Bedforshire University Marketing Plan: Distance Learning

This report presents a comprehensive marketing plan for Bedforshire University, focusing on the introduction and enhancement of distance learning facilities. The plan begins with an introduction, outlining the purpose and scope of the marketing initiative, followed by a university overview, including its mission statement and a competitor analysis. The report then delves into segmentation, targeting, and positioning strategies, identifying the target market for the distance learning program. A detailed marketing plan is presented, encompassing marketing objectives, the marketing mix (product, price, place, and promotion), a marketing budget, and an action plan. Recommendations are provided to guide the effective implementation of the plan, and the report concludes with a summary of key findings and insights. The report emphasizes the importance of online educational opportunities, class scheduling flexibility, and positive career opportunities in attracting students to the distance learning program. The marketing budget outlines costs for communications, networking, events, promotions, advertising, and public relations, while the action plan details specific activities and timelines for implementation. The report highlights the role of social media, radio, and television in promoting the university's offerings.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author note

1MARKETING
Table of contents
Introduction......................................................................................................................................3
Purpose of the plan..........................................................................................................................3
University overview.........................................................................................................................3
Mission statement............................................................................................................................3
Competitor analysis.........................................................................................................................4
Segmentation, targeting and positioning.........................................................................................4
Marketing plan.................................................................................................................................6
Marketing Objectives.......................................................................................................................7
Marketing Mix.................................................................................................................................7
Marketing budget.............................................................................................................................9
Action plan.....................................................................................................................................11
Recommendations..........................................................................................................................12
Conclusion.....................................................................................................................................13

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Introduction
Marketing is being considered as the process in which by sharing the relationship
between the customers and organization, positive growth in business can be ensured (Tuten and
Solomon 2017). By continuing this, it can be said that in the current situation customer
marketing has become one of the important business elements for managing the success in
business.
The purpose of this study is to make an effective market analysis and introduce an
effective marketing plan. At the end of the study, effective recommendations have been
introduced so that the marketing plan can be effectively implemented for Bedforshire University.
Purpose of the plan
The purpose of the marketing plan is to share distance learning facility in the University
for providing better educational service.
University overview
Bedforshire University is in Jordan and it is the first British university in Jordan. It is
being considered as the popular innovative university, which is famous for providing top quality
of educational facilities (Meu.edu.jo 2019). The university offers business administration,
marketing, information technology, graphic designing and media related courses. More than
20000 students from 120 countries come for studying in this institution. The degree courses
which are being provided by the university are being approved by Jordanian ministry of higher
education.

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Mission statement
Analyzing the mission of the company, it has been identified that ensuring the standard
quality of educational courses within affordable package, the university aims to contribute
towards the society (Meu.edu.jo 2019). On the other hand, it also aims to provide an effective
educational facility so that the professional as well as personal growth of individuals can be
ensured.
Competitor analysis
In the competitor analysis, it has been identified that Yarmouk University and Jordan
university of Irbid are the major competitors of this university. In the five months of strategic
marketing planning process, positioning of the institution in better manner can play an effective
role for ensuring its popularity in the market (Tuten and Solomon 2017). Based on the marketing
plan, higher education related grounding planning needs to be shared with the students.
Highlighting the mission and vision of university towards contributing in the standard
educational system, the strategic marketing plan will focus on provide student centered
graduated and undergraduate educational courses. In case of Yarmouk University workforce
development training facility is being provided. The university also follows the aggressive form
of programming and marketing. The Yarmouk University offers one-year programs and also
developed one technical campus. On the other hand, in case of Jordan university of Irbid, it has
been identified that due to increasing numbers of educational courses provided by the university,
various job opportunities have been provided to the students. On the other hand, online courses
distance courses and regular courses are being provided by the university. On the other hand, the
university also provides many nursing and allied health programs that are in high demand in the

4MARKETING
education sector (Menon et al. 2015). Maintaining transparency with the students, the
information are being shared by the university authority.
Segmentation, targeting and positioning
In order to identify the potential target market, the three types of segmentations are being
followed. Based on the age, sex and income level, the demographic segmentation is being
described. Depending on the geographic location of the particular product or service, the target
market is being segmented. On the other hand, depending on the interest of people,
psychographic segmentation is being described. The marketing plan will target the people who
belongs in between the age group of 18 to 26. As its provides the international study opportunity,
in that case mostly the middle class as lower middle class people have got targeted by the
marketing authority. The students, who have interest for studying in Abroad University and
prefer to be highly educated can be targeted through the marketing plan. In case of geographic
segment, the people who belong to the urban area have been targeted. In the five months of
strategic marketing planning process, positioning of the institution in better manner can play an
effective role for ensuring its popularity in the market. Based on the marketing plan, higher
education related grounding planning needs to be shared with the students. Highlighting the
mission and vision of university towards contributing in the standard educational system, the
strategic marketing plan will focus on provide student centered graduated and undergraduate
educational courses.

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High educational fees
High quality of student
support
Low educational fees
Low quality of student
support
In the above diagram, it has been identified that Bedforshire University, Yarmouk University and
Jordan university of Irbid have been placed in the Low educational fees and high quality of
student support.
Marketing plan
In the five months of strategic marketing planning process, positioning of the institution
in better manner can play an effective role for ensuring its popularity in the market. Based on the
marketing plan, higher education related grounding planning needs to be shared with the
students. Highlighting the mission and vision of university towards contributing in the standard
educational system, the strategic marketing plan will focus on provide student centered
graduated and undergraduate educational courses. The aim of this marketing plan is to develop
an effective relationship between the university and students, so that the effective
communication platform can be developed (Morgan et al. 2019). On the other hand, through the
marketing planning process integrated and comprehensive approach based on the impact of

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marketing process on the employees can be developed. In case of conducting the effective
marketing planning process, the efforts of marketing commutations are being described based on
the technical measurements and analytical results.
The aim of this university is to focus on managing the five months of strategic marketing
initiative so that the perspectives of the students can be driven. By continuing this, it can also be
said that based on the emerging marketing environment it can be said that social media platforms
have become the important contributor in the case of implementing the marketing planning
process in an effective manner. On the other hand, based on in depth social media strategies, core
marketing plan can be introduced. In order to conduct the effective marketing plan, core market
platforms needs to be analyzed.
Marketing Objectives
The marketing plan will focus on the following objectives
 To improve communications through distance learning facility
 To create a learning-centered culture
 To enhance university’s partnership with the community
 To improve E-learning
 To Increase enrollment so that marketing can be improved.
Marketing focus
Based on the below aspects the, marketing strategies will be followed
 Online educational opportunities
 Class scheduling flexibility
 Positive career opportunity

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 Competitive rate of tuitions
Marketing Mix
Product
In order to ensure the standard student support the university has introduced. MEU
Medical clinic and Medical Insurance have been introduced by the university. On the other hand,
improving the student support as well as others facilities, MEU student club, Student counseling
services and International Affairs Office have been introduced (Meu.edu.jo 2019). As the
university aims to provide the professional as well as personal development opportunities. On the
other hand, contributing towards the students improvement, counseling support for reducing the
stress, loneliness, self-esteem issue also being provided by the university. It cannot be denied
that the Bedfordshire University is popular in the international educational sector due to its
standard educational opportunities. The university also provides different BA and BSC courses.
Through this marketing plan, the university is going to introduce a distance learning facility for
the international students. The university aims to introduce a multicultural research facility to the
community. Following the changing pattern of education and understanding the demand for
distance learning, the university introduced the distance learning facility by improving the
communication process, it can be easier for the university to provide better service.
Price
As the university aims to contribute towards the society, in that case the educational course fees
are very low. In case of introducing the distance learning facility, the minimal educational
charges have been added so that large numbers of students in all over the world will be able to
abele the service.

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Place
In order to grab the attention of the global target market, online networking process can be
developed. The university can contact with different educational consultancies in all over the
world so that the proper chain can be created.
Promotion
Advertising platforms
Radio
Local FM and radio organizational can play an important role for executing the
marketing plan of the university (Fan, Lau and Zhao 2015). It is true that in the rapid changing
cultural environment, radio has become an old communication medium. However, trends of
listening FM among the youngers have also been increased, which can help to grab the attention
of the students
TV
From last 60 years Television is holding the title of the largest mass medium used in
advertising (Thieu et al. 2017). Television is being considered as an important component of a
media plan as it helps to identify the targeting abilities of a particular company.
Social media
In the current scenario, Social Media has become an Important Marketing toll in
business. In order to get connected with the customers, Social platforms help to increase
awareness regarding the brand, and help to boost sales (Hussein 2018). In order to drive the

9MARKETING
targeted traffic, social media makes an important contribution. In this marketing plan, different
social media platforms such as face book, twitter and Instagram will be used.
Offline market
Marketing through printing media also plays an important role for driving the marketing
growth. In this case, newspapers and leaf late will be distributed.
Marketing budget
Communications
Promotional brochures 4,000 $0.15 $600.00
Television 5 $4,000.00 $20,000.00
Radio 12 $350.00 $4,200.00
Web 1 $350.00 $350.00
Communications Costs Total $25,150.00
Networking
Memberships 2 $50.00 $100.00
Affiliations 2 $20.00 $40.00
Subscriptions 3 $32.00 $96.00
Networking Costs Total $236.00
Event
Number of attendees 50
Meal (breakfast, lunch, or dinner)
Food $23.00 $1,150.00
Tax (10%) $2.30 $115.00
Food and beverage gratuity (20%) $5.06 $253.00
Meal Costs Subtotal $1,518.00
List Services
Valet services 1 $300.00 $300.00
Entertainment #1 1 $800.00 $800.00
Entertainment #2 1 $1,200.00 $1,200.00
Other services 1 $200.00 $200.00
List Service Costs Subtotal $2,500.00
Audio/Visual Services
Basic PA system and podium 1 $0.00 $0.00
Screen 1 $0.00 $0.00

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XGA data/video projector rental 1 $45.00 $45.00
Wireless mouse 1 $12.00 $12.00
Power strips 1 $0.00 $0.00
Extension cords 1 $0.00 $0.00
Lavalier microphone 1 $0.00 $0.00
Labor and AV technicians 1 $300.00 $300.00
Tax (8.8%) $31.42 $31.42
Audio/Visual Services
Subtotal $388.42
Additional Costs
Invitation
(printing and postage costs) $834.00 $834.00
Time & Expense (T&E) $600.00 $600.00
Company staff T&E $200.00 $200.00
Customer testimonial T&E $100.00 $100.00
Additional Costs Subtotal $1,734.00
Giveaways 0
Giveaway #1 25 $10.00 $250.00
Giveaway #2 25 $5.00 $125.00
Giveaway Subtotal $375.00
Event Costs Total $6,515.42
Event Price per Person $130.31
Promotions
Product giveaways 50 $8.00 $400.00
Product discounts 300 $3.00 $900.00
Special offers 200 $2.50 $500.00
Promotions Costs Total $1,800.00
Advertising
Brochures (development and
production) 5,000 $0.15 $750.00
Mailings 15,000 $0.04 $600.00
Postcards 15,000 $0.03 $450.00
Television 2 $600.00 $1,200.00
Radio 4 $300.00 $1,200.00
Newspapers 6 $220.00 $1,320.00
Billboards 2 $556.00 $1,112.00
Bus sides 3 $125.00 $375.00
Advertising Costs Total $7,007.00
Public Relations

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Charity events 3 $200.00 $600.00
Advertising 4 $200.00 $800.00
Employee promotions 6 $200.00 $1,200.00
Sponsorships 3 $200.00 $600.00
Public Relations Costs Total $3,200.00
Action plan
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
Develop the budget 
Get approval from the
managing authority
 
Research and
development

Identify the improvement
areas
  
Identify the promotional
plan executing platform
 
Develop a strong content 
Share the campaign
Regular follow-up
process
Submission of final work
Recommendations
Analyzing the mission of the company, it has been identified that ensuring the standard
quality of educational courses within affordable package, the university aims to contribute
towards the society (Jones et al. 2018). On the other hand, it also aims to provide an effective
educational facility so that the professional as well as personal growth of individuals can be