Marketing Analysis

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Wayne State University

• Marketing Analysis

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Group Member

• John Samonie
• Jim Nowak
• Shermita Mitchell
• Darryl Deriemacker

3
Topics of Discussion

• Introduction
• Product
• Promotion
• Place
• Price
• WSU Trivia
• Questions

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Introduction

• Established in 1868
• 96 Research and Learning Facilities
• 14 Schools and Colleges
• 128 Bachelors Degrees
• 136 Masters Degrees
• 61 Doctoral Degrees
• 30 Specialist Certificates

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Product

• Arts and Events
• Libraries and Computing
• Student Services
• Athletics

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Arts and Events

• WSU Theaters
• WSU Dance Company
• Music Department

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Libraries and Computing

• 47th out of 108 Research Universities
• 7 Libraries
• Computing and Research Terminals

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Student Services

• Many Programs and Services Offered
• Bad Customer Service
• Future Improvements

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Athletics

• Existing Programs
• Move from Division II to Division I
• Positive and Negative Effects

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PROMOTIONWayne State University
promotes itself as a national research university
with an urban atmosphere.

• Strategies
• 1. Advertising
• 2. Alumni relations
• 3. Information technology
• mediated education

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Advertising Strategies

• Two target audiences
• 1. Recent high school
• graduates
• 2. Working Adults

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Advertising Methods

• TV
• Radio
• Internet

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Alumni Relations

• Alumni can enhance the reputation of WSU via
• Word of mouth
• Alumni Association

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Promotion of WSU as a frontrunner in the
utilization of information technology

• Blackboard system
• Distance learning

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Where is Wayne State?

• Cultural Center Attraction
• Hotels
• Dinning Facilities
• Theaters

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Off Campus Locations

• Macomb Community College Center Campus, Clinton
  Township
• Bishop Gallagher High School, Harpor
  Woods
• West Outer Drive, Detroit
• Lamphere Senior High School, Madison
  Heights

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Location of Competitors

• University of Phoenix

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Facilities and Hours

• Fitness Center
• Convenience Store
• Dining Facilities

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New Additions?

• All Night Dinning/Entertainment Facility
• Traditional Dining Hall
• Increase Product Breadth of Convenience Store

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Price

• Pricing Issues
• Price-Setting Decision Process

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Influences and Constraints

• SBU and Marketing Strategies
• Target Market Characteristics
• Product Characteristics
• Competitor Characteristics
• Company Strengths and Weaknesses
• Environmental Influences
• Economic Trends
• Legal Restrictions

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Pricing Issues

• Developing an Effective Strategic Pricing
  Objective
• Maximize Sales Growth
• Target Customers are Relatively Sensitive to
  Price
• The Firms Costs are Low
• Compared to Competitors

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Pricing Issues (Continued)

• Production and Distribution
• Low Prices may Discourage Potential Competitors
• Sale Growth Risk

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WSU Trivia

• What building was the first to make up Wayne
  State?
• How many athletic teams does WSU have?
• What conference do the most of the WSU athletic
  teams belong to?

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WSU Trivia

• Where are 2 WSU extension centers located?
• What is the name of the comprehensive information
  technology system used by WSU?
• What besides WSU is located in the Cultural
  Center?

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WSU Trivia

• Out of 108 research universities where does WSU
  rank?
• What year was Wayne State established?
• How many schools and colleges does the university
  have?
• Who are the 2 target audiences of WSU?

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Questions?