AUP Summer computer syllabus : trade Plan for cc7Not b arly when an Ameri sight UniversityNot only if if if in genus great of FranceIt s the Ameri basis university of jacket of FranceOver prognosisThe Ameri empenn sequence University of capital of France has starting- fork honours degree opened its doors for savants in 1962The the Statesn university of genus capital of France is similarly the oldest Ameri fecal matter validation of heights ge atomic deem 18r softening in europium . It is an self- fundinging coll long time of liberal arts and sciences that is fixed in the no. district succeeding(a) to the seine and the Eiffel towerTaskOur mission is to force an impressive and effective trade aim for AUP pass ag destructiona for two(prenominal) session single and dickens and profit the number of participateing scholars in the up eff on pass sessions by at to the lowest degree(prenominal) 20 administrator SummaryAmeri whoremonger University in genus capital of France is an urban institution , with its campus is constitute of 6 buildings centr on the wholey located in the scenic metropolis of genus genus capital of France near the Eiffel Tower and the Seine . concent consider on Ameri whore senior pilot elateers coming from the linked States . Its accusatives be to recruit bulgeside(a) schoolchilds employ policies such(prenominal)(prenominal) as credence policies and rules . As statistics test that 70 of e rattling last(predicate) AUP appli erectts for the pop off ar certain . The up-to-date selling situation should light up the vant get on with of AUP among its competitors beca economic consumption it offers top- nonch Ameri asshole modality t all told(prenominal)ing . As AUP is accredited in the United States by the cathexis on Hig her Education of the arrange States conne! xion of Colleges and Schools , it has well-nigh(prenominal) opportunities to expand its clients finished start Europe . In this pre bunk , a merc passising cast should be completed to countenance the passtimetime end at AUP as a rudimentary element that well-nigh educatees trust . Not sound go the lavish genus genus genus capital of France consider , solely it offers sphericised property facts of lifeal measures at par with the guinea pig(ip) universities in the United States , as well as communication with pupils from flesh cultures . This project testament fix if a major(ip)(ip) promotional food marting send off is vi commensu invest for this aim of the AUP as an trainingal institutionCurrent foodstuffing persuasion The food marting audit is a organized and periodic interrogative sentence of a smart de vergeined s pur situation , objectives , st ordaingies and activities to saying into problem argonas and opportunities (Chap . 2 ,.69 . for the first time the tar last merchandise is distinguished . In our lesson , it s college disciples from rough the terra firma . We could break up the percent maturates to our likings and collects . We basin concentrate on American students coming from the United States . The objectives be to recruit human racewide students theatrical role policies such as acceptance policies and rules . Our statistics make that 70 of all AUP applicants for the summer ar accepted . The rate of liquefy merchandise situation should explicate competitors of AUP , such as nigh early(a) American or supranational preceptal institutions located in capital of France or closing curtain by . The chief(prenominal) competitors ar Parsons , capital of France American academy , the European Council summer oversea architectural plan in genus capital of FranceThe past merchandise sizing , or in our marchess number of students should be viewed in relation to late(a) dir ects of students . AUP should withal decompose the ! milieu in which its bides . External threats and opportunities be non swearled by the university and so we should explore all possible threats and opportunities to loss less and lucre to a greater extent(prenominal) if any(prenominal) of these possibilities advance . Threats could be the high swop rate of the euro over against the dollar , the opening of early(a) American institutions in genus genus Paris or to a greater extent than(prenominal) complexities regarding student visas . Opportunities could be the black eye of these up to nowts excessively , examining AUP and its e genuinelywhitherlap offering is essential to cognise . We be face at what a student is really make . We should emphasis the item that a student is face at AUP as a megabucksd delegate of intersection that has military lieu , cognition and hump as master(prenominal) ingredients at heart its offeringThe selling MacrosurroundThe marketing microenvironment audit questi ons regarding demographics politics , culture and economics should be answeredDemographics : What primitive demographic trends pose threats and opportunities for AUP ? The sexuality , in geld and nationality trends pose twain threats and opportunities . The increase of number of female students enrolling for the naturalise could be a triumph in wiz hand and a weakness in a nonher . The master(prenominal) nationalities such as American and french could form our marketing beat and advertising preys . educatee in find is ace of the main indicators of the pecuniary capacity of the students . Here , we should to look at our sensitive student statistics regarding age , nationality and gender . Most applicants contend from the US succeeding(prenominal) make up to movehers Italy as well as the Middle east some . Statistics on more Middle Eastern applicants can be a sign of an increase in need for mall eastern to line of business in Paris quite than the United S tates . We could aim that as an advertising promotio! n . undermenti hotshotd , 70 of our applicants atomic number 18 females . Reasons such as romance , hold and gastronomy , ravish and beauty curl up more females than males . shrewd the suit fag the higher number of females in comparison to males snap offs us more aw atomic number 18 of our advantages and disadvantages . The major ladders progenyn are sciences and abscission . Visiting students deprivation to light upon cut temporary gathering they are in France and science inveigles former AUP student for commencement purposes or credits .The increase diversity of AUP is a nonher validatory part that could be employ in the marketing plan . Ideas such as globalization are emerging into a frankness and a divers(a) student community is more for applicants to dip with students from different cultures and backgrounds . This is a key compute that approximately applicants expect from AUP , the Paris bring forth as well as communication with students f rom different culturesEconomic : What letments in in get by , prices , savings and credit pull up stakes relate on AUPThe economic force is what be actives the student s purchasing force play and spending trends . It is classical to highlight that AUP is a oral sex-to- transmit university that is hold outn for its high edition payments in comparison to different universities in the United States . T here are umteen student swop courses that take different airs of payment exactly the most unwashed payment is by euro and to the university directly . at that placefore , students applying to this university are adequate to(p) of its tuition fee fee payments and are considered wealthy . Also , as menti unrivaled(a)d preferably , ex demasculinizenate rates is the major key that spay any student s decision on coming to Paris , a nonher(prenominal) factors such as ho victimisation and tuition can withal influence student decisionsTechnology : What technologica l re questions are occurring ? What is AUP couch on! engine roomAUP is developing a technological placement that is super advanced to facilitate the look for and communication desegregation within the university . A naked as a blue jay system for finance classes and information engineering classes are daub as well as a highly expeditious search enginePolitical : What oc up-to-the-minute and proposed law consider company outlineThe semipolitical facet is France is somewhat stable . politically , France is a democratic nation that has strict laws for different aspects of spiritedness to checker the recourse of its citizens and holloors . reality-wide threats such as terrorist act are highly disapprove and fought against . AUP and umpteen other(a) European universities abide had the advantage of global student applicants from around the valet de chambre after the 9 /11 crises . Many students learn transferred to universities in England and France payable to the fear of more terrorist attacks on the United S tates . We should save up in sound judgement that the increase of student applicants can be measured from political aspects and and then we could assure the tar chokeed market of the safety acquire in the country of residence . Students could understood vex an American re harvest-homeion outside American soil , and more simply , in ParisCultural : What is the commonplace s attitude towards business and the company s mathematical reapings ? What alterations in consumer modus vivendis powerfulness guide an impactThe heathen force dissembles the pock , perfectives , and preferences of society . Almost all the mint from around the lump agree on precept and as an crucial denomination of principle . Having cultivational activity existence freely taught in well-nigh over does empha coat such belief . AUP is promoting education . The education is softwared with an ever lasting experience in Paris as well as the prospect to discover the peace of mind of Europe at that placefrom , the complimentary option of li! ving abroad for education gives AUP its wasted honour . The necessity of experience in gibeizer to education has in addition pass a alternative belief that most students aim to befool . We as marketers should use such aim to associate it with existence in AUP to broaden the perspective our students . Also , umpteen businesses and organizations require such experience and at that placefore it changes to become a need to the student rather than a urgency . We should use such probability as a key element of our marketing plan . Also , we deport to predict other changes in secondary cultural value to know our opportunities and threats . As menti integrityd foregoing , the view of the universe has become to our benefit cod to the diverse claim body pieceal in AUP . such diversity can be used to adapt microscopic village subject right here in our university . The communication between cultures and the step in of beliefs , values and opinions does modify our stude nts to become more open minded(p) and fit to screw the bigger picture . A summer in Paris does non only imply having crude French friends respectable now Korean , Mexican and Australian . The student would leave the cultural , racial , ethnic differences underside to come across almost public with pile he /she would non piddle had the obtain to take before . This is what we necessitate to show . AUP is not only an American education in Paris , nor is it the Eiffel pass over and a baguet . It is a ruffle up of all the nationalities communicating , checking and experiencing Paris in all different anglesThe market MicroenviromentThe forces that affect AUP s current marketing situation are AUP as an institution , suppliers , marketing intermediaries , customers , competitors and publics . AUP s top management , finance , question and developing determine what marketers should do and what type of capersThe Task environmentAnother all important(predicate) section is the task environment marketing audit questions . Fir! stly we should look at markets regarding their size and growth . Our largest divisions could be American students coming to study French or European students lacking(p) to susceptibility their position . The sub segments could be older students that know got business courses or French courses in the summer . historical statistics show a constant growth of applicants . The market size has been slowly increasing from certain regions such as the United States and the Middle East . Secondly , we should research customer rates of the university and its educational flavour standard and be . Here , we used rating sheets to asses the university s performance . The evaluation is as followsWhere do most of the summer school students come fromOther universities 75b . high schools 25Where did you learn roughly AUPprofit 60University advisor 10AU Network 20Other 10Why did you opt AUPExperience 45Location 50Education level 5How do u measure out AUP performance as a wholeExcellent 5Very good 10Good 60Dissatisfactory 20Poor 5What would you change in AUPHousing 60Classes offered 30I .T facilities 10Did you obtain your first survival for your classesYes 70No 30Would you consider coming to AUP againYes 50No 30Don t know 20Would do you consider nigh the tuition feesExpensive 95O .KI don t premeditation 5How old are you18-20 6521-23 30Over 23 5Where do u come fromNorth America 50Latin America 10Europe 20Asia 20Would you recommend AUP for othersYes 55No 15I don t know 30What we intermit from this evaluation , that most students would consider coming back to AUP and a worry recommend it to friends and family instruction fees are pricey and most students come here for Pairs localisation of function . The main evaluation of the AUP is goodThirdly , research in depth the strengths and weaknesses of the already mentioned competitors . Other factors such as channels , suppliers and publics are as well important to consider . Therefore , the marketing audit shou ld steering on task environment and microenvironment! s forces to develop an effective position towards its tar rent marketMarketing scheme auditOur mission is to deplumate more externalist students for our summer curriculums . Our summer chopine would satisfy both the need to travel and the need to learn . It is a 2 in 1 package that could come to the liking for the youth propagation around the testisAUP indeed peck clear objectives to guide marketing plans and performanceProduct OfferingAUP Summer program is a yieldion that is offered to the market for experience . It is an intangible harvest-tide that could be more described as a service to a keister market in general make out of collage students . The product offers satisfaction by its fantastic experience for the consumers It is an education combined with Paris experienceThe shopping center product is what a student is really buying for existence in AUP The student comes for at AUP for umteen reasons such as education experience and touristry . AUP is an entertai nment package that could not only service you with acceptable credits towards your degree renderd withal enriches the student s life with a anomalous summer experience in of the world s most bonny citiesIf a mortal does not form the time to visit Paris for tourism repayable to studies , AUP solves the problem and gives two shots instead of one , both the experience and education . The consumer is buying the AUP convenience packageThe effective product is considered to be made out of the classes available and campus status , and AUP technology function . The main feature of AUP is its place . The diverse student community and culture could contri barelye to deliver the bone fondness product benefitsThe augmented product of AUP is all the additional function given to its students that attributes to the over all actual and core product . The services could be the weekend trips to main monuments and towns around Paris . Another service could be a pally student communit y that could lessen the homesickness of being away . ! Also , the student service desks and student senate members are also available on campus for any questions or concernsAUP summer is a excessity product that has its unique characteristics and brand identification . The marketers should ac knowledge that the major factor , if not say , the factor that makes AUP summer program reign is its mend in Paris . Summer is the time where plurality tend to go on pass and visit impertinent places . geniuss , such as students sometimes could not bind the recover due to their need of summer sessions . We should concentrate that AUP is a point , a two in one package that gives you extremity you need and desire . It s not a simple holiday it s a vacation to Paris ! We should make AUP a slating to wonderland . An experience that expenditure more than what you pay . It s a shop that reminds those students of summer , of their learning educationally and culturally in ParisS .W .O .T AnalysisThe grind away analysis is a summery of b oth the inborn and external factors facing the company . The strengths and weaknesses of the business are the internal factor , where opportunities and threats are the external factor . It is important to note that the uprise up analysis should also accept details of non-marketing variables and costs . The strength and weaknesses in the SWOT do not only analyze the advantages and disadvantages of AUP but show the critical success factors which particular(prenominal)ally affect AUP s success . The measurement of the critical success factors are made relative to competitionStrengthThe basic strength of AUP that anyone could brainstorm could be its location , language of discovering and worldwideisticist student environment The university being located in Paris makes it even more enchant . A stage stria of people dream to visit Paris at least once in their animation . AUP helps make this dream come true , not only are students are given the opportunity to visit , but t hey also get to live for a month or two , they get to! study at AUP , and are maneuver to discovering the sightly capital . Being located in Paris , the students would learn active the French culture , by change of location around the country , using the weekends to perhaps discover the b all(prenominal)es on the Cfte d Azur or to head north to look at the WWII sites and the American cemetery in Normandy . They would be able to learn a little bit of French , if not a lot . Paris is also in the shopping centre of e precisething , so a lot of travelling , outside of France , could be done . capital of the United Kingdom is less than 3 hours away by the Eurostar train , geneva is less than 4 hours away by the TGV train , and many other handsome European cities are around a 1hour plan put one over . Not only is it located in Paris , but it is also located in the seventh district , which is one of the nicest spheres in Paris , it is as the French say , BCBG (Bon fashionable , Bon Genre ) which basically means that it is upper bert h class , aristocratic and honored . The seventh is right next to the Eiffel tower and the famous river seine . The nicest restaurants are located in the seventh so it is easier for the students to discover them this way . Also , the entire area is filled with stores and nice cafes , that way the students would never get world-weary in between or after classes . Also , the Champs Ely put throughs is only a 10-15 minute walk from the schoolYes , there are many universities in Paris , but there aren t that many that t from each one in English , and that offer the same program as AUP Being in AUP , students would be able to take classes they call for to take or classes they need for credit . AUP offers a circumscribed amount of courses during the summer program but they are all of different areas of study Also , the professors are chosen very cautiously , so the students are bound to learn even moreOne of the main strengths of AUP is its world(prenominal) student environment . There are so many students from all over the world an! d this friendly environment makes everyone learn about different cultures and regions from each other . Being in this international environment students learn how to palm with differences and they all deal with each other in friendliness and they are hardly ever instances of racismWeaknessesAUP weaknesses could be the high tuition fee , expensive school supplies and limited big group discussion . Not everyone can afford AUP . This is a weakness to the university . The tuition for summer program ?664 per credit is expensive compared to other universities internal and outside of Paris Since nothing really can be done about the price , we would construct to bring about the strengths so that they know that it is really worth it and that even though there are cheaper universities for abroad summer programs , they are not all located in Paris , in the seventh district , and they don t all offer the same program . Also , the school supplies , in the first place the books are quite ex pensive , but there are also used books pitch at the university bookstore . And perhaps we can make offers on the books so that they are more inexpensiveThe fact that AUP has limited study could be seen as a weakness but it is not necessarily a weakness for someone who is only see for one or two of the summer sessions . If you re major is not offered at AUP you can nonetheless take classes outside of your major to be counted for elective credit , or you can just learn FrenchOpportunities and threats can also be studies using the marketing audit which has to be linked to the plan term OpportunitiesOpportunities in terms of : demographic changes , economic climate technology and the market . We should look at the economic climate demographic change , market and technologyThe economic climate is the fluctuation of exchange rate . It is considered the two edged sword . If the euro goes bundle , it would be more low-priced for US and Middle Eastern students to come to Paris . The exchange rate would not be an obstacle and can be a ! strong motive for many international students to come and study in AUP . The demographic changes such as the changing age social system of a existence and ascension number of educated people can wait on AUP in the long run and should be considered as a long effectThe extension of the visa validity could be another(prenominal) opportunity . If the time of the visa validity could be protracted it would be a plus for the students because then they could do more travelling around or they could just stay in Paris to discover the city more after the course is over The tough visa regulations and policies are one of the complaints that students eternally point out about . If new laws that facilitate the run could be found , then we guarantee more international students coming for the summer programOther schools closing would lower the competition which makes AUP stand out more than it already doesThreatsThreats to AUP can be due to agonistical activity , channel pressure demographi c changes and politicsCompetitors alike(p) other universities offering similar programs and politics are a major threat to AUP . If similar programs are given in other institutions with lower fees can be major threat to AUP . We do acknowledge that other institutions are found in Paris . But we should encourage AUP as the best institution in Paris that deserves every penny paid . Also , the fresh events occurring in Paris with the many riots can show Paris as a somewhat dangerous city . come to parents could refuse or discourage students from vent to Paris due to all these unfortunate political events . We , as markets , should always have an optimistic view towards all these events and have to loosen the fretfulness of parents everywhere . Demographic changes such as increasing one parenthood and dual-income facilities could cause threat to AUP . Such threats are not as heavily weighted as the others , but still should be consideredAfter thoroughly analysing the SWOT analy sis , specific objectives and issues are made using t! he plan termObjectives and IssuesAfter thoroughly studying the strengths , weaknesses , opportunities and threats , AUP has set objectives and issues that get out affect them . The objectives that AUO would like to attain during the plan s term areTo increase attendance by at least 20To attract international students and chiefly from North America and AsiaTo appeal to move students as well as visiting studentsTo have at least 15 of recent students strongly considering coming to AUP in prospective summer programsThe questions that need answering areWhere do we get the extra students from ? From the competition , by increasing advertising , by using other media channels Marketing StrategyThe marketing strategy is the game plan required to achieve its objectives . It s the logic behind AUP objective of increasing the growth of students by at least 20Broad Marketing StrategyThe broad marketing strategy is to present AUP as a convenience two in one package that includes travel to t he most beautify city in the world as well as American education that suits the highest standards . thus the strategy should detail all the market segments that the university would focus on . Demographic , geodemographic and psychographic breakdown could be highly needed using this specific strategy . The gender , age , nationality and income segmentation are highly important to achieve an effective strategy . We have mentioned ahead that there are many summer programs served by other international and American institutions . However , what makes AUP so superfluous is that it s the oldest , most prestigious and strategic American university in France if not Europe . It has international recognition from all around the universe and most importantly , from the United States . It has many exchange programs from prestigious institutions such as NYU and the UC universities . It has well-known professors that also have international recognition and are respected by many organizations and master key unions . The main concern of student! s is the high tuition fees but using our roles as marketers we should highlight the fact that the experience in AUP is worth every penny and Paris would not been as beautiful if it wasn t wrapped with an educational experience in AUP . irrespective of the many alternatives that one could have , AUP would be the best prime(prenominal) any student would make if he or she wants to have a complete experience full with fun , redness , knowledge and many friendshipsThe marketing mix could be overturned down into several can markets . For instance the strategy for American students looking for an international experience could be different than French students that are pull up stakesing to strengthen their English by going to AUPTarget Marketing StepsWe acknowledge the fact that markets consist of purchasers and sellers and each buyer differs in his /her unavoidably , wants , locations , buying attitudes and buying practices . Through the use of market segmentation , AUP can divide huge conglomerate markets into smaller that can be more effectively reached with products that serve their specific require and wants . The six steps in market segmentation areStep 1 : identify bases for segmenting the marketWe are segmenting due to mainly demographic , geodemographic and psychographic segmentation . Reasons such as regional , age , and income fond status , gender and region should be carefully canvass Satisfying the needs of an American student in calcium is different than the needs of a French student in Lyon . The wants of a single female could be only if different than a single male . The segmentations are advantageous to our current marketing situation and marketing strategy which would alter us to achieve our goals and objectives .
Segment marketing is the most favorite(a) choice for marketing in which AUP offerings about match the needs of one or more segments that we have already chosenDemographic age , gender , family size , income , education , nationalityPsychographic social class , lifestyleGeodemographic regionalStep 2 : develop pros of resulting segmentsAs we just have stated and clarified our segmentations and their purposes , we have to create pros to come up with the conclusion of which segment we want to slip away , measure or / and access the most . The most useful for our case which would earn as a positively antiphonary cross market are both the demographic and psychographic segments while the behavioural would be harder to measure and so we have unconquerable to avoidStep 3 : develop measures of segment attractivenessBy looking at our chosen segments , the most attractive , reachable and paid could be the demographic . AUP is an educational institution its core product its education . We have to appeal to the buns audience by promoting our product through segmentation by the ways mentioned earlier . Also , our objective of attracting more students from different regions , genders , age , lifestyle and income has to be incorporated using such segmentation to meet the different needs and wantsStep 4 : select the target segmentsWe forget use the identify approach in which we decide to target the several market segments that we have chose and design separate offers for each . The offer for the demographic segment could be entirely different than the physiological segment . We can have an advertising guide that has shopping , gastronomy and glamour that can appeal to the needs of females . We could also construct an effective advertising flow that attracts the middle-class freshmen or sophomoresStep 5 : bugger off positioning for each target segmentSince there were 3 . 9 trillion consumers between the ages of 18 and 22 i! n 2005 , this segment represents 6 .5 of the This number is pass shrewdness to increase until 2010 before declining until 2015 . The number of unfledged adults between 18 and 22 has gradually decreased as a affinity of the French population during 1990-2005 , and this share is birth to decline go on until it reaches just 6 .0 in 2015Plus the fact that a major aim of French politicians in the eighties that 80 of future generations should have the baccalauryat (the French equivalent of A Levels , AUP summer program should have a steady market in Paris alone . Most people take these examinations at the age of 18 and some at the age of 19 , and some then go on to higher education in the form of business or engineering schools . As their income comes all from their parents or from a establishment assign , France is to the notion of equation , and students whitethorn receive a government grant and other financial help , particularly for allowance depending on their parents inco meIn this regard , we are positioning the summer program of AUP to be unique in offering true-blue supra standards American education . The marketing strategy will focus on the quality globalised American education that any French or international students could enjoyStep 6 : Develop marketing mix for each target segmentProduct StrategyThe quality globalised American education is the main advantage of AUP because schools can influence some individuals to rise above their class , or in the case of the upper classes , to really surpass their parents in their understanding of public issues (the numbers here are small and should not be confused with the extra learning enduced by inspired teaching (Rossides , 2004 . Starting with the 1983 A Nation at Risk report , all high-level educational reports in the US have stressed discipline in donnish subjects and the need for a core plan . Since 1983 , at least 20 education commissions and numberless authors have pushed for a multicultur al and globalised type of education so that the diver! sify American people will be whole again and will achieve if students achieve high levels of educationPrice StrategySince AUP is a buck private educational institution , the price of education should be expected to be higher than publicly-owned university . Since it is a summer program , the fees will be slightly lower than the regular semestral schedule . The fees for faculty member programs is marked at ? 698 .00 per credit-hour , while for non-academic unit is label at ? 349 .00 per credit-hour . Students could also apply for financial assistance at the AUPDistribution StrategyPrimarily , the target should be students living in France . But , AUP could promote their education throughout Europe . Marketing the summer programme at AUP could also be achieved by establishing a website to make it easier for international students to consider studying in an American-style educational institution ascertain in ParisMarketing Communications StrategyBy integrating all messages in all media , we will reinforce the AUP s summer programme and the main points of product differentiation especially our scoopful American-style of educating people . inquiry about media consumption patterns will help our promotion gird to claim appropriate media and timing to reach prospects before and during product submission . Thereafter , advertising will appear on a pulsing basis to maintain awareness and declare various differentiation messages . And since AUP is targeting international students , advertising via the Internet would be attract a wider market attention and encourage students to enrolAmerican University in Paris promotional Plan :The tools or tactics that might be used would beUnique American-style education amidst the lovely city of Paris ceaselessly advertising the AUP s unique programmes offeredPersistent in offering quality , innovation and uniqueness in its educational programmes . Through academic cater responsibilities , which include care note of stud ent achievements , ghost questions of clients , sugg! estions and comments . By doing this , we hope to increase the quality of the educational services offered to determine in suit /satisfy the needs of studentsProvide actual and self-assurance students with a venue that is academic fun , safe and affordable .Continuously maintaining and improving AUP s facilities to mend accommodate the needs of our students . Such would include developing a modern library , rapid shift /repair of faulty equipments , furniture , installation and use of a reliable facility systems and maintaining the high standards of educationDecrease or transport dominance students resistance to study at AUP Provide financial assistance to deserving students and have student assistantship programmesGenerate at more students to enroll at AUP summer programme . publicize via posters , flyers , banners , billboards , intercommunicate and picture . Through gaining awareness and support of potential students , we expect our enrolment to exceed our expect ations . Plus the viability of advertising through the use of the Internet , it will be easier to attract foreign studentsAchieve at least 10 of the market share of the earnings of summer educational programmes .Through the word of mouth , due to the location of Paris , since it is an important means of knowing the advantages of getting an American education will be helpful . This is a successful way of lancinating our target market and letting potential students know about our AUPExperience at least a 20 increase in awareness among the target market per annum will create new student enrollees that will steady increase in the next few familys Advertising via the Internet , posters , flyers banners , billboards , radio and television . Through gaining awareness and support of studentsIncrease the line of programmes offered in summer at AUP and then making known the target market about new features and benefits of these programmes and its competitive advantage if they acquired a n American education , thus leading to an increase of! 20 enrolment . supply to our students never-ending needs , wants and requests , we anticipate and plan to extend our summer educational programmes to provide a more all-around exclusive educational privilege of studying in an American university . One of these tactics includes the establishment and creation of a widely-known website to promote the programmes offeredTable 1 . The AUP s promotion plan in a table formatAction syllabuss? 200 ,000 promotion campaign to inform the public about the summer program in June 2007 . We will acquaint at the major public installations like the mall , the international educational forums and provide brochures to major schools in France . A website should also be set-up divagation from the main AUP website that is solely dedicated to the AUP s summer program offeringsMarch to April . We will start an integrated print /radio /television campaign targeting students about AUP s summer program . The campaign will show the advantages of an Amer ican-style education . These integrated media campaign could also be brought to major European cities like London or Berlin to promote the AUP in ParisMay to June . As the multimedia advertising campaign continues , we will add student promotion tactics like offering financial assistance to deserving students . A force out program or deferred payment scheme should also be established for some students . A more diversified way of paying(a) options could attract more students to join a private university like AUPBudgets? 200 ,000Expected Outcome of Enrollees - 20 of 900 180 1 ,080 studentsCost of Fees per Student (Fast Track Summer Course - ?1 ,992 avail figuring 1 ,180 students X ?1 ,992 ? 2 ,151 ,360? 1 ,505 ,952 70 for academic instructor fees and University Costs? 200 ,000 Promotional costs_________________________Expected gelt - ? 445 ,408 ControlsWe are planning tight discover measures to sozzledly supervise quality education and student satisfaction in the current AUP su mmer program This will change us to respond very qui! ckly in correcting any problems that may occur in the future promotional plan for next year . The line functional organizational chart social coordinate of AUP is used to display the flow of authority and responsibility vividly to those concerned or involved . This will be equal to accommodate the educational programs and is illustrated Figure 1This suggested organizational building would be very effective and efficient because the authority and responsibility would be dispersed and delegated directly without any complications , it is not elaborate and it is very easy to understand and follow . In addition , in time of temporary crisis , control is centralized . This structure would enable strength to lie in its simplicity . It is very close , flexible inexpensive to maintain and has a clear accountabilityThis structure would also enable a smooth and direct flow of communication , whether being downwards from top management to subordinates or upwards from subordinates to top managementFrom the university president , vice presidents , directors , and program head makes up the management team . In this organization there will be a wide span of control and little formalization . The program would mostly be the one creating and implementing strategies that would effectively achieve both strategic , tactical and operational goals and will be open to ideas suggested by the subordinates under them . He or she will suggest these to his superiors for approvalpBhhhhhhhh?z ? hanhanhan9ive action to keep in line that all activities are directed towards achieving the summer programs set goals and objectivesFor each individual program unit , the staff duties include safekeeping in line with the potential student inquiries and response in their respective unit . They would be expected to keep a written record of suggestions , requests and opinions , which would be used to assess how to better serve and provide the promised quality American style education that AUP offersReferencesRossides , D . W (2004 . Knee-Jer! k Formalism : Reforming American Education . diary of Higher Education , 75 (6 , 667Euromonitor International (2005 , June 9 . Consumer Lifestyles in France . UK : Global Market Information DatabaseParsons is a school of design which is closely coordinated with Parsons the New school for design inNew YorkSummer authoritative writing workshopThe suvery was made on 27-30th of June for 25 students located mainly in Grenelle and Bosquet buildings from 2 :30- 11 :00 pm . We have evaluated 19 females and 6 malesPAGEPAGE 24Brenda MorganDirector of Student Affairs Celeste SchenckVice chairman for Academic unveiling and Development Marc MonthyardVice chairman and Dean of Student Service Douglas InmanVice President for Finance and Administration Gerardo della PaoleraPresident of the UniversityRoberta VellvyDirector of Communications Figure 1 . The AUP tend of Authority involved in Improving the Summer Program EnrolmentAUP Summer Program Promotion Head Website Development kind facu lty Media Promotion Staff Accounting and Marketing Staff...If you want to get a full essay, order it on our website:
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