1. Group (B) Findings

2.  Stagnant enrollment of students at SCE-BSD

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?

4.  External publications (Internet and newspapers)
 Internal database (MIS)

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.

10.  Concerning location’ssatisfaction, it was found
that students were satisfied; no problems were
recorded.

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

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

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.

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

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

30.  Newspaper ads
 Public Relations: The open house

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