Project USP

+

University of the

Sciences

Market Research Huong NguyenPB 478 Grishma PatelProfessor Levy Priti Patel

Cindy Tam

Client: Maria Buehler

+Background

●As the University of the Sciences in Philadelphia embarks on re-branding, several aspects to how the University would be affected are looked at. o The University went through a name change to encompass all

the science-related majors offered

●As the University grew and offered more majors it decided to separate them into five different colleges:o Misher College of Arts and Science, Mayes College of

Healthcare Business Policy, Samson College of Health Science, Philadelphia College of Pharmacy, and the College Graduate Studies.

+Background

●The University of the Sciences in Philadelphia’s marketing department asked us to conduct a study to gather students’ opinions and attitudes toward the current re-positioning of the university and the sub-branding of the colleges.

+Overview

●The University of the Sciences in Philadelphia is going to reposition its brand and sub-brand the University into five different colleges

●Secondary, qualitative, and quantitative research were conducted to assess the students’ reactions and attitudes

+Overview(Secondary Research)

●The three schools in the Philadelphia area, Arcadia University, Drexel University College of Medicine, and Philadelphia College of Textiles and Science were successful in repositioning based on: o the effect on enrollmento positive feedback on the perception of the schools after the

name change, and reactions elicited from the change by alumni, officials, and others

o expansion and offering of new courses

●Not all of these are applicable to the University, but there are things that can be learned

+Overview (Qualitative Research)

●Through the interviews with the students, most expressed similar opinions with regards to the University and their individual colleges

●The participants conveyed negative emotions towards the repositioning of the University and how it will impact them in the future

●The support for sub-branding was high because the majority of the students supported each college having its own name

● Interviewing was a great way to get very specific feedback from a few of the students.

+Overview (Quantitative Research) This study was conducted with a larger number of students to

gather more detailed responses regarding their attitude and reaction toward the repositioning of the University and the sub-branding of the colleges.

A majority of the students felt that the positioning statement of the University fit well and the University should sub-brand

+Research Objectives

●To analyze the effect on students of the repositioning of the University of the Sciences in Philadelphia to University of the Sciences and the sub-branding of the five colleges through secondary, qualitative, and quantitative research.

+Secondary Research

● Objectiveo To develop a case study on three schools on the

Philadelphia area and to understand the reason for the change, the effect on enrollment, and reactions elicited by alumni and others due to the change.

+Secondary Research

● Methodologyo Extensive research through online journals, university

websites, and newspaper articles was collected to determine how each university went about their repositioning.

+Secondary Research

●Key Findings o All three schools were successful with repositioning

●The effect on enrollment●Positive feedbacks on the perception of the schools after

the name change●Reactions elicited from the changed by alumni, officials,

and others●Expanding majors●New course offerings along with the name change

+Secondary Research

●Recommendationso Repositioning a college by changing its name can be

successful if the process is carefully planned out and executed thoroughly.

o Not all of the secondary research is applicable to the University of the Sciences, but there are things that can be learned:●The involvement of all constituencies●The careful evaluation of the name change options●The appropriate marketing strategies from the three

schools

+Qualitative Research

●Objectiveso Assess reactions of students to repositioning of

University of Sciences in Philadelphiao Assess attitudes toward sub-branding of the University

●Methodologyo Personal interviews with 10 students – two students

from each college were randomly selectedo Questions include: demographic information, attitudes

about current name of University and sub-branding, mood boards to assess knowledge of students’ college

+Qualitative Research

●Key Findingso Awareness of the college’s slogan and colors is low. o Support for sub-branding is high. o Current name of the University is sufficient. o Students will be impacted with the name change. o There will be a negative impact on the recognition

of the University by the name change. o Mood boards for College of Graduate Studies and

Misher were confusing.

+Quantitative Research

●Objectives

o To assess/estimate the number of students who are aware of the repositioning of the school and sub-branding of the colleges

o To assess the attitudes towards the repositioning and the sub branding of the school and colleges

+Quantitative Research

●Methodologyo There were 124 students surveyed totalo Our goal was to survey 20 students from each collegeo We also wanted to make sure that we got a sample from

all the different grade levels

●Pre- Testo We created a survey and distributed 3 of themo The surveys were collected and corrections were madeo After the corrections were made, all the surveys were

distributed

+

Questions 1-3

Screener

●Are you a student at the University of the Sciences?

●What college are you a part of at the University?

●What year are you in at the University?

➜ Since we only wanted students from the University to participate, those who do not attend this school were eliminated

➜ We wanted to make sure we got an equal amount people from all the colleges

➜ Once again, an equal amount of students from each grade level wanted to be surveyed

+

Question 4

Screener

● Are you aware that the University is considering changing its branding? o Yes (Continue to Question 4a)o No (Skip to Question 5)

● When did you hear about the name change? o Spring 2009o Fall 2009o Spring 2010

➜ Have students noticed that “in Philadelphia” is not used as often?

➜ When did students find out that there was going to be a name change?

Question 5

+Describe the University in Three Words

●Students were asked to best describe the University in three words

●There was a wide range of words used so we decided to group similar words together and came up with the top four categories:o Challenging and Demanding (41%)o Small (35%)o Prestigious and Distinguished (18%)o Expensive (18%)

Question 5

+Describe the University in Three Words

Question 6

+Does The University Positioning Statement Fit?

The University of the Sciences in Philadelphia sees itself as a school that enables

“students to transform their love of science into a meaningful future in the vital healthcare field.”

Question 6


Question 6


Question 6


Question 6

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+

Question 7

Would Students Rename the University?

●32% - change is not needed

●13% - change is definitely not needed

●30% - no opinion

●17% - change may be needed

●8% - change definitely not needed

Question 7a

+Why Would Students Rename the University?

●Students were asked to elaborate why they chose the answer that they did on the renaming of the University with an open-ended questiono No Response – 18% (27 out of 152 response categories)o Too Many Changes Already – 12% (17 out of 152

response categories) o Current Name Fits – 10% (15 out of 152) of response

categories o Need Shorter Name – 9% (14 out of 152) of response

categories

Question 8

+What Are Three Words To Describe Your College?

College of Graduate Studies●Friendly

o 8% (5 out of 61 response categories)

●Difficult o 16% (10 out of 61 responses categories)

●Reputable o 8% (5 out of 61 responses categories)

●Opportunities/Business/Professionalo 18% (11 out of 61 response categories)

+

Question 8

What Are Three Words To Describe Your College?

Question 8


Mayes College of Healthcare Business and Policy●Business/Professional o 13% (8 out of 62 response categories)

●Challenging o 11% (7 out of 62 response categories)

●Friendlyo 8% (5 out of 62 response categories)

●Small o 8% (5 out of 62 response categories)

Question 8


Question 8


Misher College of Arts and Sciences

●Challengingo 6% (4 out of 62 response categories)

●Personalo 6% (4 out of 62 response categories)

●Difficulto 6% (4 out of 62 response categories)

●Scienceo 6% (4 out of 62 response categories)

Question 8


Question 8


Philadelphia College of Pharmacy●Challengingo 13% (8 out of 62 response categories)

●Difficult o 11% (7 out of 62 response categories)

●Historical o 6% (4 out of 62 response categories)

●Prestigious o 11% (7 out of 62 response categories)

Question 8


Question 8


Samson College of Health Sciences● Fitness/Activeo 9% (6 out of 70 response categories)

● Challenging/Difficulto 20% (5 out of 70 response categories)

● Informative o 6% (4 out of 70 response categories)

● Innovativeo 6% (4 out of 70 response categories)

● Reputableo 11% (8 out of 70 response categories)

Question 8


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Question 9

How Students Feel Towards Sub-Branding Colleges

●Students were asked how they felt about sub-branding the five collegeso 66% of students agree

the University should sub-brand its colleges

o 27% of students had no opinion

o 7% of students disagree with the idea of sub-branding

Question 9

+How Students Feel Towards Sub-Branding Colleges

●The students were further asked to share their reasons for why they agreed, disagreed or had no opinion for the sub-branding

●The responses were grouped with similar meanings and three general categories were formed:o 1. No opinion (32%)o 2. Identity (13%)o 3. Each school is different (22%)

Question 10

+Preselected Sub-Branding Words for Individual Colleges

Students were given a total of nine words, which are used to portray the five colleges, which were already preselected by the University’s Marketing Department.

Philadelphia College of Pharmacy• Prestigious• Legacy

Samson College• Skill-building• Pioneering

Mayes College• Strategic• Relevant

Misher College• Distinguished

College of Graduate Studies• Advanced• An Investment

Question 10


Question 10


Question 10


Question 10


Question 10


Question 11

+Does the Individual College’s Positioning Statement Fit?

●The students were asked to rate the description statement for each college from 1 to 5

o 1 is strongly disagreeo 2 is disagreeo 3 is neither disagree or agreeo 4 is agreeo 5 is strongly agree

+

Question 11

Does the Individual College’s Positioning Statement Fit?

“The College of Graduate Studies promotes excellence in education and research to prepare students to become innovators and leaders in the health and natural science disciplines in academia, industry and government.”

Question 11

Preparation for the future

Positioning statement can be better

Positioning statement lacks business aspect

College is trying but doesn’t completely fit state...

College does not help get leadership role

No opinion

Fits the college

Relevent

0

1

2

3

4

5

6

7

4

3

1 1 1

6

1

2

What Students Feel About Positioning Statement For Col-lege of Graduate Studies

Number of Responses

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Question 11


“Mayes College of Healthcare Business and Policy offers advanced degrees at the intersections of business, health policy, and public health enabling visionary students to serve their futures with leadership roles across the healthcare spectrum.”

Question 11

The statement fits the college

Preparation for the real world

Allow for teamwork and leadership skills

Do not apply

Uniqueness and competitive advantage

Fits but lacks

Represent professionalism

Valuable degree

Does not fit

Advanced in the healthcare side of business

No Opinion

0

1

2

3

4

5

6

5

3

2

4

1

4

1 1 1 1

2

What Students Feel About Positioning Statement for Mayes College

Number of Responses

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Question 11


“Misher College of Arts and Sciences

provides a specialized undergraduate foundation, with research and discovery at its core, for students seeking advanced science degrees to serve health and humanity.”

Question 11

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What Students Feel About Positioning Statement for Misher College

Number of Responses

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Question 11


“The Philadelphia College of Pharmacy, North America’s first school of pharmacy and the prestigious start of the University, graduates the scientists and pharmacists who discover and deliver the healthcare innovations that advance patient care.”

‘Innovation’ does not describe pharmacists

Graduates have an impact

Concentration on other majors besides ph...

First school of pharmacy is still unknown

Pride in career

Unsure how statement reflects college

Statement is accurate

Statement fits but can be better

No opinion

Preparation for the real world

Has a good reputation

0

1

2

3

4

5

6

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1 1 1 1

6

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What Students Feel About Positioning Statement for Philadelphia College of Pharmacy

Number of Responses

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Question 11


“Samson College of Health Sciences

educates the vital healthcare professionals who add immeasurably to the quality of life at each step – from prevention to diagnosis to recovery –

of the patient care continuum.”

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What Students Feel About Positioning Statement for Samson College

Number of Responses

+Conclusion

●Majority of the students felt that the University enables “students to transform their love of science into a meaningful future in the vital healthcare field.”

●Majority of the students felt that the University does not need to change its name.

●Students felt that even though the school is small and expensive, it is also prestigious and focused.

●Majority of students feel that the University should sub brand its colleges.

+Recommendations

●The University should not under any repositioning right now according to the research

●Changes can be made to the University’s positioning statement to more accurately reflect the school and its colleges

●University’s marketing department should conduct a more extensive survey throughout the entire school to get bigger sample of student body and more defined answers

+Recommendations

●Some suggestions on how to perform the surveys include:

o posting surveys on ANGELo provide incentives for students to complete the survey

and provide better feedback o use less open-ended questionso survey prospective students

+Thank you for your time…

QUESTIONS?

Documents

Project USP