1. Ummu nasyirah binti ab rahim (291576) 2.Mohamad Syamil Afifi BIn Mohd Fairus(291696) 3.Muhammad Yusoff Ikhwan Bin Mazlee(291636) 4. Muhammad Syuwari Afifi Bin Ahmad (291790) 5. Mohamad Aiman Bin Zulkefle (291390) 6. Muhammad Daejihad bin Md Nor (291596) 7.Ummu Hannah Binti Zulkipli (291646) 8. Nik Muhammad Irfan Bin Nik Ab Aziz (291712) A Professor conducts a market study of the public universities in Malaysia. He found 80% of the business studies program intake were female students, while 70% of the engineering studies program intake were male students. In the recent government budget announcement, cost-savvy policies were implemented, and universities were encouraged to revisit and redesign their program that can reduce operating costs and generate more profit. Therefore, the Professor proposes to change the target market for two public universities in the northern region. The Professor proposes retargeting the market based on gender. He suggests Universiti Utara Malaysia, which focuses on business studies as a market thrust, reposition the university as Female University and Universiti Malaysia Perlis, an engineering-based university, become a Male University. Gender-based universities allow the university to cut the operating cost by developing facilities suitable for the specific gender only. Furthermore, the university has advantageous, tailored programs and services based on the personality of the targeted gender. SCENARIO BPMM1013 Principles of Marketing Prof. Dr. Nor Azila Bt Mohd Noor NAMA / MATRIK
Psychographic segmentation is a market segmentation approach that classifies consumers into distinct groups based on their values, interests, and lifestyles. In Malaysia, public universities are adopting this approach to target specific groups of students who share similar values or interests. For instance, UKM is targeting students with a passion for social justice, while MMU is targeting students with a keen interest in technology. This strategy enables universities to create tailored marketing campaigns and academic programs that appeal to the unique needs and preferences of each psychographic group. By doing so, universities can differentiate themselves from the competition and attract more students who are likely to thrive in their academic environment. The technique of behavioural segmentation involves dividing the market into various groups based on their previous actions and choices, such as their academic or career pursuits. Public universities in Malaysia have been adopting this strategy to attract students with a track record of academic excellence or a keen interest in particular areas of study. For instance, UM aims to enrol students who have demonstrated their academic prowess, while USIM concentrates on students who desire to pursue Islamic studies. Demographic segmentation: One method of market segmentation is known as demographic segmentation, which entails dividing the market into distinct groups based on demographic characteristics such as age, gender, race, or income level. In Malaysia, many public universities utilize this tactic to effectively target specific groups of students. For instance, the International Islamic University Malaysia (IIUM) concentrates on attracting international students, whereas the Universiti Teknologi Malaysia (UTM) mainly seeks out students with science and technology backgrounds. By using this approach, universities can tailor their marketing efforts to appeal to the specific needs and preferences of their target demographic, ultimately increasing their chances of success. Based on the segmentation variables identify the current segmentation approach of public universities in Malaysia. Justify your answer with relevant information and references. Behavioural segmentation Psychographic segmentation Demographic segmentation
Based on the scenario, identify the current target market strategy of both universities and explain the advantages of the target market strategy. The Professor's proposal to change the university's approach to the reference market has many potential benefits. Focusing on gender markets can lead to cost savings as universities can design single-sex institutions. In addition, universities can offer customized programs and services tailored to the personality of the target gender, resulting in higher student enrolments and better retention rates. Currently, University Utara Malaysia (UUM) has a target market approach focused on business studies, while University Malaysia Perlis (UniMAP) is primarily geared towards engineering degrees. It should be noted that there is no gender bias at either university as their programs are open to both male and female students. One of the main benefits of implementing a university targeting strategy is the ability to attract a diverse group of students and offer a wider range of university programs. In this way, universities can potentially see an increase in enrolments and generate more revenue.
Based on the scenario, identify the current target market strategy of both universities and explain the advantages of the target market strategy. Reduced operating costs: One way for universities to reduce their operating costs is to tailor their marketing strategies to the needs of a specific genre. This approach allows them to design and build gendersensitive facilities such as dormitories, toilets and changing rooms for women in an all-women's school. In this way, the university can save on construction and maintenance costs. Tailored programs and services: Universities can offer tailored programs and services that focus on a specific gender group, allowing them to offer programs and services tailored to their characteristics. A university that aims to attract male students can offer more opportunities for hands-on learning and more competitive athletic programs. This will help increase the number of students enrolled and improve their retention rates. the potential advantages of the Professor's proposal The professor's proposal has a few advantages and disadvantages that universities must carefully consider before deciding to implement it. In order to fully weigh the potential advantages and disadvantages, it is important that the institutions carry out a thorough analysis of the proposal. Ultimately, the decision to proceed with the proposal will depend on a variety of factors, including the institution's goals, resources, and priorities. While the proposal could certainly bring about positive changes in the university system, it is important to approach the decision-making process with a critical eye and a sound understanding of the potential risks and benefits.
The current target market strategy and retargeting idea (gender-based university) comparison. According to Malaysian universities' current target market strategy, female students make up 80% of the business studies programmes intake while male students make up 70% of the engineering studies programmes intake. The recent government budget release, which adopted cost-conscious regulations, however, pushed institutions to review and adapt their programmed in order to lower operating expenses and increase profit. That why the professor has proposed an idea to retargeting market strategy which is gender-based university. If we compare the current target market strategy with the retargeting idea, they had their own opportunities and threats. The present target market approach enables for a wide spectrum of potential clients to be reached and exposed. It enables you to test several marketing methods to see which ones work best. It also enables the product or service to reach a broader audience, which can lead to higher sales and income. The broad approach may not be appealing to everyone, and some people may consider the product or service is unimportant to them. It might also be challenging to develop a consistent message that appeals to a wide range of people. Opportunities Threats THE OPPORTUNITIES AND THREATS OF BOTH TARGET MARKET STRATEGIES FROM MARKETING PERSPECTIVE. Retargeting Idea Based on Gender-Based University This strategy allows for a more targeted and focused message to be given to a certain group of people. It may also help to create a sense of exclusivity and community, which may be appealing to potential customers. It may also be simpler to build a consistent message that appeals to a more specific group of people. This method may limit the potential reach and exposure to a bigger audience. Extending the consumer base outside the defined gender category may also provide difficulties. The notion of retargeting is concerned with advertising a product or service to a certain gender group, in this case, an institution with a single gender emphasis . Opportunities Threats Conclusion Both the conventional target market method and the gender-based university retargeting concept have advantages and downsides. The current target market strategy has a broad reach and exposure, but the retargeting idea has a more targeted and concentrated message. Before deciding on a marketing strategy, it is necessary to assess the campaign's goals as well as their potential impact.
GENDER BASED UNIVERSITY. MARKETABLE OR UNREALISTIC ? Cultural Context The marketability of gender-based universities may also vary depending on the cultural context and societal norms of the region. It is essential to consider cultural attitudes towards single-gender education when assessing market potential. Marketability of Gender-Based Universities: Differentiated Value Proposition Gender-based universities could differentiate themselves by highlighting specific advantages, such as tailored educational approaches, focused support systems, and a sense of community that aligns with the needs and preferences of their target market. Branding and Marketing Effective branding and marketing strategies would be crucial to communicate the unique benefits and value proposition of gender-based universities to their target audience. Emphasizing the advantages and the specific educational experience they offer could attract prospective students and parents. Targeted Niche Market Gender-based universities could potentially target a specific niche market seeking single-gender education. Some students or parents might prefer such an environment due to cultural, religious, or personal reasons. Gender-based universities could be attractive to a specific target market seeking singlegender education for personal, cultural, or religious reasons. These universities could stand out by offering tailored educational approaches, focused support systems, and a community that matches the preferences of their target market. Effective branding and marketing strategies would be important to communicate these unique benefits. However, the marketability of gender-based universities may be influenced by cultural attitudes towards single-gender education, and these must be considered when assessing their potential.
Based on my opinion strategy that would help to lead repositioning both universities’s target market is differentiation strategy Campus Infrastructure: Upgrading campus facilities, resources, and technologies to support the specialized programs and enhance the overall educational experience. This can include investing in state-of-theart labs, research centers, and specialized equipment. Program Development : Creating new programs or modifying existing ones to align with the identified target segment's requirements and interests. This could involve partnering with industry experts, incorporating practical training, or integrating emerging technologies into the curriculum. 5. Based on the product development strategy, identify the strategy that leads to repositioning both universities' target markets ? Partnerships and Networking: Collaborating with industry partners, professional organizations, and alumni networks to provide students with unique opportunities for internships, research projects, and job placements. These partnerships enhance the value proposition of the university and attract students interested in specific career paths. justification Definition of the differentiation strategy are focuses on developing unique and distinct offerings that distinguish a product or service from its competitors in the market. In the field of universities, this technique entails creating distinctive programmes, courses, and qualities that distinguish them from other educational institutions. Universities could reposition themselves with their target markets targeting a particular part of students looking for specialised educational experiences. For example, universities choose to differentiate strategy to distinguish by offering specialty programmes in developing disciplines such as artificial intelligence, sustainable development, or digital marketing. In order to successful reposition target market is By applying these procedures and developing a differentiation strategy, universities can reposition their target audiences by attracting students who are expressly looking for the unique offerings and specialised programmes they provide. This technique enables institutions to differentiate themselves from the competition and target a certain market segment.