5 pages/≈1375 words
Business & Marketing
Other (Not Listed)
Appraisal of Current Market Research: Aberdeen Business School Marketing Paper (Other (Not Listed) Sample)
The task was a report. The sample presents an appraisal report on the Aberdeen Business School .source..
Appraisal of Current Market Research: Aberdeen Business School Marketing Paper
Table of Contents
TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc466449028" 1 Aim PAGEREF _Toc466449028 \h 2
HYPERLINK \l "_Toc466449029" 2 Objectives PAGEREF _Toc466449029 \h 3
HYPERLINK \l "_Toc466449030" 3 Appraisal of Current Market Research PAGEREF _Toc466449030 \h 3
HYPERLINK \l "_Toc466449031" 4 Literature Review PAGEREF _Toc466449031 \h 4
HYPERLINK \l "_Toc466449032" 5 Questionnaire with ‘Client’ Marketing Department PAGEREF _Toc466449032 \h 6
HYPERLINK \l "_Toc466449033" 6 Recommendations PAGEREF _Toc466449033 \h 7
The aim of this research paper is to provide literature on the appraisal of the current market research, in addition to, linking the information to Aberdeen Business School.
The second aim is to provide a deeper comprehension of the factors that aid in dealing with marketing activities.
To confer a quantitative as well as a qualitative study of the Aberdeen Business School by utilising the available literature review.
To identify different environmental factors and facilitators of ABS operations to overcome the challenges the school faces.
To find out sources of information that the potential postgraduate understudies used and the types of information they required about ABS and other universities.
To study the impact of the country of origin and gender on the types of information and sources that the visitors use in a critical examination of ABS
To underscore recommendations for Aberdeen Business School in the manner that the school can improve its marketing communications strategy apparent in the information dissemination process
3 Appraisal of Current Market Research
Aberdeen Business School offers a broad range of management and business courses. The institution competes with other higher learning institutions to attract students from various parts of the world. A proper understanding of its marketing infrastructure makes the university enjoy a large number of customers and collaborators. The school flourishes based on five essential departments, which include accounting and finance, management, the law school, information management, and communication, marketing, and media. For this reason, the aim of this research paper is to provide a literature review on ‘appraisal of current market research' and formulate a questionnaire, which will base on a client in the Aberdeen Business School, Marketing Department.
4 Literature Review
The first work to consider in the research analysis is ‘Finding of Facebook in Higher Education' by Roblyer et al., (2010: 134-140). The authors examine the role of Facebook, an electronic technology platform, plays in passing information about an institution. The shift to online education from the tradition one has created vast opportunities concerning new platforms where higher learning institutions use to communicate. Roblyer et al., (2010: 134-140) underscores that the use of Social Networking Sites (SNS) as the most prevalent in the university campaigns to communicate events with its targeted clientele. As a result, ABS is a classical example through which one can evaluate its efforts towards inculcation of the SNS in the marketing efforts to reach out to the target market. In their appraisal of current market research for some universities such as Southern Illinois University College, the authors carried out research through administering questionnaires to allow a group of Facebook users to comment on their most reliable sources of information in the institution. The survey sought to evaluate the number of students possessing a Facebook account and compare the results with the theoretical framework that propounded that there existed a growth relationship in interaction and the rationale model of monitoring the use of the platform. In the findings, writers identified that the students checked their accounts more as compared to checking their e-mail accounts, besides, most of the communication happening around campus being available on this platform. As it is the interest of this research to identify the relationship between ethnicity and gender difference concerning the information, Roblyer et al., (2010: 134-140) found out that 46.7% of males and 53.3% of females frequently visited their profiles.
Becker et al., (1997: 2) examine the role of the human resource department to disseminate information as a source of competitive advantage. ABS can use a similar strategy to gain more customers. An effective human resource creates a competitive advantage to improve economies of scale, access to capital, and market regulations. The global economy demands innovations, efficiency, speed, low cost, and adaptability. As a result, an optimistic higher learning institution can secure extensive development that will attract students from all over the world. Similarly, Irvine and Anderson (2008: 200-218) highlight the role of information and communication technology (ICT) in facilitating improved business process and customer satisfaction. Irvine and the company found out that information that the customers obtain from ICT-enabled platforms include catalogues, products, and services, as well as terms and conditions. Additionally, 84% of businesses depend on the information on the firm to make decisions. Irvine and Anderson (2008: 200-218) found out that ICT enables an institution to overcome the disadvantage of rural areas and location.
Pride (2008: 42-46) examines a marketing plan of an institution where it can draw some of the pertinent issues, for instance, in the case of ABS. Pride (2008:42-46) explains that the marketing activities of an organisation aim at increasing its visibility, reputation, strength, and effectiveness of communication. Effective communication about the available opportunities in the organisation, various memos, among other tactics creates morale and enthusiasm among the students and prospective ones because of the unified brand that results from the efficient flow of information (Marcella et al., 2002: 371-391). Contrary to the previous opinion on online marketing, Johnson (2008: 337-353) observes that product promotion for the universities is event-based through interacting with potential students of the institution. ABS can use arranged functions, alumni referrals, camping, and other online fairs to look for new customers.
Royle and Laing (2014: 65-73) explain the newer methods of online marketing that have started in the recent past. For instance, the innovative online classes such as ‘flipped classrooms' and gamification have increased efficiency in the education sector. The beneficiaries of the process are the international students who may not be able to attend the physical location of the university. For this reason, this implies that education is currently adaptive across the globe. In addition, Bretz et al., (1992: 321-352) explain the importance of creating relations as a strategy for product placement and promotion. Relationships enable a business to listen to the customer and solve any impending disputes that may be present. Bretz et al., (1992: 321-352) observes that if the relations department performs excellently, chances of having more satisfied customers increases, which means that the business will have more customers. Expectedly, ABS will have more students if the relations department tackles their concerns effectively.
5 Questionnaire with ‘Client’ Marketing Department
Is customer centric technique applicable in your organisation?
How do you incorporate branding in your marketing activities?
How inclusive are your advertisements to incorporate all channels of advertising?
What age brackets do the institution’s marketing efforts target?
How does the institution advertise for different genders and what type of information do each gender access?
What types of sources do all these groups access?
Is there any form of search engine optimisation (SEO) content that this organisation manages?
How does the institution update its information to ensure that only up to date data is available?
What are some of the difficulties the institution faces when disseminating information?
How does the institution ensure that the information provided gives it an upper hand as compared to competitors?
Which faculties does the institution place much emphasis concerning the need to admit more student?
What factors affect the marketing efforts in new segments that the organization identifies?
What are the most effective media that have provided an extensive application in the marketing efforts?
What are the new opportunities in the marketing activities for this organization?
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