To be among Top 10 Regional Business Schools & 100

best Business schools.

MARKETING REPORT
 ACKNOWLEDGEMENT

We sincerely thank Mr. Jami Moiz (Marketing Management Instructor) for

teaching Marketing management and sharing experiences and insights , ena-
bling our team to work on a project aimed at creating , delivering & commu-
nicating values of the most prestigious business school in Pakistan.

Sincerely

Saad Elahi CM1-12/2010

Rao Raheel CM1-11/2010

Asim Zubair CM1-3/2010

Muhammad Aamir Khan CM1-6/2010

i
 INDEX

Page #
Section 1 Executive Summary 1

The Challenge 2

Section 2 Situation Analysis - IBA 3

Customer Analysis 4&5

Competitor Analysis 6&7

SWOT Analysis 8

Section 3 The Marketing Mix

Product 9&10

Price 11

Place 12,13,14,15

Promotion 16&17

Section 4 Social Responsibility 18&19

Section 5 Success Metrics 20

Reference 21

ii
 EXECUTIVE SUMMARY

“Our mission is to be one of the top 10 regional business schools

and top 100 business schools globally through consistent supply of
trained and educated professionals and leaders”
The Scope of this report is to develop & create strategies in view of the IBA‘s
5 year strategic directional plan of a high level infrastructure, competent fac-
ulty, modern technology and alliances with industry.

Since 1955, IBA has been the centre of excellence for business management
studies, a Human resource business partner for industry by selecting, recruit-
ing and training exceptional talent with a successful track record of delivering
8000+ leaders and masters of their respective fields; we in the public sector
maintain a dominant position and niche as the most desired centre of busi-
ness studies.

However, since last two or three decades, the dynamics & spectrum of busi-
ness education has expanded to a broader range; demand for qualified pro-
fessionals coupled with management studies is new market demand. Intro-
duction of Niche specializations such as health care management for hospi-
tals and pharmaceuticals, project management for engineers, media man-
agement for artists can result in an increase in the inflow of a wider range of
customers/ prospects. Some privately owned business sector entities / insti-
tutions have been able to penetrate within the country by adopting and ca-
tering to the demand of the industry; LUMS (Top most ranked Business
school in Pakistan – HEC), IOBM, SZABIST (Ranked among the 20 Top most
business schools in region - Business week), LSE, HAMDARD are some of the
local business schools who banked on this opportunity and widened their out
reach.

Renowned business schools Harvard business school & The Suleman Dawood
School of Business of Lahore University of Management Sciences (LUMS)
were able to penetrate and claim leadership position at both extremes of the
business education world with the strength of Research & Applied research
studies structure. As a matter of fact LUMS claims a top notch position in the
category with establishment of 3 research centers enabling professionals and
students to better understand and implement their skills in the real world.

1
 EXECUTIVE SUMMARY

To deliver awareness, vision and objectives to customers / prospects & maxi-

mize returns & profitability, an integrated marketing communication or Holis-
tic marketing model is proposed. With the utilization of 7 mass media’s with
in the allocated resources focusing on Social marketing , Alumni and heritage
of the academy ; we aim at positioning our “Institute as a centre for
training and educating Pakistan’s enlightened leaders and entre-
preneurs”

The anticipated outcome of this study is to create differentiation with a level

a competition, Focus and overall cost leadership resulting in increased
awareness & interest with in the target sector, improved social image &
heightened pride & morale of students, faculty and staff

The Challenge

We are targeting a segment of students and professionals from specialized

sectors such as Agriculture, Art / Design, Engineering, Health Sciences, Gen-
eral and have proposed new products / courses / specializations to be taught
by senior and experienced industry leaders coupled with on campus manda-
tory research & applied research techniques to understand and evaluate real
business world.

We aim at improving the services and image of IBA and the challenge for us
lies in providing right value to our stakeholders and maintaining a leadership
status by controlling overheads and building up on the academies vision.

The Financials & Cost will remain the same as projected in the annual budg-
ets , however, with increased products / course and services their will be a
significant impact on annual returns.

2
 SITUATION ANALYSIS

Institute of Business Administration , Karachi

IBA Philosophy

The recurrent theme of the 50 years of IBA's existence is that business edu-
cation should be rigorous but also relevant and looking to the future. The
IBA provides an enabling environment, conducive to scholarship and re-
search. The faculty, staff, students and members of the industry work to-
gether to achieve learning goals. Students acquire knowledge and skills
through constructive and distinctive processes that encourage them to de-
velop understanding of business concepts and issues, think independently
and to make rational choices. They are encouraged to take responsibility for
their own learning, to become active participants and leaders, and to apply
their knowledge in real-world context.

History

The IBA Karachi, which is in the public sector, has over the years established
a solid level of credibility in the market for having tough entrance criteria in-
cluding transparent admissions tests and interviews and a consistent imple-
mentation of disciplinary standards. Having a campus at University of
Karachi & City Campus at Main M.A. Jinnah road, few notable milestones for
the Institute are :-

1955 Established in collaboration with the Wharton School of Finance and

Commerce, University of Pennsylvania, offering MBA degree.
1957 An Evening Program was started to cater to the needs of the
numerous working executives and managers .
1982 A three-year BBA (Honors) Program was introduced which has now
been upgraded into a four-year BBA program.
1983 The Center for Computer Studies was established with the
collaboration of IBM, Pakistan.
1994 The Institute was elevated to a degree-awarding institution.
Recently , The Center for Executive Education for Executive MBA programs
Center for Entrepreneurial Development has been established.
3
 CUSTOMER ANALYSIS

Our Stakeholders are Students , professionals seeking enhanced skills, Industry for
Human resource support , our faculty , competitor business schools , staff and
administration.
As a school of business students , we are primarily concerned with students and in
a process to better evaluate and understand our Target customer’s ( students , Job
– Industry, Organizations) preferences, needs & behaviors towards business
schools in Karachi and Lahore, we conducted a random survey of approx 50 stu-
dents enrolled and graduates from local business schools in various institutions &
our findings concluded: -

Sample – Gender Distribution n %

Male 28 56%

Female 22 44%

Total 50 100%

The male population of our sample was 56% and female 44% based in Karachi

Top preferred business school in Pakistan

14
12
10
8
6
4
2
0

MAJOR FACTORS OF PREFERENCES n %

Studies 19 38%
Faculty 1 2%
Fees 7 14%
Environment 2 4%
Location 4 8%
Reputation 10 20%
More Job Opportunities 7 14%
Family & Friends 0 0%
Total 50 100%
4
 CUSTOMER ANALYSIS

Conclusion

On the basis of data and survey , we were able to conclude that …

 IBA and LUMS are Market Leaders in Business education. But students
prefer LUMS due to their dynamic environment , educational structure
and research facilities.
 Preferences towards Specialized Management Studies is Increasing.
 Brand Image & identity of the Institute is an Important Factor.
 Expenses of Management Studies are not affordable for general public &
often talented and deserving individuals are left behind.
 LUMS has a wider reach due to its location and exposure in international
market.

5
 COMPETITOR ANALYSIS

Taking the advantage of strong awareness of business education in the gen-

eral public, a large number of private universities have cropped up over the
years offering degrees in business administration as well as in computer sci-
ence and other related fields. Traditionally, when talking about business
schools, finance and marketing are the areas that always come to mind, but
with the mushrooming of different schools in recent years, the emphasis is
shifting from traditional business education to economics, technology, engi-
neering, e-commerce, law and medicine.

The implicit specialization, that has already emerged, is that academic busi-
ness schools are offering long-term programs which lead to degrees, but
with the increase in the competition, and at the broadest level, some of
these universities now offer degrees in executive programs requiring atten-
dance during the weekends and for periods of between three and four
months only.

"It is not the strongest that will survive, nor is it the most intelligent; but the
one most adaptive to change"
Charles Darwin; the Origin of Species, published on 24 November 1859

There are certain institutions, in the private sector which offer executive
training. Lahore University of Management Sciences (LUMS) is one of such
institutions that have established their credibility over the years in providing
executive training of high standard for serving executives; which created
competition and several renowned business schools emerged such as
SZABIST, IoBM, LSE, Bahria University, Hamdard etc.

Lahore University of Management Sciences (LUMS) has

come to be regarded as the best institute for business edu-
cation in the country and has established an assurance and
confidence in its meritorious and thorough academic pro-
gram.

6
 COMPETITOR ANALYSIS

Institute of Business Management, the college has managed

to gather high rated faculty members and is endorsed by
the city's notables in the business community. The College
offers specialization in accounting, finance and banking,
management, marketing , HRM , Media management , ad-
vertising and MIS as well as a career placement service.

The Hamdard Institute of Management Sciences of

Hamdard University which received its charter in 1991,
offers BBA (Hons), MS in Business Informatics, MS in
Finance, MS in Advertising as well as MBA.

The Shaheed Zulfikar Ali Bhutto Institute of Science and

Technology (SZABIST) is a fully Chartered Institute ap-
proved and recognized by the Higher Education Commis-
sion (HEC), Pakistan, as a degree granting institution.
SZABIST has campuses in Karachi, Islamabad, Larkana and
Dubai (UAE). Business Week, the leading international business magazine,
has listed SZABIST among the best business schools of the world for five
consecutive years (2001, 2002, 2003, 2004, 2006). SZABIST is one of the
top 20 business schools from Asia recognized by Business Week. Only two
business schools from Pakistan are listed in Business Week. Asia Inc, a lead-
ing Asian Magazine, has ranked SZABIST among the top MBA Schools of
South Asia in its Asia's Best MBA Schools Survey for two consecutive years
(2003, 2004). SZABIST is one of the top 15 business schools from South Asia
ranked in Asia Inc. SZABIST is also ranked among the best Science and
Technology and MBA schools in Asia by the CNN-Time publication Asia week.
SZABIST is also listed in the CNN Executive Education Schools. SZABIST thus
has the unparalleled honor of being the only Pakistani Institute to be recog-
nized internationally by Business Week, Asia week, Asia Inc. and CNN..

Other universities include Bahauddin Zakariyah University, Multan; Punjab

University, Lahore; Peshawar University, Allama Iqbal Open University. Iqra
University (formerly AMI), BIZTEK, PAF – KIET, University of Karachi .

7
 IBA—SWOT ANALYSIS

 First business school outside north America

S
T
 50+ years of successful heritage
R  Autonomous body
E  Alumni – renowned leaders and entrepreneurs
N  Flagship degree programs
G
T
 Students & Industry support and trust
H  Foreign accreditations / affiliations
S

W
E  Resistance to change
A  Limited outreach
K
 Infrastructure
N
E  Faculty
S  Modern Courses / specializations
S  Marketing communication
E
S

O
P
 Introduction of new specializations to attract a wider customer segment
P  Foreign students intake
O  Strong Collaboration with MNC’s & leading local companies for Human resource support
R  Consultancy for developing business infrastructure of business units through R&D sup-
T port and initiatives students
U
N
 Publications of Books & case studies in Pakistan by local faculty
I  Building strong Brand awareness through website (WAP) and Mobile marketing
T
I
E
S

 Political / Socio-Economic conditions

T
 Emergence of new Business schools and universities
H  Competitive courses offered by other universities and though by common professors /
R teachers
E  Fees structure
A  New specializations for qualified doctors, engineers, artists etc.
T
S

8
 MARKETING MIX

Offer “branded” Niche Programs & Educational Options

Introducing niche courses designed for specialists and students with
technical, artistic, medical and or scientific backgrounds.

MBA – Engineering Management: Post-graduate qualification

has been important for engineers since a long time however today
this is becoming more as a requirement coupled with aspects of
management and perhaps even Masters of Business in Engineering
Management.

IBA being Pakistan’s first and top business school can benefit masses of this engineering
background by filling them up with the business and management concepts it has been pro-
viding since more than 50years.This kind of course would be important for engineers to
widen their knowledge and skills in the management area if they wish to become senior
managers in the manufacturing industry. This is also important because the role of the en-
gineer is changing - within an industrial company, the engineer is likely to be the manager
that has to implement new practices and new technology. Thus the engineer often becomes
the primary manager of change within the modern organization, which again requires spe-
cific skills and learning. Though there would be many engineering disciplines which would
have to be considered in case an engineer was going for any specialization within the tech-
nical domain.

However IBA can take general engineering management as the curriculum and make engi-
neers future managers for the industry thus having technical as well as management capa-
bilities which will become the essence of managerial decisions in the industry.

MBA – Social Entrepreneurship: IBA using its excellence in the business and manage-
ment of over 50 years can utilize the same in offering some course in Social entrepreneur-
ship. Currently the needs of our country bring about a change in the social scenario. IBA
can help formalize this process and produce professionals who can compete with the profit
making sector while working in the not-for-profit organization. Social Entrepreneurs pro-
duced by IBA could emphasize the huge synergies and benefit the business practices when
unified with social ventures. In the first world countries these social entrepreneurs are al-
ready active mostly with the public sector organizations as public sector is the only sector
which as an easy and influential access to the mass.

Further IBA can collaborate with other universities and organization of the world where this
kind of course and ventures are already in practice. To start with they can get help from
UnLtd the Foundation for Social Entrepreneur which was established in 2002 in UK seven
leading non-profit organizations.

9
 MARKETING MIX

SPECIALIST— Healthcare Management: Currently there are

few institutes which are offering some management programs for
healthcare professionals however since IBA has an edge over all the
institutes of Pakistan as being the first and top most in the business
and management sector, it can benefit this industry.
A health care manager would be responsible for utilizing his man-
agement and heath care knowledge with the socio-economic as-
pects to bring about a positive change and development in the in-
dustry. These professionals would not only be responsible for the
managing a healthcare unit or a hospital however can prove as an asset in defining the
healthcare policies of the country.
IBA can start this by gathering some professionals which are currently already in this field
across the globe, can even MoU with different universities offering such courses and hence
inherit the concepts and enhance them with IBA’s own excellence. Other non-profit organi-
zations already working in this realm could be reached out to contribute to this cause and
bring about a change in this sector by injecting properly trained professionals in healthcare
management.

SPECIALIST— Media Management: With the current progress media sciences, there
comes a need where a program is introduced encompassing a balance between the tradi-
tional MBA program with the media specifics. This program will groom the creative and
communication skills of its participants to be more productive and creative in their field of
media.
IBA can collaborate with different television channels, radio channels and other media
group to bring the most updated knowledge for its participants.

10
 MARKETING MIX

The estimated course fees and cost associated with these products
will be same the current fees structure by IBA. Following is an esti-
mated P&L for Specialization in Engineering Management / trimes-
ter.

PROFIT & LOSS STATEMENT—MBA

ENGEERING MANAGEMENT

Total Number of Test Registrations

( approx 70 *x 2500) 65
Test & registrarion charges 2,500 162,50 0
Less : Administrative cost 56,875
Estimated Earning from Aptitude Test 105,625

Enrollment - Trimester
Total Students cleared in Test & Inter-
view 18
Fees per student 100,000 1,800,000
Estimated Cost / trimester

Instructor cost ( 1500 per hour X 3

hours session - Total 4 sessions in a
month & 16 in trimester) 216,000
Administrative cost 45,000
Utility , Multimedia & Other Misc. cost 200,000
Additional Costs - Program office 450,000 911,000

Net Earnings per trimester 8,89,000

11
 MARKETING MIX

.
Establish “IBA - CENTRE OF APPLIED BUSINESS RESEARCH”
Following is the graphical presentation on the basis of the points
awarded to the different universities on the basis of research. The Data
is compiled by the Higher Education Commission of Pakistan. Points are
based on data collected on the research activities. The universities se-
cure the points of research out of total 26 points.

25

20 19.17

17.35 17.63

15.87
SZABIST
15 IU
IBM
12.37 IBA
Bahauddin Zakariya Uni versity
10.49
10.18 Uni versity of Karachi
9.71
10
Uni versity of Peshawar
8.56
Punj ab UNIVERSITY
7.45
7.06 LUMS
6.37
AKU
4.97
UAF, Fai salabad
5
QUA
NWFP Universi ty of Agriculture

0
SZABIST IU IBM IBABahauddin
University
Universi ty
Punjab LUMS AKU UAF, QUA NWFP
Zakari ya
of Karachi of UNIVERSITY Fais al abad Uni versity
Universi ty Peshawar of
Agri culture

According to the above points IBA secured lower position than LUMS and many other Uni-
versities in Pakistan. On the basis of above data provided by HEC, we can conclude that IBA
being the oldest and prestigious business school of Pakistan needs to concentrate and accel-
erate its research activities immediately. Need is to not only reinstate the previous position
as leader but also maintain the leadership in the field of Management and Business.

12
 MARKETING MIX

The recently established and rapidly growing business school in Pakistan

is Suleman Dawood School of Business of Lahore University of Manage-
ment Sciences. Following are some of the names of the research centre
of SDSB:
Centre for Management and Economic Research (CMER)
Entrepreneurship & Small and Medium Enterprise (ESMEC)
Case Research Centre (CRC)
Social Enterprise Development Centre (SEDC)
The most fascinating centre of SDSB is Case Research Centre. The Case Research Centre
has a database of more than 450 cases/industry notes written by the SDSB faculty. Addition-
ally, over a hundred cases/industry notes are in the process of being developed. These Paki-
stan specific cases are drawn from real life issues in organizations experienced first-hand by
the faculty as the result of research or consultation activities.
To reinstate its Position as the Leader of Business and Management studies, IBA would have
to compete the other institution in the area of research. Karachi is full of the big businesses
of Pakistan, so it will be relatively easy for IBA to collect the data of the businesses and in-
teract with the companies. The case studies produced or the solution provided to the com-
panies working in a highly unstable environment will provide to international organization,
an insight into the economy of Pakistan and they may use the results of the case studies in
the times of recession in their respective economies or while investing in the Pakistan.
Research in IBA is limited to the Business Review that is drafted with the help of external
and internal instructors. IBA recruit the best students every year from the Economic hub of
Pakistan. IBA not only posses the best human resource in Pakistan but a rich economy of
Karachi, where industry is striving to achieve leadership in the environment of high competi-
tion. Pakistan’s economy is fluctuating at a rapid pace; in this competitive as well as highly
unstable economy IBA has the opportunity to provide the leadership and ideas to the indus-
try with the help of its brilliant students. Involving the students in the research activities of
IBA will have long term advantages.
 Students will be able to deeply understand the problems of the local
industry so that by the time they get their degree they are able to
provide immediate solutions to the problems at their job.
 The research with direct involvement of students would be cheap and
more effective.

13
 MARKETING MIX
Keeping in view the student involvement in the research ac-
tivity we propose an independent research center at IBA
that will produce Case Studies related to Local Industry. The
Proposed independent research centre will indentify the is-
sues of the industry in two ways:
Managers of different companies will seek the solutions to
the problems through IBA online database system.
Research centre will independently identify the current prob-
lems of the industry and formally launch a research to provide solu-
tions independently or send a research proposal to a certain company
for approval.
A comprehensive research would be conducted to provide solutions to the
problems with the help of students. The confidential results will be sold to
the respective companies to meet not only the expenses of the research cen-
tre but also to financially help the student at IBA specially those who directly
contributed to the research. Stipend paid to the students for contributing to
the research will help in motivating other students to keenly involve in the
research activities. The research itself will help them to get their place as
leaders of the future business market.
 The Proposed research centre will provide the following services to indus-
try on demand:-
 Comprehensive Marketing Plans
 Case Studies
 Market Gap Analysis
 Product Ranking

14
 MARKETING MIX

The Case studies Produced by the Research Centre will also be used as a
study material for the students of IBA and as a reference for the books
written by the faculty. Following are the steps defined to establish a re-
search centre at IBA:-
Structure and Management:
The Research centre would have a capacity to accommodate the full
time staff and basic infrastructure. The research centre will have an in-
dependent management comprising of permanent staff holding a PhD
degree. There will be a separate board comprising of the faculty members, who will partici-
pate in the monthly meeting of the research centre to analyze the ongoing activities of Re-
search Centre. The meeting will be chaired by the Vice Chancellor. The board will recom-
mend the students to help in carrying out the research after the formal request forwarded
by the Research Centre. All proposals approved by the board would be sent to the vice
chancellor for final approval.
In the start the board will first select the staff of Research Centre. The selected staff will
prepare a complete plan of the research centre including the space and basic infrastructure
required to formally launch a Research Centre, launching date and one year work plan.
Procedures:
The Research centre will contact the industry through the Electronic Database System. The
Information about The Research Centre will be sent to the national and international organi-
zations through E-Mails. Research Centre will analyze the quarries of the companies sent
through their Database System and research proposal on important issues. The research
proposal will be subject to the approval from the board and vice chancellor. Concerned com-
panies would be contacted in case of the funding required or after the research is completed
the results will be sold to the concerned companies. In case of University funded research
the produced research will be used as case studies for IBA’s as well as foreign writer’s
books.

15
 MARKETING MIX

“A brand for a company is like a reputation for a person.

You earn reputation by trying to do hard things well”
Jeff Bezos, founder, president, chief executive officer and chairman of
the board of Amazon.com

IBA stands strong among its competitors, though; it is a right time

to present a new dimension reflecting a positive change in atti-
tude & approach by the university. With an aim to train & educate
the best talent, we represent Pakistan & so our brand name
“Institute of Business Administration, Pakistan”

Marking is about creating & delivering value to customer with Empathy, Patriotism, Listen-
ing & Trust as the foundation pillars. As marketers, we can create “IBA” brand language,
communicate & deliver values to prospective stakeholders and maintain a relationship
among Organizations, schools and universities seeking quality human resource.

Holistic Marketing approach is the key to our efforts – This involves not just the Marketing
& Public relations department, but all IBA faculty & staff, Students and Alumni. Integrated
marketing communications strategy will be adopted & modern mass mediums will be main
source of our communications plan. We will approach our target audience with …

The Visual Brand Language

As our first initiative, we will present IBA, Institute of Business Administration Pakistan.

Our current logo with 4 arrows pointing inwards to a centre point; we believe that IBA
works in 4 directions – Producing best Business Graduates , Producing Research and De-
velopment opportunities , raising Educational standards and off course having a wide
spread across Pakistan . Therefore, after 50+ years, IBA deserves the right to be recog-
nized as a representative of Pakistan & a centre where best Educationists are serving
young entrepreneurs and learners to achieve their goals & targets.

16
 MARKETING MIX

Re-designing IBA marketing messaging by fo-

cusing on successful alumni will increase the
urge on mass level. This campaign will high-
light the intrinsic attributes that define the
IBA’s philosophy, and is premised on IBA’s em-
phasis on students developing their individual-
ity critical thinking & Entrepreneurial skills.
People are influenced by the greats and follow
their foot steps to enhance personal opportuni-
ties. Mr. Hafiz Aftab Ahmed - Aftab Associates
Ltd, Mr. Shaukat Aziz - Ex. Prime minister Paki-
stan, Mr. Asad Umer – CEO ENGRO – Pakistan
are among the notable alumni of IBA.

Viral & e-marketing campaigns

Internet and Cell phone are the 6 & 7 mass Medias respectively of this millennium. People
are more inclined towards information and entertainment on the go …!! There has been a
great deal of discussion in recent years about word-of-mouth and viral marketing. With
the evolution of internet and smart phones, youth is spends more time later two then new
papers and television. We will integrate IBA website with Google ad sense, our link will be
available on every search with regards to education and studies in Pakistan, every click will
result in information for prospects and profits for the organization and Google.

To maximize interest, videos of ever day life and events will be posted on YouTube and
other social website such as face book resulting in a stimulating effect on the browser
moreover and e-newsletter will also be developed by the students and will be sent to all
the email addresses in the IBA web directory.

We are socially responsible & to avoid such instance we promote

‘Advertising by permission” by adopt 2D sema code/barcodes, a
new concept in mobile marketing picking up in the western world
and an invention of Denso (a japans company). These barcodes
will be embedded with quick information on courses offered, con-
tact information, multimedia and other interactive mediums for
prospects. These tags will be placed on several school and colleges
publications and other joint ventures

17
 SOCIAL RESPONSIBILITY

Our goal is to align Social

Responsibility to the Mar-
keting campaign of IBA
in attracting prospective
students and explain how
it can be used to keep or
gain a competitive ad-
vantage over other Uni-
versities.

This is inspired from a

very successful social
responsibility campaign
ran by Lakehead Univer-
sity in Toronto by the
name of Do something!

Using the same idea, IBA can position itself as an ethical and socially responsible institu-
tion concerned about local & global issues. Do something! can be used to draw on emo-
tionally powerful images depicting electricity shortages, pollution, poverty, and terror-
ism. The
hope is not
only to raise
awareness
about IBA,
but also to
reach out to
high school
students,
mature stu-
dents, and
the general
public, and
facilitate
conscious-
ness raising
regarding
some of the most pressing issues facing Pakistan today.

18
 SOCIAL RESPONSIBILITY

The idea is to engage our audience in a dialogue. By no means are we saying that IBA has
the answers to these difficult problems. However, we are saying that engaging in dialogue
is a start to finding answers. We also want to communicate that studying at IBA will pro-
vide potential students with the tools and resources necessary to become better informed
and better equipped to generate the ideas that could lead to action.

The campaign can start off with a micro-website serving as an interactive window for dia-
logue and posters plastered in IBA and other universities campuses. The webiste will pro-
vide access to facts about various issues; ask an expert; survey polls; a forum for visitors
to share what they are doing to accomplish change; and contests When viewers will log on
to the campaign website, they will be directed to links that connect them with IBA, Do
Something campaign information, and websites that provide information relating to the
issues of pollution, poverty, and terrorism etc.

The campaign will take the university to a higher plane; it appeals to young people at a
time of their lives when idealism is expected and changing the world seems possible.
Through association, the inference will be that the university is a socially aware institution
– one that through its various programs and initiatives will help the student find ways to
effect personal or community transformation. How could an institution concerned with
changing the world for better not be a quality institution?

19
 SUCCESS METRICS

The anticipated outcomes of this report is :-

Increased enrollment
Improved image
Heightened pride & morale of students, faculty and
staff
Measures of success/failure
Requirements for success: Teamwork!

20
 REFERENCES

The idea of this report is to project new products & services with effective &
efficient communication strategy with in the available resource and to posi-
tion Brand “IBA” as the leader in business education in Pakistan , regional
and global environment.
All the ideas and views presented in this report are extracted from the
learning's of “Marketing Management” & is based on “Integrated Marketing
Model” referred by Phillip Kotler.
A random research was carried in terms of the practices and approaches of
the Best Business Schools locally and globally & strategies from following:-
Random Sample survey of 50.
www.hec.gov.pk
www.pec.org.pk
http://www.kellogg.northwestern.edu/academic/media/
http://www.unltd.org.uk/
http://www.science-engineering.net/mba_engineering.htm
http://www.lums.edu.pk/research_centres/overview.php
2009 Open House FCS - November by Dr. Sayeed Ghani
Business Education in Pakistan -www.pakistaneconomist.com/database2/
cover/c98-8.asp
www.iba.edu.pk /News/Notices/Strat egic_Direct ion _for_I BA_2008-
2013_Master.pdf
Social Media Marketing for Business Schools-www.slideshare.net/emwiles/
social-media-marketing-for-business-schools
www.dosomethingnow.ca/

SAAD ELAHI RAO RAHEEL ASIM ZUBAIR AAMIR KHAN

CM1-12/2010 CM1-11/2010 CM1-032010 CM1-06/2010