Marketing Plan For New College

American College of Professional Education

Marketing Plan of ACPE

History of ACHE

• Established in 1995• ACHE is the only American Education provider

in Sri Lanka • 7 Branches• Morethen 70,000 Students passed out

New Opportunity

ACHE find high demand for Professional Education and It has setup new College for only targeting for professional education.

ACHE wish to supply High Productive Human Resources for Industries & service sectors. To meet this mission ACHE opens New College ACPE (American College of Professional Education) under their supervision.

SWOT Analysis of ACPE

Strengths • ACHE has good Past records. (More than 70,000 students

passed over) and 18 years excellent service. • Pleasant , Peaceful and Friendly environment with good

facilities.• Well qualified lecture panel and Reasonable Charges• Employment rates are high for Professional/Technical

program completers.• The institution is located in Peradeniya – Kandy Street, Which

is famous street for Institutes and Educational centres• Internet Access Facility and Computer Lab Facility

Weaknesses• New Name for Institute. • There is a lack of qualified part-time instructors in the college

service district.• The college is located in a High Competition area, where

hundred of Professional Education service providers active zone. • Changing Technology and Educational Trends.

Due to limited staff, many employees have several responsibilities with limited time to be creative.

• Much of the public has a misconception of the role of a community college

Opportunities

• Growing demand for productive Professional• Growing Business Environment• Growing Foreign and Local Investments in Country. • The institution is flexible and creative in responding to

employer needs.• Current Educational and Life style trend of People. After High

school normally • In 2010, Above 233,609 Students sat for G.C.E. A/L

Examination. 142 516 students got through and Only above 20,000 selected for the Universities. Rest of 122,000 students are opportunity for rest of private colleges.

Threats• The continual increase in tuition rates.• The cost of transportation (increasing fuel

prices).• Competition of online course from other

institutions.• Declining overall enrollment in college

programs.

Environmental Analysis

PEST analysis of Marketing Environment of ACPE Political Current Government education policy• Normally in Sri Lanka, Local community accepting

Government Universities Qualification rather than private But Current Government trying to Privatizing showing green light for all private institute. If they privatized all state funding universities, then automatically people have to accept private degrees.

• USA acceptance. • American College of Higher Education Accepted by United

States body, and This acceptance giving chance to transfer to US.

Environmental • Environmental factors shows positive for ACPE future endeavors.• Growing political stability is giving room to business developments, which

will create more professional education needs. Social • Social factors Depend on Local People’s perception about Education, such

asChanging Life style of Local people

• Professional Qualification is growing in local Labour market. • Private companies interest in hiring professional qualified employees. Technology

Technological forces include the need to meet technology improvements in equipment and software to enhance college operations and the need to keep the equipment and instruction updated in professional/technical programs. The institutions connectivity to broadband access continues to be an advantage to the institution and the community to help promote training opportunities.

MARKETING OBJECTIVES of ACPE

Financial Goals• Capturing Market By 5% - 10% with in Next 3 years• Increasing Enrollment rate• Scholarship for 3 students in every year Non Financial Goals• Increase the variety and effectiveness of promotional efforts.• Create new and improved forms of marketing and techniques which may

include Web banner advertising and event driven promotions.• Develop event driven promotions.• Link marketing efforts to new program and new course development and to

program modifications.• Market training opportunities to international agencies.

TARGET MARKET

• American College of Professional Education’s target market is professional qualification seekers from different age.

• ACPE Planning to Provide few course for Target Market with high quality service.

• ACPE will joining hand with reputed leading organization in Sri Lanka to provide Job Guranteed professional Education service.

Course Enrollment rate Trainee Appointment

2014 2015 2016

BIT 10 - 20 15 - 25 30 - 50 Virtusa

Charted Account - SL

10 - 20 15 - 25 30 - 50 KPMG

HRM 10 - 20 15 - 25 30 – 50 Mass Clothing

Certificate in banking and Finance

- 10 - 20 30 - 50 Commercial and Sampath bank

Air Ticketing IATA - 10 - 20 30 – 50 Ticketing Service Sectors

Multimedia - 10 - 20 30 – 50 Mass Medias

Fashion Designing - 5 - 10 30 - 50 Aboard

Networking 10 - 15 10 -15 30 - 50 Aboard

Marketing Mix

Product Strategy• American College of Professional Education Providing

Following Courses for Students.

BIT Charted Account - SL HRM Certificate in banking and Finance Air Ticketing IATA Multimedia Networking Fashion Designing

• These fields are having high employment rate, due to this reason we believe we can attract large number of student as we planed.

Distribution Strategy

Course Branches2014 2015 2016

BIT Kandy Kandy, Colombo

Kandy, Colombo

Charted Account - SL Kandy Kandy, Colombo

Kandy, Colombo

HRM Kandy Kandy, Colombo

Kandy, Colombo,Matara, Kurengala


Kandy Kandy, Colombo

Kandy, Colombo, Kurengala

Air Ticketing IATA Kandy Kandy, Colombo

Kandy, Colombo,Matara, Kurengala, Galle, Negombo

Multimedia Kandy Kandy, Colombo


Fashion Designing Kandy Kandy, Colombo


Networking Kandy Kandy, Colombo


Course Charges

BIT First have to pay 30% fee, then payable in 3 installment

Charted Account - SL First have to pay 30% fee, then payable in 3 installment

HRM First have to pay 30% fee, then payable in 3 installment


Half Payment on registration

Air Ticketing IATA Half Payment on registration

Multimedia Half Payment on registration

Fashion Designing Half Payment on registration

Networking Half Payment on registration

Pricing Strategy

ActivitiesNumber of Time

2014 2015 2016

Career Guidance with help of school OBA/SDC for school leavers(Visiting Schools)

5 schools10

schools20

schools

Participating Ed Expo ( - Colmbo) 1 1 1

All Aptitude test for Scholarship 1 1 1

Creating Youth Club 1 - 1

Adventure programs for youth & professionals 1 1 1

Social Media Contest 10 10 10

Sponsoring Events in 3 5 10

Promotion Strategy

Online Learning Course for ACPE students.

• Under “Professional Qualification for All to Succeed in Career Life” theme, ACPE hope to go out from boundaries with the help of new technology. This is first time in Kandy one of Educational institute going to explore Virtual learning Method. This is not easy task as we think, we have to find out effective techniques for success this mission.

How We can Dominate Online Learning Method.

• High Quality Material • World Recognized Course• Easy Accessing Softwares and E-learning sites• Other services for student• Reasonable rates

Conclusion • There is high demand for professional education courses

because of labour market can only satisfy from well qualified labours. Therefore If ACPE can provide valuable course Surely ACPE can dominate this market.

• This marketing plan well analyzed Situational and Marketing Environment analysis find positive and negative factors which will effect directly and indirectly ACPE .

• This Marketing Plan Implementation will increase ACPE’s National Level achievement and global level reorganization. We hope this is a balanced and Best marketing plan to practice.

Marketing Plan For New College

Marketing

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