Clark University: Nontraditional Student

Clark University’s Marketing Director has changed target markets to young adults in the High School verse a nontraditional student with the vision of a shifting economy. Transitioning to a traditional University involves strategic marketing. Part of marketing is collecting data from various sorts to ensure the right key strategies are implemented. Marketing strategies, human and reputation factor, and measuring success are areas to discussed with the Marketing Director.

Marketing Strategy

The Marketing Director prefers to the SWOT strategic development method. SWOT stands for strengths, weaknesses, opportunities, and threats. Each category is reviewed aid in maximum output and successful marketing (Cradle, 2010). However, Clark also uses

In the past seven years, our economy has experienced close to zero interest rates and high unemployment rates Therefore, people turned to college to change direction in their careers or to strengthen their career choices. Chen (2016) said, “the swindling economy actually helps to stimulate student enrollment.” Currently our economy appears to have become more stable. Thus, the workforce will retain retention and leaving the college with lower numbers of working class students.

Clark University understands this economy shift and shifting their target market to the high school young adults or traditional students. This important point shows the University to start strategically positioning themselves to be a contender for the near future. The expanding opportunities are needed for the University to stay marketable. This follows Stage’s theory on expanding opportunities (Sage, 1990).

Human and Reputation

However, the scorecard will be a living breathing thing that will be modified as time evolves but it is a start to identify how well the marketing pays off while transitioning to a traditional University.

In inquiring on scorecards, it was found the University does have other scorecards they do utilities on a regular basis. For instance, an existing report tracks the volume of students and how they chose the University. Many nontraditional student enrolled due to the relationship between their employer and the University. Existing traditional students chose the University due to the scholarship opportunities.

Recommendations for Marketplace Simulation

After talking with the Marketing Director on the process of understanding his marketplace, there are similar ties to the Marketplace Simulation. For instance, each carefully reviews the market demand, capacities, forecasts, and watches the financial aspects of the business. Each uses their own balanced scoreboard whether it is financial reporting’s such as the balance sheet or a living breathing scorecard that encompasses are more direct approach to the marketing aspect of the work performed. Also, one can see how moves and counter moves impact each aspect of the business and how the moves can or cannot benefit the