Online University in Egypt

Introduction

The paper covers the concept of operating and expanding business operations over the internet and entering new global markets. Assuming the role of Global Marketing Director for the online Strategic Business Unit (SBU) of a major university, whose current online student base is exclusively in the United States, our University wants to offer its online undergraduate business program to other country (Egypt) as its chosen path for growth.

Entry strategy

The situation is untenable. We are reaching a focal point of a model that benefits the majority, but a minority group who want to build the company to this pint and that is what lies behind the discussion now. Competition from market is fierce. You can no longer sit back and wait for companies to come to you or to rely on people you know. Growing direct sales companies adopt social media and internet marketing because they remain competitive. This means they must change their marketing methods to old school and to seek new frontiers.

The Marketing Mix

Product

A product differentiation strategy can effectively attract the students to opt new educational programs over the website. I suggest the university should offer a degree program customization facility to the students with options for them to experience different areas of education and enhance their knowledge.

Price

Online universities in Egypt will be a challenge for the university as the use of internet is gradually increasing. People need awareness of the facility available over the web, and to make sure more people consider the facility to be useful, we will need to keep the fee structure at its minimum level. Once we have gained recognition in the market, we can move on to attract higher number of students to enrol with us.

Place

University should go for a direct e-commerce marketing strategy just like Amazon.com. The search engine marketing is one side the natural search, and the other campaigns do keyword buys to display their advertising on Google (and other search engines). The different tools are presented buzz marketing, search engine marketing, co-creation, business blogs, the marketing presence, social networking and marketing ubiquity.

Promotion

Using Facebook, Twitter, YouTube, and other Web 2.0 constructs can increase University's perspective audience even giving rise to the term viral marketing where promoting in a certain manner may cause mass viewing of the business's promotion, advertisement or other media in our mix. Moreover, blogging on your own website about various activities or education programs may give the students more interest in looking for different areas of enhancing skills and educational background.

Achieving and Maintaining Competitive Advantage

In order to improve the quality of educational services, to better meet customer requirements, improve the competitiveness of our graduates, entering new markets and educational services by order of the rector opened the project "ultrahigh quality management education." Designed assessment tools will be submitted to the satisfaction of an integrated unit for monitoring the quality of education.

Once we have figured out what and how our prospect students are searching for our educational services then we would make sure ...