To define brand positioning, it starts with answering one vital question : What are the unique characteristics that define the school and its academic mission?
The question above then broken down to these two following question to identiify and define the best value propositions that the school can offer.
- What students are genuinely pursuing as they compare your school to other?
- And which school will employer choose to partner with?
And through my research, I can identify the answers to those two questions, and which has become the key drivers or factors for prospective students in choosing the school they want and need :
- Opportunity : The chance to gain market-focused knowledge, enhance skills and career possibilities.
- Challenge : School work and program that challenging, given by first-class academic staff and excellent facilities.
- Innovation : The chance to learn how to build a business. As well the chance to create new thinking and to do things differently.
- Excitement : An exciting university life at cosmopolitan campus.
- Support : A full support throughout school activities from the academic staff and alumni.
- Advancement : An excellent investment for future career.
Escalating tuition costs, a challenging job market that doesn't guarantee employment, and the draw of entrepreneurial start-ups have many prospective students questioning the return on investment of a bachelor's degree.Â
Yet, given all this, higher education degrees are still in high demand. To meet this persistent demand and respond to these new challenges, schools must understand what things have influenced the prospective student to choose school, and what things that schools should do to influence their decision and finally choose their school over the other.
Source:
- Connecting with Today's Prospective Student, LinkedIn.
- Quality Leads to Successful Graduates, LinkedIn
