Answer to Question #249497 in Marketing for Isley

Question

3-22. You are in charge of campus recruiting at your college or university and you wish to conduct research that will assist in boosting enrollment. Explain how will you define your problem statement. Describe how you will use each step in marketing process to complete your project successfully. What are three key performance indicator (KPI) that might be used to measure your success

Answer 1

Problem statement the college wants to find out what measures can it takes to boost its campus enrollment.

Marketing Steps Involved: Following would the marketing steps involved in the marketing research for this particular case:

Establish Need for Marketing Research: Since it has a mismatch of the College's marketing objectives and its actual performance, thus a marketing researcher does need marketing research.

Define the Problem: Through this process, the researcher has arrived at the problem - low campus recruitment.

Establish Research Objectives: What measure can the college take to boost its enrollment? Determine Research Design: For the stated problem statement, a researcher needs an exploratory research design.

Identify Information Types and Sources: Primary sources such as interviews and surveys would be utilized.

Determine Methods of Accessing Data: A researcher would choose survey methods (monitoring and recording data) from potential college students.

Design Data Collection Forms: A researcher would utilize questionnaire forms, as well as focus groups.

KPI's are selected based on the goals of a company. The college's goal is to boost its campus enrollment. From its goal, we can infer the major marketing goals for the college: increasing brand awareness, customer engagement, and maximizing sales (recruitment). Thus, based on these objectives, the college could employ the following KPI's:

Ad recall: How catchy an advertisement is to viewers can be measured by the ad recall. The college could use it to measure its brand awareness efforts.

Blog comments: It is the number of comments a company's social media blog may receive. This may hint at the performance of the college's engagement objective.

Market share: It refers to the percentage of a market accounted for by a company's product/brand. This KPI is used to measure the college's enrollment efforts.