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Evaluation on Swiss German University's marketing strategy

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The main purpose of this research is to evaluate the marketing strategy of SGU. Another objective of this study is to analyse SGU's strengths and weaknesses. The methodologies which were employed in this research are qualitative as well as quantitative research. The qualitative data were collected through in-depth interview approach which involved key informants from SGU's staff, while quantitative data were gathered through a survey from potential SGU's students. To analyse SGU's strengths and weaknesses, in-depth interviews were also taken to SGU's closest competitors, Binus International and UPH. The qualitative data were analysed by content analysis, whereas descriptive analysis was use to analyse quantitative data. It was found that SGU has implemented its Segmentation (Geographic, Demographic, Psychographic), Targeting (Niche market strategy), and Positioning (Product attribute strategy); and the marketing mix strategy (7Ps: Product, Price, Promotion, Place, People, Physical Evidence, Process). The current strengths and weaknesses of SGU include the internship program and the tuition fee of SGU (more expensive compare to competitors).

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Availability

B00151

(wh)

Available

Detail Information

Series Title

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Call Number

151

Publisher

: Swiss German University., 2006

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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