A market research PowerPoint presentation about the students\' opinion on if the college should/should not change its name.

1. University of the Sciences Market Research Huong Nguyen PB 478 Grishma Patel Professor Levy Priti Patel Cindy Tam Client: Maria Buehler

3. The University went through a name change to encompass all the science-related majors offered

4. As the University grew and offered more majors it decided to separate them into five different colleges:

7. the effect on enrollment

8. positive feedback on the perception of the schools after the name change, and reactions elicited from the change by alumni, officials, and others

9. expansion and offering of new courses

11. The participants conveyed negative emotions towards the repositioning of the University and how it will impact them in the future

12. The support for sub-branding was high because the majority of the students supported each college having its own name

15. All three schools were successful with repositioning

16. The effect on enrollment

17. Positive feedbacks on the perception of the schools after the name change

18. Reactions elicited from the changed by alumni, officials, and others

19. Expanding majors

21. Repositioning a college by changing its name can be successful if the process is carefully planned out and executed thoroughly.

22. Not all of the secondary research is applicable to the University of the Sciences, but there are things that can be learned:

23. The involvement of all constituencies

24. The careful evaluation of the name change options

26. Assess reactions of students to repositioning of University of Sciences in Philadelphia

27. Assess attitudes toward sub-branding of the University

28. Methodology

29. Personal interviews with 10 students – two students from each college were randomly selected

31. Awareness of the college’s slogan and colors is low.

32. Support for sub-branding is high.

33. Current name of the University is sufficient.

34. Students will be impacted with the name change.

35. There will be a negative impact on the recognition of the University by the name change.

37. To assess/estimate the number of students who are aware of the repositioning of the school and sub-branding of the colleges

39. There were 124 students surveyed total

40. Our goal was to survey 20 students from each college

41. We also wanted to make sure that we got a sample from all the different grade levels

42. Pre- Test

43. We created a survey and distributed 3 of them

44. The surveys were collected and corrections were made

46. We wanted to make sure we got an equal amount people from all the colleges

47. Once again, an equal amount of students from each grade level wanted to be surveyed

48. Are you a student at the University of the Sciences?

49. What college are you a part of at the University?

50. What year are you in at the University? Questions 1-3

52. Yes (Continue to Question 4a)

53. No (Skip to Question 5)

54. When did you hear about the name change?

55. Spring 2009

56. Fall 2009

57. Spring 2010

58. Have students noticed that “in Philadelphia” is not used as often?

59. When did students find out that there was going to be a name change?Question 4

61. There was a wide range of words used so we decided to group similar words together and came up with the top four categories:

62. Challenging and Demanding (41%)

63. Small (35%)

64. Prestigious and Distinguished (18%)

65. Expensive (18%)Question 5

66. Describe the University in Three Words Question 5

67. Does The University Positioning Statement Fit? The University of the Sciences in Philadelphia sees itself as a school that enables “students to transform their love of science into a meaningful future in the vital healthcare field.” Question 6

68. Does The University Positioning Statement Fit? Question 6

69. Does The University Positioning Statement Fit? Question 6

70. Does The University Positioning Statement Fit? Question 6

71. Question 6

73. 13% - change is definitely not needed

74. 30% - no opinion

75. 17% - change may be needed

76. 8% - change definitely not neededQuestion 7

78. No Response – 18% (27 out of 152 response categories)

79. Too Many Changes Already – 12% (17 out of 152 response categories)

80. Current Name Fits – 10% (15 out of 152) of response categories

82. 8% (5 out of 61 response categories)

83. Difficult

84. 16% (10 out of 61 responses categories)

85. Reputable

86. 8% (5 out of 61 responses categories)

87. Opportunities/Business/Professional

88. 18% (11 out of 61 response categories)Question 8

89. What Are Three Words To Describe Your College? Question 8

91. 13% (8 out of 62 response categories)

92. Challenging

93. 11% (7 out of 62 response categories)

94. Friendly

95. 8% (5 out of 62 response categories)

96. Small

97. 8% (5 out of 62 response categories)Question 8

98. What Are Three Words To Describe Your College? Question 8

100. 6% (4 out of 62 response categories)

101. Personal

102. 6% (4 out of 62 response categories)

103. Difficult

104. 6% (4 out of 62 response categories)

105. Science

106. 6% (4 out of 62 response categories)Question 8

107. What Are Three Words To Describe Your College? Question 8

109. 13% (8 out of 62 response categories)

110. Difficult

111. 11% (7 out of 62 response categories)

112. Historical

113. 6% (4 out of 62 response categories)

114. Prestigious

115. 11% (7 out of 62 response categories)Question 8

116. What Are Three Words To Describe Your College? Question 8

118. 9% (6 out of 70 response categories)

119. Challenging/Difficult

120. 20% (5 out of 70 response categories)

121. Informative

122. 6% (4 out of 70 response categories)

123. Innovative

124. 6% (4 out of 70 response categories)

125. Reputable

126. 11% (8 out of 70 response categories)Question 8

127. What Are Three Words To Describe Your College? Question 8

129. 66% of students agree the University should sub-brand its colleges

130. 27% of students had no opinion

131. 7% of students disagree with the idea of sub-brandingQuestion 9

133. The responses were grouped with similar meanings and three general categories were formed:

134. 1. No opinion (32%)

135. 2. Identity (13%)

136. 3. Each school is different (22%) Question 9

137. Preselected Sub-Branding Words for Individual Colleges Students were given a total of nine words, which are used to portray the five colleges, which were already preselected by the University’s Marketing Department. Question 10

138. Preselected Sub-Branding Words for Individual Colleges Question 10

139. Preselected Sub-Branding Words for Individual Colleges Question 10

140. Preselected Sub-Branding Words for Individual Colleges Question 10

141. Preselected Sub-Branding Words for Individual Colleges Question 10

142. Preselected Sub-Branding Words for Individual Colleges Question 10

144. 1 is strongly disagree

145. 2 is disagree

146. 3 is neither disagree or agree

147. 4 is agree

149. Question 11

150. Does the Individual College’s Positioning Statement Fit? “Mayes College of Healthcare Business and Policy offers advanced degrees at the intersections of business, health policy, and public health enabling visionary students to serve their futures with leadership roles across the healthcare spectrum.” Question 11

151. Question 11

152. Does the Individual College’s Positioning Statement Fit? “Misher College of Arts and Sciences provides a specialized undergraduate foundation, with research and discovery at its core, for students seeking advanced science degrees to serve health and humanity.” Question 11

153. Question 11

154. Does the Individual College’s Positioning Statement Fit? “The Philadelphia College of Pharmacy, North America’s first school of pharmacy and the prestigious start of the University, graduates the scientists and pharmacists who discover and deliver the healthcare innovations that advance patient care.” Question 11

156. Does the Individual College’s Positioning Statement Fit? “Samson College of Health Sciences educates the vital healthcare professionals who add immeasurably to the quality of life at each step – from prevention to diagnosis to recovery – of the patient care continuum.” Question 11

159. Majority of the students felt that the University does not need to change its name.

160. Students felt that even though the school is small and expensive, it is also prestigious and focused.

162. Changes can be made to the University’s positioning statement to more accurately reflect the school and its colleges

164. posting surveys on ANGEL

165. provide incentives for students to complete the survey and provide better feedback

166. use less open-ended questions