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A Market Research Study to Determine the Appropriate Marketing Mix for Traditional and online Courses

Autor:   •  August 21, 2015  •  Research Paper  •  5,602 Words (23 Pages)  •  590 Views

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CAMPUS CLASS OFFERINGS:

A MARKET RESEARCH STUDY

 TO DETERMINE THE APPROPRIATE MARKETING MIX

FOR TRADITIONAL AND ONLINE COURSES

Prepared for

Dr. Bob Ellis

BUS 4250.20, William Carey University

Prepared by

Kerry Hudson

Larry Rexford

Julia Raynor

Heather Cooper

May 9, 2015

Team 1

BUS 4250.20, William Carey University

Biloxi, MS

May 9, 2015

Dr. Bob Ellis

William Carey University

Biloxi, MS

Dear Dr. Ellis:

As you have requested in the class syllabus and during class meetings during the spring trimester of 2015, we have completed the questionnaire, sample plan, and analysis planning. The results are contained in the report entitled “Campus Class Offerings: A Market Research Study to Determine the Appropriate Marketing Mix for Traditional and Online Courses”.

The report hoped to present relevant information that would, not only show the measured desire of potential students, but also the reason why such courses would be desirable for specific market segments for the college or university. The report contains the intended methodology for fair representation, based on coastal population.

Should you need any further clarification, you may contact me at 228-596-2555. I have enjoyed working with you at William Carey University and I look forward to what the future holds.

Sincerely,

Larry E. Rexford

TABLE OF CONTENTS

LETTER OF TRANSMITTAL        2

EXECUTIVE SUMMARY        4

INTRODUCTION        5

RESEARCH OBJECTIVES        5

METHOD        7

RESULTS        8

LIMITATIONS        8

CONCLUSIONS & RECOMMENDATIONS        9

APPENDICES        10

QUESTIONNAIRE        11

SAMPLE PLAN        15

EXECUTIVE SUMMARY

Today’s college students are more technologically advanced than ever before. Due to changes in our economy and the role that technology has played in our modern culture, the college student is older than in the past. Our world is on the move and our needs are more mobile. Institutions of higher learning have had to format their course offerings to reach and comply with the desires of the new student.

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