Marketing of IBIT

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IBIT(PU)

Marketing of IBIT

Submitted to: Sir Mansoor Mahmood Ashiq

Submitted by: Abeeha Mahmood (F10BB038), Saira Nawaz (F10BB030),

Saba Javed (F10BB008), Aqsa Humayun (F10BB059), Sara Saeed

(F10BB005), Rabia Ashraf (F10BB033), Athar Islam (F10BB039),

Mariam Asad (F10BB014)4/11/2012


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Marketing of IBIT

Introduction to IBIT:

The Institute of Business & Information Technology (IBIT) has been established to blend state ofthe art technological tools with modern business practices. The Institute of Business and

Information Technology, originally established as Centre for Management Sciences was set up to

provide the students a solid base in the fields of business management and information

technology. The vision of the institute is to develop students who would work efficiently and

survive in global markets.

This Institute follows a strict merit based policy to induct top of the line students. Information

Technology alone is not the answer for growth and development rather a sound management and

usage of the tools of Information Technology will be the key to success.

The BBIT (Hons.) and MBIT (Direct) programs are the modest start of the Institute. These

programs are carefully designed to meet competitive international standards. The courses have

an optimal blend of IT tools and management as a science.

Core Competencies:

The major core competence of IBIT is that it is economical as compared to other

universities/institutes. You may think that IBIT charges are higher than other departments of

Punjab University but after considering the significant combination of business and information

technology in one degree, then the fees of this institute is considered very reasonable.

Other than that the students of IBIT have the finest interpersonal and intrapersonal skills. These

skills are one of the most important core competencies of our institute. Our students can

communicate effectively, orally, in writing and graphically; can demonstrate self-confidence,

time management and self-motivation. They have excellent marketing and negotiation skills

while also being decisive, agile, and self-aware of their talents, abilities and strengths.

Competitive Advantage:

IBITs chief competitive advantage is the sophisticated mix of business subjects with

information technology as currently no one is offering such a unique blend of business and IT.

We offer greater benefits to students as they can study a wide variety of subjects that can help

them to become the best professionals in the market.

Distinctive Advantage:

Our distinctive advantage is the credibility of The University of the Punjab. Our goodwill does

not suffer due to the integrity of Punjab University.


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Another feature that can be considered as our distinctive advantage is our vast computer labs

consisting of more than 340 computers; and it is also anticipated that they will expand even more

soon enough. Furthermore our on-time scheduling system can also distinct our institute from

others.

Competitors:

Its clear that no other institute is offering the BBIT degrees but still there is very strong

competition out there for our institute. Universities like LUMS, NUST, GCU, LSE and UCP

offer Business and Computer Sciences degrees. In order to compete with the many high standard

universities our institute must improve its marketing strategies so that larger number of students

can give priority to none other than IBIT.

Marketing Strategies:

Positioning Strategy:

As quality is the root cause for the excellence of any institute so therefore positioning strategy

will be based on quality of education.

Market Segmentation:

Geographic:

Students from all parts of Pakistan are eligible to take admission on the basis of merit, but we

must focus on the youngsters in the province of Punjab. The students living in highly populated

cities like Multan, Faisalabad, Sialkot, Gujranwala, Jhelum and Rawalpindi must be targeted.

Demographic:

Demographic segmentation is done on the basis of age limit which is 24 or under for BBIT and

26 or under for MBIT. Both male and female students can take admission.

Psychographic:

Students who have passed intermediate or equivalent examination in business oriented and

computer sciences related subjects are preferred as the target customers of IBIT because they are

more focused regarding these educational fields.

Behavioral:

Behavioral segmentation will be done on the basis of the benefits sought from the institution.

Students seeking admission in IBIT require efficient business knowledge which is integrated

with optimum information technology understanding.


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Marketing Mix:

Product:

Our institute is offering two degree programs i.e. BBIT (Hons.) and MBIT (Direct). It is

providing specialization courses in the field of Marketing and Finance. In order to attract the

students a variety of specialization courses must be provided. Apart from Marketing andFinance, specialization in Human Resources and Information Technology must be introduced.

At present the institute is imposing restrictions that only those students can take admission in

MBIT who have done graduation in BBIT. So this admission criterion must be changed and

students graduated from programs such as BBA, B.Com, BS (CS), and B.Sc. in economics and

statistics from other institutes may also get admission in MBIT.

Price:

As the degrees offered here are highly remunerated as compared to other business departments in

Punjab University therefore we cannot raise this problem as we are aiming to provide betterquality education, updated course curriculum, quality faculty members and infrastructure.

On the other hand the institute must provide merit scholarships to all students who achieve a 3.6

CGPA in order to attract the students towards taking admission in our institution. The more we

reward the students the better will be the results hence creating goodwill of the institution.

Placing:

The programs of BBIT and MBIT must be introduced at Gujranwala and Jhelum campuses of

The University of the Punjab in order to grant the students living in those areas with high tech

information and top notch business knowledge.

Also there is a reachability issue such as submission of admission forms. Online form

submission facility must be provided to students so that they can apply by sitting in their homes

even if they are out of city.

Promotion:

Seminars:

Seminars must be conducted at various colleges to create awareness among the students. For this

purpose a marketing week must be held at the department in which the students of 5th

and 7th

semesters will be given the project of conducting seminars. Their teams will be lead by all thosefaculty members who have graduated from this department such as Maam Farheen Zaidi,

Maam Hira Aftab, Maam Nazish Rizvi, Maam Amna Arif, and Maam Shamaila Gull as

living examples of the successful individuals our institute creates. Other than that online

seminars must be conducted to attract the foreigner students.


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Advertisement:

We must advertise our institute through various media, which we consider out target market is

exposed to. We must consider promotion through educational journals, educational columns in

newspapers, educational portals, and most importantly via the internet.

By creating communities and fan pages of our institute in social networking sites like Facebook,Hi5, Twitter, the growing number of fans/followers/members will definitely boost the image of

our institute.

Job Fairs:

We must arrange Job Fairs on a yearly basis to create goodwill and credibility within the market.

In order to do this we must keep good track record of our successful students so that we can

exhibit them in our communication. We must flaunt the success story of our ex-students, their

work and awards to various national and multinational corporations in order to compel such

companies to come forth and consider our students as a valuable asset for their business.

Competitions:

We must make our institute appear more enthusiast by sending good bunch of students to

educational quizzes, talk shows, competitions and debates. Good name of our institute will

attract many prospective youngsters.

Word of Mouth:

Word of mouth sells the most and especially when it comes from passed out students. We must

treat ex-students with care and make sure they pass out with good experience, so that they spread

good words about the institute.

People:

IBIT has no doubt the best fully qualified teachers in its academic faculty, but in the managerial

department we need some improvements. The management faculty of IBIT must be given IT

training so that they all can carry out regular management tasks via computers because that will

immensely save their time and energy.All members of the managerial staff must be fully committed towards helping the students with

their issues. They all must have proper know-how regarding all the institutional and student

issues.

Physical Evidence:The overall environment of IBIT is very peaceful and fun to be in but there are some minor

issues which must be dealt with to create a better atmosphere for the students. The upper floor of

the IBIT Caf is never used. Either a separate caf for girls or boys must be constructed there or

it should be converted into a fully furnished recreational area for all students.

Another issue which discomforts the students is the stinking smell the stream gives off which

flows near the caf and bookshop area. Sanitation matters must be dealt with properly.


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The caf ground of IBIT is quite vast and in the summer time students need some fresh air, but

due to extensive sunlight they avoid sitting in the grounds and all the corridors get crowded.

Therefore lush green trees must be planted within the grounds so that all students can relax

within the shades.

Other than environmental issues, majority of the computers in our labs must be fixed and madefully functional for all students.

And also issuing books from the IBIT Library must be allowed to the students.Process:

Services must be delivered to the end customers without any loss in quality. The processes of

handling student complaints, identifying their needs and requirements is very important.

All employees of IBIT must be fully aware of customer relations practice. All processes of

providing best possible service to the students must be fully proficient.

Conclusion:

IBIT can no doubt become the best institute of Punjab University regarding its quality and value.

All that is required is some improvement towards its marketing tactics and solving some

administrative issues. If the above given strategies are followed, out institute will soon enough

stand tall among all educational institutes of Pakistan.

Marketing of IBIT

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