of liberal arts majors in IUPUI students and increasing the
understanding of career options within liberal arts majors will be the most difficult marketing
objectives to monitor. Surveys will be sent out to students through the Liberal Arts listserv, as
well as the University College student listserv periodically to find out students’ awareness of the
career development course offerings and their opinion of them. Course evaluations will also be
completed at the end of each semester in the career courses to discover how much students who
enrolled in the course learned over the course of the semester. Students who visit the Liberal
Arts Career Development Office will also be asked to take a short assessment upon entering the
office to determine the student’s knowledge of majors and careers within the School of Liberal
Arts.
Contingencies
It is possible that students will decide not to take the liberal arts career courses as
electives on their own. If this happens, we may need to offer the one credit courses in
conjunction with the capstone experiences required for each liberal arts major in their senior
year. We could also offer the two credit hour major/career exploration course as a first year
seminar for students interested in liberal arts. All first year, first semester students with less than
17 credit hours who attend IUPUI are required to take a learning community, which is essentially
a full semester orientation to the campus, campus resources, and student success skills. If this
course were to be offered to first year students it could be presented in one of two ways.
Marketing Plan
18
1. Present the two credit course as a learning community, complete with all of the learning
outcomes required, in addition to the liberal arts major/career exploration information.
2. Present the two credit career/major course in conjunction with a learning community.
The learning community would be linked with the major/career course and the same
cohort of students would register for both courses for the semester.
It is also possible that by the time we are ready to begin the career development courses,
we will not have two full-time staff members in the Career Development Office. This means we
may have to use part of our contingency fund to hire a graduate work-study student for the
semester with an interest in career development and/or counseling to work in the office, or
possibly facilitate the course depending on the student’s experiences.
Marketing Plan
19
References
Campus Bulletin. (2008-10). Y395 Career development for informatics majors. Indiana
University – Purdue University, Indianapolis (IUPUI).
Indiana University – Purdue University, Indianapolis (IUPUI). (2009). Career perspectives: For
love AND money. Retrieved from
http://tlc.iupui.edu/common/uploads/library/TLC/COIL439356.doc - 2006-05-17
Indiana University – Purdue University, Indianapolis (IUPUI). 2009). Course descriptions.
Retrieved from https://www.iu.edu/~rgistra/course-descriptions/
Indiana University School of Liberal Arts at Indianapolis. (2009). About us. Retrieved from
http://liberalarts.iupui.edu/index.php/about/
Kelley School of Business Indianapolis (2009). Undergraduate programs: General and honors
courses. Retrieved from http://kelley.iupui.edu/undergrad/courses/general.cfm
\
Sargeant, A. (2009). Marketing management for nonprofit organizations. (3rd ed.). Oxford:
University Press.
Indiana University School of Liberal Arts. (2009). Strategic Plan 2006-10. Retrieved from
http://liberalarts.iupui.edu/index.php/dean/deans_office_strategic_plan_2006_2010
Marketing Plan
20
Appendix A
Schedule of Marketing Activities 2010-11
JUN
JUL
AUG
SEPT
DEC
(fall)
(fall)
(fall)
X (sp)
X (sp)
(L)
X
(fall)
(sp)
(L)
(fall)
.KEY: (sp) = Spring courses
APR
(L)
(L)
X
MAR
X (sp)
X (sp)
X
Introduce
to
Advisors/
Classrooms
FEB
X
(fall)
Flyers
JAN
(L)
X
Feature on
Website
NOV
X
X
ListServ
(email
message)
OCT
X (sp)
(fall) = Fall courses (L) Late starting courses
X
(fall)
MAY
Marketing Plan
21
Appendix B
Course Descriptions of Career Courses at IUPUI
BUS X300: Online Career Planning for non-business majors. “X300 is a new 2credit hour, online course which is open to all non-business majors, preferably junior standing
and above. Taught by members of the Kelley School of Business Career Planning Office
(www.Kelley.iupui.edu/cpo), this online course is designed to be customized based on each
student's career interests, goals and major, and will cover career planning, preparing a
professional resume, the job/grad school search, and career management issues. Students will
also have the opportunity to take the Myers-Briggs Type Indicator ® (MBTI ® ) and Strong
Interest Inventory ® assessments. There are no mandatory chats, exams or quizzes, but active
participation is required. The Spring 2009 section had a waiting list, so please sign up early if
interested (Kelley School of Business, 2009, General and Honors Courses).
BUS X320: Business Career Planning/Placement. “Assists students in obtaining
positions consistent with career goals. Covers career planning, self-assessment, career options,
organized employment campaigns, interviewing techniques, employment communications,
alternate job search strategies, and career management. Involves in-depth work with resume
software, electronic mail, and other communication tools. Session with corporate managers
describing work issues and training programs. Also open to seniors in schools other than
business” (IUPUI, 2009, Course Descriptions).
CIT 31000: Career Planning and Placement. “This seminar is an orientation to the job
search activities and information systems and telecommunications career planning for Computer
Technology students about to enter the work force. Guest speakers offer job-hunting tips, relate
their work experiences, and describe career opportunities. Students investigate their own
Marketing Plan
22
transferable and technical skills and their personal priorities and consider how to find matching
professional positions” (IUPUI, 2009, Course Description).
FIS 305: Professional Issues in Forensic Science. “Open only to majors in the FIS
program or with consent of the instructor. Ethical issues in forensic science. History,
development, and culture of crime laboratories. Expert testimony, quality assurance, and control
in a crime lab. Preparing for employment in a forensic science agency; locating jobs and
preparing for interviews” (IUPUI, 2009, Course Description).
INFO Y395: Career Development for Informatics Majors. “Develops skills and
knowledge that enables the student to successfully pursue the career search both at the time of
graduation and later as the student progresses through their career. The course covers techniques
and strategies which make the job search more efficient and effective” (Campus Bulletin, 200810, p.227).
PSY B103: Orientation to a Major in Psychology. “This course will help students
establish goals for their academic experience in three areas: career, relationships, and personal
life. They will be introduced to psychological resources on campus, the faculty, and student
organizations. They also will make a curriculum plan to meet their learning objectives” (IUPUI,
2009, Course Descriptions).
SPEA V252: Career Development and Planning Career. “Planning and placement
strategies, assessment of labor market information, market surveys, and development of
customized portfolios. Emphasis given to projects, papers, and independent research” (IUPUI,
2009, Course Description).
MET 10500: Introduction to Engineering Technology. “This course provides
beginning engineering technology students with the basic tools necessary for success in their
Marketing Plan
23
chosen technology degree program. Topics include survey of engineering technology careers,
technology laboratories and report writing, use of calculators, engineering calculations,
metrology, technology computer applications, use of spreadsheets for engineering calculations.
Major emphasis on computer applications and QBASIC” (IUPUI, 2009, Course Description).
UCOL U110: Career Perspectives. Course is offered for either exploratory students or
students interested in health related fields. Through self-assessment instruments, written
reflection, and career research, students will begin to discover themes of their life story, identify
related majors and careers, and develop a personalized definition of success. In addition, they
will attend IUPUI’s Annual Major/Career Exploration Day to talk with faculty and advisors
about the career options that relate to each major on campus. (Career Perspectives: For Love and
Money, 2009)
UCOL U210: Career Connections: Students must be ready and eager to make a
major/career decision and be motivated and able to work independently. Student must have at
least 15 credit hours, ideal for students who have 40 credits or more, who have been denied by a
program, or have taken courses that have convinced them to change their academic goals. Class
does not meet weekly, but much of student focus is on class activities such as informational
interviews, job shadowing, and networking. Students complete career assessment and participate
in one-on-one meetings with a career counselor early in the semester to set exploration goals
(J.A. Schott, personal communication, November 6, 2009).
Marketing Plan
24
Appendix C
Positioning of Career Development Courses at IUPUI
Course can be Taken By Any
Student in Any Major
UCOL U110 for
Exploratory Students
or students pursuing
Health Related Careers
BUS X300
SPEA V252
UCOL U210
Course
Teaches
Strategies
for Job
Search and
other
Professional
Issues
1 credit hour
Liberal Arts
Career Topics
(multiple courses)
2 credit hour
Liberal Arts
Major/Career
Course
PSY B103
Course
Assists
Students in
Learning
about
Careers
within Major
CIT 31000
BUS X320
INFO Y395
FIS 30500
MET 10500
Course is offered only to
students in Major