Marketing Plan for New DBA Program Situational Analysis

Marketing Plan for New DBA Program at South University

Situational Analysis

Target Market

Marking Strategy





South University is introducing a new course; a doctorate of business administration (DBA) with a focus on organizational behavior. The course is to be offered online, as well as locations near to the existing campuses throughout the south of the country. For the course to be successful, it is essential the University is able to market the course, to gain sufficient attendees. This document is a basic marketing plan to support this new course. Any effective marketing plan will start by specifying the goals and then conducting a situation analysis, before moving on to identification of the target market (Quick MBA, 2016). The development of the marketing strategy is then developed based on the needs and profile the target, and aligned with the existing situation (Quick MBA, 2016).

The Goal

The goal for the marketing strategy is based on the SMART pause, being specific, measurable, achievable, realistic, and timely (Mintzberg, Quinn, & Goshal, 2003). The goal is for the University to enrol a minimum of 100 suitably qualified students for enrolment in the course starting at the beginning of the academic year in October [footnoteRef:1] 2016. This is consistent 75 on my students, and 25 campus-based students. To achieve this, it is expected that the organisation should attract at least 200 applications. The enrolment should be completed four weeks prior to the start of the course. The target for the following three years is a 50% increase in course attendance per annum. [1: This can be adjusted to suit the students needs.]

3. Situational Analysis

South University is a well-established institution of higher education, established in 1899 (South University, 2016). The University has a total of 17 sites for learning across the South USA, making it one of the most accessible universities in the southern region, as well as already having established its position as an online academic provider (South University, 2016). Therefore, the University has a number strength. However, there are also many competitors, which have a greater reputation for online learning, such as the University of Phoenix. Therefore, the universities brand image for online education is relatively weak. With the development of the new doctorate of business administration, will focus on organisational behaviour, the University has an opportunity to differentiate itself and create a sustainable competitive advantage by gaining a first mover advantage (Porter, 2014). In addition, with evidence that MBAs currently have the greatest potential of gaining the best jobs, with many organisations stating that they can to increase the number of MBAs they hire (Kitroeff, 2015), the development of a DBA may build on this trend, providing further courses for MBAs, at the same as benefiting University by attracting more students. However, where any new venture is successful, there is always the threat of emulation by competitors (Mintzberg et al., 2003).

4. Target Market

The target market for the DBA will be individuals that already have a Masters degree, and wish to increase their learning focusing on organisational behaviour. Therefore, the target market may be male or female, and are likely to be working within the business environment. This may include individuals working across the various departmental functions. For any person seeking to pursue a career in leadership, aspects of organisational behaviour are an essential element of the job (Buchanan & Huczynski, 2011). Extrapolating from target market description, it is also likely that the target market will be at least 28 years old, and for the campus-based live or work now one of. For the online course, will be no geographical boundaries, but due to practical constraints, the initial target market will be based in the United States.

5. Marking Strategy

The marketing strategy will be suited to the target market and the environment. This may be considered through the 4 P’s

5.1 Product

The product is the DBA, which will offer students the opportunity to study over a period of time[footnoteRef:2] for a doctorate degree in business administration. The product is based not only on the ease of accessibility, with many physical location occasions, as well as the online option, but the differentiation emerging from the content focusing on organisational behaviour [2: the student may wish to be more specific regarding the timescale of the course.]

5.2 Price

The target market is likely to be business people, already in work, and willing to invest in their future, or with an employee who is willing to invest in the future. Therefore, the fees will reflect the premium content and the superiority of the doctorate degree over the Masters degree. As the current price for a campus-based Masters degree is $8,395 per quarter, fees for the campus-based doctorate degree will be set at $9,495 per quarter. This is clear posisioning of the price to reflect the premium level of the degree, and set at a price to ensure the University does not suffer a loss running the course based on 25 attendees. The online courses are at a lower price, as they require fewer resources, and will be $700 per quarter, the level currently charged for the DBA program without the specialisation (South University, 2016).

5.3 Placement

The placement of the course will include the relevant learning locations, which are readily available to the target market located in the southern states, as well as online. The online course provides the greatest potential for attracting a greater diversity of students, including those who cannot attend the location, or who do not have the time to attend daytime or evening classes. This placement effectively expands the potential size of the target market.

5.4 Promotion

The promotion is arguably the most important element of the 4Ps in this scenario. The promotion will be undertaken in an integrated fashion, utilising the existing resources to increase the potential success of the course, as well as leveraging public relations and social media in addition to the traditional approaches.

The existing resources include the entire catalogue of existing final year Masters students studying business, as well as successful past students. The posh students may be targeted with emails, or personalised letters, inviting them to look at the new course. To encourage interest and involvement, usually, be offered a small discount on course fees as a recognition past success.

The University may also utilise social media to announce the launch of the new course, as well as sent out press releases to media, focusing on the press and periodical publications that focus on business, as well as those targeting academia and education. PR announcements can be very useful, as they help to gain attention, and can be highly cost-effective (Armstrong, 2010). Social media may also be cost-effective, but to be fully leveraged, the University need to monitor their social media and interact with any responses (Chaffey & Smith, 2013). Therefore, the announcement of this new course may be integrated with the existing social media strategy, meaning there will only be a marginal cost associated with this strategy. Social media may also be utilised to invite potential applicants along to an open day, to explore the potential of undertaking a DBA. For individuals considering the online course, the equivalent of an open day may be held through online streaming, with different individuals giving presentations and asking questions. To ensure the potential to maximise returns from the virtual open day, University will require those interested in registering for the event, which will give the University their email address, to allow for a subsequent follow-up email. The follow-up email will either thanking the individual for visiting the virtual open day, or express disappointment they could not attend, but continue to give further information regarding the application process, as well as a link to more details about the course.

The more traditional approach towards marketing is the use of traditional mediums. As the target market are likely to be working in business, and have, all already be, in management and leadership positions, quarter and page advertisements, linking to the University webpage giving details of the course, as well as providing a telephone number for enquiries, will be placed in business and trade press, that is distributed within the commercial environment. Different advertisement format, such as advertisements starting “if you wanted to earn your DBA, and improve your career prospects, now is the time!,” and “the new doctorate of business administration, designed especially for leaders.” The responses from each advertisement will be assessed, for both number, as well as quality, with the marketing campaign adjusted to focus on the most effective advertisements.

6. Conclusion

The marketing of the DBA has a high focus on the potential target market and is designed to be undertaken in a cost-effective manner, leveraging existing resources, while effectively communicating a message. By following this marketing plan, the organisation will have an excellent opportunity and meeting the goal of 100 students starting in October 2016.


Armstrong, J. S. (2010). Persuasive Advertising: Evidence-based Principles. London: Palgrave Macmillan.

Buchanan, D., & Huczynski, A. (2011). Organisational Behaviour. Harlow: FT/Prentice Hall.

Chaffey, D., & Smith, P. R. (2013). EMarketing Excellence. Abingdon: Routledge.

Kitroeff, N. 2015. MBAs Are Graduating into the Best Job Market in a Decade. Bloomberg. Available at

Mintzberg, H., Quinn, J., & Goshal, S. (2003). The Strategy Process. Harlow: Prentice Hall.

Porter, M. (2014). Competitive Advantage. New York: Free Press.

Quick MBA. (2016). Marketing. Available at

South University (2016). Available at

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper