Oakland Community College
Oakland Community CollegeMarketing Case Study
Oakland Community College
Introduction
Oakland community college is the largest institution of its type in Michigan. It offers degrees and certificates in more than 90 career fields and university transfer degrees in business, science and liberal arts. It is community based and publicly funded institution. It has open admissions policy; student centered instruction and flexible curricula.
Marketing Strategies
Organizations increasingly have to be market-driven and customer focused to compete effectively in the future. The major key to success for OCC is understanding and meeting the needs of the local market. The needs of the local market are (a) easier and faster registration process; (b) adult community education- courses that will be useful for local business operations; (c) easier access to library materials; (d) easier access to purchase books; (e) accessible days and times for offered courses. Some of these needs are addressed by OCC but need improvement or expansion and others need to be addressed. OCC can also improve marketing by continuous innovation. Few suggestions include encouraging sports activities for students, allowing students to review their teachers in timely manner, improving their courses to accommodate curricula which are pre-requisites for universities and advertising the same in local universities.
Creating Customer Focus throughout Business
Technology
Registration in OCC is by telephone or by person. 'By person' is very taxing for working individuals who are unable to register on time due to time restraints. 'By telephone' is easier but disadvantage for individuals who are trying to get into courses which fill up faster than the others and their last names begin with alphabets which fall during later times of the day. Making it accessible via Internet can make registration easier and faster. Most population now have access to the net either at home or at work and would be able to register for chosen classes earlier.
The bookstore should be open for longer hours and for few hours during the weekend for easier access for students attending evening classes for more sales of books. Also, an online store would help increase sales of books as it is readily accessible for the students. Online library connection to articles and journals available in OCC library or a virtual library would help the students do research on their with the click of a button at their own convenience and improve the standards of learning at OCC.
Globalization
Adult community education is an important aspect for attracting large number of customers towards OCC. The needs of the target market should be assessed through subjective surveys regarding the communities wants and interests and new courses should be added to the curriculum. Also, an objective...
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