PRESENTATION

AT

UGANDA MARTYRS UNIVERSITY

15TH JULY 2015

+THE PROBLEM QUESTIONS1.What is MARKETING?

2.Who is a CUSTOMER?

3.Who is our CUSTOMER?

4.What is CUSTOMER CARE?

5.What do we KNOW UMU FOR?

6.What do we want UMU TO BE KNOWN FOR?

7.How do we want others TO KNOW ABOUT UMU?

A STUDENT’S EXPERIENCE? I had heard about the university (MARKETING) Its degrees were accredited (PRODUCT)

Its entry programme was harrowing (GAT/GMAT) (PRODUCT) Its graduates were preferred by employees (PRODUCT)

Its students were well behaved during and after (PRODUCT) Its students completed their degrees (PRODUCT)

I searched the web (MARKETING) Found application forms on web (MARKETING)

I asked five academics about Universities in Uganda three ranked UMU highest while the other two ranked it second (MARKETING)

A STUDENT’S EXPERIENCE Cont’dI finished in time (PRODUCT)Lecture content & lecturers were serious

(PRODUCT)

I got more confident about my work (PRODUCT)I got recommendations when I required them

(PRODUCT)EVERYWHERE I GO, I always say my experience

at UMU was the best (REFERRALS)

INTRODUCTION Marketing UMU in 21st Century with a customer centered approach.

Concept of MARKETING & CUSTOMERS.

Customer care is a marketing process.

All marketing is a customer care process.

MARKETING: selling benefits to customer to test, get converted, and remain loyal to product.

MARKETING MATRIX: producer, product, product benefits, messaging/promotion, costumer, sales, customer care, competition.

THE BIG PICTUREUniversities are a business

CUSTOMER is central to all businesses. Customers have needs.

Enrollment is core objective determining everything else.

Universities challenged by how to grow/develop.

Universities faced with challenge of decline in enrollment.

Universities challenged by how to market in the 21st Century.

21st Century a century: New Media, New Universities, New ways of thinking, New costumer priorities.

CUSTOMER CARE INITIATIVES

1.DESIGNED 2.IMPLEMENTED

3.MAINTAINED

TO ATTRACT,MAINTAIN,INCREASE

CUSTOMERS

WHO IS OUR CUSTOMER?One we want to ENROLL; WORK with us; STAY

on; RECOMMEND us.Current/Prospective STUDENTS. Current/Prospective STAFF. Parents/Prospective PARENTS. ALUMNI. General PUBLIC. OWNERS. DONORS.Surrounding COMMUNITIES.

WHAT DOES OUR CUSTOMER NEED?CURRENT/PROSPECTIVE STUDENT: an education. a change in life. Employment. recognized/accredited qualification. associated with great university. conducive atmosphere to learn.make lasting relationship with others.

WHAT DOES OUR CUSTOMER NEED? CURRENT STAFF:

Steady income

Job security

Recognition/promotion

Association with great university

Career.

WHAT DOES OUR CUSTOMERS NEED?CURRENT/PROSPECTIVE PARENTS:

Children to get education

Children’s lives to be changed

Children to get recognized/accredited qualification

Association with a great university.

WHAT DOES OUR CUSTOMER NEED? ALUMNI:

Proud of where they studied

Children to get an education

Children’s lives to be changed

Children to get recognized/accredited degree

Association with a great university.

WHAT DOES OUR CUSTOMER NEED? GENERAL PUBLIC:

Children to get an education

Children’s lives to be changed

Children to get recognized/accredited qualification

Associated with great university

Relevant university.

WHAT DOES OUR CUSTOMER NEED?OWNERS: Investment on right track DONORS:A university with potential/productivity

COMMUNITIES AROUND US:We are good people University is safe and secure

WHERE IS OUR CUSTOMER LOCATED?GEOGRAPHICAL SPACEUganda, East Africa, Africa, the World

INSTITUTIONAL SPACEPrimary and Secondary Schools, Tertiary and

other Universities

MEDIA SPACEOnline/Social and Legacy Media

WHAT IS OUR CUSTOMER’S MEDIA SPACE?ONLINE/NEW & SOCIAL MEDIA (Facebook, Twitter,

Whatsapp, SMS, Linkedin, Online News, Websites, and Blogs).

LEGACY MEDIA (Newspapers, Radio and Television).

OUTDOOR MEDIA (Billboards, Stickers, Posters, Flyers, Banners, Mobile Advertising, Film ADS, etc).

MERCHANDISE, MEMORABILIA and BRAND ITEMS (T-shirts, Key holders, etc).

WHAT DO WE WANT OUR CUSTOMER TO KNOW? 1.Unique Position (research, placement, religion) 2.Courses we offer 3.Events and extracurricular activities 4.Achievements 5.Customer care 6.Fees and modes/flexibility of payment 7.Accreditation 8.Current students achievement outside UMU 9.Prominent students 10.Prominent alumni 11.Facilities and how to apply 12.Environment (safety, conducive for learning) 13.Graduate placement record

21ST CENTURY MARKETING CONTEXT Century with unprecedented access to technology

and information Need to be technologically astute Need to be well informed Message should be clear and precise Proliferation of media channels Requires integrated marketing (mix of methods and

channels necessary) GO TO COSTUMER than COSTUMER reaching you MAKE EVERYTHING POSITIVE KNOWN

MARKETING METHODS FOR UNIVERSITIESPRODUCT RE-ENGINEERINGMARKETING COMMUNICATIONMedia (Social and Legacy and Outdoor)Content Marketing (Faculty in Media)EVENTS (organize or sponsor)Public Lectures, Conferences Sports Galas Exhibitions Open days Campus visits for students from secondary etc

MARKETING METHODS FOR UNIVERSITIESINTERNAL COMMUNICATIONNews lettersMERCHANDISET-shirts, Calendars, Key holders, Car Tyre coversPERSONALITIES,NEWSMAKERS,ENDORSEMENTSProminent local and international academicsBRAND AMBASSADORS-Appointed-Prominent Alumni

MARKETING METHODS FOR UNIVERSITIESBRAND AMBASSADORS Cont’d

Visiting professorships of powerful international academics

Sponsor Popular celebrity social responsibility initiatives

Honorary PhD degrees to prominent achieversProminent Students (e.g. if a student is a

minister and is at the university)

MARKETING METHODS FOR UNIVERSITIES INTERPERSONAL MARKETING/CUSTOMER

CAREOne on one outdoor marketingTrain good public speakersTrain good looking Public Relations peopleTrain customer care team thoroughlySchool on promotion & career guidance lecturesCustomer advisory boards:

Students/Parents/Staff

MARKETING METHODS FOR UNIVERSITIESENROLLMENT CONTESTSSecondary School with highest intake or quotaReward Owner of SchoolReward Headmaster/PrincipalReward Parents who bring at least five studentsRegister five friends at UMU and study for freePay UNEB registration for bright students who

are bonded to apply

MARKETING METHODSPLACEMENT STRATEGIES:

Invite prospective employers

Locate internships and apprenticeships

Create job database for former students to access

CUSTOMER CAREHow we handle the customer

What we do for the customer

What we do to the customer

What we want the customer to remember us for

CUSTOMER CARE 101 WHO IS OUR CUSTOMER? One we want to receive our message and act on our message: enroll,

tell others about us etc. Customer is influenced by peers, environment, icons, service TYPES OF CUSTOMERS Loyal Customers (those who will always be with us) Discount/Promotion Customers (who will come if there is a discount

in fees or a promotion) Impulse Customers (who will come without a reason) Needs Customers (who will come for what we offer if it satisfies their

needs) Wandering Customers (may come and go away with no trace of

pattern)  

CUSTOMER CARE 101CHARACTERISTICS OF CUSTOMERSHave a need (information, guidance or other)Want to be listened toWant solutions not excusesWant empathyWant you to connect/relate with themWant you to speak in their languageWant honesty (to be told the truth)Want to be treated like a King/Queen.

CUSTOMER CARE 101Customer Care is about human behavior. What makes people happy what makes people

sad.All of us are customer service staff (from VC to

the cleaner to the security guard)KAMI: -KNOW/-ATTRACT/-MAINTAIN/-INCREASE Customer Profiles:Age, gender, marital status, employment

status, ethnicity, religion, social group and other details necessary to communicate.

CUSTOMER CARE 101Details before query. Who/where they are?Detail of the query. What do they want?Respond to the query.Sell university after addressing the query.Needs organization, thought ,planning,

practice. Think like a customer.

CUSTOMER CARE 101Offer Special service (perfection of product and

customer care)Be Pro-activeBe EfficientShow Good Answering Skills (phone, direct or

mail) Show EmpathyTrack customers from secondary

THANK YOU