Marketing Plan for College University Term Paper

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This states that the university is a "public, regional, comprehensive institution committed to providing access and offering high-quality undergraduate education, select post-baccalaureate and graduate programs, and a variety of educational and cultural resources for its students, alumni, and citizens of southeastern Pennsylvania."

Among the strengths of the organization, we can mention, first of all, its history and tradition. Indeed, its history goes back to 1812, when the West Chester Academy was founded, operating up to 1869, when the University took over. Its status is also an important strength. Indeed, the university was included in the State System of Higher Education, in 1983, which provided additional funding and a distinct opportunity to develop new degree programs. Another strength worth mentioning is the academic staff, well-endowed and prepared from an educational point-of-view.

In terms of weaknesses, the fact that the college is only regionally recognized as an educational entity of importance does not allow it to compete at a national level. As a weakness, the university does not have a strong PhD program, so this limits, in many ways, its potential future targeted customers.

In terms of opportunities, we have to refer to the capacity of developing new educational services and of improving existing ones. This would mean that the university would tackle new categories of consumers through some of its new, diversified educational services. We have already mentioned a possible PhD program in some of the educational areas of activity.

In terms of threats, the regional and national universities that are competing with West Chester are an important threat to consider. However, we should also look to the development, in the latest period of time, of certain sites and bogus universities that provide online degrees and diplomas. The future further development of such services can be accounted for as an important threat.

Ps Analysis

As previously mentioned, in terms of product, the university is offering higher educational academic services, diversified to a certain degree along these lines to include athletics or research on campus.

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All activities on campus are designed to help this primary objective of offering competitive educational services.

In terms of place, we have discussed that these services are offered in Pennsylvania, although the target is not necessarily exclusive for individuals living in this region. Students from all over the country are encouraged to join West Chester University.

Promotion should most likely target the category of potential consumers we have already identified, especially from a geographical perspective. In this sense, we suggest, first of all, that a campaign promoting West Chester be made in high schools from Pennsylvania. This would include, first of all, presentations of West Chester to high school students, which would include reference to the academic staff, the possibilities of study for those attending West Chester, technological facilities, tuition fees and the possibility of applying for scholarships etc. Second of all, direct mail promotion, with brochures on the university and contact data, can be included as a means of promotion.

As for the price factor, the university, because of public contribution from the national budget, can play along a certain line of flexibility that allows it to be more price competitive. This means that the price factor will play a less important role in the marketing mix and that West Chester can benefit from this to be more competitive on the market.

As we have seen, the fact that the organization operates in the academic sector and market means that there are certain specific conditions that it needs to abide by. These conditions include smaller price sensitivity, an emphasis on the quality of the educational services provided, which would include a large number of factors ranging from technological facilities to the academic staff. Its regional rather than national coverage tends to direct its focus in the state rather than at an U.S. level.

On the Internet at http://www.wcupa.edu/_INFORMATION/FACTS.WCU/mission.htm.Last retrieved on December 12, 2006.....

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