Service Marketing

Introduction and question list Group # 10

University of Kaposvr (Kaposvr, Hungary)

Sarah Lepage Ou Zixing Krisztina Bence

04.11.2011
Introduction The University of Kaposvr is one of the newest-born universities of Hungary, located in the South-Western region of the country. The university was founded in 2000, hosting two faculties at that time: Faculty of Education and Faculty of Agriculture. Since then The institution has gone through several stages of

development, and apart from the Faculty of Economy, Faculty of Animal Husbandry and Faculty of Arts it is now hosting several different research centers at the campus. The University of Kaposvr is not just a highly-developed educational centre: the campus also includes the highest-quality human and animal health-research centre of the country, as well as a conference centre, dormitories, the biggest horse-riding club of Central-Europe and several farms for educational and trade purposes in the region. As we perceived, the university is highly successful in the issues of strategy and marketing; and since we are speaking about a relatively newly-born institution, we thought that there would a wide-range of activities to make our research on. We assumed that such a new institution must put more efforts in advertising and recruitment than other, older ones would do and they might be more willing to answer our questions as well. List of questions What kind of marketing activities does the company do? What is the general strategy for marketing activities? How many people are dealing with these issues? What is the most successful way of promotion for the company? What plans are there to increase effectiveness? What segments are they aiming to serve? How often are they refreshing their marketing plan? How different are the marketing strategies for the different segments? What was the initiative strategy for marketing when the institution was founded? How much have they changes in it since then?

1.

The definition of advertising

Advertising is paid, non-personal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas.

2.

The

general

theory

of

advertising

It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may

influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver.

3.

Types

of

advertising

virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, web popups, bus stop benches, human billboards, magazines, newspapers and so on. 4. University of Kaposvars advertising strategy and implementation

obviously advertising is one of the most critical success factors of marketing. As we know that University of kaposvar is very new university. It was founded in 2000, for sure that there are not too many people know about it. In order to make it be famous to as many people as possible, they really need to have a good advertising strategy and 5. University execute of Kaposvars it advertising well. goals

There are three goals the school wants to achieve (1) Promote awareness of its services to potential customers

(2) stimulate sales directly and "attract competitors' customers" (3) Establish a business good image in public In other words, University of Kaposvars advertising seeks to inform, persuade, and remind 6. The specific the action of consumer. advertising

after considering their marketing budget, they decide to launch ad in TV and radio. The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. TV ad really makes the school be familiar with many people at a short time. During the period of TV ad, students who apply for Kaposvar are increasing dramatically. Because the cost of TV ad is very expensive, TV ad just launch in a period.

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. The school also has ad in radio programs. As we know that lots of people in the country will listen radio, so radio ad also is effective way to promote the school.

7. http://encyclopedia.jrank.org/articles/pages/6414/Advertising-Effects.html

Sources

University of Kaposvr: Website Like each university, Kaposvr university has a website (http://www.ke.hu/). One of the first strength of this website is that it offers four different language to surf on it. Whether Hungarian, English, German and Russian. Of course the website possess a description and introduction of the university, accompanied by pictures. In this introduction we can find the history of the university, the missions of the university, and a list of the most important members of the university. This website is not only a showcase of what the university is. Students and teachers can login and access to severals important informations. For example, their schedules, their assignments, their e-mails, etc. The Hungarian version of the website offers more choice than in the others languages. Like some news, different shortcut. Kaposvr university website dedicate a page/tab to research. Another one to international relations. In this last one, the university introduce its missions, the scholarships that Erasmus give, and a lot of informations about financial help depending to the situation of the exchange (Erasmus program, Marie Curie fellowship, etc). In this part of the website, we can also find a list of the different universities partners with the University of Kaposvr. To finish this the last tab give the names, addresses and phone numbers of several responsible in international relations. Working with the International Relations Office, the Board of International Relations in introduced in a new tab. The tab named Erasmus is a link to a new website totally consecrated to Erasmus. This website has an Hungarian version, an Italian version and an English version. This web page introduce the courses offered by University of

Kaposvr, the application form, the partner institutions, the contact within the university and some other information. University of Kaposvr has an international summer school. On their website they present the program of both year 2011 and 2012. And they give a link to q website consecrated to the International Summer School. This last website is entirely in English. The website dedicate a page to conferences and exhibitions. Each department has its one tab. Here appear some details about different event and some link. We also can find a part telling about educational programs. Here courses are explained, details like the duration of the class, the fees, the degree, etc. Kaposvr University's website introduce with pictures, each faculty. Faculty of Animal Science, Faculty of Arts, Faculty of Economic Science and Faculty of Pedagogy. Kaposvr University introduce in its website its both doctoral: The doctoral school of animal science and the doctoral school for management and business administration. Almost the last tab is consecrated to satelite units of the university. Like Feed crops research institute, health center, health center Pannon equestrian academy and Center of game management. To finish the website offers a page giving information about the services delivery by the university. First we can consult a tab about the library of the university, second a tab about the students accommodations, and third a tab about educational affairs. To conclude we can realize that Kaposvr University is really full of resources, is not old fashion at all. Its website is frequently updated, information are important as in quantity than in quality. Their arguments to convince foreign students are pretty good, and always accompanied by pictures or friendly comments.

Sources : http://www.ke.hu/