Executive Summary
Colby-Sawyer College is a private, independent, undergraduate college offering educational programs based in the liberal arts and sciences and designed to prepare students for their professions and lives of ongoing learning. It has been engaged in higher education since 1928 and is committed to excellence, interconnectedness, respect, integrity, and stewardship (Appendix 5, 2014). And while these values continue to hold true today, there has been a continual decrease in enrollment at the college over the past few years, which has correlated directly with similar decrease in enrollment in the Business Administration Department Program as well. The purpose of this strategic business marketing plan is to research and propose …show more content…
The target market of the CSC Business Administration Department is junior and senior high school students in the New England area, transfer students, adult students, online students, and international students, who are looking to pursue a business degree in a small, rural, private college. Successful applicants will receive a bachelor’s degree in the field with an applicable minor, making them a prime candidate for future employment, graduate school, internships, and business careers. This degree has the potential to offer a competitive advantage over other individuals without a degree. Differentiation strategy will come from the prestige of the CSC name, graduation rate, placement rate, networks, and ability to provide a personalized, customized, educational path. (“Colby-Sawyer college - the college board,” 2016) While CSC Business Administration Department is praised for achieving …show more content…
Results can be tracked almost instantaneously as well as on regular intervals – weekly, monthly, and yearly. Success of the plan will be determined by the specific increase in enrollment in the CSC Business Administration Department Program. Due to the small size of CSC and the current status of its financials, there is no realized budget being offered to accommodate any proposed plan to increase enrollment for the Business Administration Program. As a result, all monies to fund this proposal will need to come from existing revenues and accounts as well as performed internally with personnel and students
Colby-Sawyer College is a private, independent, undergraduate college offering educational programs based in the liberal arts and sciences and designed to prepare students for their professions and lives of ongoing learning. It has been engaged in higher education since 1928 and is committed to excellence, interconnectedness, respect, integrity, and stewardship (Appendix 5, 2014). And while these values continue to hold true today, there has been a continual decrease in enrollment at the college over the past few years, which has correlated directly with similar decrease in enrollment in the Business Administration Department Program as well. The purpose of this strategic business marketing plan is to research and propose …show more content…
The target market of the CSC Business Administration Department is junior and senior high school students in the New England area, transfer students, adult students, online students, and international students, who are looking to pursue a business degree in a small, rural, private college. Successful applicants will receive a bachelor’s degree in the field with an applicable minor, making them a prime candidate for future employment, graduate school, internships, and business careers. This degree has the potential to offer a competitive advantage over other individuals without a degree. Differentiation strategy will come from the prestige of the CSC name, graduation rate, placement rate, networks, and ability to provide a personalized, customized, educational path. (“Colby-Sawyer college - the college board,” 2016) While CSC Business Administration Department is praised for achieving …show more content…
Results can be tracked almost instantaneously as well as on regular intervals – weekly, monthly, and yearly. Success of the plan will be determined by the specific increase in enrollment in the CSC Business Administration Department Program. Due to the small size of CSC and the current status of its financials, there is no realized budget being offered to accommodate any proposed plan to increase enrollment for the Business Administration Program. As a result, all monies to fund this proposal will need to come from existing revenues and accounts as well as performed internally with personnel and students