Fairfield School of Business: Expanding Course Portfolio & Marketing

This report analyzes the course portfolio of Fairfield School of Business (FSB), a community-based higher education provider in Birmingham. It addresses the need to expand its professional qualifications, particularly ACCA and CIMA courses, to compete with rivals and attract more students. The report includes a market research component, exploring student awareness of management and accounting skills through primary and secondary research methods. The literature review emphasizes the importance of commercial awareness, management and accounting skills, and technology skills. The proposed solutions involve referral programs, local partnerships, social media contests, PPC advertising, and influencer marketing to enhance market awareness and boost student applications for the new courses. The report concludes with a summary of the strategies and their expected outcomes, aimed at helping FSB expand its course offerings and increase its market share.

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Contents
PROBLEM STATMENST..............................................................................................................3
RESEARCH....................................................................................................................................4
Literature review..............................................................................................................................4
SOLUTIONS...................................................................................................................................6
OUTCOMES...................................................................................................................................8
HANDOVER...................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

PROBLEM STATMENST
Company overview
Fairfield School of Business (FSB) is considered to be community-based provider of learning
established in location of Digbeth, Birmingham. The firm have been identified as independent
and private higher education institutions providing up the result diverse and multicultural
experiences, the company is paying major level of emphasis on vocational educations for
growing demand of business-oriented skills in perfect manner (Bada and Nurse, 2019). The firm
have clear mission in providing up supports and inspire student regrading reduction of barriers
for equipping and skill development.
The senior management of the firm have made up the clear decision over increase in
product portfolio in the upcoming next academic years looking for professional qualifications.
Despite having strong internal capabilities, company is lacking up in professional specialist
qualifications. The qualification needed are such ads ACCA and CIMA. On the other hand, the
firm biggest competitors LSST have been the large number of entrants getting in more ways to
the competition. Hence the firm have need to get into more product or courses for increasing its
market segments which is relative lower barriers for entry attracting up there more student to the
educational institutions.
So, the problem statement for the firm is propose the additions of the course portfolio in
relations current product portfolio with which is either not in competitions with other providers
or competition is relatively low. In addition, the firm have wanted to create major level of
awareness in the market and increase up the application of form of student in college admission
(Potočnik, 2017). Hence it can be concluded as the firm wants to get increase in educations
product portfolio with development of human resources management with specialize reach
courses such as ACCA and CIMA to increase the student application market awareness
regarding the institution.
Hence, the company is looking up the range the course regarding development of the
accountancy and management for the student who are offering up to have completion of several
responsibility of business in perfect manner. For this purpose, the confirm have to create
awareness regarding the need of accountancy and management skill required by the professional
to development its skill set grabbing out different employment’s opportunities. In addition,
there is need of professional from CIMA and ACCA. The degree course will be master in
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business administration and master in finance and accounting. For this purpose, consultancy
have to look into the student awareness regarding the importance of accounting and management
skill set and different career opportunities.
RESEARCH
Marketing research is considered important for business to place up the right placing of
product in right manner to person. it is also done to get away a better satisfaction making
customer loyal (Singh and et.al., 2017). These are business impact looking for better satisfaction
to remain loyal. the main purpose of customer in to retain customer and gather up new
customers gather all data which will helps company to stay ahead in market in perfect manner.
5 tops reason how survey will be helping how survey are important for market research
as updating the product offering with pricing option. In addition, it will be helping gaining
insights between different customer demographics measuring up different customer awareness
and satisfaction over time. this will also look into their branding, positioning regarding increase
in trafficking, boosting up conversion and growth. The company is looking to have primary and
secondary research.
The research methodology will be qualitative in nature understanding different research gap
which will be helpful in the company manner of hiring the management and accountancy
professional. The primary research will be looking to the formation of different questionnaire in
regards to identifying the awareness among the student in different manner. The problem
statements of the research are regarding the awareness of the management and accountancy skill
related questionnaire helping out student preference over the different subject in proper manner.
Primary questionnaire will be filled up by the student will help of different website
analysing the review and performance over the different courses (Furnell and Vasileiou, 2017).
Hence the firm wants to get increase in educations product portfolio with development of human
resources management with specialize reach courses such as ACCA and CIMA to increase the
student application market awareness regarding the institution. On the other hand, with the help
of secondary analysis, different opinion of the researcher will be evaluated to understand the
gaps between skill development.
Literature review
As per the view of Parveen and et.al., (2020), commercial awareness is considered as important
aspect over running the business influenced with external environments and understanding the
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whole industry within which business is operating in proper manner. In addition to which
collaboration is involving over working with cross functional teams along with earning in trust
and respect and respect for colleagues in red to make out completion of task in proper manner.
On the other hand, Hildenbrand, Richards and Wright, (2018) have contradicted as the
management and accounting skill are helping out to improve managerial accounting talents to be
effective team plays. So, it is very important for student to develop the skill regarding the
management and accounting skills conveying effective communications in both written and oral
form with intended audiences. On the other hand, it is very much important to gather the data
quickly and accurately as important aspect dealing with business profession in better manner.
According to the view of Mood and et.al., (2020) strong technology skill are also considered as
essentials aspect as this skill does not include only the accounting and reporting software but also
assisting up in different automation process, improving the different efficiencies and adding up
value to company . Nowadays company are looking for the individuals who have been
possessing up additional software and accompanying additional technology in both financial and
managerial function. For exampling the individuals have to look into enterprise resource
planning systems with creation of comprehensive accounting systems.
For the individual development, managerial accountants must possess with extensive
analytical skills doing up the regular working with financial analysis and management personnel.
This will be finding up the different ways in reduction of expenses and analysing the different
budget in proper manner. In addition, the author supported the statement which will include the
ability to envision, verbalize, conceptualize. This will be helping out in solving the multifaceted
ad simplistic problems making in choices with given information.
Hence as per the individuals who is possessing up the better career opportunities and
entrepreneurial opportunities in business. So, the important skill the individual should develop
are such as numerical skill, time management skill, communication, analytical skills along with
commercial awareness and different programming skill.
From the above literature review, the company have to properly identify over the
competitive market (Carbonell Carrera and et.al.,2017). The differ important skill which are
required by the individuals in current competitive advantage gaining up major competitive
advantage edge against the competition is perfect manner. So, the firm have to develop the
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courses regarding the master in business administration and master in accounting as these are
two most demand courses fulfilling up the requirements of industries in perfect manner.
With the help of primary research, the company will analysis the different skill set which
are residing among the student. The research will be done with the help of different social media
sites interaction between the customer gaining up the major advantage over the competitions.
Facebook will be major source to answer up questionnaire regarding the proper examination of
skill set and awareness in term of the different course which are prevailing in the market for
upliftment for personality in proper manner.
From the primary source of the questionnaire, it has been decided as most of the student
are lacking up in the accounting and management skill which are in high demand in the
competitive market. maximum student went aware regarding the financial reporting’s and
controlling over assisting management and formulation with implementation strategy in
organization.
SOLUTIONS
So, from the above analysis, it has been clearly stated as student are very much unaware
regarding the different skill which are important for the personality development among the
individuals in perfect manner. Student are unaware in term of management and accounting skill.
Hence the firm have the clear chance to look in increase for educational product portfolio with
development of human resources management with specialize reach courses. Career awareness is
simply be understanding the all types of job which are available taken up successful in give
field along with better grasping of duties and responsibilities in career brings.
The human resource having the major level of specialization on individual who are
certification form the ACCA and CIMA to increase the student application market awareness
regarding the institution.
Nowadays company are looking for the individuals who have been possessing up additional
software and accompanying additional technology in both financial and managerial function.
this will be helping out in solving the multifaceted ad simplistic problems making in choices
with given information.
On the other hand, the primary research stated that the target market of company is
getting more interaction with help of social media (Vaci and et.al.,2019). So as per the solution,
the educational institution should make the strategy to get into proper interaction with customer
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base with help of digital marketing. The company will have the increase in awareness regarding
the two important courses to be develop in the educational curriculum in proper manner.
So, the best ways in which the education institution can increase up the awareness regarding the
importance of different courses development identify through different primary and secondary
analysis. So, the solution to increase awareness regarding the firm courses are such as –
Initiating up a referral programme
This will be helping in generation of different leads to the differ customer segments
analysing the importance of management and financial skill of individuals. Referral programmes
will be great marketing strategies as they will be incentivizing word of mouth advertising
rewarding up both parties regarding different efforts.
Pursues of local partnership
The firm should pay major level of emphasis on the Knowledge commerce professionals
marketing up the firms by creating up of new online courses. There is need to partnering up with
other professionals chasing away loneliness and great in creatine up awareness in better manner.
Running of the social media contest
The student or the target customer are more level connected to the social media or digital
marketing. Contest are creation of greater way to create awareness and general leads for
educational brand. People have love to compete and looking for skill development. Educational
firm can have look into their giving up he free month access into membership sites and get into
free upgradient to free courses providing up the different opportunity to success.
Try up PPC advertising
Pay per click advertising have become out to be more competitive creating up the top
notch in landing pages and greater offering while arrivals on the educational institute website.
this will be looking into awareness regarding the financial reporting’s and controlling over
assisting management and formulation with implementation strategy in organization.
Pursue influencer marketing
Influencer are turning out to become own formation of currency looking out at major
dedications. Influencer can be nay level of celebrities signed up the multimillion-dollar
endorsement deals and still do to represent an already successful brand (Hou and et.al.,2017).
This will increase their major review in differ course creating up major competitive advantage
among the competitors.
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OUTCOMES
Hence, with the different strategies regarding the increase in market awareness have been
proposed in the solution for the education institution. The firm is successful identified the loop
hole in the market strategy of the business by launching up two different courses into the market
which are highly competitive in natures. the different courses which are launched by firm. In
additions of the course portfolio in relations current product portfolio with which is either not in
competitions with other providers or competition is relatively low. For this purpose, consultancy
have to look into the student awareness regarding the importance of accounting and management
skill set and different career opportunities. The student has developed up the skill regarding the
management and accounting skills conveying effective communications. This will be helping out
in solving the multifaceted ad simplistic problems making in choices with given information. as
per the problem statement, there is need to get into more product or courses for increasing its
market segments which is relative lower barriers for entry attracting up more student to the
educational institutions. On the other hand, the firm have increased up the education’s product
portfolio with development of human resources management with specialize. this will be
ultimately increasing the student application market awareness regarding the institution. The
degree course will be master in business administration and master in finance and accounting.
For this purpose, consultancy get into the student awareness regarding the importance of
accounting and management skill set and different career opportunities.
HANDOVER
The educational institution has to pay up the major attention the on management and
accounting skill as the company are looking for the individuals who have been possessing up
additional software and accompanying additional technology in both financial and managerial
function. in addition, the firm have to look regular innovation in educational product portfolio
with development of human resources management with specialize reach courses. On the other
hand, the firm should pay major level of emphasis on the digital marketing and upgradation of
the different course and education products to attract major level of client base.
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Exploration and agreement of the brief
What is the problem(s) or issue that the client needs to address?
To create student awareness regarding the importance of accounting and management
skill set and different career opportunities
Why is s/he focusing on this problem?
To create awareness regarding the need of accountancy and management skill required by
the professional to development its skill set grabbing out different employment’s opportunities.
Further background information about the company/competitors/customers etc, relevant to the
problem
Fairfield School of Business is a community-based learning provider who have
established their business in Digbeth, Birmingham. It is a private higher education institution
providing diverse and multicultural experiences. They want to enhance their current portfolio so
that they can add new products and services that can provide them with competitive advantage
they also want to create major level of awareness in the market and increase up the application of
form of student in college admission
Key deliverables/What would be a ‘successful’ outcome for the client, by the end of the project?
By the end of the project firm will be able to successfully find any kind of loop hole in
the market strategy of the business by launching up two different courses into the market which
are highly competitive in natures.
Concerns/limitations raised by the client
Two main limitation were raised by client. First limitation was availability of time period
for competition of the project. Another limitation of this project was cost. Overall cost in which
client wanted this project to complete was quite low because of which it was becoming difficult
to complete the project appropriate within specified cost.
Concerns raised by the consulting team
Concerns raised by consulting team were limited availability of human resource. Time
period in which this project was required to be completed was low and human resource required
weas also low. So, this was one of the major concerns of consulting team.
What actions were agreed and what are the deadlines for these?
Agreed deadline of this project are:
Task 1 week 2 week 3 week 4 week
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Problem
statement
Research
Solution
Outcome
Handover
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REFERENCES
Books and Journals
Online
Bada, M. and Nurse, J.R., 2019. Developing cybersecurity education and awareness programmes
for small-and medium-sized enterprises (SMEs). Information & Computer Security.
Potočnik, R., 2017. Effective approaches to heritage education: Raising awareness through fine
art practice. International Journal of Education Through Art, 13(3), pp.285-294.
Singh, K and et.al., 2017. Effect of health education on awareness about oral cancer and oral
self-examination. Journal of Education and Health Promotion, 6.
Furnell, S. and Vasileiou, I., 2017. Security education and awareness: just let them burn?.
Network Security, 2017(12), pp.5-9.
Parveen, S and et.al., 2020. What do adolescents perceive to be key features of an effective
dementia education and awareness initiative?. Dementia, 19(6), pp.1844-1854.
Hildenbrand, K., Richards, K.A.R. and Wright, P.M., 2018. Physical education teachers’
awareness and understanding of concussions, and concussion policies and protocols. Research
quarterly for exercise and sport, 89(3), pp.361-366.
Mood, D and et.al., 2020. Relational factors in pragmatic skill development: deaf and hard of
hearing infants and toddlers. Pediatrics, 146(Supplement 3), pp.S246-S261.
Carbonell Carrera, C. and et.al.,2017. Map-reading skill development with 3D technologies.
Journal of Geography, 116(5), pp.197-205.
Vaci, N and et.al.,2019. The joint influence of intelligence and practice on skill development
throughout the life span. Proceedings of the National Academy of Sciences, 116(37), pp.18363-
18369.
Hou, L and et.al.,2017. A framework of innovative learning for skill development in complex
operational tasks. Automation in Construction, 83, pp.29-40.
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