TOM MBOYA UNIVERSITY COLLEGE

A constituent College of Maseno University

P.O Box 199 - 40300, Homa Bay. Email: homabay@maseno.ac.ke

VOLUNTARY

IN-HOUSE WORKSHOP FOR ALL

VOLUNTEERING STAFF

Workshop Theme:

STRATEGIC MARKETING

Ref: Workshop.sem/Staff/vol.1

PART ONE

Specific Workshop Objective:

Utilizing the volunteering session for staff

empowerment to understand their bridging position

between TM University and the Public.

Authored by:

Dr. S O William Senior Lecturer &

Acting Finance Director TMUC

Approved by: Prof. J Kobiero

Principal TMUC

Vision A leading institution in societal transformation for sustainable

development Mission

To transform society through innovation, knowledge creation,

application and outreach.

Philosophy Building on the power of the brand,

His contribution in enhancing access to higher education for Africans,

His organizational and mobilization acumen and dynamic character,

Tom Mboya University believes in pan-africanism, transformational, and Universal

education, sharing in the conviction that knowledge generated is worthless, if not used

for the good of society.

Motto

Knowledge for transformation

Core Values Tom Mboya University College shall be guided by the

following core values: •Integrity, transparency and accountability •Freedom, liberty and responsibility •Inclusivity, excellence and respect of human rights •Collective decision making and action

Aims and Objectives of Tom Mboya University

College

Ten (10) aims and objectives of the University College shall

be as outlined below:

-1- To provide directly, or in

collaboration, linkages and partnerships with industry and

private sectors, other institutions of higher learning, facilities for

technical, vocational, professional and scientific education and

research.

-2- To participate in technological innovation and the discovery, preservation, transmission of

knowledge and to stimulate the intellect participation of students in the economic, social, cultural,

scientific and technological development of Kenya.

-3-

To conduct standard examinations for academic

awards as may be provided for in the statutes pertaining to the

University College.

-4- To examine and make

proposals for new faculties, schools, institutes,

departments, resource and research centers', degree

courses and subjects of study as per TMUC statute.

-5-

To play a leading role in the development and expansion of

the opportunities for higher education and research.

-6-

To contribute to industrial and technological development

through innovations and technology transfer.

-7-

To develop an institution of excellence in teaching, training, scholarship,

entrepreneurship, innovation, research and

consultancy services

-8- To participate in commercial ventures

and other activities for the benefit of the TMUC, the community and stakeholders

as listed below; i. To contribute to the agricultural, industrial and technological development of

Kenya in collaboration with industrial and other institutions through the transfer of appropriate technology.

ii. To develop and provide educational, cultural, professional, technical and vocational services to the community and in particular foster corporate social responsibility and practical arts.

iii. To provide programmes, products and services in ways that reflect the principles of equity and social justice;

iv. To facilitate student mobility between different programmes at different training institutions, universities and industry; and

-9- To foster the general welfare

of all staff and students.

-10- To promote collaboration linkages with industries,

private sector and societies.

3-Pillars of marketing

The mark of a good marketing strategy in any Institution is not

how many gadgets and neologisms are crammed into it,

but how effectively it achieves worthy goals.

Three Pillars are:

Awareness, Gains and Advocacy Some brands are not widely

known, others are having trouble converting awareness to gains and

still others need to encourage consumer advocacy.

While every business needs all three pillars, it is important to

focus on your primary objective or your strategy will degrade into a

muddled hodgepodge.

3-pillars of marketing

Periodization According to Robert A Bartels in The

History of Marketing Thought categorized the development of

marketing theory decade by decade from the beginning of the 20th

century: People followed blueprint of former pacemakers for success

I strongly suggest that, We avoid the above copy-paste theory and focus on

Tom Mboya University objectives focusing on our vision and mission.

We need to avoid this;

Currently Tom Mboya University College has established among others;

• School of Business & Economics • School of Education • School of Agriculture & Food security • School Computing & Informatics • Human Resource Mgt.& Admin. • Out-Patients Department • Library Department • Academic Division, and many more

TOM MBOYA BUSINESS INNOVATION &

INCUBATION CENTER

Our Motto:

“BUSINESS KNOWLEDGE FOR TRANSFORMATION”

FOR MORE INFORMATION CONTACT:

DIRECTOR TOM MBOYA BUSINESS INNOVATION

& INCUBATION CENTER (TMBIIC).

TOM MBOYA UNIVERSITY COLLEGE P.O BOX 199-40300

HOMA BAY

Tom Mboya University College - Brochure

Interactive session

(Questions & Answer time)

Open discussions on personal & Industrial challenges or

experiences

Workshop Theme:

STRATEGIC MARKETING

PART TWO

The Market Research Process Step 1. Define the Objective &

Your “Challenge” The current status of Tom Mboya University College dictates that; the most important step in our Interaction with the public is to understand the University Goals

and Mission.

Our current job as Tom Mboya University family is to be smart

‘market researchers’ to attract the public and society to join our

Prospectors University as students and enjoy the benefits

thereafter.

This will be actuated only when everyone arms him/herself with;

• Knowledge of relevant courses offered at TMUC

• Basic location guide to specific offices or departments to public seeking such assistance

• Thorough knowledge of Tom Mboya University Administrative Structure and protocol.

Step 2. Determine Your “Research Design”

What does the University NEEDS urgently at the moment?

STUDENTS! Since, infrastructure, human

resource (both academic and non) and other necessary amenities are

in place.

For the top Administration to start

rolling every activity and all departments start operating; we as all volunteering staff must also

do our part of marketing the University from every vicinity of

our reach; we have a take to partake.

Motivating Model of Marketing: The simple model of Strategic

Marketing is for staff to register as students to further their careers

and improve on their potentiality in their areas of

professionalism!!!!!. WHAT’S YOUR TAKE?

Now that you know your research objectives, it is time to plan out the type of research that will best obtain students on board, sample process as below;

MARKETING PHILOSOPHIES

The purpose of marketing is to gain a balance between creating

more value for customers (students) against making

economic gain to our University, remember; all Universities are non profit making Institutions.

To achieve our objectives and goals, we must, like many other Institutions, adopt a marketing philosophy or what is generally

termed a "marketing orientation".

TMUC’s marketing orientation may be defined as focusing the

Institution’s role at departmental level by identifying and

understanding all our client’s preferences in terms of Academic &

Professional needs & wants and delivering them more effectively and

efficiently than our competitors.

Under the marketing philosophy, 5-concepts apply:

(1) Production Concept (Courses offered)

(2) Product Concept (Course contents)

(3) Selling Concept (Course work - facilitation)

(4) Marketing Concept (Clients satisfaction)

(5) Societal Marketing Concept (Societal Welfare)

MARKETING INFORMATION

SYSTEMS A marketing information

system (MkIS) is a management information system (MIS)

designed to support marketing decision making.

Jobber (2007) defines MIS as a

"system in which marketing data is formally gathered, stored, analyzed

and distributed to managers in accordance with their

informational needs on a regular basis."

In addition, the online business

dictionary defines MkIS as “a system that analyzes and

assesses marketing information, gathered continuously from

sources inside and outside an organization/Institution.”

According to Robert Harmon (2003), MkIS has four components:

-1- User interfaces

The essential element of the MkIS is the managers who will use the system

and the interface they need to effectively analyze and use marketing information. The design of the system will depend on what type of decision

managers need to make.

-2- Application software

These are the programs that marketing decision makers use to collect, analyze, and manage

data for the purpose of developing the information

necessary for marketing decisions.

-3-

Database marketing A marketing database is a

system in which marketing data files are organized and

stored.

-4- System support

This component consists of system managers who manage and maintain the system assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.

The Ethics of Marketing

Research: Can I? Should I? Would I?

A basic role for an Institutional research marketer is that of intermediary between the

Academic excellence and the Job creation.

The Institutional market researcher facilitates the flow of

information from the demands of Job market to the Academic

Institutions. With three major players i.e.:

•The University as producer •The Students as clients and •Academic excellence as product

The Institutional market

researcher often sets the stage for longtime solution; to ethical

problems. as Plato noted, any ethical

dilemmas in an Institution may be solved through a well-

established ethical guidelines.

Environmental Factors

Tom Mboya University will not only understand existing factors

in Homa-bay but also forecast change, so that it may take

advantages of changes within the County environments in which it

operates

An organization’s success is influenced by factors operating in

its internal and external environment; an organization can increase its success by adopting

strategies which manipulate these factors to its advantage..

Some Environmental factors

Our social responsibility

pyramid In order to respond to above

environmental factors for the success of any Organization

every player have to;

Ethical Do what is right.

Legal Obey the Law.

Economic Be profitable.

Philanthropic Be a good citizen.

Social Responsibility Pyramid

University 7 P’s Marketing Mix

Initially the four P’s of marketing (4 P’s), otherwise known as “The Marketing Mix”, are a set of tools

that help Organizations gain advantage within the

marketplace.

The 4 P’s are put in place to help maximize a product’s potential. The 4 P’s include price, product,

promotion and placement.

In the late 1970’s it was widely

acknowledged by Marketers that the Marketing Mix should be

updated. This led to the creation of the Extended Marketing Mix in 1981 by Booms & Bitner which

added 3 new elements to the 4 P’s Principle.

This now allowed the extended

Marketing Mix to include products that are services and not just

physical things.

People

Physical Evidence

Process

The Extended

Marketing Mix

Organizational 7 P’s Marketing Mix

Is there an 8th P? Personally, I would say yes!,

the 8th P is Productivity & Quality - This P asks “is what you’re offering your customer a good deal?” This is

less about you as a business improving your own productivity for

cost management, and more about how your company passes this onto

its customers.

End of session !!