Notesale: Turn your study into money

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Conor Cunningham P2 P4

Task 2
a) Prepare an Information Report on how the course has been marketed
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You will need to state your intended audience and why
this method is appropriate
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(P4)

The marketing of BTEC Level 3 in Business
Author; Conor Cunningham
Date; 15th October 2015

Conor Cunningham P2 P4

Contents Page
Page 3 – 1
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0 Terms of Reference
Page 3 – 3
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0 Findings
Page 10 – 5
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0 Recommendations
Page 11 – 7
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0 Introduction
A report has been requested which gathers information into the effectiveness of the
marketing of the BTEC Level 3 in Business within the Southern Regional College
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This report will look at how the course has been marketed, the application/enrolment
figures for the course, how effective the marketing of the course is, the way in which SRC
measure the effectiveness of marketing and what corporate communications from SRC have
been used to promote the course
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2
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This report is an appropriate method to use as it
includes text, graphs, images and tables which will give the marketing department a clear
analysis of the effectiveness of the marketing for the BTEC Level 3 in business
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0 Procedures
In order to gather the information, 20 candidates were asked and completed a
questionnaire (Appendix 1)
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Secondary research has been conducted as to how the course has
been marketed which included the effectiveness of this marketing
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This report is examining the marketing of the BTEC Level
3 in Business as well as the effectiveness of this marketing
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The main findings have been
summarised in a PowerPoint as well as this evaluative report
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0 Findings
4
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In the 20 people that were given the questionnaire, the majority of
people (13) said they found out about the course via the college website
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How did you find out about the course?

Website

Open day

School visit

Book

Prospectus

The BTEC Level 3 in Business is also marketed in a number of ways;
 Prospectus; The marketing department printed 16,000 copies of the
prospectus for the 2015/16 academic year
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However, the
prospectus is now available in an online version which is extremely popular
for people to look at
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Corporate communications are included in the prospectus
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The
layout of the prospectus is extremely important as it will determine the
effectiveness of how the information is communicated to the target
audience
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Straplines are also used “great careers start here” and “this is my college” to
make the reader feel like they are welcome to be a part of the college
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This newspaper
article - which contains information surrounding both part time and full time
courses – is sent to 134,000 homes in the surrounding area
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Corporate communications in the
newspaper is presented in such a way that it is advertising the college’s
courses, activities, events and success stories
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It’s important to ensure the resolution of images is good so that the college is
seen to be a professional organisation
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This radio company help SRC target people who would be
interested in the course and instruct those people as to when open days are
on or how to apply
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This makes the college seem more favourable and
it makes it seem as if by studying at SRC, you are set for a great future
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 School Visits; SRC send representatives to local schools to talk about and
discuss the options available to students after leaving school
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In 2014/15, SRC carried out 99 visits across schools to promote
and advertise courses
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Livery is also used when the
college visits schools and hands out promotional products such as pens and
accessories with the SRC name and logo on it
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17 out of the 20 people surveyed felt that open day influenced
their decision to study at SRC
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It attracts thousands and is a great way to promote
courses such as the Level 3 in Business
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This will be
done by livery such as signage outside of the college to promote the open
day and make the public aware of upcoming events
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Conor Cunningham P2 P4

Did Open Day influence your decision to
study at SRC?
18
16
14
12
10
8
6
4
2
0
Yes

No

 Facebook Advertisements; SRC target 16,000 people through advertisements
on Facebook
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Corporate communications will also be used across social
media such as Facebook
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This is all packaged in the college colours which all presents the
corporate communications as a whole
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This includes news stories and the media
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Plasma screens are placed in the college campuses
which actively promote courses on a daily basis, attracting the eyes of both
current students and visitors!
 Digital Marketing; The marketing department note that this method of
advertising is becoming one of the most fastest growing ways to promote
and market a course
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The latest growth in technology means students can
find out about courses available in SRC quicker than ever before
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The website also combines a variety of types of
information which come from many sources such as governing bodies and
departments within the college
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http://www
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ac
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2 Application/enrolment figures for the course
APPLICATIONS – 254 applications for 80 places
School Campus

HTBM

HTBM

HTBM

Course Code

Course
Tot Max
APPL PEAS WTHD CONDW FIRMW COND FIRM ACCF
Places
Description
Apps Num

A

EDEXCEL
BTEC Level 3
Extended
1516/ED3BUS/AFF19
Diploma in
Business
(QCF)

23

17

8

0

1

10

0

11

78

20

-1

N

EDEXCEL
BTEC Level 3
Extended
1516/ED3BUS/NFF19
Diploma in
Business
(QCF)

25

20

25

0

0

5

2

37

116

20

-24

P

EDEXCEL
BTEC Level 3
Extended
1516/ED3BUS/PFF19
Diploma in
Business
(QCF)

12

2

9

3

1

5

0

18

60

20

-3

ENROLMENTS
Course Reference

1516/CD3BUS/AFF1A

1516/CD3BUS/NFF1A

1516/CD3BUS/NFF1B

1516/CD3BUS/PFF1A

Course Name

EDEXCEL BTEC Level 3 90-Credit
Diploma in Business (QCF)

Session

(1)

(2)

(3)

(4)

(5)

(6)

Live

Comp

Wthd

Trans

Canc

Oth

Yr 1 Armagh Campus 17

EDEXCEL BTEC Level 3 90-Credit

Yr 1 Newry Campus

Diploma in Business (QCF)

Group A

EDEXCEL BTEC Level 3 90-Credit

Yr 1 Newry Campus

Diploma in Business (QCF)

Group B

EDEXCEL BTEC Level 3 90-Credit

Yr 1 Portadown

Diploma in Business (QCF)

Campus

Total Max

0

0

0

2

0

19

20

20

0

0

0

0

0

20

20

20

0

0

0

0

0

20

20

18

0

0

1

0

0

19

20

Conor Cunningham P2 P4

Campus

Applications

Places

Armagh

78

20

Newry

116

40

Portdown

60

20

In 2015, the BTEC Level 3 in Business had a significant number of applications
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In the whole of
SRC, there were 254 applications for only 80 places
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It also suggests the marketing of the course was very effective –
which will be looked at in the next section of the report
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3 The effectiveness of the marketing of the course
Evidently the marketing of the BTEC Level 3 in Business is extremely effective
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The Newry campus of
SRC had to add an extra class due to the high demand in the course
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Looking at the chart below, it is clear that the students already on the course feel that the
course was promoted in an effective way
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This shows that the SRC marketing department has met its targets in
effectively marketing the course
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There is a method to target every type of person who may be interested in the
course
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There is also information about the course on social
media, the college website and other websites for those who do have access to the internet
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This is great news for the marketing
department as it goes to show that the marketing techniques used on the website were
both appropriately and effectively used
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People
should quickly recognise the college logo and colours
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The Level 3 business course is one
that the marketing department will study carefully
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4
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The marketing department within SRC would look at the number of applicants and
enrolments for all of the different courses
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If there is a high number of applicants, then that course has maybe
been marketed appropriately and effectively
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Conor Cunningham P2 P4

The marketing department could also survey the people within a particular course and get
their views on how they feel the course was marketed
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The survey will show accurately the opinions of
those on the course
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This will help
the SRC measure the effectiveness of the marketing used
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This is a media monitoring service based in Belfast
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This also helps with measuring the effectiveness of
marketing as it highlights the strengths and weaknesses of SRCs marketing techniques
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5 Corporate communications used by SRC to promote the course
The marketing department must keep the branding of courses the same throughout
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The course should be marketed in the
same way across all the different methods of marketing
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They will look at what made the course
applicants so high and if it was to do with the marketing techniques used, they may use
these techniques with other courses as they proved to be so effective
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If there are a
shortage of applicants for a particular course, they will look at the marketing of that course
and see how it can be improved
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Corporate image is an important part of the college and is evidently used
effectively
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These include some of the
following;
 Speaking to those interested in courses
 Team meetings between both staff and students as well as those who may be
interested in studying at the college in the future
 Sending photos/articles to the press
 Success stories of people who have went through the college and went on to
become very successful
 Videos of exciting things happening within the college
 Plasma screens across campuses which give information to all who visit the college
 Emailing subscribers of the college
Business performance indicators such as SER are used
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This is
of particular interest to the marketing department who will look at what could be improved
on in terms of the marketing and promoting of courses
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0 Conclusions
The BTEC Level 3 in Business has been marketed appropriately and effectively in 2015
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It is through the many ways in which the marketing department promote and
market the course that makes this course so attractive to those interested in business
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However,
corporate communications must remain consistent throughout the marketing of any course
so that the college brand becomes well known and is recognisable by the public
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This report has insightfully looked at the different ways in
which the course has been marketed and it is clear that the marketing of the course has
been carried out extremely well, something SRC will want to build on in years to come
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0 Recommendations
My only recommendations for the SRC would be for the marketing department to look at
the results from the survey of 20 students
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For example, 4 out of 20 people
felt the branding/design of the course wasn’t consistent throughout so the marketing
department could look at the branding/design and make it more consistent across all the
different ways in which the course has been marketed
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Conor Cunningham P2 P4

7
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Appendix 2 – Notes from the Head of Marketing

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