You're hired! In assignment No.1, we will play pretend. In this mock scenario, you have been hired as a marketing consultant (click here to learn more about the job) at New York City College of...


You're hired!In assignment No.1, we will play pretend. In this mock scenario, you have been hired as a marketing consultant (click here to learn more about the job) at New York City College of Technology.The assignment is simple. Your job as a consultant is to assess the current market situation for the college and come up with a campaign to promote and increase enrollment in the college. Your target date is Fall of 2022. That means that you have from the moment you read this until the deadline for enrollment in the 2022 fall semester to come up with a plan.Right now (we're pretending) you are meeting with the marketing/communications team at Citytech to go over some of the problems they are facing, understand their business, and begin the process of coming up with a plan. The have revealed the following information, and you now need to take notes, think about the situation at hand, and start thinking about a solution. This first assignment is all about fully understanding your client, Citytech.Here is what you know:The college was hard hit by the pandemic like many other CUNY schools. Enrollment is typically around 17,000 students, but numbers have been steadily dropping. At first the classes went online with some difficulty, and demonstrated some loss in the process. These double digit losses have been steady. And with the return to in-person classes in the spring, it seems that the losses continued. Many online classes were filled quickly, but the in-person course struggled, even though CUNY mandated strong Covid protocols and a required 70% in-person which might be tricky considering Omicron's impact in the New York City and surrounding areas. The big question is how can we reverse this slide?In the meeting, you discover that the school feels that their main problem is low enrollment and a decline in students willing to go to in-person classes. Their problem is that they are not sure 100% why their students are are not returning to in-person classes. Is it really a fear of Covid or perhaps something else. Part of your job is to find out why and prove it. CUNY is not willing to go fully online to accomodate this current trend. They realize that with vaccinations now available, that a movement to return to some normalcy is critical not only to the college, but to the well-being of the college community, local economy, and other factors. They also believe strongly that in-person or at least hybrid creates a college experience that is critical to success. and that is this sense of campus life, making life-long friends, and more.√ They want you to come up with a communications strategy that reinforces campus life, community, and the importance of in-person collaboration and study. Your marketing strategy is partly to "brand" the college, but also the experience.√ There are a few possible target audiences in this effort: new students (and recent local high school grads), returning students who maybe took a pause or won't register to a class unless its online, and anyone in a career crisis mode who maybe wants to return to studying and get a degree.√ No, they are not willing to add more online courses, or radically shift their business model. They've made their consessions and now want to have a model similar to what they had. Getting students to come to the college as it currently exists is the key factor.√ They want the campaign to begin as early as March and run through the end of September.√ They are not sure what kind of marketing budget they will allocate just yet, but will decide once you out together some ideas.√ They want some preliminary ideas from you by the next time you meet (which actually falls around the time Assignment #2, but is due by the above noted deadline).Your Assignment:1. Do a marketing evaluation of the situation at hand for your client. In this evaluation, in the form of amarketing brief(see the Marketing Module for more details), you will...~ Identify the key problems for Citytech in acquiring in-person students.~ Demonstrate some knowledge of the client by researching more about CUNY and Citytech and letting your client know that you did your homework and know more than they told you.~ Identify as precisely as possible who their target audience(s) might be. Provide a clear description of target student.~ Describe (not necessarily in complete detail) what marketing solution you might have to help them solve their problem. Be clear about in the message you want to communicate to each target segment, and why you feel this message is key to the success of the campaign.2. Attach aSWOT ANALYSISto your Marketing Brief. It must be submitted in the form of a quadrant (go online and find examples and templates), and come up with at least 5 each of the Strengths, Weaknesses, Opportunities, and Threats.
Feb 14, 2022
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