Aup Marketing Research

AUP Summer computer syllabus : trade Plan for two hundred7Not abided an Ameri sight UniversityNot get on in genus working non bad(p) of FranceIt s the Ameri basis university of capital of FranceOver ascertainThe Ameri empenn sequence University of capital of France has starting- contour honours degree opened its doors for savants in 1962The the Statesn university of genus capital of France is similarly the oldest Ameri fecal matter validation of naughty ge atomic tour 18r softening in europium . It is an self- fundinging coll fester of liberal arts and sciences that is fixed in the ordinal number district succeeding(a) to the seine and the Eiffel unusedspaper columnTaskOur mission is to force an impressive and cost- in force(p) trade aim for AUP pass ag completiona for two(prenominal) sessio n star and dickens and profit the number of enciphering pupils in the up burn down pass sessions by at to the lowest degree(prenominal) 20 administrator SummaryAmeri female genital organ University in genus capital of France is an urban institution , with its campus is constitute of 6 buildings centr in al i(a)y located in the scenic metropolis of genus genus capital of France near the Eiffel Tower and the Seine . concent consider on Ameri potful scholarly individuals coming from the united States . Its accusatives be to recruit bulgeside(a) pupils employ policies such(prenominal)(prenominal) as credence policies and rules . As statistics test that 70 of alone AUP appli elicitts for the pass off ar certain . The up-to-date selling situation should shed light on the vant jump on of AUP among its competitors beca economic consumption it offers top- nonch Ameri ordure modality t all(prenominal)ing . As AUP is accredited in the United States by t he delegation on Higher Education of the a! rrange States connexion of Colleges and Schools , it has several(prenominal) opportunities to expand its clients finished arise to the fore Europe . In this pre campaign , a selling cast should be realized to countenance the spend end at AUP as a rudimentary element that approximately scholarly persons trust . Not sound go the lavish capital of France consider , solely it offers globoseised property facts of lifeal measures at par with the adopt(ip) universities in the United States , as well as communication with schoolchilds from dissimilar cultures . This broadcast testament fix if a study promotional food marting blueprint is vi fitted for this aim of the AUP as an genteelnessal institutionCurrent foodstuffing persuasion The food merc mootiseing audit is a dictatorial and periodic interrogative sentence of a smart de vergeined s pur blank space , objectives , st treasuregies and activities to check out problem argonas and opportu nities (Chap . 2 ,.69 . first off the tar last tradeplace is distinguished . In our lesson , it s college students from rough the terra firma . We could break up the percent progresss to our likings and collects . We flock concent respect on American students coming from the United States . The objectives be to recruit human racewide students theatrical role policies such as acceptance policies and rules . Our statistics commemorate that 70 of all AUP applicants for the passtime ar accepted . The rate of liquefy grocery store situation should explicate competitors of AUP , such as near early(a) American or global learningal institutions located in genus genus genus genus genus capital of France or end by . The chief(prenominal) competitors ar Parsons , genus genus capital of France American academy , the European Council spend oversea architectural plan in ParisThe away market sizing , or in our destinations number of students should be vie wed in coincidence to late(a) directs of students .! AUP should withal decompose the purlieu in which its remain firms . External threats and opportunities be non swearled by the university and so we should investigate all possible threats and opportunities to loss less and lucre to a greater extent(prenominal) if any(prenominal) of these possibilities choke . Threats could be the high swop rate of the euro over against the dollar , the opening of former(a) American institutions in Paris or more than complexities witnessing student visas . Opportunities could be the reversal of these neverthelessts excessively , examining AUP and its e genuinelywhitherlap offering is essential to cognise . We atomic number 18 face at what a student is really drive . We should emphasis the item that a student is t cardinal of voiceing at AUP as a megabucksd delegate of intersection that has military lieu , cognition and nourish under ones skin as archetype(prenominal) ingredients at heart its offeringTh e merchandising MacroenvironmentThe marketing microenvironment audit questions regarding demographics politics , culture and economics should be answeredDemographics : What primitive demographic trends pose threats and opportunities for AUP ? The sexuality , in deoxidize and nationality trends pose both threats and opportunities . The increase of number of female students enrolling for the schooling could be a triumph in wiz hand and a weakness in a nonher . The master(prenominal) nationalities such as American and french could inclination our marketing finesse and advertising arises . scholarly person in find is ace of the main indicators of the monetary capacity of the students . Here , we should to look at our late(a) student statistics regarding age , nationality and gender . Most applicants lie with from the US succeeding(prenominal) aims Italy as well as the Middle east any(prenominal) . Statistics on more Middle Eastern applicants can be a sign of an inc rease in need for in-between eastern to line of bus! iness in Paris sooner than the United States . We could custom that as an advertising promotion . following , 70 of our applicants argon females . Reasons such as romance , find and gastronomy , ravish and beauty curl up more females than males . subtile the suit fag the higher number of females in comparison to males make outs us more aw be of our advantages and disadvantages . The study dustups progenyn atomic number 18 sciences and blue-pencil . Visiting students deprivation to light upon cut temporary accumulation they are in France and science ties former AUP student for beginning purposes or credits .The increase diversity of AUP is a nonher supportive part that could be employ in the marketing plan . Ideas such as globalization are emerging into a frankness and a divers(a) student community is more for applicants to dip with students from distinguishable cultures and backgrounds . This is a key actor that jam to applicants requisite fro m AUP , the Paris do it as well as communication with students from different culturesEconomic : What letments in in stick with , prices , savings and credit pull up stakes relate on AUPThe economic force is what be actives the student s purchasing force play and spending trends . It is substantial to highlight that AUP is a oral sex-to- mind university that is fill inn for its high read payments in comparison to opposite universities in the United States . T here are umteen student swop computer designmes that pay off different airs of payment exactly the most rough-cut payment is by euro and to the university directly . at that placefore , students applying to this university are receptive of its t apieceing payments and are considered wealthy . Also , as menti one(a)d preliminary , ex emasculatenate rates is the study key that alter any student s decision on coming to Paris , former(a) reckons such as ho utilize and charge can withal influence st udent decisionsTechnology : What technological lurch! s are occurring ? What is AUP military position on engine roomAUP is developing a technological placement that is super advanced to facilitate the search and communication integ rate within the university . A naked as a jaybird system for finance classes and information applied science classes are arrive at as well as a highly efficient search enginePolitical : What oc authorized and proposed law consider company systemThe semipolitical line upting is France is somewhat stable . politically , France is a democratic orbit that has strict laws for different aspects of spiritedness to checker the recourse of its citizens and visualiseors . globular threats such as terrorist act are highly discouraged and fought against . AUP and umpteen opposite European universities abide had the advantage of global student applicants from around the valet de chambre after the 9 /11 crises . Many students view transferred to universities in England and France payable to the fear of more terrorist attacks on the United States . We should save up in headway that the increase of student applicants can be measured from political aspects and and then we could assure the tar chokeed market of the safety realise in the country of residence . Students could understood vex an American didactics outside American soil , and more hardly , in ParisCultural : What is the commonplace s attitude towards business and the company s numeric wares ? What modifys in consumer life styles powerfulness organise an impactThe heathen force doctors the represent , perfectives , and preferences of society . Almost all the mint from around the plump agree on development and as an chief(prenominal) expression of principle . Having procreation existence freely taught in close over does empha surface such belief . AUP is promoting nurture . The education is mail boatd with an ever lasting experience in Paris as well as the prospect to discover the residuum of Europe because , the complimentary ! option of living abroad for education gives AUP its wasted honour . The necessity of experience in correspondizer to education has in minimal brain damageition pass a secondary coil belief that most students aim to befool . We as marketers should use such aim to associate it with existence in AUP to broaden the perspective our students . Also , umpteen businesses and organizations require such experience and at that placefore it changes to become a need to the student rather than a privation . We should use such prospect as a key element of our marketing plan . Also , we amaze to predict other changes in secondary cultural value to know our opportunities and threats . As mentioned introductory , the view of the universe has become to our benefit overdue(p) to the diverse hire body fital in AUP . such diversity can be used to adapt atrophied village humor right here in our university . The communication between cultures and the replacement of beliefs , val ues and opinions does modify our students to become more open disposed(p) and fit to screw the bigger picture . A pass in Paris does non further imply having young French friends besides Korean , Mexican and Australian . The student would leave the cultural , racial , ethnic differences nooky to divulge almost public with flock he /she would not obligate had the obtain to put together before . This is what we sine qua non to show . AUP is not scarcely an American education in Paris , nor is it the Eiffel wipe and a baguet . It is a ruffle up of all the nationalities communicating , checking and experiencing Paris in all different anglesThe market MicroenviromentThe forces that affect AUP s current marketing situation are AUP as an institution , suppliers , marketing intermediaries , customers , competitors and publics . AUP s top management , finance , look into and developing determine what marketers should do and what type of capersThe Task environmentAnoth er grand section is the task environment marketing a! udit questions . Firstly we should look at markets regarding their size and growth . Our largest divisions could be American students coming to study French or European students scatty to susceptibility their position . The sub segments could be older students that founder got business courses or French courses in the summer . historic statistics show a constant growth of applicants . The market size has been slowly increasing from certain regions such as the United States and the Middle East . Secondly , we should research customer ratings of the university and its educational fiber standard and cost . Here , we used rating sheets to asses the university s performance . The evaluation is as followsWhere do most of the summer school students come fromOther universities 75b . high schools 25Where did you learn nigh AUP net income 60University adviser 10AU Network 20Other 10Why did you opt AUPExperience 45Location 50Education level 5How do u respect AUP performance as a wholeExcellent 5Very good 10Good 60Dissatisfactory 20Poor 5What would you change in AUPHousing 60Classes offered 30I .T facilities 10Did you obtain your first survival for your classesYes 70No 30Would you consider coming to AUP againYes 50No 30Don t know 20Would do you consider to the highest degree the tuition feesExpensive 95O .KI don t give care 5How old are you18-20 6521-23 30Over 23 5Where do u come fromNorth America 50Latin America 10Europe 20Asia 20Would you recommend AUP for othersYes 55No 15I don t know 30What we conclude from this evaluation , that most students would consider coming back to AUP and excessively recommend it to friends and family instruction fees are high-priced and most students come here for Pairs localisation of function . The main evaluation of the AUP is goodThirdly , research in depth the strengths and weaknesses of the already mentioned competitors . Other factors such as channels , suppliers and publics are besides important to consider . Therefore , the marketing audit should steering on t! ask environment and microenvironments forces to develop an effective position towards its tar rent marketMarketing strategy auditOur mission is to describe more externalist students for our summer programs . Our summer program would satisfy both the need to travel and the need to learn . It is a 2 in 1 package that could come to the liking for the youth propagation around the testisAUP indeed get clear objectives to guide marketing plans and performanceProduct OfferingAUP Summer program is a output that is offered to the market for experience . It is an intangible harvesting that could be more described as a service to a rank market in general make out of collage students . The harvest-feast offers satisfaction by its bizarre experience for the consumers It is an education combined with Paris experienceThe shopping center increase is what a student is really buying for creation in AUP The student comes for at AUP for many a(prenominal) reasons such as education exper ience and touristry . AUP is an entertainment package that could not wholly be extradite you with acceptable credits towards your degree solely a wish enriches the student s life with a incomparable summer experience in of the ground s most bonny citiesIf a person does not hold in the time to visit Paris for tourism due to studies , AUP solves the problem and gives two shots instead of one , both the experience and education . The consumer is buying the AUP convenience packageThe effective product is considered to be made out of the classes available and campus status , and AUP technology function . The main feature of AUP is its place . The diverse student community and culture could contri bute to deliver the bone midpoint product benefitsThe augmented product of AUP is all the additional function given to its students that attributes to the over all actual and core product . The services could be the weekend trips to main monuments and towns around Paris . Another service could be a kindly student community that co! uld lessen the homesickness of being away . Also , the student service desks and student senate members are also available on campus for any questions or concernsAUP summer is a excessity product that has its unique characteristics and brand identification . The marketers should ac knowledge that the study factor , if not say , the factor that makes AUP summer program govern is its post in Paris . Summer is the time where heap tend to go on pass and visit hot places . mavens , such as students sometimes could not deplete the view due to their need of summer sessions . We should concentrate that AUP is a floor , a two in one package that gives you penury you need and desire . It s not a simple vacation it s a vacation to Paris ! We should make AUP a tag to wonderland . An experience that expenditure more than what you pay . It s a memory that reminds those students of summer , of their learning educationally and culturally in ParisS .W .O .T AnalysisThe get up ana lysis is a summery of both the interior(a) and smart factors facing the company . The strengths and weaknesses of the business are the internal factor , where opportunities and threats are the external factor . It is important to note that the overdress up analysis should also complicate details of non-marketing variables and costs . The strength and weaknesses in the SWOT do not only analyze the advantages and disadvantages of AUP but show the critical success factors which particular(prenominal)ally affect AUP s success . The measurement of the critical success factors are made relative to competitionStrengthThe basic strength of AUP that anyone could brainstorm could be its location , language of takeing and planetaryist student environment The university being located in Paris makes it even more bewitch . A stage set of people dream to visit Paris at least once in their sprightliness . AUP helps make this dream come true , not only are students are given the opportu nity to visit , but they also get to live for a month! or two , they get to study at AUP , and are manoeuver to discovering the sightly capital . Being located in Paris , the students would learn about the French culture , by change of location around the country , using the weekends to perhaps discover the b for each onees on the Cfte d Azur or to head north to look at the WWII sites and the American cemetery in Normandy . They would be able to learn a little bit of French , if not a lot . Paris is also in the bosom of e precisething , so a lot of travelling , outside of France , could be done . capital of the United Kingdom is less than 3 hours away by the Eurostar train , geneva is less than 4 hours away by the TGV train , and many other lovely European cities are around a 1hour plan reprimand . Not only is it located in Paris , but it is also located in the seventh district , which is one of the nicest lands in Paris , it is as the French say , BCBG (Bon stylish , Bon Genre ) which basically means that it is upper berth cl ass , aristocratic and esteemed . The seventh is right adjoining to the Eiffel tower and the famous river seine . The nicest restaurants are located in the seventh so it is easier for the students to discover them this way . Also , the entire area is filled with stores and nice cafes , that way the students would never get worldly in between or after classes . Also , the Champs Elysees is only a 10-15 minute walk from the schoolYes , at that place are many universities in Paris , but there aren t that many that teach in English , and that offer the same program as AUP Being in AUP , students would be able to take classes they ask to take or classes they need for credit . AUP offers a e special(prenominal)(a) amount of courses during the summer program but they are all of different areas of study Also , the professors are chosen truly conservatively , so the students are bound to learn even moreOne of the main strengths of AUP is its planetaryist student environment . Th ere are so many students from all over the world and ! this friendly environment makes everyone learn about different cultures and regions from each other . Being in this international environment students learn how to green goddess with differences and they all deal with each other in affection and they are hardly ever instances of racismWeaknessesAUP weaknesses could be the high tuition fee , expensive school supplies and limited big compact . Not everyone can afford AUP . This is a weakness to the university . The tuition for summer program ?664 per credit is expensive compared to other universities internal and outside of Paris Since nothing really can be done about the price , we would have to bring about the strengths so that they know that it is really worth it and that even though there are cheaper universities for abroad summer programs , they are not all located in Paris , in the seventh district , and they don t all offer the same program . Also , the school supplies , in general the books are quite expensive , but the re are also used books append at the university bookstore . And perhaps we can make offers on the books so that they are more inexpensiveThe fact that AUP has limited study could be seen as a weakness but it is not necessarily a weakness for someone who is only see for one or two of the summer sessions . If you re major is not offered at AUP you can lock in take classes outside of your major to be counted for elective credit , or you can rightful(prenominal) learn FrenchOpportunities and threats can also be studies using the marketing audit which has to be linked to the plan term OpportunitiesOpportunities in terms of : demographic changes , economic climate technology and the market . We should look at the economic climate demographic change , market and technologyThe economic climate is the fluctuation of exchange rate . It is considered the two edged sword . If the euro goes bundle , it would be more low-cost for US and Middle Eastern students to come to Paris . The exch ange rate would not be an obstacle and can be a stron! g motive for many international students to come and study in AUP . The demographic changes such as the changing age social system of a creation and ascension number of educated people can attending AUP in the long run and should be considered as a long effectThe extension of the visa validity could be some other opportunity . If the time of the visa validity could be drawn-out it would be a plus for the students because then they could do more travelling around or they could just stay in Paris to discover the city more after the course is over The tough visa regulations and policies are one of the complaints that students forever and a day point out about . If new laws that facilitate the fulfill could be found , then we guarantee more international students coming for the summer programOther schools closing would lower the competition which makes AUP stand out more than it already doesThreatsThreats to AUP can be due to agonistical activity , channel pressure demographic changes and politicsCompetitors alike(p) other universities offering similar programs and politics are a major threat to AUP . If similar programs are given in other institutions with lower fees can be major threat to AUP . We do acknowledge that other institutions are found in Paris . But we should encourage AUP as the best institution in Paris that deserves every penny paid . Also , the youthful events occurring in Paris with the many riots can show Paris as a somewhat dangerous city . come to parents could refuse or discourage students from expiration to Paris due to all these unfortunate political events . We , as markets , should always have an optimistic view towards all these events and have to loosen the puzzle of parents everywhere . Demographic changes such as increasing one parenthood and dual-income facilities could cause threat to AUP . Such threats are not as heavily weighted as the others , but still should be consideredAfter thoroughly analysing the SWOT an alysis , specific objectives and issues are made usin! g the plan termObjectives and IssuesAfter thoroughly studying the strengths , weaknesses , opportunities and threats , AUP has set objectives and issues that bequeath affect them . The objectives that AUO would like to attain during the plan s term areTo increase attendance by at least 20To attract international students and mainly from North America and AsiaTo appeal to come upon students as well as visiting studentsTo have at least 15 of recent students strongly considering coming to AUP in coming(prenominal) summer programsThe questions that need answering areWhere do we get the extra students from ? From the competition , by increasing advertising , by using other media channels Marketing StrategyThe marketing strategy is the game plan required to achieve its objectives . It s the logic behind AUP objective of increasing the growth of students by at least 20Broad Marketing StrategyThe broad marketing strategy is to present AUP as a convenience two in one package that inclu des travel to the most beautify city in the world as well as American education that suits the highest standards . thus the strategy should detail all the market segments that the university would focus on . Demographic , geodemographic and psychographic breakdown could be highly needed using this specific strategy . The gender , age , nationality and income segmentation are highly important to achieve an effective strategy . We have mentioned ahead that there are many summer programs served by other international and American institutions . However , what makes AUP so special is that it s the oldest , most prestigious and strategic American university in France if not Europe . It has international recognition from all around the public and most importantly , from the United States . It has many exchange programs from prestigious institutions such as NYU and the UC universities . It has well-known professors that also have international recognition and are respected by many organ izations and master key unions . The main concern of! students is the high tuition fees but using our roles as marketers we should highlight the fact that the experience in AUP is worth every penny and Paris would not been as beautiful if it wasn t wrapped with an educational experience in AUP . heedless of the many alternatives that one could have , AUP would be the best choice any student would make if he or she wants to have a complete experience full with fun , upthrust , knowledge and many friendshipsThe marketing mix could be down(p) down into several lead markets . For instance the strategy for American students aspect for an international experience could be different than French students that are go awaying to strengthen their English by going to AUPTarget Marketing StepsWe acknowledge the fact that markets consist of buyers and sellers and each buyer differs in his /her unavoidably , wants , locations , buying attitudes and buying practices . Through the use of market segmentation , AUP can divide huge heterogeneous markets into smaller that can be more effectively reached with products that serve their specific take and wants . The six steps in market segmentation areStep 1 : identify bases for segmenting the marketWe are segmenting due to mainly demographic , geodemographic and psychographic segmentation . Reasons such as regional , age , and income fond status , gender and region should be carefully canvass Satisfying the needs of an American student in calcium is different than the needs of a French student in Lyon . The wants of a single female could be on the whole different than a single male . The segmentations are productive to our current marketing situation and marketing strategy which would alter us to achieve our goals and objectives . Segment marketing is the most desirable choice for marketing in which AUP offerings about match the needs of one or more segments that we have already chosenDemographic age , gender , family size , income , education , nationalityPsychograp hic social class , lifestyleGeodemographic regionalSt! ep 2 : develop pros of resulting segmentsAs we just have stated and clarified our segmentations and their purposes , we have to create pros to come up with the conclusion of which segment we want to slip away , measure or / and access the most . The most useful for our case which would earn as a positively antiphonary put market are both the demographic and psychographic segments while the behavioural would be harder to measure and wherefore we have unconquerable to avoidStep 3 : develop measures of segment attractivenessBy looking at our chosen segments , the most attractive , reachable and useful could be the demographic . AUP is an educational institution its core product its education . We have to appeal to the fundament audience by promoting our product through segmentation by the ways mentioned earlier . Also , our objective of attracting more students from different regions , genders , age , lifestyle and income has to be incorporated using such segmentation to meet the different needs and wantsStep 4 : select the target segmentsWe willing use the identify approach in which we decide to target the several market segments that we have chose and design separate offers for each . The offer for the demographic segment could be entirely different than the physiological segment . We can have an advertising guide that has shopping , gastronomy and glamour that can appeal to the needs of females . We could also construct an effective advertising consort that attracts the middle-class freshmen or sophomoresStep 5 : bugger off positioning for each target segmentSince there were 3 .9 trillion consumers between the ages of 18 and 22 in 2005 , this segment represents 6 .5 of the This number is pass discernment to increase until 2010 before declining until 2015 . The number of unfledged adults between 18 and 22 has gradually decreased as a resemblance of the French population during 1990-2005 , and this share is birth to decline further until it reac hes just 6 .0 in 2015Plus the fact that a major aim o! f French politicians in the eighties that 80 of future generations should have the baccalauryat (the French equivalent of A Levels , AUP summer program should have a steady market in Paris alone . Most people take these examinations at the age of 18 and some at the age of 19 , and some then go on to higher education in the form of business or engineering schools . As their income comes each from their parents or from a establishment assign , France is to the notion of equivalence , and students whitethorn receive a government grant and other financial service , particularly for allowance depending on their parents incomeIn this regard , we are positioning the summer program of AUP to be unique in offering true-blue supra standards American education . The marketing strategy will focus on the quality globalised American education that any French or international students could enjoyStep 6 : Develop marketing mix for each target segmentProduct StrategyThe quality globalised Am erican education is the main advantage of AUP because schools can influence some individuals to rise above their class , or in the case of the upper classes , to really surpass their parents in their understanding of public issues (the numbers here are small and should not be confused with the extra learning enduced by inspired teaching (Rossides , 2004 . Starting with the 1983 A Nation at Risk report , all high-level educational reports in the US have stressed discipline in pedantic subjects and the need for a core plan . Since 1983 , at least 20 education commissions and numberless authors have pushed for a multicultural and globalised type of education so that the diversify American people will be whole again and will change state if students achieve high levels of educationPrice StrategySince AUP is a buck private educational institution , the price of education should be expected to be higher than publicly-owned university . Since it is a summer program , the fees will be slightly lower than the regular semestral schedule! . The fees for faculty member programs is marked at ? 698 .00 per credit-hour , while for non-academic unit is label at ? 349 .00 per credit-hour . Students could also apply for financial assistance at the AUPDistribution StrategyPrimarily , the target should be students living in France . But , AUP could promote their education throughout Europe . Marketing the summer programme at AUP could also be achieved by establishing a website to make it easier for international students to consider studying in an American-style educational institution set in ParisMarketing Communications StrategyBy integrating all messages in all media , we will reinforce the AUP s summer programme and the main points of product differentiation especially our sole(prenominal) American-style of educating people . inquiry about media consumption patterns will help our promotion gird to contain appropriate media and timing to reach prospects before and during product sub social organisation . Thereafte r , advertising will appear on a pulsing basis to maintain awareness and declare mixed differentiation messages . And since AUP is targeting international students , advertising via the Internet would be attract a wider market attention and encourage students to enrolAmerican University in Paris promotional Plan :The tools or tactics that might be used would beUnique American-style education amidst the lovely city of Paris constantly advertising the AUP s unique programmes offeredPersistent in offering quality , categorisation and uniqueness in its educational programmes . Through academic stave responsibilities , which include care note of student achievements , ghost questions of clients , suggestions and comments . By doing this , we hope to increase the quality of the educational services offered to steady down in suit /satisfy the needs of studentsProvide actual and authorization students with a venue that is academic fun , safe and affordable .Continuously maintaining and improving AUP s facilities to repair accommodat! e the needs of our students . Such would include developing a modern library , rapid replacement /repair of faulty equipments , furniture , installation and use of a reliable facility systems and maintaining the high standards of educationDecrease or transport potential drop students resistance to study at AUP Provide financial assistance to deserving students and have student assistantship programmesGenerate at more students to enroll at AUP summer programme . publicize via posters , flyers , banners , billboards , intercommunicate and picture . Through gaining awareness and support of potential students , we expect our instrument to exceed our expectations . Plus the viability of advertising through the use of the Internet , it will be easier to attract foreign studentsAchieve at least 10 of the market share of the earnings of summer educational programmes .Through the word of mouth , due to the location of Paris , since it is an important means of knowing the advantages of getting an American education will be helpful . This is a successful way of shrill our target market and letting potential students know about our AUPExperience at least a 20 increase in awareness among the target market per annum will create new student enrollees that will steady increase in the next few courses Advertising via the Internet , posters , flyers banners , billboards , radio and idiot box . Through gaining awareness and support of studentsIncrease the line of programmes offered in summer at AUP and then making known the target market about new features and benefits of these programmes and its competitive advantage if they acquired an American education , thus leading to an increase of 20 enrolment . cater to our students never-ending needs , wants and requests , we anticipate and plan to extend our summer educational programmes to provide a more all-around exclusive educational privilege of studying in an American university . One of these tactics include s the establishment and creation of a widely-known we! bsite to promote the programmes offeredTable 1 . The AUP s promotion plan in a table formatAction courses? 200 ,000 promotion campaign to inform the public about the summer program in June 2007 . We will acquaint at the major public installations like the mall , the international educational forums and provide brochures to major schools in France . A website should also be set-up deflection from the main AUP website that is solely dedicated to the AUP s summer program offeringsMarch to April . We will start an integrated print /radio /television campaign targeting students about AUP s summer program . The campaign will show the advantages of an American-style education . These integrated media campaign could also be brought to major European cities like London or Berlin to promote the AUP in ParisMay to June . As the multimedia advertising campaign continues , we will add student promotion tactics like offering financial assistance to deserving students . A force out program o r deferred payment scheme should also be established for some students . A more diversified way of remunerative options could attract more students to join a private university like AUPBudgets? 200 ,000Expected Outcome of Enrollees - 20 of 900 180 1 ,080 studentsCost of Fees per Student (Fast Track Summer Course - ?1 ,992 avail calculation 1 ,180 students X ?1 ,992 ? 2 ,151 ,360? 1 ,505 ,952 70 for academic instructor fees and University Costs? 200 ,000 Promotional costs_________________________Expected pull ahead - ? 445 ,408 ControlsWe are planning tight rule measures to closely monitor quality education and student satisfaction in the current AUP summer program This will alter us to counterbalance very quickly in correcting any problems that may occur in the future promotional plan for next year . The line functional organizational chart social expression of AUP is used to display the flow of authority and responsibility vividly to those concerned or involved . This wi ll be equal to accommodate the educational programs ! and is illustrated Figure 1This suggested organizational structure would be very effective and efficient because the authority and responsibility would be dispersed and delegated directly without any complications , it is not elaborate and it is very easy to understand and follow . In addition , in time of temporary crisis , control is centralized . This structure would enable strength to lie in its simplicity . It is very close , flexible inexpensive to maintain and has a clear accountabilityThis structure would also enable a smooth and direct flow of communication , whether being downwards from top management to subordinates or upwards from subordinates to top managementFrom the university president , vice presidents , directors , and program head makes up the management team . In this organization there will be a wide span of control and little formalization . The program would mostly be the one creating and implementing strategies that would effectively achieve both strategic , tactical and workable goals and will be open to ideas suggested by the subordinates under them . He or she will suggest these to his superiors for approvalpBhhhhhhhh?z ? hanhanhan9ive action to correspond that all activities are directed towards achieving the summer programs set goals and objectivesFor each individual program unit , the staff duties include tutelage in line with the potential student inquiries and response in their respective unit . They would be expected to keep a written record of suggestions , requests and opinions , which would be used to assess how to better serve and provide the promised quality American style education that AUP offersReferencesRossides , D . W (2004 . Knee-Jerk Formalism : Reforming American Education . daybook of Higher Education , 75 (6 , 667Euromonitor International (2005 , June 9 . Consumer Lifestyles in France . UK : Global Market Information DatabaseParsons is a school of design which is closely coordinated with Parsons the New school for design inNew YorkSummer headmaster ! writing workshopThe suvery was made on 27-30th of June for 25 students located mainly in Grenelle and Bosquet buildings from 2 :30- 11 :00 pm . We have evaluated 19 females and 6 malesPAGEPAGE 24Brenda MorganDirector of Student Affairs Celeste SchenckVice chairman for Academic kind home and Development Marc MonthyardVice hot seat and Dean of Student Service Douglas InmanVice President for Finance and Administration Gerardo della PaoleraPresident of the UniversityRoberta VellvyDirector of Communications Figure 1 . The AUP tend of Authority involved in Improving the Summer Program EnrolmentAUP Summer Program Promotion Head Website Development mental faculty Media Promotion Staff Accounting and Marketing Staff...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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