Idea Transcript
Situation Analysis The Integrated Marketing Communications (IMC) Graduate program at the University of Mississippi strives for students desiring to know the business world and the creative world. This cross of disciplines has grown mildly popular, but still leaves the opportunity to reach students and gain recognition. The Mississippi campus lacks the ability to host online classes as well as class flexibility. There are no scheduling options that could accommodate part time and distant students. Over time, the IMC undergraduate program has grown from a low enrollment of 80 students to 500 in 2014. The curriculum provides a wide range of class options that covers the growing field of marketing. IMC is a growing trend that is becoming increasingly desirable to large corporations. Businesses find a need for employees with knowledge in marketing communications and believe it will promote success and growth. the introduction of something new to the university will spark the attention of students. interested students will also find the program desirable because of its ability to educate them in multiple areas of marketing and communication. Competition includes all other graduate programs at the university and other schools which offer a variety of other benefits. The IMC graduate program started with 5 students and has rapidly grown to hundreds in a few years. There was a need and demand for a program that was more in tune with the advancement of technology and the world of marketing. Undergrad and graduate enrollment was created in 2010 and classes started in 2011. Distance learning was also created in 2011 and used to increase enrollment and allow students in other cities to have a classroom like experience. In turn, the program is focused on the integration of multiple disciplines that work well together to create a well rounded understanding of marketing communications. Students learn advertising, public relations, direct marketing, sales promotion, event planning, and utilizing new and upcoming media. The University of Mississippi appeals to new students by advertising a career in new media with diversity. Consumers are recent graduates, professionals in the IMC field, and undergraduate students that are looking to further their education in marketing. Students from journalism and business are mostly interested in IMC because of versatility and differentiation. West Virginia (WVU) , Medill, NorthWestern, and FSU are competitors. West Virginia attracts students with their professional staff. WVU employs professors who have worked hand for companies such as Procter and Gamble, Rubbermaid, McDonald's, CocaCola, and Nestle. They offer students exlusive online classes from an accredited program, the undergraduate option as well as the masters option, and a digital Marketing Communication program that focuses on technology that teaches students how to reach people and send effective digital messages. Medill is the trailblazer that was the first to create the program. They offer a wide range of class options for full time and part time students. they offer many program emphasis’, global perspective classes, and immersion courses. Florida State University offers an equivalent IMC program that is offered with less hours needed to complete the degree.
S Growing program grew from 80 students to 500 in 2014 Curriculum covers the growing IMC ideology in the field of marketing a brand like CocaCola uses IMC principles. Strong Industry Connections Ole Miss brand
W Low awareness amongst national universities Lack of online presence Lack of notability on Ole Miss campus Program was not completely prepared for Growth spurt in 2014 (for example, no classroom space for IMC grad classes in Farley) No variety of program tracks (online, parttime/fulltime, night/day)
O IMC is a trend In high need within the business world Fresh and new to Ole Miss Skilled in multiple areas
T Competition from other Ole Miss programs (MBA and journalism) Competition with other universities
Questions for Survey 1. Where are you from? 2. Where do you work or go to school? 3. What’s you current association with the IMC Graduate Program? (1st or 2nd year student, alumni, potential student IMC undergrad) 4. Rate your experience in IMC on a scale from 1 to 10, with one being bad and 10 being extremely good. 5. How did you learn about the IMC graduate program? Choose from the list below. ● olemiss.edu_____ ● meek.olemiss.edu_____ ● Wordofmouth_____ ● Student, faculty, or staff member of IMC_____ ● Other:____________________ 6. What other major/programs or school did you consider? 7. What college did you attend for undergrad, and what was your degree program? 8. List two pros and two cons of the IMC graduate program. 9. Characterize the IMC Graduate Program using three positive adjectives. 10. What are your future career goals? Questions for Focus Group/Interview 1. Why did you choose Ole Miss? 2. Why did you choose IMC? 3. What benefits do you look for in a Master's degree? 4. What are 3 attributes of IMC that helped you to make your decision? 5. Why do you think a student would choose an MBA program over an IMC program? If you did, please gives us your reasons why. 6. Why would you choose graduate school over starting your career or furthering your career? 7. What are the top programs Ole Miss offers?\ Word association, roleplaying, metaphors, and personification association questions for focus group: http://www.focusgrouptips.com/projectivetechniques.html 8. When you tell people about your program, what are their thoughts? Are they positive or negative? (thirdparty projection) 9. If IMC were a person, what would it look like? (Word or personification association) 10. What comes to mind when you hear the term IMC? (Word Association) 11. What does a degree with a lot of possibilities mean to you? 12. How many jobs do you think you’ll have? (contrast to MBA) 13. What do you want to be when you grow up? 14. If you were the IMC program director, where would you like to see the program in two years? (roleplaying projective technique) 15. How do you explain your program to a stranger who knows nothing about IMC? 16. If you had to write a catch phrase to summarize your experience, what would it be?
JEREMY’S INTERVIEWS Questions for Focus Group 1. Why did you choose Ole Miss? a. Proximity, tradition, culture. b. Good out of state option c. Better opportunity, campus, grad program d. Appealing program, campus, and the feeling of home. 2. Why did you choose IMC? a. flexibility, opportunity. b. Solid balance of business/communication without a lot of math & stats. c. Well rounded program that met all the things I wanted to learn d. Interest in marketing and business. IMC gave me the opportunity to do both. 3. What are 3 attributes of IMC that helped you to make your decision? a. creative curriculum, supportive faculty, growing program b. classes offered program was new and could still take business classes. c. Wellrounded, reputation, professors. d. Diversity, ability to be more creative, and opportunity to have some structure with a minor in business. 4. Why do you think a student would choose an MBA program over an IMC program? If you did, please gives us your reasons why. a. prestige, more foundation and depth. b. Not sure. c. MBA is a more wellestablished curriculum and seems to set you apart in the business world. d. Not sure, maybe the MBA offers a different emphasis than the IMC program. 5. When you tell people about your program, what are their thoughts? Are they positive or negative? (thirdparty projection) a. positive b. Positive friends are jealous. c. Mostly positive d. Positive. Have got friends to change majors to IMC 6. If IMC were a person, what would it look like? (Word or personification association) a. Triathlete. Good at multiple things. b. A sharp business man who is smooth with words
c. Sophisticated business man/woman d. Someone creative and innovative but with organizational skills and determination. 7. What comes to mind when you hear the term IMC? (Word Association) a. joint program, blended. b. The ideal major c. preparedness d. Creativity, ingenuity, freedom, journalism, marketing. 8. If you were the IMC program director, where would you like to see the program in two years? (roleplaying projective technique) a. Create more specific routes for students. Have a PR Specialization and allow students to have a say in the teachers/faculty. b. More sports related marketing courses, community relations class, and get rid of accounting or offer one that is more basic/not the same requirement for Accy majors. c. Would like to see the program reach more students across the country d. Want to see more emphasis in certain areas such as sports and enter marketing.