Innovative Pathways for Non-traditional Alumni and Students

The University of Maryland University College (UMUC) faces challenges in its administrative and academic systems due to limited funds required for reinvestment. To overcome these obstacles, UMUC can consider launching prior learning initiatives, recognizing noncredit and micro-credentials, and developing programs based on contingency. Additionally, a strong relationship with employers is crucial to offer courses that align with the changing needs of industries and demographics. However, traditional universities provide heavy competition in the market, and military and corporate tuition assistance pose challenges to UMUC's enrollment. To overcome these threats, UMUC should focus on expansion policies, upgrading its student portal, enhancing its market reliance, and providing affordable education.

Running head: MARKETING DISCUSSION
Marketing Discussion
[Document subtitle]

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MARKETING DISCUSSION
Introduction
Marketing is described as an activity that concerns the selling and buying of a service or a product. It
involves delivering, selling and advertising the products to potential and existing consumers. It carries a
greater role in business activities nowadays as all strategies are based on the marketing plans and
activities. In following sections, we will be discussing the Role of Marketing in Business Strategy.
Furthermore, we will discuss the marketing plans and analytical tools used in business. In the last section
of our discussion, we will put light on the Corporate Social Responsibility Programs which are conducted
by the organizations.
Role of Marketing in Business Strategy
A business Plan which consists of business strategy and marketing strategy for a company helps to
maintain the competitive edge with other strong competitors in the industry. There is no use of a strategic
marketing plan without a strategical business plan (Senn, C., et al., 2013).
Business Strategy
The business strategy helps a company to earn good amount of revenue and profits to position itself
among top leaders. Various components of the business strategy include management team, the structure
of the organization, plans for contingent situations and mission vision statement of the company. A
strategy of business may also include company's plan to diversify like introducing new departments or
line of products.
Market strategy
A marketing strategy consists of the ways to gain and attract new customers at the time when services or
products and the markets are changing. A marketing strategy aid the business to survive in long term

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MARKETING DISCUSSION
situations regulating in external changes to flow with the conditions of marketing (Weinzimmer, et al.,
2016).
Integration of marketing strategy with business strategy-
The management that executes the business operations must contact the department of marketing to
identify the strategies of corporate to align them with company's strategies for marketing. For example, a
company's cost strategy includes expending over cheap raw materials to produce a company's good can
damage the upscale brand which the company uses to price, distribute and strategies its brand. If a high
brand shoe company like Puma purchases a low brand footwear company like Docker, the marketing
department won't merge these two companies' strategies, instead use separate brands via centralized
services of administration. Selling the goods after combining these two brands can confuse and damage
the two brands (Berman, B. 2016).
Marketing Plan and Marketing Analytical Tools
SWOT Analysis of UMUC and Reflection of SWOT Elements in UMUC Strategic Plan
2015-18
SWOT Analysis helps to analyze the systemic framework to identify and evaluate internal weaknesses
and strengths and also opportunities and threats which are external to the environment (SWOT Analysis.
2009).
Strengths
 The scale of the economy- UMUC has expanded its business over global. Comprehensive and
large university which allows it to launch new programs and cater dynamic needs of the market
with a lively attitude that distinguish itself with another university.

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MARKETING DISCUSSION
 University’s status as a Public entity- Many universities of public stature belong to University
System of Maryland (USM) which helps to carry the strengths and gives credibility to its brand
across and beyond its nation.
 UMUC Provides access to education- UMUC allows affordable, leadership, and broad access to
higher educational opportunities to everyone.
 The UMUC provide complete commitment and dedication to its staff which makes this university
distinguished and world-class among its other competitors.
 Careers related programs are designed in the University- UMUC designs the programs and
courses which are relevant to the careers f the individuals as they help to give practical experience
of the real world and theories of industry leaders and also help to guide the students on building
their skills for advancement of careers.
Weaknesses
 The prime target base for UMUC are the residents of Maryland (which is a very small state), and
Personnel of military (which are downsizing).
 The system and process of legacy administration exists in UMUC which is not specific to UMUC
and thus it is Costly and difficult to upgrade their administration and keep pace with the
administrative processes
 The Market research and planning for the future scenario is limited- The dynamic environment
like a shift of demographics of students, academic program's demand, technological disruption,
competitions, etc. impact UMUC and hinders its enhancement process.
 Limited service and development of career is a major challenge faced by UMUC as there is no
better model which may suit the careers of nontraditional alumni and students.
 The innovation for future projects and funds required for reinvestment are limited with UMUC
which puts an obstacle in both administrative and academic systems and processes.

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MARKETING DISCUSSION
Opportunities
 To launch prior learning, UMUC may offer new academic trends like recognizing noncredit and
find new ways to recognize the micro-credentials by universities and colleges which may
challenge the traditional system of diplomas from universities of accreditations.
 A Strong relationship with Employers in many unique ways can help UMUC to offer the courses
which align themselves with the changing needs of the industries and environment demographics.
 Developing programs based on contingency
 Nowadays the competency-based programs are launched to demonstrate the outcomes from the
courses which are accountable for developing the skills which are in need by their employers
 Training by corporates and development programs are in need by almost every government
agency, organizations and corporates to enhance and develop the skills and capabilities at the
professional level of their employees.
 Having a strong partnership with universities at strategic level can lead to an efficient, synergistic
and consolidated approach to offer the initiatives and programs mutually.
Threats
 Many traditional universities are offering online adult education courses in the market and hence
providing heavy competition to UMUC. UMUC needs to enroll much more students to keep pace
with the competitive industries.
 Military and assistance from company tuitions are cost cutting their efforts and contribution
towards tuition assistance for their employees which threatens the base of enrollment at UMUC.
Also there is huge competition from Profit Universities as they have high intensive pricing
strategies.

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MARKETING DISCUSSION
 The norms and rules for state agencies are slow which cause the slow response to the fast
evolving and dynamic landscape of higher education.
Suggestions for UMUC Based on SWOT Analysis
 UMUC have to make expansion policies for its students beyond military personnel and Maryland
State in International and other countries also to sustain its growth level.
 The UMUC needs to upgrade its student portal of MyUMUC continuously to enhance the
processes of student administration. Also, there is a need to push off remaining processes and
systems of legacy.
 To make better its forecast and correctly analyze the demand for future initiatives and programs
of academics, UMUC have to enhance its market reliance over research and planning for future
scenarios.
 Funding has become a major problem in many states and UMUC, being a tuition centered
university, must consider this factor and provide the adequate rate of growth and quality
education with affordable rates.
Multimedia- Ethics and CSR and Marketing Strategy
Corporate Social Responsibility tools used by a company
By Corporate Social Responsibility we mean a self-regulated corporate where a business ensures and
monitors its conformity with law spirits, standards of ethics and international or national norms. CSR
helps an organization to represent a company’s mission to its customers and analyze the ethical or moral
problems and use of principles to solve them. There are three broad categories of tools of CSR- Codes
(commitments or pledges made by company or to impose them on their partners), certifications (convened
on a body or product when it gets complied with standards and it gets verified by government bodies) and
labels (aims to examine a service or product based on certain criteria be it social, biological or ecological

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MARKETING DISCUSSION
based on internal qualities of a product or production process). Few among the many tools of social
responsibility as followed by the businesses today are:
Efforts for the environment- Main focus of CSR is Environment. They can reduce the pollution level from
their industry base and help to keep clean the environment (Fitzgerald, M. 2013).
Philanthropy- Businesses practice many charity activities like donating clothes and money to local and
national charities.
Treating with labors ethically- This step complies with businesses who does the operation in foreign
locations with laws of labor that are different from U.S. Thus labor needs to be treated ethically and
fairly.
Taking Voluntary actions- A company can be said to be sincere if it is attending many events voluntarily
and doing good and ethical deeds with no expectations to get the return.
Strategic benefits from Corporate Social Responsibility
 CSR can prove to give multiple benefits for the environment and society as it employs multiple
greens and eco-friendly options to keep the society and itself on benefit. Following are the
benefits which arise from CSR-
 Triple (Planet, Profit, and People) Bottom line- people indicates justified practices of labor,
region of business operations and community. Planet indicates the sustainable practices of
environment and Profit is defined as the value of economy generated by the company after
deduction of input costs like capital. This measure helped the companies to become more aware
of the moral and social responsibilities (Vallaster, C. et al., 2012).
 Human Resources- CSR leads to promote activities which involve fairness and thus impact the
turnover of employer as they are the most treasured assets for the organization. Executives strive
to stay in environment of positivity that can aid CSR and Company on Comprehensive basis

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MARKETING DISCUSSION
 Risk Management- management of risk is a vital task as it can ruin the reputation through
environmental errors and scandals of corruption. Thus CSR helps to manage the risk by engaging
in Green Activities.
 Scrutiny gets reduced- Company usually avoids to be monitored by the regulations and taxation
authorities closely, and CSR makes an image of adopting safety and health measures and
environmentally friendly steps by the company.
 Relations with Suppliers- Adopting CSR programs increases the supplier’s attention towards the
company and helps to reduce the bad behavioral risk for the company.
Conclusion
Thus, through above discussion, we can analyze that marketing is a combination of activities which helps
to sustain a good relationship with customers. Many activities like thanks giving letters, engagement in
fun activities with employees/client, promptly returning calls, having meetings with past client can also
be called as Marketing. Therefore the ultimate aim of marketing involves matching the demands of the
consumer with company's products and Ensure profitability.

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MARKETING DISCUSSION
REFERENCES:
SWOT Analysis. (2009). In Encyclopedia of Management (6th ed., pp. 915-918).
Senn, C., Thoma, A., & Yip, G. S. (2013). Customer-Centric Leadership. California
Management Review, 55(3),
Berman, B. (2016). Referral Marketing: Harnessing the power of your customers. Business
Horizons, 59(1),
Fitzgerald, M. (2013). The Myth About Viral Marketing.
Vallaster, C., Lindgreen, A., & Maon, F. (2012). Strategically leveraging corporate social
responsibility. California Management Review, 54(3),
Weinzimmer, L. G., & Esken, C. A. (2016). Risky business: Taking a stand on social
issues. Business Horizons, 59(3), 331-337.