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Group Members:. Edmund Toh Nora Mai Tan Xuan Hui Reema He Hui Ling Lee Yi San. Diploma o f Marketing. Important function in Today’s business world DMK provided by NYP will train students in areas such as Services marketing Integrated Marketing Communications Brand Management

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Group members

Group Members:

Edmund Toh

Nora Mai

Tan XuanHui


He Hui Ling

Lee Yi San

Diploma o f marketing

Diplomaof Marketing

Important function in Today’s business world

DMK provided by NYP will train students in areas such as

Services marketing

Integrated Marketing Communications

Brand Management

TEP and IPP to be provided to develop student’s practical & lifelong skills in business operations.

Industry overview

Industry Overview

Today, 42% of the Primary 1 cohort receives a polytechnic education.

This figure will continue to grow to 45% in 2015

33% of all secondary school graduates opt for a polytechnic education, when they are qualified for Junior Colleges

Industry overview1

Industry Overview

Main reason being, Poly Students are ‘Industry Ready’ when they graduate.

Polytechnic education has become increasingly relevant

Constant upgrading and practical trainings are increasingly becoming essential.

Target segments

Target Segments

“O” Level School Leavers & Private Candidates

Primary target segment

ITE Graduates

Eligible students

Foreign Students


Secondary target segment

Competitive structure
Competitive Structure

  • Strong competitiveness

  • Offered in all 5 Polytechnics

  • Many variations of marketing

  • Provides more choices for students

Campaign theme
Campaign Theme

  • “Marketing for your Future”

  • Literal Theme

  • Provides focus on “now” and “future”

  • Academics + personal development

Secondary data collection
Secondary Data Collection

  • Based on the Figure, Polytechnic enrolment is gradually increasing every year from the period of 1999-2009.

Secondary data collection1
Secondary Data Collection

  • The above diagram shows the statistics of the amount of students who enrolled into different courses in Polytechnic Education

What do the figures mean
What do the figures mean?

  • It means more students in Singapore are getting interested and focal on the possible prospect of business

  • The potential of growth in the Business Studies courses is very high

  • We believe Diploma in Marketing will continue to grow as long as we reach out to them

Primary data collection analysis
Primary Data Collection & Analysis

  • Choose courses according to interest & passion

    • Intangible assets & benefits

    • ‘Diploma in Marketing provides you a fun & exciting learning experience’

  • Look out for variety of courses&location

    • Provide information on the variety of modules

    • Strategic location

Primary data collection analysis1
Primary Data Collection & Analysis

  • Factors influencing students’ decisions: Families & friends

    • To seek advices & suggestions

    • Equip them with relevant information

    • Become an advocate for us  more credible

  • Popular sources of information: website, loved ones or open house

    • Detailed & accurate information

    • Interesting & interactive websites

    • Creative & exciting events(open house)

Primary data collection analysis2
Primary Data Collection & Analysis

  • Respondents are most interested in food

    • Promote about the 4 canteens, a cafe & EMRS events (food fair)

  • Do not have much impressionabout NYP

    • Work towards a more positive & definitive image

Primary data collection analysis3
Primary Data Collection & Analysis

  • Most popular platform: Facebook

    • One of the anchor platforms besides blog

    • Interactive platform

  • Halfof the respondents are not interestedin NYP’s Diploma in Marketing

    • Wrong perception

    • Lack of in-depth understanding

    • Educate them

Campaign objectives
Campaign Objectives

New media tools used and justifications for choices
New Media Tools Used and Justifications for Choices

  • Facebook

    • Two-way communication

    • Majority of our target audience has a Facebook account

  • Blogger

    • 4th blog service

    • More informational and detailed entries

New media tools used and justifications for choices1
New Media Tools Used and Justifications for Choices

  • Twitter

    • Fast growing social media

    • Micro-blogging site

    • Networking opportunities

  • Youtube

    • 2nd most used platform

    • Mass market audience

Strategies to drive traffic
Strategies to drive traffic



Leaving comments on related blogs, pages & forums

Included our signature at the end of each post

Sending private messages to our target audience

  • “Be a Marketer a Day” event

  • Event details placed on various platforms used

Strategies to drive traffic1
Strategies to drive traffic


Affiliate with other blogs

Affiliate with blogs or website that are closely related to our subject

Ensure the website or blog is credible

  • Place our links on Forums

  • Using eye catching words or even pictures to capture the attention

Strategies to drive traffic2
Strategies to drive traffic

Placing videos on

  • Posting status might be perceived to be wordy or boring

  • Videos can create a more personal interaction

  • More effective & efficient

Measurement metrics
Measurement Metrics



Did not manage to achieve the objectives

Videos not interesting enough

Take interesting ourselves to drive traffic

  • Achieve the objectives of 10% active users

  • 140 active users monthly & 125 weekly

  • Constant updates

Measurement metrics1
Measurement Metrics



Did not manage to reach the objectives

Limited words used on Twitter

Unable to get detailed information

  • We met the objectives

  • Most page view “Why Diploma in Marketing?”

  • We’ll be adding more information on Diploma in Marketing

Traditional tools
Traditional Tools

  • Event: “Marketing 4 your Future”

    • Venue : NYP Atrium

    • Time: > 5.30pm on a weekday

    • Invited:‘O ’level school Leavers + Parents

  • Programs:

    • “Be a Marketer for a Day” Marketing challenge

  • Informative talk

  • Performances

  • Games

Traditional tools1
Traditional Tools

  • Radio Djs(The Muttons from 98.7fm)

    • “Live” interviews

  • Information booth and boards

    • Educational Talks:

      Secondary schools and ITE colleges

      • Main Speaker: 3rd Year students

      • Special guests: NYP Marketing graduates

Traditional tools2
Traditional Tools

  • To Publicize: “Marketing 4 your Future” event and Educational talk

  • Cost Effective