University Marketing Plan

Universiti Brunei Darussalam
1.0 Executive Summary University Brunei Darussalam is a tertiary education institution located in Brunei Darussalam. The university is an established national university since 1984. However, with competition from top universities abroad, UBD must strategise to attract more students, both local and foreign. The university will also strive to alter the mentality towards the university and reinforce its place as a prestigious national university. This will be done through providing first class quality education and producing well-rounded graduates. University Brunei Darussalam will consistently attract students, both foreign and local. The university is forecasted to achieve this within a period of five years.
2.0 Situation Analysis University Brunei Darussalam is the first established university in Brunei Darussalam. It has a withstanding reputation within the country since its foundation in 1985. UBD accommodates more than 300 academic staffs and approximately 2,800 students within its six faculties namely: UBD is comprised of six faculties y y y y y y Arts and Social Sciences Business, Economics and Policies Studies Sultan Haji Omar Ali Saifuddien Institute of Islamic Studies Science Academy of Brunei Studies Institute of Medicine
Group 7 - Marketing Proposal for University Brunei Darussalam MS 2238 Marketing Management

The university offers a wide variety of programmes and courses that will benefit and equip its customers (students) with the right tools to fulfil their academic goals and priorities. UBD caters to students who wish to fulfil diploma programmes, bachelors degree, masters degree and doctorate programmes. With the recent establishments of other universities and tertiary institutions in the country, marketing is now critical to ensure UBDs continued success. UBD will serve two basic market needs. The first is the local students. This target segment recognizes the value and efficiency of grooming the future generations of Brunei Darussalam into well-rounded individuals. The other market need comes from foreign students, which will ensure sustainable profitability for the university.

2.1 Market Summary University Brunei Darussalam possesses good information about the market and has knowledge about a great deal of its market and the factors surrounding it both internally and externally. Most importantly, University Brunei Darussalam identifies and strives to cater the different and varying needs of its stakeholders. University Brunei Darussalam has realised that its sound knowledge of the market will provide for a means to gain a strategic advantage in the market. This information about the market will allow the University to better understand who is served, their specific needs, and how University Brunei Darussalam can better accommodates them.
2.1.1 Market Demographics Geographics y Our immediate geographic target is the country of Brunei Darussalam, and nations in the ASEAN region. y The target student population is estimated at 7,000.
Demographics Students wishing to pursue tertiary education. Obtained credit requirements in A level examinations, or equivalent.
2.1.2 Market Needs To attract the majority of customers, which in this case of course are university students, we have to know the market needs. Leveraging from other competitors that would mean catering more effectively to the key stakeholders needs will draw more enrolees into

UBD. We have identified several market needs that will attract and cater to the higher demand of university study if fulfilled.
A wide pool of in-demand courses that covers a great variety of professional and research programmes. Today prospective students are more diversified, less conservative and more globalised; they would want knowledge in something that they are interested in. To attract potential students, the universities could introduce more new courses. These would certainly help to increase the number of students either from abroad or local. Although introducing new courses are costly, it will be a good investment for the university.
High-quality education excellence in teaching, learning, research, scholarship, public service and professional practices
A worldwide recognised and accredited educational certificate. The certificate of the graduates is important to find job in the future. For UBD, to improve and attract more students they should improve and increase the level of their certificates. There are many benefits for the university by improving the certificates of recognitions. Such as more students will choose to study in UBD, producing a quality graduates, and internationally recognize.

2.1.3 Market Trends The trend for tertiary education in Brunei Darussalam is a growing market. A lot of individuals have put great value in achieving a high educational qualification. Therefore, recognising that UBD is one of the most efficient providers of excellent tertiary education must be a way of leverage for the university.
2.1.4 Market Growth University Brunei Darussalam is a government subsidiary division. The demand of the market for the university is predicted to grow within the next few years. This predicted growth can be attributed to two major factors namely:
The recent introduction of SPN 21 in Brunei Darussalam. The SPN 21 is a revised educational system which makes provision for several major changes in the educational system. The SPN 21 places great emphasis on the opportunity of higher education. Under the system, students from the general education will be given greater opportunities to acquire technical and vocational qualifications, certificates, diplomas and degrees. This will lead to a creation of higher demand for tertiary education as there will be more A Level Graduates and

hence, more 1st year university entrants.
The graph above shows the number of students that will be finishing their A levels will significantly be increased by the year 2013. This is due to a greater student population progressing to higher form levels. Hence, as more students finish their A levels, a higher number of first year entrants will create more demand for tertiary education. The Realisation of the income to educational qualification ratio. This is the perspective that with a higher educational qualification, an individual will obtain higher pay and salary from their future jobs. Hence, students today are actually encouraged and recommended by their parents and guardians to pursue university degrees .

This realisation together with the implementation of the SPN21 Syllabus has majorly contributed to the growth of the market which offers tertiary education in Brunei Darussalam.
2.2 SWOT Analysis The following SWOT analysis captures internal key strengths and weaknesses within the company and examine the external opportunities and threats facing University Brunei Darussalam.
2.2.1 y
Strengths Strategic Partnerships and alliance with first class universities UBD has secured formal academic links with major universities overseas. UBD has successful collaborates with major universities such as the University of Kent, University of Exeter and the University of Manchester, etc. This has further allowed the university to adopt and embrace the global aspect of education and learning trends.
Wide Selection of Core, Elective & Optional Course Numerous core, elective and optional course are available in UBD for the students to choose from. Apart from fulfilling the unit requirements for graduation, students who wish to learn more can take up additional elective courses i.e. language courses.
Seminars Numerous seminars are hosted and provided to increase the awareness of people in regards to the current national and global trends. Most of the time, these seminars are offered exclusively and free of charge to registered staff and students of the

University Brunei Darussalam. This encourages up to date knowledge on the latest developments happening around the world. Also, with numerous provisions of world class seminars and talks, UBD has managed to develop within its students a high level of social inclusion, skills training and regional economic development. y Diversity UBD has permitted diversity. UBD caters to both local and foreign students. Students regardless of their different backgrounds are admitted to the university provided they attain a minimum prerequisite grade. y Values UBD has successfully integrated and maintained the concept of MIB the Malay Islamic Monarchy. Brunei Darussalam is a country which values the concept of Melayu Islam Beraja (MIB). MIB applies to a set of Malay culture and language as well as their perceptions and values. This has also aided in the development of both English-medium and Malay-medium programmes. With a social principle being upheld in the university and the philosophy respected at all times, UBD has definitely represented the countrys national university. The strong philosophy and values of MIB embedded in the universitys mission acts as a benefit to most Muslim students who choose to study in Brunei. y Government Subsidies The people in Brunei are well blessed with resources subsidized by the government. This enables UBD to get sufficient resources for the students such as efficient academic resources in UBDs library, sufficient technological devices for teaching purposes, affordable school fees to permanent residents and foreigners, allowances to the locals and so on.
Health and Security With the reputation of low crime rates in Brunei Darussalam, the safety of students is never being the concern which will affect the decision of students who want to study in UBD. Apart from this, activities such as Cleaning Campaign or TreePlanting Campaign are organized in UBD to increase the health level of students while they are staying in the Campus.
2.2.2
Weaknesses Certificate Recognition UBD has not managed to set a recognisable certificate which is on par with an excellent/first class education system. A UBD certificate or degree has yes, been accredited by both private and public organisations in Brunei Darussalam, but it still has not gained accreditation from foreign countries. Brunei Darussalam, being a prosperous country with a high standard of living should be able to upgrade its university to be on par with fellow countries which possess the same standard of living like Brunei. Take for example Singapore, a country which actually posses the same currency as Brunei, they have managed to put their national university NUS on the list of the top universities in the ASEAN region and the world. The certificate of UBD graduates ignore the factor of flexibility, only focussing on the national scope. However, a certificate may determine an individuals future work. Most certificate holders would want their certificate to be valid and recognisable around the world so that they have more opportunities and choice of works.
Reputation and Mindset

UBD has not been fully successful in setting a positive and proud mentality among its primary stakeholders (specifically prospective students and university enrolees). It is upsetting to say that even some of the university undergraduates have admitted that they are not exactly proud to be studying in UBD. Even adult referral, on one survey conducted says its a waste for students who have obtained good A level grades to be furthering tertiary education in UBD. This mindset that a majority of the public has is very disappointing. Also, the reputation of UBD is not well known in the region. y Lack of Publicity and Promotion There is little effort to push the name of University Brunei Darussalam. UBD is not being advertised and minimal effort is put in order to attract prospective students. Even in Brunei itself, the students or teenagers are encouraged to study overseas such as UK and Australia. With the standard of living that the country has, the quality of a degree from University Brunei Darussalam should be on par with other established and renowned universities, at least in the ASEAN region. y Facilities The facilities in UBD can be improved in many ways. Such as the public transport, internet connections and the sports complex facilities. Currently there are no public transportations to cater the students from the campus to the town. Not all the students own a car especially for the foreigners. Hence, they must heavily depend on the public transport. The internet connection in UBD is not very efficient relative to other universities abroad where their internet connection is very fast and widely available. With the technology and finances subsidised by the government of Brunei Darussalam, the university will fare better against if it was to improve on this issues.
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Furthermore, the sports complex facilities are also limited to the students of the university. Better facilities should be built so as to encourage students to engage in a variety of sports. Another point to bring forward here is that the sports facilities are being used by non-UBD members, which makes it even more difficult for the UBD students who wish to use the facilities. This creates a lost for the university because they maintain the facilities especially for the students yet free riders are using it instead.
2.2.3
Opportunities University Brunei Darussalam is looking for ways to explore and to take advantage of a number of opportunities.
A degree of flexibility With a changing trend in the nature of prospective students, UBD has actively encouraged and supported applicants from diverse backgrounds, regardless of their age, sex, nationality, religious beliefs and affiliation. Nevertheless, the university has continued to select its students from those that were able to fulfil a high level of requirement demonstrating the potential to benefit from tertiary education.
Higher Demand for Tertiary Education With the recent introduction of the SPN21 which encourages and predicts a larger number of students completing their advanced level certificates, the university is determined to accommodate the higher demand for tertiary education.
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y Technology With a larger number of prospective candidates for the university programmes, University Brunei Darussalam is further widening its market opportunities with the development of information and communication technology. The Internet has become a mainstream medium for the transfer and dissemination of information. Modern computer technology can be used as a way to increase learning possibilities for the universitys students. Online education will also be served as an interactive yet versatile mode of learning and communication among the students and lecturers. Moreover, this reliable exchange in information can help the university promote and advertise through the net, hence soliciting awareness not only to the local public, but also to the international audience. y A growing market with a significant percentage are still not aware of UBD Further promotion of the university can be achieved by taking part with education exhibitions. Participating with education exhibitions will promote awareness about the University, its objectives, mission and of the courses it offers. These are opportunities for UBD to expand its student density. With a bigger pool of undergraduates, UBD will then be able to pool and mould a wider variety of talents.
The University is also committed to provide high quality teaching and experience to its students. This shows in its strategic partnerships and alliance not only with local institutions, but with first class universities in the United Kingdom. Also, with numerous provisions of world class seminars and talks, UBD has managed to develop within its students a high level of social inclusion, skills training and regional economic development.
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2.2.4 Threats
Accessibility The location of University of Brunei Darussalam is not well-known by a lot of people. Foreigners who wish to come and visit UBD may face some difficulty to reach it. This is mainly because the availability of public transport provided by the Bruneian government is not sufficient. Lack of public transport is attributed to most a majority of Bruneians choosing to use their own vehicles to go from one place to another instead.
Scholarships Straight after getting Cambridge A Level results, the Bruneian students can apply for UBD. At the same time, those who have achieved excellent results are being offered with scholarships to study abroad in their own chosen universities. Before going through the selection results held by Ministry of Education (MOE), the students need to make their options whether to choose UBD as their first option or overseas university to be the first choice. The typical Bruneian will usually opt for the study abroad programmes. They would make their first option to go for the overseas scholarships offered by Brunei Government and other private companies. This may be because they might want to go for other programmes which are not being offered by UBD, for example like Pharmacy, Forensics Science, etc. The other reasons might be because of wanting to choose well-recognised certificates. Due to this, there will be less Bruneians opting to study at UBD.
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y New Entrants in the Market for Tertiary Education From the year of 1985 till mid 2008, UBD is the only University in Brunei. Hence, until recently, the University Brunei Darussalam did not feel the pressure of facing any local competition yet. However, on October 2008, The Sultan of Brunei, His Majesty Sultan Haji Hassanal Bolkiah, upgraded the status of Brunei Technology Institution (ITB) to yet another university in the country. It was known as Brunei University of Engineering, ICT and Business. This university offered fourteen Higher National Diploma courses (HND), Bachelor of civil engineering and other engineering courses that the University of Brunei Darussalam does not offer. Furthermore, another university was recognized in Brunei on February 24th 2009 which is the University Islam Sultan Sharif Ali (UNISSA). This university offers business courses, marketing courses, financing and law course all in the Islamic concept. Not forgetting to mention the establishments of private tertiary institution such as the Laksamana College of Business and IGS College.
The establishments of these tertiary institutions have created competition and posed a threat against the entrance of prospective students in the University of Brunei Darussalam. Another point is that the competing tertiary institutions accept students whom have obtained lower requirements and qualifications relative to UBD requirements for entrance in the university.
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2.3 Competition We must not disregard the establishments and refinement of other higher education institution like the University Institute of Technology Brunei, UNISSA, Laksamana College of Business, IGS College and other competitors in the tertiary education business. There are, at present, only a few existing universities locally. However, there is common misconception that despite UBD being the most established university in the country, other universities are performing and moulding far better graduates than graduates from the University of Brunei Darussalam.
We have classified and positioned UBDs major competitors in the local prospect. The chart illustrates how each major educational institution is rated based on its Performance (Academic Excellence) against average price of the cost of study per year. Also, the size of the circles suggested how big of a competition we perceive each educational institution to be. For example, The Laksamana College of Business is perceived as a big competitor and so on and so forth.
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Because a higher demand for tertiary education means that these competitors will attract prospective enrolees, too, UBD must seize the opportunity of higher demand by overcoming the threat of these competitors. Of course this does not only take into account the local competitors, but larger competitors from universities abroad.
2.4 Business Leverage University Brunei Darussalam will gain leverage in its market by offering value to its stakeholders, most importantly to its graduates. The University Brunei Darussalam is most likely to achieve success if it focuses on a more customer-centric business. Leveraging from other competitors which would mean that catering more effectively to the key stakeholders needs will draw more enrolees into UBD. Of course this does not only take into account the local competitors, but larger competitors from universities abroad. The 5 Year Schedule
Within a period of five years, UBD is forecasted to

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y y
achieve an estimated customer population of more than 7000 students. cates to both local students - grooming the future generations of Brunei Darussalam into wellrounded individuals. foreign students - which will ensure sustainable profitability for the university.
ameliorate on the publics mentality Receive positive feedback on the general public ensuring excellence in support facilities.
reinforce its place as a prestigious national university By actively promote and publicising the universitys standing on the community by offering quality education services.,
reposition itself on the regional scope (ASEAN).
3.0 Marketing Strategy 3.1 Marketing Mission Universiti Brunei Darussalams mission is to provide An Excellent and Global Education Institutionthat will groom the future generations into well-rounded individuals.
3.2 Marketing Objectives

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With sufficient resources, UBD shall: y y y y y y Produce well rounded students equipped with high-quality skills and knowledge Improve on the quality and excellence in teaching and education Further develop a good study environment. Provide state-of-the-art on-campus and off-campus facilities Actively be diverse and versatile. Invest in more promotion of its expertise within the community.
3.3 Marketing Mix 1. UBD is to provide a good study environment for its students: UBD will collaborate with the following companies: Cisco Systems 1500 - System Solutions Company, for state-of-the-art campus facilities i.e. RFID, student portals, and hi-tech implementation; and
Catalyst 6500 Series Wireless Service Modules (WiSMs), for Ubiquitous Wi-Fi, access to administration tools, the Internet, and curriculum materials on a more efficient web-based platform to foster easier communication and interaction with the lecturers.
ING Real Estate Developers for improved campus infrastructure such as renovation of the sports complex and other existing buildings.
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Furthermore, UBD will work on providing a more youth- oriented Cafeteria and Lounge by collaborating wih hip yet affordable food chains, so that students will utilize campus facilities with more enjoyment. 2. Improve on the quality and excellence in teaching and education y y Meticulous Hiring of Academic Staff Flying Lecturers Scheme Invite more guest lecturers or expertise from overseas or from relevant market to share their past experiences, so that undergraduates in UBD are able to update themselves with what are happening outside the world. Students can have better views and follow the global trend, to prepare them in facing new challenges in the near future. y Professional Membership with ACCA It is also advisble to follow the current trends, be it locally or internationally. In other words, to equip the students with courses that is in high demand such as organizing and providing new courses. An example is the ACCA. This course is already available in other institutions in other countries as well as in Brunei. Furthermore, it had become a trend for most accounting graduates to pursue ACCA course after obtaining degree from University to gain better recognition in their workplace. (At the moment, undergraduates in UBD are able to advance their knowledge in accounting field by taking five more papers only after they are done with their accounting and finance degree)
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y Accreditation Board for Universities To achieve this, they might ask the internationals universities board or advertisers to review about UBD as a whole. They should critics and state the advantageous of studying in UBD. This review will certainly help the university to improve themselves and for the potential students to choose on universities. If its good, UBD will be recognize in the region and if its otherwise, they might take measures to improve upon the critics.
3. Invest in more promotion of UBDs expertise within the community Bruneians are, majority of the time, encouraged and tempted to pursue their tertiary education abroad, influenced by education exhibitions that promote foreign universities. Bruneis university itself should get involved in certain education road shows locally, for example in secondary schools or anywhere outside UBD. This may not only encourage Bruneians to pursue higher education in their home country but also to attract more foreigners who are currently pursuing their education in Brunei. Furthermore, we believed that a lot of people from outside the country are not familiar of UBD. Hence the following tools for publicity shall be used: y Reviews of UBD by international universities board or advertisers The certificate of the graduates is important to find job in the future. For UBD, to improve and attract more students they should improve and increase the level of their certificates. There are many benefits for the university by improving the
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certificates of recognitions. Such as more students will choose to study in UBD, producing a quality graduates, and internationally recognize. To achieve this, they might ask the internationals universities board or advertisers to review about UBD as a whole. They should critics and state the advantageous of studying in UBD. This review will certainly help the university to improve themselves and for the potential students to choose on universities. If its good, UBD will be recognize in the region and if its otherwise, they might take measures to improve upon the critics. Website and University Portal Design Solutions- Web Tactics Social Media Facebook, Twitter, Myspace and Blogs Paid Advertising university rate card Public Service Announcements Flyers Participation in Educational Exhibition around ASEAN
y y y y y y
The objective is to alter the mindset of the general public towards their perception on the University of Brunei Darussalam. This can be achieved in a number of ways. First is to improve the quality of its graduates producing well rounded students who are better equipped with the right tools for their future careers. Improving and putting in a great deal of resources to improve on the universitys Faculty of Science will be an example strategy. The university offers adequate necessities to provide science courses. For example, the university has the Kuala Belalong Outward Bound as a research centre in Temburong District. This will in fact attract not only local scholars but a lot of foreign experts who wish to do research on the science field.
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Another objective is to improve on the quality and excellence of the universitys academic staff. This is in terms of qualifications and skills. A good quality staff can increase customer satisfactions for example a professor with good teaching skills can improve students performance and make them excel in their studies. . Versatility must also be an objective of the University of Brunei Darussalam. This is the disposition to effectively and appropriately meet the present and future needs and challenges of the real world. UBD students must be exposed and trained to face future challenges so that they will not struggle when dealing with global changes. By having versatile graduates, UBDs reputation can be increased and more prospective students will choose to study at the university.
3.3.1
Target Marketing
The university would want more students and to make their name more internationals. This is by improving their image and advertises their name abroad. The target market of the university would be the foreign students. By having more foreign students, we can reflect that the university is more recognize by the internationals students. Therefore, the image of the university would improve among universities in the region. These foreign would experience Brunei and the study environment in the university. When they went back to their country, they would tell their friends and relatives of Brunei and the university. One form of advertising. This will help the university to increase their foreign students.
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argeting the foreign student also might help to increase the revenue of the university. Local students are subsidies by the government thus there are less net revenue for the university. Increasing the number of foreign students, they might earn more.
4.0 Financials, Budgets and Forecasts
In collaboration with product development, Human Resource, Finance, and the Students Association of UBD and the Executive Management of UBD. The following financial cost has been forecasted.
5.0 Controls
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The purpose of University Brunei Darussalams marketing plan is to serve as a guide for the Organization. The following areas will be monitored to gauge performance: Revenue: monthly and annual. Expenses: monthly and annual.
6.0 Contingency Planning
Difficulties and risks: Difficulty generating visibility. Difficulty filling up the new courses Lack of support from the government in repositioning UBD
Worst case risks include: Determining the business cannot support itself on an ongoing basis.
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University Marketing Plan

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University Marketing Plan

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Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Reputation and Mindset

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Within a period of five years, UBD is forecasted to

Universiti Brunei Darussalam

reposition itself on the regional scope (ASEAN).

3.2 Marketing Objectives

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

Universiti Brunei Darussalam

4.0 Financials, Budgets and Forecasts

Universiti Brunei Darussalam

6.0 Contingency Planning

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