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Maximizing Marketing Strategies for Santa Monica College's Prestige Factor

Explore marketing basics for SMC: product, price, place, promotion, and mission. Analyze market research, SWOT analysis, and potential opportunities and threats. Highlight strengths like revenue generation and comprehensive student support services. Address weaknesses such as increased tuition and incomplete prospect data. Identify opportunities like technology updates and developing indigenous recruitment resources, while acknowledging threats from US immigration policy and global economic slowdown. Enhance SMC's image and reputation in a cosmopolitan urban environment.

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Maximizing Marketing Strategies for Santa Monica College's Prestige Factor

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  1. “You mean no one remembered to bring a rock?”

  2. MARKETING STRATEGIES

  3. MARKETING BASICS • PRODUCT • PRICE • PLACE • PROMOTION

  4. MARKETING - PRODUCT • DEGREES OFFERED • THE PRESTIGE FACTOR • FACULTY REPUTATION • SIGNIFICANT ALUMNI • EXCLUSIVITY • GUARANTEES

  5. MARKETING - PRICE • ACTUAL COST • PERCEIVED VALUE • OR

  6. MARKETING - PLACE • LOCATION • ENVIRONMENT • LEARNING • LIVING • TIMING

  7. MARKETING - PROMOTION • ADVERTISING • MEDIA RELATIONS • IMAGE PIECES • PERSON TO PERSON • COMMUNITY RELATIONS

  8. MISSION • IMAGE REFLECTS THE MISSION • CURRENT STATEMENT • DISTINCTIVE LANGUAGE • CLEAR GOALS AND OBJECTIVES

  9. MARKET RESEARCH • CURRENT STUDENTS • ALUMNI • EMPLOYERS OF ALUMNI • DONORS • PROSPECTS • FACULTY AND STAFF

  10. SWOT ANALYSIS • STRENGTHS • WEAKNESSES • OPPORTUNITIES • THREATS

  11. STRENGTHS • REVENUE GENERATED OVER TIME • SMC IS NUMBER ONE IN TRANSFERS • COMPRHENSIVE STUDENT SUPPORT SERVICES IN PLACE • COMPETITIVE PRICING • ESTABLISHED RELATIONS WITH AGENTS

  12. WEAKNESSES • INCREASED TUITION AND FEES • RELIANCE ON TUITION AND FEES • LACK OF INTEGRATED DATA • PROSPECT DATA BASE INCOMPLETE • US IMMIGRATION LIMITS ACCESS

  13. OPPORTUNITIES • TECHNOLOGY UPDATES • WEBSITES • ADVERTISING AND APPLICATION ON LINE • INTEGRATE DATABASES • EXPAND DISTANCE EDUCATION COURSES AND INTENSIVE ESL ABROAD • DEVELOP INDIGENOUS RECRUITMENT RESOURCES

  14. THREATS • US IMMIGRATION POLICY • GLOBAL ECONOMIC SLOWDOWN • COMPETITION: USA AND ABROAD • COSTS OF TRAVEL/RECRUITING • BUDGETARY PRESSURE FROM STATE • EMPHASIS ON SINGLE WORLD REGION

  15. SANTA MONICA COLLEGE FOUNDED IN 1929 TWO-YEAR COMMUNITY COLLEGE

  16. NUMBER 1 IN TRANSFERS

  17. MORE THAN 60 MAJORS

  18. 30,000 STUDENTS

  19. 2,900 F-1 STUDENTS

  20. STATE-OF-THE ART FACILITIES

  21. ETHNICALLY DIVERSE

  22. CITY OF SANTA MONICA Set in a Cosmopolitan Urban Environment

  23. DR. ELENA M. GARATE PROFESSOR SANTA MONICA COLLEGE 1900 PICO BOULEVARD SANTA MONICA, CALIFORNIA 90405 310: 434-4354 garate_elena@smc.edu

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