Marketing Strategies for Algonquin College

Running head: ALGONQUIN 1
Algonquin
Student’s name
Institution Affiliation
Date

ALGONQUIN 2
Algonquin College of Kuwait has been termed as the first tertiary institution of Canadian
origin to be given accreditation by the University Council governing private colleges (Algonquin
College, 2019). Algonquin College offers both certificate and diploma programs in Business,
Media Design and Advanced Technology, for instance, the two-year Diploma offered by the
Ontario college in business accounting is crucial for imbuing students with the accounting theory
and practical experience on how to use computer technologies (Algonquin College, 2019).
Algonquin also offers degree pathway programs to campuses located in Canada and Europe.
Algonquin university seems to be grappling with the hurdles of the modern,
internationalized world with regards to student recruitment. The campus seems to be suffering
from how to attract many local and international students and lacks effective communication
channels to pass information to potential applicants. The lack of online visibility is also evident
with regards to the campus website, and it lacks attractive features.
The largest market for international students seems to be untapped based on the survey.
Algonquin university lacks the use of personalized digital recruitment solutions such as social
media campaigns that could be useful in reaching international students, for instance, the
Chinese through digital platforms such as Baidu and WeChat. The report will be based on the
responses collected from the survey.
Marketing objectives
Inbound marketing could help Algonquin optimize its marketing initiatives by
establishing organic relationships with both the continuing and prospective students and building
promising leads. Integrating social media and email campaigns, personalized content and
specific analytics reporting to magnify the university online presence could help Algonquin
establish an effective recruitment process.
Inbound marketing has been associated with assisting universities in getting discovered
online and ensure authentic connections with aspiring students through eliminating outdated,
disturbing and personalized promotional techniques (Higher Education Marketing, 2019).
Inbound depends on the simple premise that customized messaging fit to the aspirations,
interests, and needs of the audience will develop a good rapport, a shared sense of benefits and
trust required to inspire inquiry.
Thus, the use of inbound marketing would help Algonquin ensure that the right content
gets to the right target audience at the right time. Thus, engagement could get driven in this
manner, initiating quality inquiries and assisting the campus in nurturing new leads with regards
to the enrolled students.
All schools have got a brand. A brand is how the university gets viewed by the outsiders,
and each university has a different approach to how its brand gets perceived, and in this case,
Algonquin should aim to be unique among other universities in Kuwait. Algonquin in defining
its brand image should establish how it wants to be perceived in the outside (Solis, 2019).
Algonquin should have a voice as it is the voice that turns the campus into a person, an actual
item that people can have to enable them to simplify their thoughts about the university.
Marketing strategies
The use of simple inbound marketing techniques by Algonquin would help the campus
not only reach and recruit domestic students but also international students as well (Higher
Education Marketing, 2019). Algonquin could use the leverage of combining SEO, personalized
content, social publishing and customized email nurturing could help Algonquin improve its
visibility in online search results, mingle with target audiences in both necessary and persuasive
means and direct traffic back to its websites.

ALGONQUIN 3
More than it has been anticipated before, both parents, guardians, and students are
resorting to search engines in a desperate bid to explore and compare schools. Their primary and
ultimate goal is to identify institutions that fathom their specific wants and needs that can assist
them in achieving their academic goals and objectives (Higher Education Marketing, 2019).
Such parents and students seek high-quality blogs that suit their interests and offer relevant
advice. They find an inspiring video interview with graduates who conquered similar hurdles and
pursued the same goals. They seek a window into the university culture, educational perspective
and values. All this is required before stepping their foot into the campus or even before
speaking to an admission staff.
The use of the graphic design in Algonquin university website could play a critical role in
ensuring effective marketing and should be prioritized. It also assists in amplifying the image as
a learning center for the audience.
Lack of facilities such as cafeteria and gym could impact negatively on marketing
Algonquin. The existence of amenities such as the gym plays a vital role in students campus life
as a gym could provide a place where students before classes or after classes in the evening to
relieve themselves of academic stress. The experience at the university is not all about books but
also a place where students can relax their brains after juggling between books and daily hustles.
A cafeteria is crucial in a university due to the different dishes offered particularly when one has
visitors. A cafeteria is also another means for generating revenue to the campus, and this could
boost income for Algonquin. Apart from generating revenue, the cafeteria could also recruit
some of the students particularly those pursuing hospitality courses could find the cafeteria ideal
in equipping with hands-on experience.
The survey indicates that many students would prefer going back to Algonquin if
bachelor programmes got offered.The strength of campus is determined by the number of
professors in its faculty. The presence of many professors is a clear indication that the university
can deliver quality education in its programmes. Algonquin offers many certificates and diploma
courses taught by doctors which is a good indication in the strength of the campus as such
faculty is seen teaching undergraduate courses (Marketing Schools, 2012). Algonquin also boasts
of few high caliber instructors some who have international experience which is strategic in
vouching for the credibility of the university. However, there is a need to improve the number of
courses offered by the university to enhance the diversity of programs. Also, Algonquin could
provide degree programs rather than the pathway courses as the local students may not afford
traveling and to fund abroad to pursue such degrees. Algonquin could also seek financial
stakeholders to help to finance both the existing and prospective students as a means of
marketing the campus.
The course modules in the campus websites need to be improved with regards to the
outcomes, their relevance and the instructors offering them. This helps to show that the
university has the strength in the courses it is offering. Vital information is also lacking with
regards to the people in charge of different departments, yet such information could be crucial to
outsiders. Information about departmental heads and their teaching experience is vital in
ensuring that they can deliver in those courses.
The campus should also establish an e-learning platform. Some of the prospective
students would be willing to join Algonquin, but due to many commitments, they are unable to
join such classes. However, with the introduction of distance e-learning, such a segment will be
targeted as such students will learn` at the comfort of their homes or even at work without the