Tiffany Barnes & Derek Scott

2015-2016 Marketing Plan and Strategy for the Marketing Degree

Option

Survey Results: Student Satisfaction

1 1

6

12

4

Student Sadisfaction

Extreemly Dissatisfied Dissatisfied Slightly DissatisfiedSlightly Satisfied Satisfied Extreemly Satisfied

According to the OUS 2013 Fact Book Oregon Tech is expected to increase enrollment by 87 students by 2022.

The business department only makes up 8% of Oregon Tech’s overall population. This means the management department will see an increase of only 7 people

with potentially 1 or 2 enrolling in marketing.

We’re in trouble..

History The marketing program was started in 1997 Mission Statement: “The Management – Marketing Option is a challenging, applicable degree

program that integrates management concepts in a technical and innovative setting as required by today’s dynamic business environment. The program develops graduates with relevant skills preparing students for entry into management careers in business, government, public, or social service organizations. Industry-trained faculty translates theory to practice; advising students through the diversity of the curriculum, project-based learning, and internships. The degree serves those students that seek a personal, hands-on learning experience and the needs of the businesses that employ them”.

Faculty: Department Head – Hallie Neupert Professors – Kristy Weidman & Don DaSaro

Marketing industry According to the Bureau of Labor statistics’ Occupational outlook

handbook the marketing field is growing! It is supposed to grow by 12% from 2012 to 2022. This means an additional 25,400 jobs introduced. The median pay in the marketing industry is $115,750 per year or

$55.65 per hour.

Marketing Jobs

Wage ranges

Survey Results: Age

<17 18-24 25-29 30-35 36-40 41>0

5

10

15

20

25

Age

Survey Results: Age

14

11

Gender

Male Female

Survey Results: Student Location

9

8

8

Student Location

Klamath Falls Other Oregon Out of State

19 year old male From Eugene Oregon Attended Oregon Tech because

of its athletics Choose the Marketing Program

because of the professors who have real world experience outside of the classroom

Choose this program because parents and athletic coaches advised it.

Target Market: “Justin Case”

20 year old female From Klamath Falls Oregon Attended Oregon Tech because

of its proximity to family and low cost

Choose the marketing program because of small class sizes compared to previous degree of Pre MIT

Choose this program because a friend in the program recommended it

Target Market: “Shanita Bath”

Competitors

U of O OSU SOU PSU WOU0

2

4

6

8

10

12

Competitors

PositioningClass Size

Overall Cost

Oregon Tech

Low

Low

PSU

OSU

Positioning Statement: The Marketing Degree offered at Oregon Tech is a superior degree choice over identical degrees offered at PSU and OSU for 18-24 males and females from Oregon because of the small class sizes and professors who offer industry experience

Increase enrollment: Increase enrollment with traditional students during 2015-2016 academic year. We would like to add 15 new students a year.

Strengthen partnership: Establish key partnership with KCC’s business department during 2015-2016

Build relationships: During 2015-2016 meet with high school business club faculty and business club seniors.

Launch Decisions

Launch Decisions Cont.

Create awareness: During 2015-2016 academic year, connect with Oregon Tech faculty advisors and admissions counselors

Creating credibility: During the 2015-2016 academic year, peruse the option of changing the degree name to a school of business offering a business degree rather than a management degree.

Where do we go from here..

Please be sure to read our report for further information!

Thank you!Go Owls!