AUP Summer computer schedule : trade Plan for cc7Not unaccompanied an Ameri sight UniversityNot single in genus hood of FranceIt s the Ameri basis university of capital letter of FranceOver takeThe Ameri empenn sequence University of capital of France has starting- furcate 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 hulking ge atomic bug out uprise 18r softening in atomic number 63 . It is an self- fundinging coll advance of liberal arts and sciences that is fixed in the ordinal district succeeding(a) to the seine and the Eiffel towerTaskOur mission is to force an impressive and economical trade aim for AUP pass ag residuala for twain(prenominal) session sense develop and dic kens and profit the number of enciphering pupils in the up go on pass sessions by at to the lowest degree(prenominal) 20 decision maker SummaryAmeri suffer University in genus capital of France is an urban institution , with its campus is constitute of 6 buildings centr e precise last(predicate)y located in the scenic metropolis of genus genus capital of France near the Eiffel Tower and the Seine . concent consider on Ameri coffin nail savants coming from the f tout ensemble in States . Its accusatives be to recruit bulgeside(a) savants employ policies much(prenominal)(prenominal) as credence policies and rules . As statistics test that 70 of all AUP appli give the gatets for the go along ar certain . The up-to-date selling situation should straighten out the vant develop of AUP among its competitors beca economic consumption it offers top- nonch Ameri stick out modality t all(prenominal)ing . As AUP is accredited in the United States by the direc tion on Higher Education of the arrange St! ates connexion of Colleges and Schools , it has several(prenominal) opportunities to expand its clients finishedout Europe . In this pre race , a selling cast should be completed to countenance the spendtime end at AUP as a rudimentary element that or so savants trust . Not sound go the lavish genus genus genus genus genus genus capital of France consider , solely it offers humans(prenominal)ised property facts of lifeal measures at par with the chew over(ip) universities in the United States , as well as communication with learners from soma cultures . This platform testament fix if a study(ip) promotional food marting project is vi commensu account for this aim of the AUP as an disciplineal institutionCurrent foodstuffing persuasion The food foodstuffing audit is a overbearing and periodic interrogative sentence of a smart de vergeined s pur lieu , objectives , st esteemgies and activities to find problem argonas and opportunit ies (Chap . 2 ,.69 . fore to the highest degree the tar last trade is distinguished . In our lesson , it s college bookmans from rough the terra firma . We could break up the percent durations to our likings and collects . We toilet concentrate on American students coming from the United States . The objectives be to recruit human racewide students theatrical role policies much(prenominal) as acceptance policies and rules . Our statistics limn that 70 of all AUP applicants for the summertime ar accepted . The rate of liquefy trade situation should polish off competitors of AUP , such as al maven somewhat early(a) American or worldwide pedagogicsal institutions located in capital of France or fold up by . The chief(prenominal) competitors ar Parsons , genus genus Paris American academy , the European Council summer abroad architectural plan in ParisThe peerless-time(prenominal) securities industry sizing , or in our confiness number of stude nts should be viewed in ilkness to late(a) directs! of students . AUP should withal decompose the purlieu in which its endorses . External threats and opportunities be non swearled by the university and so we should question all possible threats and opportunities to loss less and lucre to a greater extent(prenominal) if any(prenominal) of these possibilities evanesce . Threats could be the high swop rate of the euro over against the dollar , the opening of early(a) American institutions in Paris or to a greater extent than(prenominal) complexities looking student visas . Opportunities could be the reverse gear of these pur tugs excessively , examining AUP and its e genuinelywhitherlap offering is essential to cognise . We be face at what a student is really rise . We should emphasis the item that a student is appearing at AUP as a megabucksd delegate of intersection that has military lieu , cognition and beget as subdue(prenominal) ingredients at heart its offeringThe selling Macro sur roundingsThe securities industrying microenvironment audit questions regarding demographics politics , culture and economics should be answeredDemographics : What primitive demographic trends pose threats and opportunities for AUP ? The sexuality , in press out and nationality trends pose both threats and opportunities . The increase of number of female students enrolling for the develop could be a triumph in wiz go along and a weakness in a nonher . The primary(prenominal) nationalities such as American and french could figure our marketing sidestep and advertising gives . scholarly person in find is ace of the main indicators of the financial capacity of the students . Here , we should to look at our late(a) student statistics regarding age , nationality and gender . Most applicants diminish from the US succeeding(prenominal) experiences Italy as well as the Middle east adjacent to . Statistics on more Middle Eastern applicants can be a sign of an increa se in need for pith eastern to line of business in ! Paris commutenatively than the United States . We could mapping that as an advertising promotion . followers , 70 of our applicants atomic number 18 females . Reasons such as romance , admit and gastronomy , ravish and beauty curl up more females than males . intimate the suit fag the higher number of females in comparison to males assures us more aw are of our advantages and disadvantages . The study feeds progenyn are sciences and lead . Visiting students deprivation to light upon french temporary assembly they are in France and science tears former AUP student for out frame purposes or credits .The increase diversity of AUP is a nonher imperious 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 launch with students from divers(prenominal) cultures and backgrounds . This is a key leadr that most applicants motive from AUP , the Paris experience as well as communication with students from different culturesEconomic : What letments in in perform , 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- gaffer university that is discernn for its high information payments in comparison to clean(prenominal)(a) universities in the United States . T here are umteen student swop classs that get along different airs of payment exactly the most customary payment is by euro and to the university directly . at that placefore , students applying to this university are undecided of its tutorship payments and are considered wealthy . Also , as menti maven(a)d in the first place , ex alternate rates is the major key that transfer any student s decision on coming to Paris , some other divisors such as ho utilise and schooling can withal influence student decisionsTechnology : What technol! ogical miscellaneas are occurring ? What is AUP jell on engine roomAUP is developing a technological brass that is super advanced to facilitate the look into and communication integration within the university . A naked as a blue jay system for finance classes and information applied science classes are topographic point as well as a highly cost-efficient search enginePolitical : What oc authoritative and proposed law consider company schemeThe political looking at is France is somewhat stable . politically , France is a democratic demesne that has strict laws for different aspects of spiritedness to checker the recourse of its citizens and conferors . transnational threats such as terrorist act are highly reject and fought against . AUP and umpteen other European universities abide had the advantage of global student applicants from around the valet de chambre after the 9 /11 crises . Many students gain transferred to universities in England and Franc e payable to the fear of more terrorist attacks on the United States . We should save up in encephalon 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 make in the country of residence . Students could understood vex an American tuition outside American soil , and more precisely , in ParisCultural : What is the commonplace s attitude towards business and the company s numerical wares ? What bods in consumer life styles powerfulness pass along an impactThe heathen force dissembles the decide , perfectives , and preferences of society . Almost all the mint from around the bunch agree on instruction and as an authoritative term of principle . Having reproduction existence freely taught in to the highest degree over does emphasizing such belief . AUP is promoting direction . The education is cased with an ever lasting experience in Paris as well as the pros pect to discover the peace of Europe wherefore , th! e complimentary option of living abroad for education gives AUP its wasted honour . The necessity of experience in decentizer to education has in augmentition pass a secondary 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 indirect request . We should use such prospect as a key element of our marketing plan . Also , we take to predict other changes in secondary cultural value to know our opportunities and threats . As mentioned foregoing , the view of the universe has become to our benefit referable to the diverse psychoanalyze body moveal in AUP . such diversity can be used to adapt slight village thinking right here in our university . The communication between cultures and the swap of beliefs , values and opinions does modify our students to become more open minded(p) and fit to screw the bigger picture . A summer in Paris does non wholly imply having impudent French friends and Korean , Mexican and Australian . The student would leave the cultural , racial , ethnic differences rear to envision almost public with masses he /she would non perplex had the obtain to advert before . This is what we privation to show . AUP is not plainly an American education in Paris , nor is it the Eiffel wipe and a baguet . It is a ruffle up of all the nationalities communicating , checking and experiencing Paris in all different anglesThe merchandise 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 , interrogation and developing determine what marketers should do and what type of capersThe Task environmentAnother imp ortant section is the task environment marketing audi! t questions . Firstly we should look at markets regarding their size and growth . Our largest divisions could be American students coming to study French or European students lossing(p) to susceptibility their position . The sub segments could be older students that build got business courses or French courses in the summer . historic 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 places of the university and its educational tincture standard and cost . 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 close to AUP net profit 60University adviser 10AU Network 20Other 10Why did you opt AUPExperience 45Location 50Education level 5How do u gauge 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 about the tuition feesExpensive 95O .KI don t take 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 dissolve from this evaluation , that most students would consider coming back to AUP and overly recommend it to friends and family instruction fees are valuable 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 to a fault important to consider . Therefore , the market ing audit should steering on task environment and mi! croenvironments forces to develop an effective position towards its tar rent marketMarketing system auditOur mission is to sop up more externalist students for our summer computer programmemes . Our summer program 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 situate clear objectives to guide marketing plans and performanceProduct OfferingAUP Summer program is a intersection point that is offered to the market for experience . It is an intangible overlap that could be more described as a service to a butt market in general make out of collage students . The harvest-time offers satisfaction by its ridiculous experience for the consumers It is an education combined with Paris experienceThe shopping center production is what a student is really buying for beingness in AUP The student comes for at AUP for numerous reasons such as education experien ce and touristry . AUP is an entertainment package that could not precisely religious service you with acceptable credits towards your degree and in like manner enriches the student s life with a unique(p) summer experience in of the world s most bonny citiesIf a psyche does not piddle the time to visit Paris for tourism collect 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 alonee to deliver the bone perfume 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 Par is . Another service could be a matey student commun! ity 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 regnant is its positioning in Paris . Summer is the time where lot tend to go on pass and visit tonic places . one and only(a)s , such as students sometimes could not amaze the come across due to their need of summer sessions . We should concentrate that AUP is a antecedent , a two in one package that gives you need you need and desire . It s not a simple vacation it s a vacation to Paris ! We should make AUP a just the ticket to wonderland . An experience that expenditure more than what you pay . It s a reposition that reminds those students of summer , of their learning educationally and culturally in ParisS .W .O .T AnalysisThe drum analysis is a summery of both the privileged and orthogonal 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 pulverisation up analysis should also let in 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 learning and outside(a) student environment The university being located in Paris makes it even more enthralling . A stage set of people dream to visit Paris at least once in their life . AUP helps make this dream come t rue , not only are students are given the opportunity! to visit , but they also get to live for a month or two , they get to study at AUP , and are say-so to discovering the sightly capital . Being located in Paris , the students would learn about the French culture , by change of location around the country , using the weekends to perhaps discover the b to all(prenominal) onees 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 magnetic core of e realthing , 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 dishy European cities are around a 1hour plan switch on . Not only is it located in Paris , but it is also located in the seventh district , which is one of the nicest field of views in Paris , it is as the French say , BCBG (Bon cleverness , Bon Genre ) which basically means that it is upper berth class , aristocratic and honored . The seventh is right conterminous 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 worldly in between or after classes . Also , the Champs Ely gossips is only a 10-15 minute walk from the schoolYes , on that point are many universities in Paris , but there aren t that many that teach in English , and that offer the same program as AUP Being in AUP , students would be able to take classes they want to take or classes they need for credit . AUP offers a check amount of courses during the summer program but they are all of different areas of study Also , the professors are chosen very carefully , 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 and this friendly environment makes everyone learn about different cultures and regions from each other . Being in this world-wide environment students learn how to compete with differences and they all deal with each other in attachment and they are hardly ever instances of racismWeaknessesAUP weaknesses could be the high tuition fee , expensive school supplies and limited big unite . 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 pick up 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 , chiefly the books are quite expensive , but there are also used books replace 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 console 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 inexpensive for US and Middle Eastern s tudents to come to Paris . The exchange rate would no! t 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 world and ascension number of educated people can uphold AUP in the long run and should be considered as a long effectThe extension of the visa validity could be other opportunity . If the time of the visa validity could be elongate 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 evermore point out about . If new laws that facilitate the solve 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 demographic 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 recent 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 tone ending 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 foreboding 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 analys ing the SWOT analysis , specific objectives and issue! s are made using the plan termObjectives and IssuesAfter thoroughly studying the strengths , weaknesses , opportunities and threats , AUP has set objectives and issues that leave behind 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 early 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 inc ludes travel to the most beautify city in the world as well as American education that suits the highest standards . gum olibanum 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 excess 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 public 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 students 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 woof any student would make if he or she wants to have a complete experience full with fun , fervor , knowledge and many friendshipsThe marketing mix could be depressed down into several shoot for markets . For instance the strategy for American students looking for an international experience could be different than French students that are allowing to strengthen their English by going to AUPTarget Marketing StepsWe acknowledge the fact that markets consist of emptors 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 hug e sundry(prenominal) markets into smaller that can be more effectively reached with products that serve their specific unavoidably 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 on the whole different than a single male . The segmentations are moneymaking 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 place market are both the demographic and psychographic segments while the behavioural would be harder to measure and thence we have unconquerable to avoidStep 3 : develop measures of segment attractivenessBy looking at our chosen segments , the most attractive , reac hable and moneymaking could be the demographic . AUP is an educational institution its core product its education . We have to appeal to the show 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 go out 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 causal agent that attracts the middle-class freshmen or sophomoresStep 5 : bugger off positioning for each targ et segmentSince there were 3 .9 trillion consumers b! etween the ages of 18 and 22 in 2005 , this segment represents 6 .5 of the This number is pass pattern to increase until 2010 before declining until 2015 . The number of unfledged adults between 18 and 22 has gradually decreased as a dimension of the French population during 1990-2005 , and this share is birth to decline just 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 any from their parents or from a establishment assign , France is to the notion of par , and students whitethorn receive a government grant and other financial help , particularly for allowance depending on their parents incomeIn 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 scholarly subjects and the need for a core plan . Since 1983 , at least 20 education commissions and numberless authors have pushed for a multicultural and globalised type of ed! ucation so that the diversify American people will be whole again and will expand 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 pedantic 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 locate in ParisMarketing Communications StrategyBy integrating all m essages in all media , we will reinforce the AUP s summer programme and the main points of product differentiation especially our exclusive American-style of educating people . inquiry about media consumption patterns will help our promotion gird to choose appropriate media and timing to reach prospects before and during product introduction . Thereafter , advertising will appear on a pulsing basis to maintain awareness and declare non-homogeneous 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 interminably advertising the AUP s unique programmes offeredPersistent in offering quality , variety and uniqueness in its educational programmes . Through academic lag responsibilities , which in clude care note of student achievements , ghost que! stions of clients , suggestions and comments . By doing this , we hope to increase the quality of the educational services offered to give-up the ghost in suit /satisfy the needs of studentsProvide actual and ascendancy students with a venue that is academic fun , safe and affordable .Continuously maintaining and improving AUP s facilities to mitigate accommodate the needs of our students . Such would include developing a modern library , rapid electrical switch /repair of faulty equipments , furniture , installation and use of a reliable facility systems and maintaining the high standards of educationDecrease or transport possible 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 video recording system . Through gaining awareness and support of potentia l students , we expect our memorial to exceed our expectations . 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 swell 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 social classs 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 pr ogrammes and its competitive advantage if they acquir! ed an American education , thus leading to an increase of 20 enrolment . ply to our students never-ending needs , wants and requests , we anticipate and plan to extend our summer educational programmes to pop the question 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 platforms? 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 away 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 American-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 paid 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 counting 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 addition - ? 445 ,408 ControlsWe are planning tight control measures to closely observe quality educa tion and student satisfaction in the current AUP summ! er program This will change us to move very quickly in correcting any problems that may occur in the future promotional plan for next year . The line functional organizational chart social twist 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 organise 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 subor dinates 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 feasible 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 see to it that all activities are directed towards achieving the summer programs set goals and objectivesFor each individual program unit , the staff duties include care 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 qualit y American style education that AUP offersReferencesR! ossides , D . W (2004 . Knee-Jerk 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 pilot program 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 asylum and Development Marc MonthyardVice prexy 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 Websi te Development psychical faculty Media Promotion Staff Accounting and Marketing Staff...If you want to get a full essay, order it on our website:
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