CAPILANO UNIVERSITY
Online BBA Program
S t r a t e g i c Fo c u s a n d P l a n
 Promote quality online education to meet challenges of our
time through professionalism.
 To get the opportunity of business issues in the key areas.
Nonfinancial Goals
 Provide flexibility of learning .
 Teach students who are living in remote areas.
 Provide quality online education to our students while
maintaining their demanding job or lifestyle.
Financial Goals
 Price will be lower than in-class course format.
 Continuing to create profit.
 Implement strategic investments to further develop the
program.
S WO T A n a l y s i s
Strengths
 Awarded with British Columbia’s Education Quality
Assurance Designation.
 Strong online support staff.
 Becoming an Accredited University in the AUCC this year.
 Financially in an upswing due to investments and
innovative ideas.
S WO T A n a l y s i s
We a k n e s s e s
 Has only been a university for a few years.
 Unknown Training problems with teachers.
 Implementation costs are relatively unknown.
 Has only a few online courses.
S WO T A n a l y s i s
Opportunities
 There is no BC University that offers an Online BBA
program.
 Have the ability to get first mover advantage.
 Online education appeals to people in many locations.
 During economic downturn online programs appeal to
people who need to work.
SWOT Analysis
T hreats
 Online education is known as a lower class degree.
 Many online BBA’s offered through other websites.
 Is know as a secondary University to SFU and UBC.
 Transferability of degree to other universities/master
programs.
Targ et Market
 Immigrants whose first language is not English.
 Shy people who are not used to speak in public and prefer
to spend their time alone.
 Full-time employees who have to be present in their work
all the time and are busy.
 People who care more about economical efficiency in their
expenditures.
Targ et Market
 People who are more interested and familiar in using computers
and internet in their spare time.
 Generation X and Y are the most common age group in Canada.
 People with low average income.
 People who came from Asian or Middle Eastern countries to
Canada because of different methods of studying in their cultures.
M a r ke t i n g O b j e c t ive s
F i r s t Ye a r
 Comprised mainly of lower mainland residents with full or
part-time jobs.
 High concentration of students within the ages of 30 to 50
with restricted funds for a traditional university.
M a r ke t i n g O b j e c t ive s
Second year and Further
 With success of program use new funds to expand to other
target markets.
 Expansion to high school graduates and to other regions of
BC.
 High word of mouth advertising from satisfied students for
lower mainland.
Product Strateg y
 To experience an activity-based learning environment that is
led and supported by an instructor.
 Course outline for online courses is identical to the face-toface delivery.
 Strictness of the traditional classroom.
Pricing Strateg y
 Canadian students – $250 per course.
 International students - $550 per course.
 Affordable but without sacrificing the thought about quality of the
degree.
Ta r g e t Re ve nu e f o r t h e F i r s t 1 2
Months
 1st Term: 100 local students and 10 international students all taking
5 courses = $152,500
 2nd Term 150 local students and 15 international students all taking
5 courses = $228,750
D i s t r i b u t i o n S t r a t e g y.
 Newspapers/Magazines
 Television
 Brochure/Posters
 Internet
P r o m o t i o n a l S t r a t e g y.
 Advertising: Mass Media for targeted age groups.
 Personal Selling: Promotion through Capilano Students directly
towards customers.
 Public Relations.: Popularity of Capilano in Lower Mainland and
good reputation within current students.
 Sales Promotion: Sales through current students rewarding them
for each person getting enrolled.
Budg et
 Television: $25,000; ads between the hours of 6 pm to 9 pm.
 Internet: $10,000; ads displayed towards our target markets.
 Newspaper: $5,000; ads in local newspapers.
 Brochure/Poster: $10,000; ads posted in local businesses,
community centers, and transportation sites.
E va l u a t i o n a n d C o n t r o l
P r e - t e s t E va l u a t i o n
 Does it capture your attention quickly.
 Is the information displayed in an effective manner.
 Would you feel compelled to look for further information.
 If not, what would you change to make it more compelling.
 What similar products do you feel have a more intriguing
advertisement.
Evaluation and Control
Post-test Evaluation
 Where did you hear about our program.
 What interested you the most about this advertisement
 How long did it take for you to seek further information on the
program.
 Is there anything you would change in the advertisement to appeal
more to others.
Thank You all for listening
Do you have any question?