MARKETING PLAN AND IMPLEMENTATION

HARVARD BUSINESS SCHOOL EXECUTIVE EDUCATION:-

BALANCING ONLINE AND OFFLINE MARKETING
GROUP 1: -
SONALI BHAGIA AU1914055
DIPALI PANERI AU1914067
ADITI CHANDARANA AU1914056
ANUSHKA GURNANI AU1914023
MIRAL MEHTA AU1914058

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INSIGHTS FROM CASE
 Sources of revenue : -
MBA Tuition
Publishing Division
Gift to the endowment
Executive education - Contributed to $107 million of HBS’ total revenue of $472
million in 2009.
 Until 2007, HBS only focused on direct mail for recruiting participants. –
broachers and targeted lists
After 2007, HBS also started to experiment with paid search and display
advertising

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COMPETITORS
Primary competitors: -
Wharton school - US
Stanford graduate business school - US
INSEAD - Europe
IMD – Europe
Secondary competitors: -
Columbia business school
London business school
Ross School at University of Michigan
Kellogg School at Northwest University

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SALES FORCE TEAM
COMPREHENSIVE LEADERSHIP
PROGRAMME
 Six to eight week programme
 Serve 1000 senior executives and
high potential younger executives
of major corporations, and owner
and presidents of smaller
businesses.
 Open enrollment program
 Catalogs and broachers –
generally preferable for recruiting
EXECUTIVE EDUCATION PROGRAM
BRECKLING’S TEAM
FOCUSED PROGRAMS
CUSTOM PROGRAMS  Three days to 1 week program
 Different from open  Open enrollment program
enrolment programs  Contributes about 1/3rd of the $107 million of
 All participants from HBS executive education revenue in 2009
different firms  Participants - High Potential Functional
Managers in their 30s or mid-career general
managers in their 40s, small portion of senior
corporate executives
 60% - arrived from foreign countries – 20% are
women
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DIFFREENT ELEMENTS OF MARKETING
MANAGEMENT PROGRAMMS
ONLINE MEDIA OFFLINE MEDIA
THE Website Direct Mail – Brochures
E-mail
Display Advertising
Paid search on search engines
Contextual Advertising
Organic Search
Social Media

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THE WEBSITE
Marketing management program website – transaction engine for sales
Offline–online application ratio – 5:95
 reactive marketing tool – could not make sell unless prospects visited it

E-MAIL
Three e-mail waves across a year
$50 per thousand mails
Converts 12 enrollments at a cost of $125 each
Rented list costs $400 per thousand names with conversion rate of 0.015%
Quarterly e-newsletter with 7% conversion rate
Limitation – software cannot trace interested prospects

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DIRECT MAIL
Prospect list of 100000 post and e-mail address through,
1. Alumni of MBA program
2. participants in prior executive education offerings
3. people who had visited the website and requested information on programs
4. sponsors of past participants
Select 10000 most likely prospect and send brochure
30 enrollments at a cost of $1,070 each
Third party list at cost of $250 per thousand names, with conversion rate of
0.03% i.e. $833 each

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DISPLAY ADVERTISING
Meaning - graphic advertising and internet website
 Yielding highest click-through rates (eMarketer, LinkedIn, MarketerProfs,
Marshable and Harvard business review online)
LinkedIn - attractive medium (target market easier to segment by age, salary,
jobs, etc.)
Rate at which people click the ad = 0.18%
If visitor did not visit then, site put a tracking cookie. (criteria of 180 days)
Cost per enrolment = $1370 (relatively higher than emailing)
Cost per click = $12.35

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PAID SEARCH ON SEARCH ENGINES
Meaning – form of digital marketing
Cost per click = $4.29
Cost per click was lower then Display Advertising
The selection of proper key words
Difficult to trace the visitor

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CONTEXTUAL ADVERTISING
Contextual advertisement: The right to serve text ads on selected website
anywhere on the internet based on a match.
Content network coded website on the basis of subject matter
Network automatically sent ads to most relevant website
Ads are charged on the basis of click on the ads.
Click rates on content are less than that on search engines
Cost per click – $2.04
Clicks – 490
Cost per enrolment – 10,101

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ORGANIC SEARCH
Natural search – Unpaid –
It is result of searcher’s query – emerge as output of complex algorithm
Element of this optimization:
Designing appropriate meta tags in website
Include reciprocal links
Traffic characteristics
Optimize quantity and quantity of content

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SOCIAL MEDIA
 LinkedIn group – HBS Executive Education- 7500 members
- past participants and alumni
 Friends of HBS Executive Education – non past participants
Alumni network groups:
- HBS Alumni group – MBA program and CLP programs
- Harvard University Alumni – students, alumni, faculty, Executive Education
students
 Other platforms – Facebook, Twitter and YouTube

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CONCLUSION
MODE ENROLMENT COST TOTAL COST
DM 30 1070 32100
EMAIL 12 125 1500
DISPLAY AD 73 1370 100100
PAID SEARCH 36 833 30000

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RECOMMENDATIONS
Total cost per enrolment in 2009- $650
Recommend – Email, Paid search, and Third party data collection instead of
advertising in New-York times etc.

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THANK YOU

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