In the world marketing communications play an increasingly more important role. It is not a secret that information is one of the most valuable elements of the modern marketing. This is why it is extremely important to deliver the information about services or products offered by a company or organization to customers in effective way so that the information was delivered to a possibly larger amount of potential customers in possibly shorter terms.
Moreover, the major purpose of any form of marketing communication is to provide a set of information to the target audience in a way that encourages positive, or buying response.
In such a way, it is obvious that in order to introduce a new product or services in the market it is primarily necessary to develop an effective ways of marketing communication and forms of the delivery of the message to potential customers. In terms of this paper the perspectives of the business school will be analyzed in the context of the use of marketing communications methods. At the same time, it is obvious that the implementation of marketing communications also implies the analysis of the current market situation and potential customers that could use the product or service offered.
Segmentation of the market
On analyzing the current situation in the market, it is necessary to point out that basically the situation in the educational market of the UK may be characterized as a relatively stable. However, it does not necessarily mean that the educational market is in the state of stagnation. In stark contrast, being one of the most developed countries of the world, which education is considered to be extremely prestigious and is traditionally characterized as the education of the highest quality, the UK educational establishments can benefit from the constant interest from the part of students not only from the UK but from many other countries of the world.
In fact, it is possible to estimate that in the current situation the market has a strong tendency to grow. The reasons for such growth are obvious. First of all, it is the increasing significance of education in the modern life. In actuality, education is viewed as a basis of the further professional growth of an individual and is an essential condition of the successful career. Secondly, the UK education is prestigious and is of a high quality. Furthermore, the qualification of the educators in the UK is also considered to be very high that is a guarantee of good education. Finally, it is necessary to remember that the UK education also provides ample opportunities for the further employment in practically any country of the world that may be an additional stimulus for foreign students to receive education in this country.
As for the business education proper, it should be said that this branch of the UK education is also well-developed and is particularly popular because the country has a large experience in the field of business development and its open market economy is viewed as one of the leading economies of the world. Moreover, the UK business education is oriented on the constant implementation of the new technologies that is particularly significant in the modern world when the knowledge of knew technologies and the ability to amply use them in the professional work are of an utmost importance. Practically, it means that the UK business education provides an opportunity to acquire essential skills and abilities which help students to effectively implement new technologies in their work and acquire new knowledge during their lifetime.
At the same time, it is worthy of mention that the current situation in the UK business education market is characterized by a clear segmentation. In this respect, it should be pointed out that the UK business education occupies its own niche in the UK educational market and it is necessary to underline that this niche is one of the most significant in the entire educational system of the country. In fact, business education is one of the most popular segments of the UK educational market. This is why it is possible to speak about good perspectives of a new business school that may provide educational services to the local students as well as foreigners. On the other hand, the current development of the business education in the UK is marked by the high level of competition that may create certain obstacles on the way of the new business school to progress and gaining its own niche in the market.
Nevertheless, the carefully planned and effective entering of the market can help the new business school to achieve positive results in the local market of business education.
Characteristic of the student body
Taking into consideration the orientation of the educational establishment on the business study, it is necessary to point out that the students that are supposed to study at the business school would basically represent the middle class. In this respect, it should be said that the orientation of the upper class students seems to be ineffective and just illogical because, in the current situation, it will be hardly possible to compete with the most prestigious educational establishments which are extremely popular and well-known worldwide such as Cambridge or Oxford Universities, and others alike. Even though such educational establishments are not entirely focused on the upper class students, it will be still quite problematic to convince students representing upper classes to choose the new business school instead of the famous educational establishments with a long history and great prestige.
In such a situation, the choice in favour of the middle class students seems to be the only logical solution. It seems to be obvious that the middle class students are more likely to choose a new business school that offers its services of a high quality and the costs of such education would not be as high as in more prestigious or popular educational establishments. Furthermore, the middle class students often choose business education as their priority since it opens new perspectives to them and offers new life choices after the graduation.
At the same time, the middle class students may choose business education under the impact of their parents and they may be quite ambitious to study at the new business school. As for the representatives of the lower-class students, it is hardly possible to estimate that they may constitute a substantial part of the new business school’s body. In actuality, the share of the lower-class students in higher education is relatively low while business education is considered to be rather the domain of the representatives of the middle class than of the lower-class students because the latter often have different priorities in their choice of their education.
Finally, it is worthy of mention that foreign students may constitute a significant part of the new business school’s body because the UK is a traditional destination of foreign students, especially those who seek business education. In such a situation, the new business school may be a perfect alternative to those foreign students who want to receive a good education of a high quality at lower costs compared to more experienced and prestigious educational establishments.
Naturally, the orientation on the perspective to attract foreign students increases the importance of multi-cultural issues that should be thoroughly analyzed before the start of the work. At the same time, it is worthy of mention that the students of British origin may have quite a diverse cultural background. In this respect, it should be said that the current situation in the UK is characterized by the growing cultural diversity as many immigrants from different parts of the world settle in this country and, nowadays, it is possible to speak about a large amount of students representing different ethnic communities and cultures who want to receive business education in the UK. This is why the new business school should pay a particular attention to multi-cultural issues since they will inevitably arise as soon as the school starts its work.
Speaking about multi-cultural issues, it is necessary to underline that the basic strategy of the new business school should be the creation of culturally tolerant environment. Practically, it means that it is absolutely impossible to practice any biases or prejudices in relation to certain cultures. In fact, representatives of all cultures should have equal opportunities to fully realize their potential in the new business school.
At the same time, it is worthy of mention that multi-cultural issues are quite complicated and should not be limited only by the creation of the atmosphere of multi-cultural tolerance within the new business school among students and teachers. In fact, it is extremely important that teachers working in the new business school perfectly new the cultural background of all their students because it is evident that it plays a significant role in academic successes of students as well as in the process of their normal integration in the school community and local society. This means that students with different cultural background can behave in different ways because they have different set of values and standards of behaviour. Consequently, they should be treated in a different way by teachers in order to help them achieve better results in their learning and avoiding traumatizing their psychology in the result of the necessity to get adapted to the new socio-cultural environment.
Marketing communications methods
In fact, nowadays, there exists a variety of marketing communications methods but not all of them are equally effective, being applied to the new business school. Taking into consideration the fact that the new business school is just entering the market, it is necessary to primarily focus on the branding. In other words, the new business school should create a positive brand which would be recognizable among students and gained popularity in the course of time. In such a situation it is possible to recommend building the personal brand of the new business school as it can help gain better position in the market on the condition of the successful promotion of the new brand and reliability of the new business school at large. It is necessary to point out that the creation of a totally new brand may take time and costs but, in the future, it will pay off as the brand constitutes a substantial part of the organization’s value in the modern market.
Furthermore, it is necessary to focus on the development of the product, or to put it more precisely, service of the new business school. In this respect, it should be said that the new business school would hardly be able to offer some absolutely new services than not a single business school can offer in the UK. The reason is quite obvious: the UK market of business education is saturated and the high level of competition leaves a little room for introduction of new services. Consequently, the only effective way to implement this method effectively is the development of services of the highest quality and their promotion to customers. In other words, the new business school should provide very good education and clearly deliver this message to potential customers. In fact, it is necessary to convince them that they can receive the best education at lower costs compared to the leading educational establishments.
Finally, it is necessary to provide customers with an opportunity to constantly receive a ”˜live’ information about the new business school and its services. It means that it is necessary to secure a source of ”˜live’ information in order to be able to keep pace with the competitors and with the technological innovations which permit students to receive information they need ”˜live’ at any moment and at any place. In fact, this method is particularly important because the new business school is oriented not only on the local students but also on the students from abroad.
In fact, the three methods suggested above are not the only methods that could be used but they seem to be the most efficient compared to others. For instance, it would be hardly useful to constantly remind people that the new business school is there without any practical implications, i.e. without any evidences that the new school functions really effectively.
Effectiveness of methods
In fact, the three methods discussed above seem to be quite effective but it is necessary to briefly dwell upon their advantages in order to prove their effectiveness. First of all, the creation of a new brand is quite beneficial since it can create an alternative to the existing brands which seems to be not accessible to many students and, thus, a part of students would gladly seek a new brand that is reliable and attempts to prove the high quality of its services.
In this respect, the development of the services of the highest quality will naturally enforce the previously discussed method and increase its effectiveness. Along with the creation or promotion of the positive image of the new brand, the new business school will prove its effectiveness by the services offered to the customers. In such a way, it will be possible to show the customers that the new business school offers services of the same quality that other more popular brands but at lower costs.
Finally, the effectiveness of the implementation of the method targeting at the supply of customers with ”˜live’ information about the new business schools is extremely effective because it can deliver all essential information to customers and it is also possible to provide them with an opportunity to get live consultation that will naturally attract students and contribute to the positive image of the new public school.
Message details and forms of delivery
Speaking about the message delivered to potential customers, it is necessary to underline that the main idea that should be conveyed to students and their parents is the idea that the new business school provides services of the traditional quality typical for the UK, that implies that the quality of services is really high, but, unlike more popular brands, this particular business school is more concerned at the quality of education than other brands since it needs to create and maintain its brand, while others simply exploit it using their experience and popularity.
As for the forms of the delivery, it is possible to recommend the variety of tools to spread the information about the new business school. In this respect, it should be said that on the local level it is possible to organize a kind of demonstration of the new business school’s potential to local students who look for an educational establishment they are willing to study at. These students may be invited to the new business school where they will have an opportunity to receive all essential information and communicate with teachers and students of the school.
At the same time, the use of such media as Internet may be also extremely effective since it provides the opportunity to receive all essential information about the school online. In such a way, students from different part of the world can receive the ”˜live’ information about the new business school permanently that is the realization of one of the methods suggested above.
Marketing communications used by similar establishments
Basically, the marketing communications recommended for the new business school are not new or unique and they are widely applied by other educational establishments, including potential rivals of the school. At the same time, it is worthy of mention that some establishments use methods targeting at the getting into customers conscious such as providing the information about the educational establishment on the leaflets containing some useful information, and others.
However, such methods seem to be not very effective since they impose the services of the educational establishments to customer. In stark contrast, one of the strategic goals of the new business school is to provide potential customers with an opportunity to make a conscious choice in favour of the school and, in such a situation, the three methods described above are the most appropriate.
Thus, in conclusion, it is possible to say that the creation and promotion of the new business school should be accompanied by a careful preparation and planning as well as effective marketing communications targeting at the promotion of the new business school among customers. In general, the recommendations given above may be quite effective in the promotion and further development of the new business school.