CBU MBA Marketing Plan

2010-2011

May 3, 2010

Prepared for:
Dr. John Smarelli, President
Dr. Frank Buscher, Academic VP
Dr. Michael Ryan, Dean
Dr. Sarah Pitts, Associate Dean
Dr. Kristine Prien, Associate Dean
Dr. Scott Lawyer, Director
Jenny Cowell, Professor
Fr. Paul Watkins, Professor

Prepared by:
Erin M. Wiles, Kelly O’Dwyer, Rick Maupin
Table of Contents

Executive Summary 3
CBU MBA Description 4
CBU MBA Products & Services 5
CBU MBA SWOT 8
MBA Perceptual Maps 17
CBU MBA Strategy & Position 19
CBU MBA Target Market 20
CBU MBA Marketing Mix 22
CBU MBA Media Plan 32
CBU MBA Media Schedule 43
CBU MBA Financial Plan 44
Appendix 45
Bethel SWOT 73
Ole Miss SWOT 80
Strayer University SWOT 88
Union University SWOT 93
University of Memphis SWOT 101
University of Phoenix SWOT 108
Executive Summary

Objective
The objective of this marketing plan is to give the governing body of the University and CBU MBA program
an accurate and well researched snapshot of the current Memphis area MBA market. This plan defines the
strengths, weaknesses, opportunities, and threats of the current CBU MBA program and is meant to provide
a guideline to create a new CBU MBA marketing mix, position, and media plan for the 2010-2011 year.

Goals
The goals of this marketing plan are to help promote the CBU MBA program and its main selling points to a
defined target market and to prospective MBA students, grow the CBU MBA program, and increase the
number of qualified applicants to the program. The goals will be accomplished through a small media budget
of $60,000 and through existing program refinements.

Solutions
Marketing Mix Refinements
• Product - Student Perks, Alumni Events, CBU MBA Cohort Events, GMAT Prep Courses,
Concentrations, Curriculum and Professors, Charity/Community Partnerships, and New MBA Marketing
Manager.
• Price - Locked Tuition and Scholarships.
• Promotion - New Themes, CMBA, Referral Incentives, Social Media, CBU MBA Store, Sponsored Events
at CBU, Bell Tower Advertisements, PR Marketing, Email Segmentation, List Price, Create
Communication Protocol, MBA Student Directory, and MBA Graduate Statistics.
• Place - Corporate Location, Leased Eastern Location, Facility, and Class Frequency.

Media Plan
Utilizing all but $1.02 of our given $60,000 budget, a robust Media plan was defined that would include
advertisements in print media, online media, and social media throughout a twelve month period.
Additionally, the recommended media plan includes the creation of a new CBU MBA website, an active
presence in social media platforms, and newly revamped CBU MBA marketing materials.

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 3
CBU MBA SWOT

Strengths Weaknesses Opportunities Threats

CBU MBA Website

No MBA Program
Evaluations

Program Staff Size

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 8
MBA Perceptual Maps

Perceptual Map - Price (X) and Quality (Y)

(Appendix L)

Price is a weighted figure based on cost per one 3 hour class, minus the value of any program perks, plus
the cost of one book where applicable.

Quality is a weighted figure based on number of available concentrations, the requirement of a GMAT, the
average program GMAT score, and the number of accreditations earned by the University.

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 17
Perceptual Map - Convenience (X) and Community (Y)

(Appendix L)

Convenience is a weighted figure based on total hours to complete the program, the number of months to
graduate, prerequisites, the number of classes per week, and flexibility of class meeting time.

Community is a weighted figure based on weather the program uses the cohort model, the size of individual
classes, alumni relations, and class location (online vs. brick and mortar).

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 18
CBU MBA Strategy & Position

Strategy
In order to maximize enrollment in the MBA program, we recommend a two fold strategy that includes both
stealing market share from competing universities and growing the MBA market.

We will steal share by implementing a media plan that highlights CBU MBA’s points of differentiation; these
include: cohort format, convenient location, pristine facilities, experienced professors, brand image, and
sense of community. We will share these points with prospective MBA students through print media, online
media, and strategically coordinated internal and external events.

To grow the MBA market, we will offer a small amount of scholarships to students who may not have been
able to afford full tuition costs and reach out to corporations that offer reasonable tuition reimbursement
programs, greater than or equal to $4,000 per year. In doing so, we will recommend organizations
encourage every employee who has an undergraduate degree and works in a business related field begin
earning his/her MBA. To gain the support of major employers, CBU will work with executives to develop
curriculum specific to the needs of the organization. Additionally, if the organization is able to gather at least
15 students, CBU will offer to teach courses on the company’s property during times that best
accommodate the company’s operating schedule. This interaction will be facilitated though face-to-face
meetings and specialized event hosting.

Positioning Statement
Among Memphis area professionals with college degrees, CBU MBA is the private brand of MBA education
that offers students the experience of a traditional, full-time MBA program with a developed community of
student cohorts and relevant curriculum while on a flexible, part-time schedule with one weekly class
meeting and no course prerequisites.

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 19
CBU MBA Media Schedule

The proposed media schedule is based upon two enrollment periods for the 2010-2011 calendar year. All
campaign blitzes are estimated to begin six weeks before the launch of a cohort.
Date Task
May 2010 Existing CBU MBA website is updated with current program content. New website
construction begins. New print/folders materials are created and printed. Search Engine
Marketing and Facebook Ad Campaigns begin.
July CBU MBA Newsletter sent to all MBA Students. Search Engine Marketing and Facebook
Ad Campaigns continue.

August Print Material Advertising campaigns begin in the Commercial Appeal in selected zip codes
and in the Memphis Flyer. Online advertisements begin in Commercial Appeal and
promotion emails are sent to targeted segments. Search Engine Marketing and Facebook
Ad Campaigns continue.
October Fall Cohort Launched.
Search Engine Marketing and Facebook Ad Campaigns continue.

December CBU MBA Newsletter sent to all MBA Students. Search Engine Marketing and Facebook
Ad Campaigns continue.
November New CBU MBA Website is launched and publicized. Search Engine Marketing and
Facebook Ad Campaigns continue.
January Print Material Advertising campaigns begin in the Commercial Appeal in selected zip codes
and in the Memphis Flyer. Online advertisements begin in Commercial Appeal and
promotion emails are sent to targeted segments. Search Engine Marketing and Facebook
Ad Campaigns continue.
February CBU MBA Newsletter sent to all MBA Students. Search Engine Marketing and Facebook
Ad Campaigns continue.
March Spring Cohort Launched
Search Engine Marketing and Facebook Ad Campaigns continue.

May 2011 CBU MBA Newsletter sent to all MBA Students. Search Engine Marketing and Facebook
Ad Campaigns continue.

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 43
CBU MBA Financial Plan

Description Cost
Print Media and Materials
als (Includes The CA,, Inserts,
In The Flyer)
Fly
lyer)
ly $19,505.98
Online Advertising (Includes
udes
es banner
ban
b anne
an nerr ads
ne ads on ca.com,
ca.
ca.co
a.com, email blasts, S
co SEM) $17,063.00
Facebook Ads $7,136.00
New CBU MBA Program
ram Folder
Fo and Inserts $1,000.00
Buc MBA Hosting Fee $294.00
New CBU MBA Website
ite $15,000.00
Total
To $59,998.98

CBU MBA Marketing Plan - Erin M. Wiles, Kelly O’Dwyer, Rick Maupin 44