MARKETING STRATEGY FOR A BUSINESS SCHOOL

1. Marketing
strategy for BIMS
By BM 127

2. BIMS
“Success through achievement”

3. Marketing Strategy
“the means by which the BIMS
actively communicates and
promotes its purpose, values and
products to the students, parents,
staff and wider community”

4. Why Marketing is needed?
 Central to the success of b-school
 Not an add on – but integral to the work
and culture of the school
 marketing strategy – and promote the
school’s aims, goals and activities.
 Not just the concern of one or two people
 Staff – need to be convinced– success
stories, speaking positively about the
school.

5. Contd..
 Improve the b-school’s reputation
 Raise the school’s profile
 Schools with a positive image tend to get
better student behaviour/attendance
 A positive image improves morale
 Attracts quality staff
 Develops a sense of pride
 Meet client needs

6. Purpose
 “BIMS-THE BEST B-SCHOOL IN SOUTH INDIA”

7. Unique Selling Point
 Identify the things BIMS does very well
already
 Stress these unique features wherever
possible
 Promote them in marketing materials

8. Set up a Marketing/Publicity
Team
Media
 Make the media work for you
 Invite journalists into b-school
 Set up interesting photos
 Send a regular flow of high quality articles
 A good quality photo and caption
 Factual information

9. Website
Golden Rules:
 Update the site regularly
 Use short paragraphs and avoid overcrowded pages
 Include a section highlighting current news and events
 Have a frequently asked questions section
 Show range of extra-curricular activities
 Invite requests for further information (eg using email
facility)
 Publish the school newsletter on the website

10. Events
 Management fests ,business plan contests and other
similar events are excellent opportunities to show off b-
school to best effect.
 The way a b-school presents itself is crucial with regards
to prospective students, parents and staff.
 Opportunities to see the b-school is one of the most
useful sources of information to those who are choosing
b-schools.

11. Monitor and Evaluate
 Have visitors to the website
increased?
 Is press coverage increasing?
 What’s staff turnover like?
 How many applications are you
receiving?
 Are b-school events well attended?
 Have applicants numbers increased?

12. Thank you