MKT2208 Spring 2019: Algonquin College Marketing Research Report

This marketing research report analyzes Algonquin College of Kuwait, focusing on student recruitment and campus improvements. The report is based on a student survey of at least 25 participants. It examines the college's current marketing strategies, including the use of inbound marketing, brand image, and digital recruitment. The report highlights the need for enhanced online visibility, improved website design, and the use of social media platforms to reach both domestic and international students. It also discusses the importance of campus amenities like a cafeteria and gym. The report suggests improvements in course modules, library resources, and the introduction of degree programs. Budgetary considerations and marketing campaigns are also analyzed, proposing strategies to enhance the college's brand and attract prospective students. The report emphasizes the need to upgrade to a fully-fledged university and the importance of leveraging social media for student engagement and communication.

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

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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.

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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

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need of going to classes. Online classes are also cheaper, and this will make it possible for
students who cannot afford the in-class programs an opportunity.
Algonquin also needs to have various students’ events to supplement their courses. For
instance, a career week could be strategic in marketing the campus. A career week provides
students an opportunity to interact and mingle with key industry players to learn how their
companies work and even get industrial attachments from such employers. It is through such
avenues that students get recruited in what is known as recruitment drives. Also, Algonquin
could introduce a culture week where students from different diversity with regards to culture
exhibit some of their norms and traditions to other students. This is aimed at appreciating the
various cultures within the school as students from different backgrounds share their rich
heritage.
The campus should also invest in its library if it is to market itself better compared to
other colleges. The website has no pictures of its library. Many potential students look at the
library profile to determine the suitability of the school they want to join. For instance,
Algonquin has specialized in three main schools that is business, computer, and Arts; the college
could go further in establishing that all the three schools have their distinct libraries each
equipped with resources to facilitate studies. For instance, a library for business studies should be
fitted with business books, dissertations, publications from the faculty members and an online
database for business students. Such a library should also be equipped with its computer
laboratory and a library repository with past papers for business students.
The ranking of the college with regards to the strength of that course compared to other
colleges in the region will rank Algonquin top compared to other colleges in the area. The course
interface should also have information regarding fees for that course and when the course will be
available. The interface should also have the apply tab to ease the process of application as it
could be simpler if it can be done on the course tab. Also, information regarding outreach
programmes and student networking activities can be listed in this interface.
Also, the name Algonquin college of Kuwait shows no link to association with a
Canadian University and that is why it could be of great help if it could be changed to Canadian
College of Kuwait. Such a name will communicate that it is affiliated to a Canadian university. A
brand is crucial in marketing the university, and the name Canadian could be strategic in
marketing the college which will, in turn, attract high caliber and potential students to join such a
prestigious college.
Also, the issue of paying application fee should be scraped off as it is a custom with other
colleges. One way to market and popularize Algonquin is by removing the application fee, this
will set the campus apart enabling many locals, and potential international students apply to turn
them to be prospective students. It is also high time for the college to upgrade to a fully-fledged
university which means it can provide undergraduate and graduate studies in business, computer,
and arts. With the introduction of degree programs, the college will be placed higher in the
hierarchy of higher education making it a center of excellence in the region.
Algonquin college fails to harness the power of social media platforms such as Facebook
and Twitter in engaging with its students (Inge, 2018). This is based on the survey where more
than 70% of the student came to Algonquin by word of mouth. Such platforms are usually useful
in engaging with students and also in communicating any new updates regarding activities in the
college. Such platforms are also crucial in monitoring what the students are saying about the
school and how far they are with regards to academic matters. Both Twitter and Facebook ensure
that both the administration and the students

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Budgetary considerations
A plan should contain the budget and the strategies and techniques, and it is imperative to
analyze both the brand and pricing strategy. It is also essential to highlight primary marketing
campaigns for the whole year. Setting annual objectives will effectuate a plan and, in this case,
strategic goals for instance in this case Algonquin is seeking to expand into a new market or
repositioning its brand. The positioning strategy dictates how Algonquin will differentiate its
product from other colleges. The brand strategy also will help Algonquin define what it stands
for, and it will communicate its brand in the market. Highlighting primary marketing campaigns
will elucidate primary promotional plans to be utilized throughout the year. This will need
setting the budget and the more the planning, the better the budget. Lastly, developing the market
budget is the last step as budgeting is a difficult procedure. An estimate is better since primary
campaigns and needs have been defined. Algonquin can also use ROI to reveal the relevant total
budget needed for marketing efforts.
Conclusion
Based on analysis of the survey, it is clear that most students knew Algonquin through
referrals and many would like to go back to Algonquin if degree programs were offered. The role
of effective marketing to improve the popularity of the school and is crucial in attracting and
recruiting new students to Algonquin. Algonquin website has many flaws and requires a graphic
design to enhance its visibility. The lack of a state-of-the-art library that many students dream
should be in the college’s priority list as it could play a critical role in marketing the university
both domestically and globally. The college should also expand and offer degree programs to
increase its portfolio allowing different students who have different academic needs to be served.
The change of name to Canadian College of Kuwait will play a vital role in affiliating the college
to Canadian universities hailed for quality education.

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References
Algonquin College. (2019). Business. Retrieved from Algonquin: https://www.ac-
kuwait.edu.kw/business
Algonquin College. (2019). WHY ALGONQUIN? Retrieved from Algonquin: https://www.ac-
kuwait.edu.kw/why-algonquin-kuwait
Higher Education Marketing. (2019). Develop cost-effective recruitment strategies, build your
brand online, and reach students in new markets. Retrieved from Digital Marketing for
Universities: https://www.higher-education-marketing.com/services/digital-marketing-
universities
Inge, S. (2018, January 25). Career advice: how to run a university marketing campaign.
Retrieved from The World University Rankings:
https://www.timeshighereducation.com/news/career-advice-how-run-university-
marketing-campaign#survey-answer
Marketing Schools. (2012). Marketing Colleges and Universities. Retrieved from marketing-
schools: http://www.marketing-schools.org/consumer-psychology/marketing-colleges-
and-universities.html

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Solis, E. (2019, January 28). 10 Best Marketing Strategies For Universities. Retrieved from
Penji: https://penji.co/marketing-strategies-for-universities/