Cris Ong - Oxford College of Marketing (Expansion into India)

Oxford College of Marketing :

Expansion to India Chelsea 16

Marketing Analytics13th December 2016

Presentation prepared for Marialena Zinopoulou, Bryan Lukas & the MSc Strategic Marketing cohort

DASHBOARDInterest in OXCOM - Top Countries

Digitalization

Overall DM Awareness in Companies

Spyfu - competitor analysisConsumer Barometer- purchasing journeyGoogle Trend: marketing online

Google Analytics: page views India

Sources: Oxford College of Marketing (2016), Spyfu (2016), Google Trend (20169, Google Analytics (2016), Kstart (2016), Accenture (2015), EY (2016), Docebo (2014)

Lack of DM skills in companies

E-Learning market

OXCOM BRAND • For marketers to aspire to qualifications taught by the

OXCOM • For employers to know that professionals trained by the

OXCOm are worth their weight in gold • For employees to feel proud that they are delivering the

OXCOM brand values

• Quality • Openness • Respect • Equality • Flexibility

Brand Offerings• CIM courses • CAM courses • ISMM courses • UCI Postgrad digital courses • One day workshops • Online digital courses

Brand BenefitsAccredited Qualifications

Brand Mission & Audience Brand Values

Traffic Source (last 3 months)

Audience Interest

Business And Industry >Marketing And Advertising

Career And Education >Universities And Colleges

Interest in OXCOM - Top Countries

Organic Keywords:

oxford college of marketing +98.08%

macro environment

why sales person plays a very important role in the organization?

tows analysis

what is important in corporate sales

Paid Keywords:

social media courses

cim pg diploma ocm

certified online marketing training

oxcom

oxford college of marketing

Sources: Oxford College of Marketing (2016), SimilarWeb (2016)

Sources: Google Trend (2016), Google Analytics (2016)

INTEREST IN INDIA

Gender 0.27% of Total sessions

Males Female

47.9% 52.1%

WHO

WHY

WHAT

marketing online courses

1 India

2 United States

1 United Kingdom

100

59

24

digital marketing online courses

1 India 100

Sales of 3G SIM cards are expected to grow from 35 mn units 2012 to about 272 mn by 2017

Smartphone Penetration

Online AccessInternet Usage

DRIVERS TO A DIGITIZED INDIAN CONSUMERChanging Face of Consumer

DIGITAL INDIA INITIATIVE

Number of social network users

Social media platforms trends

Sources: EY (2016), Digitalindia (2016), Statista

DIGITALIZATION

EMPOWERED

E-commerce Social Interactive

BIG DATA

Tech-savvy

New Business ModelDigitalization

= Strategic Imperative

Rising earning potential & disposable incomes

Mobile telephone innovation

Platform&

Application

IT applications INFLUENCER

NEW CONSUMER

Changing needs: • Engagement • New offerings • Personalized offer

PROFILE

HOW THE “CHANGING” CONSUMER DRIVES A NEED FOR DIGITAL MARKETING

STARTUPS

Digital marketing situation Digital marketing management

Challenges

for digital marketing campaign implementation

• 32% lack of clear metrics to measure the efficacy

• 28% lack of understanding of how digital marketing actually works

• 22% lack of sufficient budgets as a constraint

• 16% lack of right resources

• Slow to adapt to the changing media landscape

• Failed to adjust spending according to where audience is spending their time on

for social media implementation

Sources: EY (2014), Kstart (2016)

Improvements

Customise content

Conduct regular data reviews

Understand DM tool application to improve strategy

Need for more experienced DM practitioners

Access to better tools

Clear communication of learnings

Right talent and investment in trainings & skill development

Missing the digitalization imperatives

Digital marketing situation

• Companies rushed to adopt digital technologies • Missing the core objective of digitalization, meeting

strategic priorities: • Delivering compelling customer experience • Accelerating customer-focused R&D or innovation

• Did not adapt their business model

MEDIUM & LARGE COMPANIESChallenges & Improvements

ServicesOverall Manufacturing

Sources: Accenture (2015)

What does digitalization or “being digital” mean

Business priorities in the space of customer value creation

E-LEARNING IN INDIA

Enhancing Higher Education Through E-learning (UGC in collaboration with CCOL)

GOI launched two schemes to support E-learning: 1. National Mission on Education through Info

& Comm Technology 2. National Program on technology Enhanced

Learning

2003

1994CLASS Project(Computer Literacy & Social on Schools)

Built computer literacy in more than 2500 schools for e-learning foundation in India

2010 -2015 Top 10 Growth Rates By Country

Indian E-Learning Market Size2015: $20 billion 2017: $40 billion

• 50% of the companies give importance to e-learning as preferential training method • 85% of the companies think e-learning is the efficient way to train employees • 79% of the companies are ready to invest more to update current LMS system • 86% of the corporate employees prefer e-learning for corporate training

Sources: elearningindustry ( 2015), Linkedin (2015),

Companies in India put increasing attention to e-learning

Gvandaeshan Education Channel developed to telecast education program

Indian Institute of Management Bangalore (IMM-B) adopted e-learning teachings

2001

Lack of government initiatives for corporate levelsE-learning market is expected to grow

BARRIERS OF ENTRY

2.3 Mbps India’s Average Connection Speed

20 Mbps India’s Forecast Average Connection Speed

Sources: Deloitte (2014) , Forbes. (2014), First Post (2015), Bttindia (2015) ,

Language Barriers

LegalBarriers

Technology Barriers

• Official language: English • Second largest English-speaking nation • Most used business language

The Foreign Educational Bill• To maintain education quality • Provide clear guidelines for international

firms to abide • Require international firms to have at least

20 years of experience

2017

2015

Remote education requires high speed broadband

5-10 Mbps

Launch “Google Fiber"

Fears & Challenges

Demographics

Goals

1. Master digital technologies to extract useful business insights and develop new-to-market offerings

2. Develop a digitalization strategy and align it to broader business goals and organization culture

Fears & Challenges

1. Getting stuck in a job and not advancing up the corporate ladder as quickly as she would like

2. Lack of digital knowledge despite knowing the benefits it brings

1. Inability to recruit and retain the best talent 2. Difficulty in digitalizing the talent pool in his organization 3. Rushed adoption of digital technologies may backfire

Sex: Female Age: 37 Location: Delhi Annual Income: 850,000 Firm Size: 500 - 1000

Background

• Graduated from Imperial College Business School

• Happily married with 4 kids

1. Get promoted to Marketing Manager within 2 years 2. Build a ‘digital personality’ to better understand the

digital consumers and achieve promotion target

Goals

Background

• Graduated from ISB • Switched job roles from

events management to marketing

• Recently got married and has a dog

CONSUMER PERSONA

Sex: Male Age: 44 Location: Maharashtra Annual Income: 2,650,000 Firm Size: 1000 - 1500

Demographics

Vihaan “The Chief Marketing Officer”

Anaya “The Assistant Marketing Manager”

CUSTOMER JOURNEY MAPPING

Offline Media

Word of Mouth/ Cold Calls

Website

Organic & Direct Search

Community Forum

Online Reviews

Email

Social Media

Tradeshows/ Conference Summits

PurchaseConsiderationAwareness

Source: Consumer Barometer (2016)


Offline Media

Word of Mouth/ Cold Calls

Website


Community Forum

Online Reviews

Email

Social Media

Tradeshows/ Conference Summits

Source: Consumer Barometer (2016)

How did people first hear about the product/service they bought?

35%

36%

8%

9%

What offline sources did people use to make a purchase decision?

12%

14%

34%

54%

56%

22%

18%

7%

6%

42%

What online sources did people use to make a purchase decision?


Acquisition -


Source: Google Analytics (Oxford College of Marketing)

COMPETITOR ANALYSISDigital Vidya SimpliLearn GreatLearning Delhi School of Marketing Coursera

Founded,EE & HQ

In 200950New Delhi, IN

In 20091,300San Francisco, USA & Bangalore, IND

In 2003-Chennai, IND

In 200160New Delhi, IND

In 2012120Mountain View, US

Customers150 in-house training7,000 brands150 in-house trainings

500,000 professionals 400 postgrads every year 10,000 professionals 13m users (B2C), Partner universities from 29 countries, expansion to B2B

Past Clients

Courses

“Certified Digital Marketing Master” (CDMM)

6 Core Modules: Email, SEO, Inbound Marketing, Social Media, SEM, Web Analytic

Specialisation: e.g. Video Ads, Blogging, Affiliate Marketing

“Digital Marketing Certification Training”

13 Foundational Modules: SEO,PPC, Digital Analytics, Social Media, Mobile, Facebook, Conversion Optimization, Email, Content Marketing

8 Advanced Modules: Advanced SEO, Advanced PPC, Advanced Web Analytics, Advanced Social Media, Advanced Mobile, Advanced Email

11 Knowledge Nuggets: Pinterest, Display Ad, Digital Marketing for Asia

“Business Analytics Program” (BACP)

Access to Tools: R, SAS, Tableau

6 months program (160 hours): 100 hours of self-learning, 40 hours of mentored learning and 20 hours of assessment

Entry Requirement: 2 years work experience + Admission Deadline: one intake per year

“Digital Marketing”

17 Modules: SEO, Mobile Marketing, Google Analytics, Ecommerce Marketing, Website Planning & Creation, Email, Content Marketing, Affiliate Marketing, Online Reputation Management, AdSense & Blogging

“Digital Marketing” is predominantly offered in-class

“Digital Marketing”

6 Modules: Marketing in a digtal world, Digital Analytics, Digital Marketing Channels, Planning, Capstone Projec

Certificate Yes, in partnership with the Government of India, Exam

Yes, Exam Yes, NO Exam (just quizzes, assignments)

Yes, in partnership with the Google, NO exam

Yes, in partnership with University of Illinois, Exam

Price₹ 59,190 ($ 870) for 115 hours (only live online)

From ₹ 6,685 ($ 99) for foundations courses to ₹ 80,965 ($ 1,199) for Masters Programs (optional live session)

₹ 59,190 for 6 months (live online

₹ 56, 450 for 128 hours (either in-class or live online)

₹ 29,120 (£ 336) or ₹5,460 (£ 63) per course

USPCustomized In-house trainings with 40% of time for hands-on exercises

Modularity: Single/Packaged courses (eg SEO Specialist Masters Programs)

Deep-dive into Analytics + Tools

Flexibility: weekend or evening classes, online or in class room

World-class university, practical assignment

Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn, SocialBeat, Digital Monster, Linkedin (2016)

COMPETITOR PERCEPTUAL MAP

OXCOMCompetitors

India Consumers (Age 35-54)

Features provided by Competitors1. Forum discussions 2. Online communities

Features provided by OXCOM1. British Imperial Education System 2. Depth & Breadth of course scope

Features provided by competitors & OXCOM1. Course personalisation 2. Provides online digital marketing courses 3. Accreditation certificates

Source: OXCOM, GreatLearning, DSIM, DigitalVidya, Coursera, SimpliLearn (2016)

SPYFU

Source: Spyfu (2016)

SEMRUSH

Source: SEMrush

PROBLEM CAUSES(India: Age group 35-54)

Lack of Awareness of Brand & Brand

Offerings

Issue of Credibility & Recognition of

Qualifications

Resistance toward

commitment

Doubt of Quality of e-learning

programs

RECOMMENDATIONSMode of Entry Symptoms Addressed

• Partnership with Government of India

• Partnership with local Digital Marketing associations (e.g. Valiant Business Media)

Course Qualifications Symptoms Addressed

• Partnership with Global Brands

Trials of Course Content Symptoms Addressed

• Personalisation: Bi-Weekly/Monthly Case Studies (Online Skype sessions)

• Gamification: Engagement + Challenged to learn more

• Quiz (Topic Recaps): Ensure constant learning

Awareness

Credibility

Quality

Credibility

Resistance

Quality

Customer Journey Touchpoints Suggestions Symptoms Addressed

Trade Shows / Conference Summits • Have representatives attend conferences

Offline Media - Print Advertising • Advertise in local business marketing magazines

Organic & Direct Search • Improve SEO keyword search ranking

Social Media• Facebook: Generating need & awareness • LinkedIn: Building network & connections • Twitter: Engagement with potential clients

Website• Highlight accreditation certificates • Emphasise career & corporate benefits gained • Provide information on instructor background • Provide client stories & testimonials

FAQ & Online Reviews• Why is the certification most sought-after? • What are the career benefits in store for you? • What are the prerequisites for the certification?

Community Forum • Support Forum • General Forum • Certificate & Training Discussions

Email

• Personalisation • Highlight offerings & credentials • Encourage participation of offline interactive events • Reminder to sign up for Free Trials • Create incentive to learn more

RECOMMENDATIONS

ConsiderationAw

areness

Awareness

Quality

Resistance

Credibility

Resistance

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CONCLUSION

Growing learner volume

Stronger broadband connectivity

Growing social media penetration

Demand for overseas qualifications

English language proficiency

Growing smartphone adoption

High internet usage

Few government initiatives

High demand for corporate learning & development

High demand for online learning

Competition

APPENDIX

RESEARCHDecision Problem • International expansion to increase customer base.

• To not miss out on wider opportunities.

Research Question • Which country should Oxcom expand into?

Research Objectives• Who are Oxcom’s target audience? • What are their needs? • How can Oxcom target them?

Research Design

Exploratory research: • Secondary data analysis (Google Analytics, Institutional reports etc) • Experience surveys (Consumer Barometer) • Case analysis (Digital India)

Descriptive research: • Cross sectional (one-time measurement)


Offline Media - Print Advertising

Trade Shows/Conference Summits & Word of Mouth

1. Government: Digital India Week

2. Digital Marketing Associations India

RECOMMENDATIONS

Website


1. Improve SEO keyword search

1. Highlight accreditation certificates

2. Emphasise career & corporate benefits gained

3. Provide information on instructor background

4. Provide client stories & testimonials

Consideration

RECOMMENDATIONS

Social Media

PurchaseConsideration

1. Facebook: Generating need & awareness

2. LinkedIn: Building network & connections

3. Twitter: Engagement with potential clients

FAQs & Online Reviews

1. Why is the certification most sought-after?

2. What are the career benefits in store for you?

3. What are the prerequisites for the certification?

RECOMMENDATIONS

Community Forum

Consideration

Email Marketing

CIM Certification

Using Affiliate Marketing to Grow your Business

OXCOM Support

OXCOM: On Demand Forum

RECOMMENDATIONS

RECOMMENDATIONSConsideration

Email XXX

RECOMMENDATIONSConsideration

Email XXX

1. Personalisation

2. Highlight offerings & credentials

3. Encourage participation of offline events

4. Reminder to sign up for Free Trials

5. Create incentive to learn more

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