Dublin Business School VS. Griffith College Dublin
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Transcript of Dublin Business School VS. Griffith College Dublin
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Dublin Business School VS.
Griffith College DublinInternet Marketing
Chantal Ladias 12 December 2013
By: Tessa Soebbeke, Kevin Herrmann, Jan Honsalek,Marian Henn & Carli Jurczynski
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Table of Contents• Introduction to DBS & GCD• Webometric Study• Context & Purpose• Search Engine Optimization• Pricing Strategy• Communication Strategy• Marketing Strategy• Social Media Strategy
Internet Marketing
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Dublin Business School (DBS)
• Established in 1975• 2003: Dublin Business
School was acquired by Kaplan, Inc.
• Over 100 accredited courses
• More than 9,000 students from Ireland, Europe and further afield
Internet Marketing Carli Jurczynski (10034877)
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DBS
Internet Marketing Carli Jurczynski (10034877)
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Griffith College (GCD)• Established in 1974• Located in Dublin,
Cork and Limerick• Over 7,000 students• Offers internationally
recognized postgraduate and undergraduate degree programs
Internet Marketing Carli Jurczynski (10034877)
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GCD
Internet Marketing Carli Jurczynski (10034877)
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Webometric Study• The number of links received by a university website
shows its impact on the web and also the number of visitors it attracts
Internet Marketing Carli Jurczynski (10034877)
Context
Third Level Education „Market“
Internet Marketing Marian Henn (10032479)
Context
Type of Institute
Students
Universities
90,277
Institutes of
Technology
64,946
Overall non-private
164,843
Private 27,126
77%
23%
MarketshareUniversitiesPrivate
71%
29%
MarketshareInstitutes of TechnologyPrivate
74%
26%
Marketshare (Averaged)
Public competitionPrivate
(Department of Education, 2013)(Education in Ireland, 2013)
Internet Marketing Marian Henn (10032479)
„Market“ Development
Context
Level 1973 1983 1993 2003 2012/2013
First Level
514,712 560,723 521,531 443,720 526,422
Second Level
227,587 314,393 358,986 340,365 362,847
Third Level
26,490 46,335 81,050 129,283 164,843
Total 768,789 921,451 961,567 913,368 1,054,112(Department of Education, 2013)
(CSO for The Department of Education and Skills, 2013)
Internet Marketing Marian Henn (10032479)
Purpose
Connection
Commerce
Context Content
Internet Marketing Marian Henn (10032479)
Purpose
Calming colours
Focus on text
Course Guide at your hand
Information is well structured
Internet Marketing Marian Henn (10032479)
Purpose
„Attention colour“ red Lots of images and portraits (advertisement) Course selector (product selector) Ability to „APPLY NOW“ on front page Very strong in integrated communication devices
Internet Marketing Marian Henn (10032479)
Purpose
Connection Commerce
Context Content
Connection
Commerce
Context Content
Internet Marketing Marian Henn (10032479)
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Search Engine Optimization
• Irish Google – First (DBS)
• Other Google – Bottom of first page (DBS)
• All Google – Dublin Business School comes up first
• Irish Google – First (GCD)
• Other Google – Bottom of second page (GCD)
• Irish Google – Griffith shows up second
• Other Google – Griffith shows up at top of 4th page
Internet Marketing Carli Jurczynski (10034877)
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Pricing Strategy – DBS
• Difficult to access
Internet Marketing Carli Jurczynski (10034877)
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Pricing Strategy – DBS• Broken down in
field of study
• EU students vs. International students vs. Evening students vs. Postgraduate students
• Information on tax relief for Irish income tax payers
Internet Marketing Carli Jurczynski (10034877)
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Pricing Strategy – GCD• Pricing button easily
accessible
Internet Marketing Carli Jurczynski (10034877)
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Pricing Strategy – GCD• Broken down into
major
• EU students vs. non-EU students
• Scholarships
• Refer a friend offer
Internet Marketing Carli Jurczynski (10034877)
Communication Strategy
Objectives
Target Groups
Message
ToolsInternet Marketing Kevin Herrmann
Kevin Herrmann
Communication Strategy
Structures of the websites are similar
Attraction, Information, Support
High-school graduates, students, staff, employers
Content, Social Media, online campus
Internet Marketing Kevin Herrmann
Kevin Herrmann
Communication Strategy
DBS
- Explicit message
- Content and text based
- Social Media existent
- Rather conservative appearance
- Focus on information
- Web 1.0
Griffith
- No explicit message
- More Interactive
- Social Media channels emphasized / integrated
- More modern appearance
- Focus on contact making
- Web 2.0
Internet Marketing Kevin Herrmann
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Marketing Strategy
Ansoff MatrixSWOT Analysis
Internet Marketing Tessa Soebbeke (10032064)
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Market Development
Diversification
Market Penetration
Product Developme
nt
Ansoff Matrix
(Chaffey, 2002, p. 176)
Internet Marketing Tessa Soebbeke (10032064)
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Internet usage by age (Ireland)
(Amas, 2013)
Internet Marketing Tessa Soebbeke (10032064)
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SWOT Analysis
Strengths• Courses by
types• Visually
attractive
Weaknesses• No
interaction• Just English • Text loaded• Online
ProductsInternet Marketing Tessa Soebbeke
(10032064)
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SWOT Analysis
Strengths• Communicati
on tools• Language • Accomodation
Weaknesses• Confusion
/Brisbane /• Irish Location• Online
ProductsInternet Marketing Tessa Soebbeke
(10032064)
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External factors Opportunities
• New communication channels
• Online Shop• High fertility rate
more future students
• Increase of enrollments
Threats• Other
universities/Colleges (DIT, UCD, NUI, Trinity etc.)
• Irish Recession• Demographic
change
Internet Marketing Tessa Soebbeke (10032064)
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Fertility Rate • most fertile state in the EU
but more at risk of poverty than most other EU states (Irishtime , 2013)
• Ireland: highest fertility rate in the EU in 2011
• 2011: 2.05/2013: 2.01 live births per woman lowest birth rate at 1.23 in Hungary (CIA; The World Factbook, 2013)
• lower reproduction rate of 2.1 demographic change Internet Marketing Tessa Soebbeke
(10032064)
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Number of Enrolled Pupils and Students in Ireland
Country/Time
2001 2003 2005 2007 2009 2011
Ireland 986.8
1000.8
1037.2
1054.3
1076.4
1112.3
2001 2003 2005 2007 2009 2011900
950
1000
1050
1100
1150Eurostat (2013)
Internet Marketing Tessa Soebbeke (10032064)
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Social Media
• http://www.dbstv.tv/
• http://www.youtube.com/user/GriffithCollegeIRE
Internet Marketing Jan Honsalek
Internet Marketing Jan Honsalek
Internet Marketing Jan Honsalek
Internet Marketing Jan Honsalek
Internet Marketing Jan Honsalek
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Internet Marketing Jan Honsalek
Internet Marketing Jan Honsalek
Social Media(liked/followers)
DBS Griffith College
Youtube 47 26
Facebook 12.728 8.249
Twitter 1.107 1.963
LinkedIn 921 8.517
Social Media Statistics
Internet Marketing Jan Honsalek
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Marian’s Bibliography• CSO for The Department of Education and Skills. (2013).
Enrolments of Full-time Students by Level of Education and Year - StatBank - data and statistics. Retrieved 12 11, 2013, from http://www.cso.ie/px/pxeirestat/Statire/SelectVarVal/Define.asp?maintable=EDA37&ProductID=DB_ED&PLanguage=0
• Department of Education. (2013). Key Statistics 2012/2013. Education in Ireland. (2013). View all Private Higher Education Institutes - Education in Ireland. Retrieved 12 11, 2013, from http://www.educationinireland.com/en/Where-can-I-study-/View-all-Private-Higher-Education-Institutions/
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Kevin’s Bibliography• Cormode, G. & Krishnamurthy, B., 2008. Key differences between Web 1.0 and Web
2.0. First Monday, 13(6). Available at: http://journals.uic.edu/ojs/index.php/fm/article/view/2125 [Accessed December 9, 2013].
• Franklin, T. et al., 2003. Web Strategy. University of York. Available at: http://www.york.ac.uk/weboffice/projects/webstrategy.pdf.
• Hovland, I., 2005. Planning Tools: How to write a communications strategy. Overseas Development Institute (ODI). Available at: http://www.odi.org.uk/publications/5186-communications-strategy-planning [Accessed December 8, 2013].
• Oxford Dictionaries, 2013. strategy. Oxford Dictionaries. Available at: http://www.oxforddictionaries.com/definition/english/strategy [Accessed December 8, 2013].
• Shorr, B. & Bedford, R., 2011. The Importance of First Impressions in an Online World. Straight North Internet Marketing Blog. Available at: http://blog.straightnorth.com/the-importance-of-first-impressions-in-an-online-world/ [Accessed December 10, 2013].
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Carli’s Bibliography• ‘Dublin Business School: Excellence Through
Learning’ (2012) Dublin Business School. Available at: http://www.dbs.ie/ (Accessed: 30 October 2013).
• ‘Griffith College’ (2013) Griffith College. Available at: http://www.gcd.ie/ (Accessed: 30 October 2013).
• Islam, Anwarul & Alam, Saiful (2011) ‘Webometric study of private universities in Bangladesh’, Malaysian Journal of Library & Information Science, 16 (2), pp. 115-126. EBSCOhost [Online]. (Accessed: 20 November 2013).
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Tessa’s Bibliography• Chaffey, D. (2002) E-Business and E-Commerce Management:
Strategy, Implementation and Practice, 3rd Edition, Harlow, England: Pearson Education Limited Amas (2013) Available at: http://amas.ie/online-research/state-of-the-net/issue-14/internet-use/ (Accessed:30.11.2013)
• Eurostat (2013) Pupils and students Available at:http://epp.eurostat.ec.europa.eu/tgm/table.do?tab=table&init=1&language=en&pcode=tps00051&plugin=0 (Accessed: 02.12.2013)
• Healy, A. (2013) ‘Ireland has highest birth rate in the EU’, The Irish Times, 8 October [Online]. Available at:http://www.irishtimes.com/news/ireland/irish-news/ireland-has-highest-birth-rate-in-the-eu-1.1553211 (Accessed 02.12.2013)
• CIA (2013) The World Factbook, The Country Comparison: Total Fertility Rate Available at: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2127rank.html (Accessed: 02.12.2013)Internet Marketing