Dublin Business School VS Griffith College Dublin Internet

Dublin Business School VS. Griffith College Dublin Internet Marketing Chantal Ladias 12 December 2013 By: Tessa Soebbeke, Kevin Herrmann, Jan Honsalek, Marian Henn & Carli Jurczynski 1

Table of Contents • Introduction to DBS & GCD • Webometric Study • Context & Purpose • Search Engine Optimization • Pricing Strategy • Communication Strategy • Marketing Strategy • Social Media Strategy Internet Marketing 2

Dublin Business School (DBS) • Established in 1975 • 2003: Dublin Business School was acquired by Kaplan, Inc. • Over 100 accredited courses • More than 9, 000 students from Ireland, Europe and further afield Internet Marketing 3 Carli Jurczynski (10034877)

DBS Internet Marketing 4 Carli Jurczynski (10034877)

Griffith College (GCD) • Established in 1974 • Located in Dublin, Cork and Limerick • Over 7, 000 students • Offers internationally recognized postgraduate and undergraduate degree programs Internet Marketing 5 Carli Jurczynski (10034877)

GCD Internet Marketing 6 Carli Jurczynski (10034877)

Webometric Study • The number of links received by a university website shows its impact on the web and also the number of visitors it attracts Internet Marketing 7 Carli Jurczynski (10034877)

Context Third Level Education „Market“ Internet Marketing Marian Henn (10032479)

Context Marketshare Universities Type of Institute Students Universities 90, 277 Institutes of Technology 64, 946 Overall nonprivate 164, 843 Private 27, 126 (Education in Ireland, 2013) Internet Marketing Marketshare (Averaged) Public competition 23% Private 77% 26% Marketshare Institutes of Technology Private (Department of Education, 2013) Private 74% 29% 71% Marian Henn (10032479)

Context „Market“ Development Level 1973 1983 1993 2003 514, 712 560, 723 521, 531 443, 720 526, 422 Second 227, 587 Level 314, 393 358, 986 340, 365 362, 847 Third Level 26, 490 46, 335 81, 050 129, 283 164, 843 Total 768, 789 921, 451 961, 567 913, 368 1, 054, 112 First Level 2012/201 3 (Department of Education, 2013) (CSO for The Department of Education and Skills, 2013) Internet Marketing Marian Henn (10032479)

Purpose Internet Marketing Connectio n Commerce Context Content Marian Henn (10032479)

Purpose Internet Marketing Marian Henn (10032479)

Purpose ü Calming colours ü Focus on text ü Course Guide at your hand ü Information is well structured Internet Marketing Marian Henn (10032479)

Purpose Internet Marketing Marian Henn (10032479)

Purpose ü „Attention colour“ red ü Lots of images and portraits (advertisement) ü Course selector (product selector) ü Ability to „APPLY NOW“ on front page ü Very strong in integrated communication devices Internet Marketing Marian Henn (10032479)

Purpose Connection Commerce Connectio n Commerce Context Conten t Context Content Internet Marketing Marian Henn (10032479)

Search Engine Optimization • Irish Google – First (DBS) • Irish Google – First (GCD) • Other Google – Bottom of first page (DBS) • Other Google – Bottom of second page (GCD) • All Google – Dublin Business School comes up first • Irish Google – Griffith shows up second • Other Google – Griffith shows up at top of 4 th page Internet Marketing 17 Carli Jurczynski (10034877)

Pricing Strategy – DBS • Difficult to access Internet Marketing 18 Carli Jurczynski (10034877)

Pricing Strategy – DBS • Broken down in field of study • EU students vs. International students vs. Evening students vs. Postgraduate students • Information on tax relief for Irish income tax payers Internet Marketing 19 Carli Jurczynski (10034877)

Pricing Strategy – GCD • Pricing button easily accessible Internet Marketing 20 Carli Jurczynski (10034877)

Pricing Strategy – GCD • Broken down into major • EU students vs. non-EU students • Scholarships • Refer a friend offer Internet Marketing 21 Carli Jurczynski (10034877)

Communication Strategy Objectives Target Groups Message Tools Internet Marketing Kevin Herrmann

Communication Strategy Structures of the websites are similar Attraction, Information, Support High-school graduates, students, staff, employers Content, Social Media, online campus Internet Marketing Kevin Herrmann

Communication Strategy DBS Griffith - Explicit message - No explicit message - Content and text based - More Interactive - Social Media existent - Social Media channels emphasized / integrated - Rather conservative appearance - More modern appearance - Focus on information - Focus on contact making - Web 1. 0 - Web 2. 0 Internet Marketing Kevin Herrmann

Marketing Strategy Ansoff Matrix SWOT Analysis Internet Marketing 25 Tessa Soebbeke (10032064)

Ansoff Matrix Market Development Diversification Market Penetration Product Development (Chaffey, 2002, p. 176) Internet Marketing 26 Tessa Soebbeke (10032064)

Internet usage by age (Ireland) (Amas, 2013) Internet Marketing 27 Tessa Soebbeke (10032064)

SWOT Analysis Strengths Weaknesses • Courses by types • Visually attractive Internet Marketing • • 28 No interaction Just English Text loaded Online Products Tessa Soebbeke (10032064)

SWOT Analysis Strengths Weaknesses • Communication tools • Language • Accomodation • Confusion /Brisbane / • Irish Location • Online Products Internet Marketing 29 Tessa Soebbeke (10032064)

External factors Opportunities Threats • New communication channels • Online Shop • High fertility rate more future students • Increase of enrollments • Other universities/College s (DIT, UCD, NUI, Trinity etc. ) • Irish Recession • Demographic change Internet Marketing 30 Tessa Soebbeke (10032064)

Fertility Rate • most fertile state in the EU but more at risk of poverty than most other EU states (Irishtime , 2013) • Ireland: highest fertility rate in the EU in 2011 • 2011: 2. 05/2013: 2. 01 live births per woman lowest birth rate at 1. 23 in Hungary (CIA; The World Factbook, 2013) • lower reproduction rate of 2. 1 demographic change Internet Marketing 31 Tessa Soebbeke (10032064)

Number of Enrolled Pupils and Students in Ireland Eurostat (2013) 1200 1000 800 600 400 2001 2003 2005 2007 2009 2011 Country 2001 2003 2005 2007 2009 2011 /Time Ireland 986. 8 1000. 8 1037. 2 1054. 3 1076. 4 1112. 3 Internet Marketing 32 Tessa Soebbeke (10032064)

Social Media • http: //www. dbstv. tv/ • http: //www. youtube. com/user/Griffith. College. IRE Internet Marketing 33 Jan Honsalek

Internet Marketing Jan Honsalek

Social Media Statistics Social Media (liked/followers) DBS Griffith College Youtube 47 26 Facebook 12. 728 8. 249 Twitter 1. 107 1. 963 Linked. In 921 8. 517 Internet Marketing Jan Honsalek

Internet Marketing 42

Marian’s Bibliography • CSO for The Department of Education and Skills. (2013). Enrolments of Full-time Students by Level of Education and Year - Stat. Bank - data and statistics. Retrieved 12 11, 2013, from http: //www. cso. ie/px/pxeirestat/Statire/Select. Var. Val/De fine. asp? maintable=EDA 37&Product. ID=DB_ED&PLan guage=0 • Department of Education. (2013). Key Statistics 2012/2013. Education in Ireland. (2013). View all Private Higher Education Institutes - Education in Ireland. Retrieved 12 11, 2013, from http: //www. educationinireland. com/en/Where-can-Istudy-/View-all-Private-Higher-Education-Institutions/ Internet Marketing 43

Kevin’s Bibliography • Cormode, G. & Krishnamurthy, B. , 2008. Key differences between Web 1. 0 and Web 2. 0. First Monday, 13(6). Available at: http: //journals. uic. edu/ojs/index. php/fm/article/view/2125 [Accessed December 9, 2013]. • Franklin, T. et al. , 2003. Web Strategy. University of York. Available at: http: //www. york. ac. uk/weboffice/projects/webstrategy. pdf. • Hovland, I. , 2005. Planning Tools: How to write a communications strategy. Overseas Development Institute (ODI). Available at: http: //www. odi. org. uk/publications/5186 -communications-strategy-planning [Accessed December 8, 2013]. • Oxford Dictionaries, 2013. strategy. Oxford Dictionaries. Available at: http: //www. oxforddictionaries. com/definition/english/strategy [Accessed December 8, 2013]. • Shorr, B. & Bedford, R. , 2011. The Importance of First Impressions in an Online World. Straight North Internet Marketing Blog. Available at: http: //blog. straightnorth. com/the-importance-of-first-impressions-in-an-onlineworld/ [Accessed December 10, 2013]. Internet Marketing 44

Carli’s Bibliography • ‘Dublin Business School: Excellence Through Learning’ (2012) Dublin Business School. Available at: http: //www. dbs. ie/ (Accessed: 30 October 2013). • ‘Griffith College’ (2013) Griffith College. Available at: http: //www. gcd. ie/ (Accessed: 30 October 2013). • Islam, Anwarul & Alam, Saiful (2011) ‘Webometric study of private universities in Bangladesh’, Malaysian Journal of Library & Information Science, 16 (2), pp. 115 -126. EBSCOhost [Online]. (Accessed: 20 November 2013). Internet Marketing 45

Tessa’s Bibliography • Chaffey, D. (2002) E-Business and E-Commerce Management: Strategy, Implementation and Practice, 3 rd Edition, Harlow, England: Pearson Education Limited Amas (2013) Available at: http: //amas. ie/online-research/state-of-the-net/issue-14/internet-use/ (Accessed: 30. 11. 2013) • Eurostat (2013) Pupils and students Available at: http: //epp. eurostat. ec. europa. eu/tgm/table. do? tab=table&init=1&la nguage=en&pcode=tps 00051&plugin=0 (Accessed: 02. 12. 2013) • Healy, A. (2013) ‘Ireland has highest birth rate in the EU’, The Irish Times, 8 October [Online]. Available at: http: //www. irishtimes. com/news/ireland/irish-news/ireland-hashighest-birth-rate-in-the-eu-1. 1553211 (Accessed 02. 12. 2013) • CIA (2013) The World Factbook, The Country Comparison: Total Fertility Rate Available at: https: //www. cia. gov/library/publications/theworld-factbook/rankorder/2127 rank. html (Accessed: 02. 12. 2013) Internet Marketing 46