Marketing Delta State University Marketing Plan

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Regents of Delta State University, Cleveland, Mississippi

Marketing Research Partners

RE:

As most of you know, trends in the educational field have dramatically changed over the last few decades. This is due to a number of internal and external factors: Globalization, the Internet, Distance Learning, Federal Funding to Education, and the overall economic health of the nation. Stakeholders now have new expectations from all vendors, including educational institutions. Companies like Amazon.com have brought a new level of customization to web searches and recommendations, and social networking has changed the way stakeholders communicate. Even governments are instituting new policies for e-Government delivery of goods and services to align themselves better with the needs of the local and regional community. As an educational institution, though, the community needs to be thought of in a different manner -- not as those who can drive by car to take classes 8-5 on a Full Time basis, but a universe of learners who may be looking for specific programs, professors or classes and may require evening, weekend, intensive programs or online delivery in order to meet their needs.

The importance of looking beyond the borders for the area can be seen with a simple analysis of the economic conditions of the Cleveland, Mississippi area. Unemployment is over 10%, higher than the national average; household income and per capita income are 20% lower than the U.S.

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average; and most of the households (almost 50%) have total incomes less than $35K/annum for families. The population is decreasing, -11% over the past few years, based on lack of jobs and opportunities. While the cost of living is 12 points lower than the national average, many manufacturing and large employers have left the area (Sperling, 2013).

To solve this issue, we would recommend an immediate action committee be put together to increase the size, quality and robustness of the Delta State Distance Education Program. This program would be designed to offer distance education programs not offered in many other institutions, and to reach out to the regional needs, national needs, and even international students to provide high-quality programs that fit within a new marketing venue.

Demographics have shifted so drastically that the make-up of the student body for the 21st century is vastly different from previous years, and thus marketing to the traditional student is now less effective. Educational institutions must use online delivery to attract and retain the….....

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