Harvard Case - Singapore Management University: Marketing A Master of Business Administration Programme
"Singapore Management University: Marketing A Master of Business Administration Programme" Harvard business case study is written by Seshan Ramaswami, Michelle Lee, CW Chan. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : Jun 26, 2019
At Fern Fort University, we recommend a comprehensive marketing strategy for Singapore Management University's (SMU) Master of Business Administration (MBA) program that leverages a multi-pronged approach encompassing brand positioning, targeted marketing, digital engagement, and strategic partnerships. This strategy aims to elevate SMU's MBA program as a leading choice for ambitious professionals seeking a transformative educational experience in Asia.
2. Background
Singapore Management University (SMU) is a young and ambitious university that has established a strong reputation for its innovative and industry-relevant programs. The university's MBA program is designed to equip students with the skills and knowledge needed to succeed in today's dynamic business world. However, SMU faces stiff competition from established international business schools and needs to differentiate itself to attract a wider pool of applicants.
The case study focuses on SMU's efforts to market its MBA program to a global audience. The university has invested heavily in marketing initiatives, including advertising, public relations, and digital marketing. However, the program's enrollment has not grown as quickly as expected.
Main Protagonists:
- SMU's MBA Program: The core product being marketed.
- SMU's Marketing Team: Responsible for developing and executing the marketing strategy.
- Potential MBA Applicants: The target audience for the marketing efforts.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong reputation: SMU has a solid reputation for academic excellence and research.
- Industry-relevant curriculum: The MBA program is designed to meet the needs of the contemporary business world.
- Experienced faculty: SMU boasts a faculty with strong industry experience and academic credentials.
- Global network: SMU has a strong network of alumni and industry partners worldwide.
- Location advantage: Singapore's strategic location in Southeast Asia provides access to a vast and growing market.
Weaknesses:
- Limited brand awareness: SMU's MBA program is relatively young and has limited global recognition.
- High tuition fees: The program's tuition fees are competitive with other top-tier MBA programs.
- Limited marketing budget: SMU's marketing budget is relatively small compared to its competitors.
- Lack of a clear brand positioning: SMU has not effectively communicated its unique value proposition to potential applicants.
Opportunities:
- Growing demand for MBA programs in Asia: The demand for MBA programs in Asia is expected to continue to grow in the coming years.
- Expansion of online and blended learning: SMU can leverage technology to offer flexible learning options and reach a wider audience.
- Strategic partnerships: SMU can collaborate with leading companies and organizations to enhance its program offerings and increase its visibility.
- Focus on emerging markets: SMU can target emerging markets in Asia and beyond, where demand for business education is rising.
Threats:
- Competition from established business schools: SMU faces intense competition from established international business schools.
- Economic uncertainty: Global economic uncertainty could impact demand for MBA programs.
- Shifting student preferences: Students' preferences for MBA programs are constantly evolving.
- Technological disruptions: Technological advancements could disrupt the traditional MBA education model.
Competitive Analysis:
SMU's key competitors include established international business schools such as INSEAD, IMD, and the Asian Institute of Management (AIM). These schools have a strong brand reputation, a global network, and a significant marketing budget. SMU needs to differentiate itself by focusing on its unique strengths, such as its industry-relevant curriculum, its focus on Asian business, and its strong network of alumni and industry partners in the region.
Market Segmentation:
SMU can segment its target market based on factors such as:
- Career goals: Professionals seeking career advancement, entrepreneurs, and those looking to transition into new industries.
- Geographic location: Potential applicants from Asia, Europe, North America, and other regions.
- Industry experience: Professionals with varying levels of industry experience, from recent graduates to seasoned executives.
- Educational background: Applicants with different academic backgrounds, including those with undergraduate degrees in business and other disciplines.
4. Recommendations
1. Brand Positioning and Differentiation:
- Develop a clear and compelling brand positioning: SMU should clearly articulate its unique value proposition for its MBA program. This positioning should highlight its strengths, such as its focus on Asian business, its industry-relevant curriculum, and its strong network of alumni and industry partners in the region.
- Develop a strong brand identity: SMU should create a consistent brand identity across all marketing materials, including its website, brochures, and social media channels. This identity should reflect the university's values, mission, and target audience.
2. Targeted Marketing:
- Focus on key target markets: SMU should prioritize its marketing efforts on key target markets, such as professionals in Asia, entrepreneurs, and those seeking to transition into new industries.
- Develop tailored marketing messages: SMU should create targeted marketing messages that resonate with each segment of its target market. These messages should highlight the benefits of the MBA program and its relevance to each segment's career goals.
- Leverage existing channels: SMU should leverage existing marketing channels, such as its website, brochures, and email marketing, to reach its target audience.
3. Digital Engagement:
- Enhance its online presence: SMU should invest in improving its website and social media presence. The website should be user-friendly and informative, providing potential applicants with all the information they need about the MBA program.
- Develop engaging content: SMU should create engaging content that educates and informs potential applicants about the MBA program, its faculty, and its alumni. This content should be shared across its website, social media channels, and other digital platforms.
- Utilize digital advertising: SMU can leverage digital advertising platforms, such as Google AdWords and Facebook Ads, to reach its target audience online. These platforms allow SMU to target specific demographics and interests, ensuring that its ads are seen by the right people.
4. Strategic Partnerships:
- Partner with leading companies and organizations: SMU should collaborate with leading companies and organizations in Asia to enhance its program offerings and increase its visibility. These partnerships can provide students with access to industry experts, internships, and networking opportunities.
- Develop joint marketing initiatives: SMU should work with its partners to develop joint marketing initiatives that reach their target audiences. These initiatives could include events, webinars, and online campaigns.
5. Leverage Technology and Analytics:
- Utilize technology to personalize the applicant experience: SMU can leverage technology to personalize the applicant experience, providing each applicant with tailored information and resources.
- Track marketing campaign performance: SMU should track the performance of its marketing campaigns to measure their effectiveness and make necessary adjustments.
- Utilize data-driven insights: SMU should use data-driven insights to understand its target audience, optimize its marketing campaigns, and improve its program offerings.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of SMU's strengths, weaknesses, opportunities, and threats. They are also aligned with the university's mission to provide a transformative educational experience for its students.
Core Competencies and Consistency with Mission:
The recommendations are consistent with SMU's mission to provide a high-quality business education that is relevant to the needs of the contemporary business world. They leverage SMU's strengths in industry-relevant curriculum, experienced faculty, and global network to enhance its brand positioning and attract a wider pool of applicants.
External Customers and Internal Clients:
The recommendations consider the needs of both external customers (potential applicants) and internal clients (SMU's faculty and staff). They aim to provide a seamless and informative experience for applicants while supporting SMU's efforts to recruit and retain top talent.
Competitors:
The recommendations address the competitive landscape by focusing on SMU's unique strengths and differentiating its MBA program from its competitors. They leverage technology and analytics to enhance SMU's marketing efforts and reach a wider audience.
Attractiveness:
The recommendations are expected to increase the attractiveness of SMU's MBA program to potential applicants. By enhancing its brand positioning, leveraging digital marketing, and forging strategic partnerships, SMU can increase its visibility, reach a wider audience, and attract a more diverse pool of applicants.
Assumptions:
The recommendations are based on the assumption that SMU is committed to investing in its marketing efforts and that it has the resources to implement the proposed strategy.
6. Conclusion
By implementing these recommendations, SMU can elevate its MBA program as a leading choice for ambitious professionals seeking a transformative educational experience in Asia. The university can achieve its enrollment goals, enhance its brand reputation, and solidify its position as a leading business school in the region.
7. Discussion
Other Alternatives:
- Focus solely on traditional marketing channels: This approach would be less effective in reaching a global audience and would not leverage the power of digital marketing and social media.
- Increase marketing budget significantly: This approach would be costly and might not be feasible for SMU.
Risks and Key Assumptions:
- Economic downturn: A global economic downturn could impact demand for MBA programs, reducing the effectiveness of SMU's marketing efforts.
- Competition from other business schools: SMU's competitors may also implement new marketing strategies, making it more challenging to stand out.
- Technology disruptions: Technological advancements could disrupt the traditional MBA education model, requiring SMU to adapt its program offerings and marketing strategies.
Options Grid:
| Option | Strengths | Weaknesses | Risks |
|---|---|---|---|
| Comprehensive marketing strategy | Leverages SMU's strengths, reaches a wider audience, enhances brand positioning | Requires significant investment, may take time to see results | Economic downturn, competition, technology disruptions |
| Traditional marketing channels | Cost-effective, familiar approach | Less effective in reaching a global audience, limited reach | Limited effectiveness, competition |
| Increase marketing budget significantly | Greater reach, higher visibility | Costly, may not be feasible for SMU | Economic downturn, competition |
8. Next Steps
Timeline:
- Month 1: Develop a comprehensive marketing plan and secure necessary resources.
- Month 2: Implement brand positioning and digital marketing initiatives.
- Month 3: Launch targeted marketing campaigns and begin building strategic partnerships.
- Month 4: Monitor campaign performance and make necessary adjustments.
- Month 6: Evaluate the effectiveness of the marketing strategy and make further adjustments as needed.
Key Milestones:
- Develop a clear and compelling brand positioning.
- Launch a new website and social media presence.
- Implement targeted marketing campaigns.
- Build strategic partnerships with leading companies and organizations.
- Track campaign performance and make necessary adjustments.
By taking these steps, SMU can effectively market its MBA program to a global audience and achieve its enrollment goals.
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Case Description
Lieven Demeester was the Associate Dean of the Singapore Management University (SMU) Master of Business Administration (MBA) programme. The University was launched in 2000 as a school with a distinctive approach to undergraduate education relative to two well entrenched local competing business schools - both in terms of a broad-based curriculum and an interactive pedagogy that aimed at developing students with strong communication and collaborative skills. In 2008, SMU launched an MBA programme with a small cohort of 45 students (including both part-time and full-time) students. Since then, the programme had undergone a few changes to its curriculum and had expanded in size to around a hundred full-time and part-time students. SMU capitalised on its location in the heart of Singapore to attract foreign candidates who were keen to work in the country. However, regulatory changes had made it more difficult for foreign students to find jobs in the country after graduation. The MBA programme was especially important because growth of the undergraduate programme was constrained by the Ministry of Education, which subsidised tertiary education. Also, it is usually the flagship programme of a business school. The recruitment team regularly travelled to hold roadshows and information sessions within Asia while the marketing team used social and traditional media to raise awareness for the programme. The career services team was expanded to help students in their job searches. Deemester was considering getting the programme ranked internationally. How could he differentiate the SMU MBA programme from competing programmes, taking into account the needs of its target market?
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