3. What are the main target segments of BSD?
Are current BSD consumers satisfied? Why? What is their
word of mouth?
Does BSD present its customers perceived value? Do the
customers feel they have one?
Does BSD need to change any of its course contents?
Are BSD potential consumers aware of what BSD presents?
Is BSD using the right promotion tools? Do they need to
change them?
What are the services presented by BSD competitors? What
are their competitive advantages?
Is BSD present in the right locations?
Is BSD offering good prices for their target segments?
5. According to
a marketing research that was
conducted in 2010
6. Courses
Types
Regular Customized
Costs 750 L.E. per subject for a Costs 2000 L.E. per 1 hr
duration of 30 hours Can be totally customized to fit
3 Semesters are customers satisfaction
available(Fall, spring and summer) Used in training purposes
Discounts can be made for groups
7. Itwas found that 2600-2800 students enroll in
BSD courses every semester.
8. Itwas found that 60-70% of students pass from
achievement certificate to foundation
certificate, the same percentage passes from
foundation to career certificate…
This indicates a big loss in the number of students
At about(40-50%) throughout the certificates
9. On checking out the questionnaires students have
at the end of each semester regarding their
satisfaction; it was found that 80-90% are
generally satisfied.
11. On conducting a focus group and checking some
reviews at the BSD official facebook page, some
problems were found:
Problems regarding Registration
Problems regarding finding suitable information about
BSD courses online, using the hotline or even at the
information desk
Unsatisfied regarding classes timings
Unsatisfied regarding some instructors
Unsatisfied regarding late replies at BSD or SCE facebook
pages
Unsatisfied regarding pricing
12.
13. Some important data were found that can help
increasing customers satisfaction; it was found
that some instructors can offer their graduates
reputation letters and can also help them being
recruited.
14. BSD positioning regarding courses prices is:
High quality courses with high costs
BSD-AUC policy is to increase the courses costs by
10% annually
Courses prices are very important for courses
enrollment as culturally Egyptians are known to be
price sensitive
15. Itis really required to know the relation between
increasing courses prices and the enrollment rate.
16. Awareness is a main problem facing all BSD
prospects; it was found that many of the
prospects do not know the difference between
the MBA and marketing certificates.
Prospects always think about AUC being of high
credibility, their courses must be very expensive.
Prospects studying in different universities have
little information about BSD.
17. Decreased awareness regarding BSD courses was
found to be a result of 2 points:
Fake Ads or misusing AUC name
Much competitors present
Used promotional tools
18.
19.
20. Marketing, HR and management courses are
served as diplomas, certificates, online-courses or
even seminars by a number of companies which
make it hard to find the exact competition status
without conducting primary research.
Most of the courses offered are of much less
prices, but it is perceived that they are of less
quality and credibility.
21.
22. Some of the competitors:
Tatweer
Egyptian Training Center
Arabic Academy for Training and Technology
Universities as: Cairo University
Websites as: edara.com
MBA providers as: Cape Breton University (CBU)
MBA Program in Cairo
23.
24. SCE-BSD marketing budget is 60,000 L.E.
A class has to contain more than 15 students to
start gaining profits (Breakeven is 15 students for
Zero profit)
25. Has no BSD separated department
Was found to be “not flexible” as said by some of
its users and required information is not easily
obtained
31. BSD Twitter account has: 7 followers
BSD linkedin account is not actively updated
BSD Facebook page has some problems:
Weak Activity
No attractive Content
Some replies may be delayed
But the page was found good as it presents:
Important Announcements
Feedbacks
32. Itis thought that the promotion tools used are not
enough, they need to be increased
Web promotion need to be more attractive
Prospects have low awareness about BSD courses
A big number of students leave the BSD every
semester without knowing exactly what their
WOM would be
Courses prices and timings must be considered
33. A primary
data research is needed to be
conducted to get more specific data