Should the Oxford College of Marketing expand its online learning courses? What areas should they consider expanding into?

1. Oxford College of Marketing :
Expansion to India
Chelsea 16
Marketing Analytics
13th December 2016
Presentation prepared for Marialena Zinopoulou, Bryan Lukas & the MSc Strategic Marketing cohort

2. DASHBOARD
Interest in OXCOM - Top Countries
Digitalization
Overall DM Awareness in Companies
Spyfu - competitor analysisConsumer Barometer- purchasing journeyGoogle Trend: marketing online
Google Analytics: page views India
Sources: Oxford College of Marketing (2016), Spyfu (2016), Google Trend (20169, Google Analytics (2016), Kstart (2016), Accenture (2015), EY (2016), Docebo (2014)
Lack of DM skills in companies
E-Learning market

3. OXCOM BRAND
• For marketers to aspire to qualifications taught by the
OXCOM
• For employers to know that professionals trained by the
OXCOm are worth their weight in gold
• For employees to feel proud that they are delivering the
OXCOM brand values
• Quality
• Openness
• Respect
• Equality
• Flexibility
Brand Offerings
• CIM courses
• CAM courses
• ISMM courses
• UCI Postgrad digital courses
• One day workshops
• Online digital courses
Brand Benefits
Accredited Qualifications
Brand Mission & Audience Brand Values
Traffic Source (last 3 months)
Audience Interest
Business And Industry >
Marketing And Advertising
Career And Education >
Universities And Colleges
Interest in OXCOM - Top Countries
Organic Keywords:
oxford college of marketing
+98.08%
macro environment
why sales person plays a very important
role in the organization?
tows analysis
what is important in corporate sales
Paid Keywords:
social media courses
cim pg diploma ocm
certified online marketing training
oxcom
oxford college of marketing
Sources: Oxford College of Marketing (2016), SimilarWeb (2016)

4. Sources: Google Trend (2016), Google Analytics (2016)
INTEREST IN INDIA
Gender 0.27% of Total sessions
Males Female
47.9% 52.1%
WHO
WHY
WHAT
marketing online courses
1 India
2 United States
1 United Kingdom
100
59
24
digital marketing online courses
1 India 100

5. Sales of 3G SIM cards are expected to grow from 35
mn units 2012 to about 272 mn by 2017
Smartphone Penetration
Online AccessInternet Usage
DRIVERS TO A DIGITIZED INDIAN CONSUMER
Changing Face of Consumer
DIGITAL INDIA INITIATIVE
Number of social network users
Social media platforms trends
Sources: EY (2016), Digitalindia (2016), Statista

6. DIGITALIZATION
EMPOWERED
E-commerceSocial
Interactive
BIG DATA
Tech-savvy
New Business Model
Digitalization
=
Strategic Imperative
Rising earning potential
& disposable incomes
Mobile
telephone
innovation
Platform
&
Application
IT
applications
INFLUENCER
NEW
CONSUMER
Changing needs:
• Engagement
• New offerings
• Personalized offer
PROFILE
HOW THE “CHANGING” CONSUMER DRIVES A
NEED FOR DIGITAL MARKETING

7. STARTUPS
Digital marketing situation Digital marketing management
Challenges
for digital marketing campaign
implementation
• 32% lack of clear metrics to
measure the efficacy
• 28% lack of understanding of
how digital marketing actually
works
• 22% lack of sufficient budgets
as a constraint
• 16% lack of right resources
• Slow to adapt to the changing media
landscape
• Failed to adjust spending according
to where audience is spending their
time on
for social media implementation
Sources: EY (2014), Kstart (2016)
Improvements
Customise content
Conduct regular
data reviews
Understand DM tool
application to improve strategy
Need for more experienced DM practitioners
Access to
better tools
Clear communication
of learnings
Right talent and investment in
trainings & skill development

8. Missing the digitalization imperatives
Digital marketing situation
• Companies rushed to adopt digital technologies
• Missing the core objective of digitalization, meeting
strategic priorities:
• Delivering compelling customer experience
• Accelerating customer-focused R&D or innovation
• Did not adapt their business model
MEDIUM & LARGE COMPANIES
Challenges & Improvements
ServicesOverall Manufacturing
Sources: Accenture (2015)
What does digitalization or “being digital” mean
Business priorities in the space of customer value creation

9. E-LEARNING IN INDIA
Enhancing Higher Education Through E-
learning (UGC in collaboration with CCOL)
GOI launched two schemes to support E-
learning:
1. National Mission on Education through Info
& Comm Technology
2. National Program on technology Enhanced
Learning
2003
1994CLASS Project
(Computer Literacy & Social on Schools)
Built computer literacy in more than 2500
schools for e-learning foundation in India
2010 -2015 Top 10 Growth Rates By Country
Indian E-Learning Market Size
2015: $20 billion 2017: $40 billion
• 50% of the companies give importance to e-learning as preferential training method
• 85% of the companies think e-learning is the efficient way to train employees
• 79% of the companies are ready to invest more to update current LMS system
• 86% of the corporate employees prefer e-learning for corporate training
Sources: elearningindustry ( 2015), Linkedin (2015),
Companies in India put increasing attention to e-learning
Gvandaeshan Education Channel
developed to telecast education program
Indian Institute of Management Bangalore
(IMM-B) adopted e-learning teachings
2001
Lack of government initiatives
for corporate levels
E-learning market is expected to grow

10. BARRIERS OF ENTRY
2.3 Mbps
India’s Average
Connection Speed
20 Mbps
India’s Forecast Average
Connection Speed
Sources: Deloitte (2014) , Forbes. (2014), First Post (2015), Bttindia (2015)
Language
Barriers
Legal
Barriers
Technology
Barriers
• Official language: English
• Second largest English-speaking nation
• Most used business language
The Foreign Educational Bill
• To maintain education quality
• Provide clear guidelines for international
firms to abide
• Require international firms to have at least
20 years of experience
2017
2015
Remote education requires high speed broadband
5-10 Mbps
Launch “Google Fiber"

11. Fears & Challenges
Demographics
Goals
1. Master digital technologies to extract useful business
insights and develop new-to-market offerings
2. Develop a digitalization strategy and align it to broader
business goals and organization culture
Fears & Challenges
1. Getting stuck in a job and not advancing up the
corporate ladder as quickly as she would like
2. Lack of digital knowledge despite knowing the benefits it
brings
1. Inability to recruit and retain the best talent
2. Difficulty in digitalizing the talent pool in his organization
3. Rushed adoption of digital technologies may backfire
Sex: Female
Age: 37
Location: Delhi
Annual Income: 850,000
Firm Size: 500 - 1000
Background
• Graduated from Imperial
College Business School
• Happily married with 4 kids
1. Get promoted to Marketing Manager within 2 years
2. Build a ‘digital personality’ to better understand the
digital consumers and achieve promotion target
Goals
Background
• Graduated from ISB
• Switched job roles from
events management to
marketing
• Recently got married and
has a dog
CONSUMER PERSONA
Sex: Male
Age: 44
Location: Maharashtra
Annual Income: 2,650,000
Firm Size: 1000 - 1500
Demographics
Vihaan
“The Chief Marketing Officer”
Anaya
“The Assistant Marketing Manager”

12. CUSTOMER JOURNEY MAPPING
Offline
Media
Word of Mouth/
Cold Calls
Website
Organic & Direct
Search
Community
Forum
Online Reviews
Email
Social Media
Tradeshows/
Conference Summits
PurchaseConsiderationAwareness
Source: Consumer Barometer (2016)

13. CUSTOMER JOURNEY MAPPING
Offline
Media
Word of Mouth/
Cold Calls
Website
Organic & Direct
Search
Community
Forum
Online Reviews
Email
Social Media
Tradeshows/
Conference Summits
Source: Consumer Barometer (2016)
How did people first hear about
the product/service they bought?
35%
36%
8%
9%
What offline sources did people use to make a purchase decision?
12%
14%
34%
54%
56%
22%
18%
7%
6%
42%
What online sources did people use to make a purchase decision?
PurchaseConsiderationAwareness

14. Acquisition -
CUSTOMER JOURNEY MAPPING
Source: Google Analytics (Oxford College of Marketing)

15. COMPETITOR ANALYSIS
Digital Vidya SimpliLearn GreatLearning Delhi School of Marketing Coursera
Founded,
EE & HQ
In 2009
50
New Delhi, IN
In 2009
1,300
San Francisco, USA & Bangalore, IND
In 2003
-
Chennai, IND
In 2001
60
New Delhi, IND
In 2012
120
Mountain View, US
Customers
150 in-house training
7,000 brands
150 in-house trainings
500,000 professionals 400 postgrads every year 10,000 professionals 13m users (B2C), Partner
universities from 29
countries, expansion to B2B
Past Clients
Courses
“Certified Digital Marketing
Master” (CDMM)
6 Core Modules: Email, SEO,
Inbound Marketing, Social
Media, SEM, Web Analytic
Specialisation: e.g. Video
Ads, Blogging, Affiliate
Marketing
“Digital Marketing Certification Training”
13 Foundational Modules: SEO,PPC,
Digital Analytics, Social Media, Mobile,
Facebook, Conversion Optimization,
Email, Content Marketing
8 Advanced Modules: Advanced SEO,
Advanced PPC, Advanced Web
Analytics, Advanced Social Media,
Advanced Mobile, Advanced Email
11 Knowledge Nuggets: Pinterest,
Display Ad, Digital Marketing for Asia
“Business Analytics
Program” (BACP)
Access to Tools: R, SAS,
Tableau
6 months program (160
hours): 100 hours of self-
learning, 40 hours of
mentored learning and 20
hours of assessment
Entry Requirement: 2 years
work experience +
Admission Deadline: one
intake per year
“Digital Marketing”
17 Modules: SEO, Mobile
Marketing, Google Analytics,
Ecommerce Marketing,
Website Planning &
Creation, Email, Content
Marketing, Affiliate
Marketing, Online Reputation
Management, AdSense &
Blogging
“Digital Marketing” is
predominantly offered in-
class
“Digital Marketing”
6 Modules: Marketing in a
digtal world, Digital Analytics,
Digital Marketing Channels,
Planning, Capstone Projec
Certificate
Yes, in partnership with the
Government of India, Exam
Yes, Exam Yes, NO Exam (just quizzes,
assignments)
Yes, in partnership with the
Google, NO exam
Yes, in partnership with
University of Illinois, Exam
Price
₹ 59,190 ($ 870) for 115
hours (only live online)
From ₹ 6,685 ($ 99) for foundations
courses to ₹ 80,965 ($ 1,199) for
Masters Programs (optional live session)
₹ 59,190 for 6 months (live
online
₹ 56, 450 for 128 hours
(either in-class or live online)
₹ 29,120 (£ 336) or ₹5,460 (£
63) per course
USP
Customized In-house
trainings with 40% of time
for hands-on exercises
Modularity: Single/Packaged courses
(eg SEO Specialist Masters Programs)
Deep-dive into Analytics +
Tools
Flexibility: weekend or
evening classes, online or
in class room
World-class university,
practical assignment
Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn, SocialBeat, Digital Monster, Linkedin (2016)

16. COMPETITOR PERCEPTUAL MAP
OXCOMCompetitors
India Consumers (Age 35-54)
Features provided by Competitors
1. Forum discussions
2. Online communities
Features provided by OXCOM
1. British Imperial Education System
2. Depth & Breadth of course scope
Features provided by competitors & OXCOM
1. Course personalisation
2. Provides online digital marketing courses
3. Accreditation certificates
Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn (2016)

17. SPYFU
Source: Spyfu (2016)

18. SEMRUSH
Source: SEMrush

19. PROBLEM CAUSES
(India: Age group 35-54)
Lack of Awareness
of Brand & Brand
Offerings
Issue of Credibility
& Recognition of
Qualifications
Resistance
toward
commitment
Doubt of Quality
of e-learning
programs

20. RECOMMENDATIONS
Mode of Entry Symptoms Addressed
• Partnership with Government of India
• Partnership with local Digital Marketing associations
(e.g. Valiant Business Media)
Course Qualifications Symptoms Addressed
• Partnership with Global Brands
Trials of Course Content Symptoms Addressed
• Personalisation: Bi-Weekly/Monthly Case Studies
(Online Skype sessions)
• Gamification: Engagement + Challenged to learn more
• Quiz (Topic Recaps): Ensure constant learning
Awareness
Credibility
Quality
Credibility
Resistance
Quality

21. Customer Journey Touchpoints Suggestions Symptoms Addressed
Trade Shows / Conference Summits • Have representatives attend conferences
Offline Media - Print Advertising • Advertise in local business marketing magazines
Organic & Direct Search • Improve SEO keyword search ranking
Social Media
• Facebook: Generating need & awareness
• LinkedIn: Building network & connections
• Twitter: Engagement with potential clients
Website
• Highlight accreditation certificates
• Emphasise career & corporate benefits gained
• Provide information on instructor background
• Provide client stories & testimonials
FAQ & Online Reviews
• Why is the certification most sought-after?
• What are the career benefits in store for you?
• What are the prerequisites for the certification?
Community Forum
• Support Forum
• General Forum
• Certificate & Training Discussions
Email
• Personalisation
• Highlight offerings & credentials
• Encourage participation of offline interactive events
• Reminder to sign up for Free Trials
• Create incentive to learn more
RECOMMENDATIONS
ConsiderationAwareness
Awareness
Quality
Resistance
Credibility
Resistance

22. Age group (35-54)
CONCLUSION
Growing
learner volume
Stronger broadband
connectivity
Growing social
media penetration
Demand for overseas
qualifications
English language
proficiency
Growing smartphone
adoption
High internet usage
Few government
initiatives
High demand for corporate
learning & development
High demand for
online learning
Competition

23. APPENDIX

24. RESEARCH
Decision Problem
• International expansion to increase customer base.
• To not miss out on wider opportunities.
Research Question • Which country should Oxcom expand into?
Research Objectives
• Who are Oxcom’s target audience?
• What are their needs?
• How can Oxcom target them?
Research Design
Exploratory research:
• Secondary data analysis (Google Analytics, Institutional reports etc)
• Experience surveys (Consumer Barometer)
• Case analysis (Digital India)
Descriptive research:
• Cross sectional (one-time measurement)

25. PurchaseConsiderationAwareness
Offline Media - Print Advertising
Trade Shows/Conference Summits & Word of Mouth
1. Government: Digital India Week
2. Digital Marketing Associations India
RECOMMENDATIONS

26. Website
Organic & Direct Search
1. Improve SEO keyword search
1. Highlight accreditation certificates
2. Emphasise career & corporate benefits gained
3. Provide information on instructor background
4. Provide client stories & testimonials
Consideration
RECOMMENDATIONS

27. Social Media
PurchaseConsideration
1. Facebook: Generating need & awareness
2. LinkedIn: Building network & connections
3. Twitter: Engagement with potential clients
FAQs & Online Reviews
1. Why is the certification most sought-after?
2. What are the career benefits in store for you?
3. What are the prerequisites for the certification?
RECOMMENDATIONS

28. Community Forum
Consideration
Email Marketing
CIM Certification
Using Affiliate Marketing to
Grow your Business
OXCOM Support
OXCOM: On Demand Forum
RECOMMENDATIONS

29. RECOMMENDATIONS
Consideration
Email
XXX

30. RECOMMENDATIONS
Consideration
Email
XXX
1. Personalisation
2. Highlight offerings & credentials
3. Encourage participation of offline events
4. Reminder to sign up for Free Trials
5. Create incentive to learn more

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