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INTRODUCTION
1.
- Objectives
SWOT ANALYSIS
- Strengths
2. - Weakness
- Opportunities
- Threats
MARKETING STRATEGIES
- Target Market
- Marketing Mix
i. Product
ii. Prices
iii. Places
iv. Promotion
3.
- Marketing Plan
i. Planning Application Features
ii. Design Mobile application
iii. Hiring the Experts
iv. Mobile Application Development
v. Pre-release mobile application (testing)
vi. Mobile Application Launching
4. CONCLUSION
1.0 INTRODUCTION
From the year of 2015 to 2018, stated by Madam Asimi Ana Bt. Ahmad who is from the
marketing department of UniKL MICET the statistics and the trend of the student admission to
UniKL MICET was observed to be decreasing. This problem concerns the upper management,
thus new marketing plan or strategy needed to overcome it. There are many factors that may be
the cause such as the way of their thinking. Many people nowadays think that chemical
engineering courses are difficult, tough and very challenging and they prefer courses that are
way easier to learn. Next, there are rumors spreading around that MARA will stop sponsoring
and giving loan to student. Plus, the fees of the university are quite expensive for them to pay if
MARA is not giving loan anymore. Hence, this report contained the marketing plan on how to
attract students to enroll and further their studies in UniKL MICET.
Nowadays, smartphones have become an essential device for people despite the age. It is
mainly because smartphones are very convenient as it is easy to bring and enables them to
access all information with just one click away. Smartphones can also bring people together by
using various social media available on the internet. Therefore, this opportunity was used and
then created a marketing plan in order to increase the number admission and registered
students. The main idea is to create our own UniKL MICET app that contains all information
about the university for students, academic staffs and also for other users. This app can be
used for the other users to experience the university life without actually going for real.
Universities from other countries such as Indiana State University, California State University
and many more have built and produced their own app since 2015 and it can be observed that
the app brings many advantages to the users.
The main purpose of creating the app is to make the users stated above to know UniKL MICET
better as the app will consist the information related to the university such as the programs offer,
the directory of the academic buildings and hostels, university events and news, emergency
phone number and so on. In order to be able to access all the information, users need to sign
up their account by using their matrix number or email for outside users. It also provides the
syllabus and the notes of the subject according to each program. It is a free mobile app that can
be downloaded for both iOS and Android device.
1.1 OBJECTIVES
SWOT analysis is one of a vital or major component when starting a marketing plan. The
word SWOT refers to strenghts, weakness, opportunities and threats. It is a process where the
team identifes the internal and external factors of the marketing plan that will further affects in
their future performance. The internal factors are strenghts and weakness meanwhile the
external factors are opportunites and threats. So, below are the SWOT analysis for the
marketing plan:
We can appeal to the users more since this is the first university app
in Malaysia
OPPORTUNITIES The growth and potential of internet and internet user used widely
makes it a promisable marketing plan
There will be a lot of users downloading it since it is free
The app can be sell to other UniKL as a guidance and use it for their
universities
There will be more demand for the use of app and it will keep
increasing
One of the best ways to offer quick, real-time on-demand
performance support.
The application mainly focuses on UniKL MICET’s society and student that sit for SPM. Leading
a busy life, student did not have time to access the internet and google the system used in
UniKL MICET. By downloading this mobile friendly application, they can easily access to eCitie,
VLE, or even UniKL IR. They also can download notes faster. This will save their precious time
rather than going to library and print it. Furthermore, the printing service provided by library is
expensive. For beginner, student need to purchase printing card which cost RM15.60. Even
though it can be reloaded, it is still considered expensive for a student.
As a high schooler, most of their time is at school. Basically, they spend time in school since
morning and involve in cocurricular activity in the afternoon. The average time for them to leave
school is at 4pm. Some of them even spend their night time by attending additional class. So, by
accessing this application, they can read notes while relaxing before sleep. They also can read
notes on the way to school while riding bus or car. Then, while doing exercise given by teacher,
they also can easily fine the notes the wanted by using this application. It is effective and save
time compare to finding notes in book. Since the application will continuously announce any
event or news regarding UniKL MICET, it will appeal them more. They also can join any event
related such as Science, Technology, Engineering, and Mathematics (STEM) program.
3.1 MARKETING MIX
3.1.1 Product
The product that will be produce is the application name as MICET. This apps will be focus on
the system of this institute so it will be easier for students, lecturers and staffs. This product is
name after MICET because it will focus only for UniKL MICET so that more people will know
about the university.
3.1.2 Prices
This apps is free to download and access for all but not for outsiders. They can only access the
main information knowledge regarding the programs offer in this university, the map and
overview of UniKL MICET. This apps also can be downloaded on cellphone and laptop via
google play store and apple apps store. This apps will not have any bugs and advertisement
from occurring.
3.1.3 Places
This apps is basically focus on UniKL MICET which located in Taboh Naning, Alor Gajah,
Melaka, approximately 35km away from Melaka town This university is a higher educational
institution that specializes in chemical-based engineering technology education. UniKL MICET
is set up with complete and up-to-date equipment in the field of Chemical Engineering
Technology where they have about 40 labs and 2 physical workshop. At MICET, we offer variety
of programmes which are Chemical Engineering Technology in Food, Environment, Polymer,
Process and Bioprocess.
The major purpose of this apps is to promote MICET and to attract students to study here by
showing the exact place of our university. The places include the academic block (lecture hall,
tutorial room, laboratory), administration block, café, field, mosque and student residence. The
apps will show the overview of overall inside the building, including all the appliances and
equipment. Hence, the Micetians will be familiar with the places even before entering it. This will
also help them from getting lost especially for the new registered students.
3.1.4 Promotion
To make this apps known, the promotions should be managed. There are many ways to
promote this apps or MICET. Firstly, held events such as Open day and STEM day where the
school and university students or friends can come to MICET. They can witness the
demonstration shown by the Micetians like how the process of the food was made and many
more. MICET also can be promoted by the event that was held by the government which is ‘Jom
Masuk U’ where many students form different school, university, matriculation and institute will
go surveying the place that they want to study.
Second, by advertisement at TV, radio and newspapers. Nowadays, people are always with
their smartphones so social media such as facebook, twitter and instagram is an important role
in promoting this apps. The other ways is after the student register this apps, the system will
automatically receive their information such as name, email and phone number. A follow up
process can be done. For example standard messages (SMS) like ‘Good Luck for SPM’, ‘You
Can Do It Students’.
Lastly, organize the program at schools, institute or outside UniKL MICET such as CSR project.
During the project, students from MICET can show demos like a simple experiment that can
entertain the outsiders about chemical or make them interested in chemical. The students also
can tell them about MICET. The other option is sent students to other UniKLs to sell/promote
the apps and make the apps known.
3.2 MARKETING PLAN
The plan is to create a mobile application which is convenient for all students, staffs, and
academicians. All aspect is counted from hiring a programmer and software engineer to market
the application. Below shows a marketing flow planned for establishing this application.
Planning
Design mobile
application's Hiring an expert
application
feature
The main objective of this mobile application is to merge 4 common Unikl MICET’s website
which are UniKL Ecitie, UniKL VLE, UniKL IR, and UniKL MICET main website itself. The
features include in the application are students’ notes, profile, finance information, SDCL, much
more. The new feature which is SPM notes will be included in the application. This is one of the
ways to attract students to enrol in UniKL MICET. In addition, by adding another function to the
application will help high school students in revising and studying for SPM.
3.2.2 Design Mobile application
To attract more user, the application design needs to be attractive and suitable for studying
environment. The design must be appealing yet simple and easy for user to find what they
want. To reduce cost, a competition can be held which open to all UniKL MICET community that
interested to create a design for the apps. A certain criterion like colour, and theme can be set
so it will be easier to choose a winner later. The theme colour can be blue, orange and white
which are the official UniKL theme. Participants are given a month time to complete the design
and submit it.
This process needs to be done prior to launching the application. A 2 months trial is an enough
time to test the application. Within this period, user can evaluate the efficiency of the application.
Furthermore, if any problem arise, development team can solve hence improve the application.
After all process done, the application can be launched and introduced to all UniKL MICET’s
community. Development team will upload the application at both Google Playstore and Apple
App Store. A launching event will be organized, and user can start downloading and use the
application.
Other than UniKL MICET, the apps will be launched outside to introduce to high school
students, teachers and parents. A marketing team can organize a road show either at school or
shopping complex where there will be a lot of high school students. Aside from that, planning a
package that comes with the application is a good way to promote it. For example, by signing up
the application, user will get a free coffee shop coupon. By following their trend, it can increase
number of users.
CONCLUSION
In 2015, the number of students start to decline. Since then, new marketing needs to be
planned and implemented to overcome the problem. Nowadays, smartphone has been
one of essential thing in daily life. People access information, social media, or even
account bank as it only takes one click away. So, this opportunity can be used by
developing a mobile friendly application which merge four major UniKL MICET website
which are eCitie, VLE, UniKL IR, and UniKL MICET official website. Plus, with addition of
another function including SPM notes and e-wallet system. The mobile application is
called MICET which highlight UniKL MICET name. The benefits of this application are to
ease every student, academician staffs, and staffs accessing those websites at one
platform. Then, by using e-wallet system, they can buy food at UniKL MICET café. Most
importantly, the application can attract more students to enroll in UniKL MICET. This is
because when they sign up to the app, they will need to fill in their information like email
and phone number. From there, a follow up process can be done by sending a standard
message. Above all, the application will give opportunity to UniKL MICET as a pioneer
that use mobile application as one of data base system. Furthermore, more profit will
come when the application sold to other UniKL campuses. The application takes around
four to six months to develop including pre-release session. The overall cost is
RM150000 including administration cost. Next, marketing unit can organize a road show
from shopping complex to school to promote the mobile application. Other than that,
joining organized event by the government will help to promote both UniKL MICET and
mobile application. Lastly, by creating a mobile application will help the growth and
potential of internet and internet user used widely makes it a promisable marketing plan.