CAPILANO UNIVERSITY Online BBA Program

Strategic Focus and Plan  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.

SWOT Analysis 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.

SWOT Analysis Weaknesses  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.

SWOT Analysis 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 Threats  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.

Target 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.

Target 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.

Marketing Objectives First Year  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.

Marketing Objectives 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 Strategy  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-to- face delivery.  Strictness of the traditional classroom.

Pricing Strategy  Canadian students – $250 per course.  International students - $550 per course.  Affordable but without sacrificing the thought about quality of the degree.

Target Revenue for the First 12 Months  1 st Term: 100 local students and 10 international students all taking 5 courses = $152,500  2 nd Term 150 local students and 15 international students all taking 5 courses = $228,750

Distribution Strategy.  Newspapers/Magazines  Television  Brochure/Posters  Internet

Promotional Strategy.  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.

Budget  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.

Evaluation and Control Pre-test Evaluation  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?