Consulting report – CENTRUM Graduate Business School
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Date
2023-02-10
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Publisher
Pontificia Universidad Católica del Perú
Abstract
En los últimos años, la globalización y el aumento de un nuevo grupo demográfico de
estudiantes han aumentado el interés por la internacionalización y su impacto en las instituciones
educativas. Ahora, COVID 19 ha contribuido al desarrollo de los avances tecnológicos,
precipitando la necesidad de innovar su marketing y continuar con la captación de estudiantes.
El objetivo de este proyecto es proporcionar un plan de comunicación que apoye a la Oficina de
Internacionalización en el posicionamiento de CENTRUM como una escuela de negocios
intercultural con un mayor reconocimiento e interconexión internacional. Sobre la base de los
resultados de la investigación primaria y secundaria, incluyendo el análisis cuantitativo y
cualitativo, se ha identificado una estrategia de medios sociales con un plan de implementación
conciso y detallado como el enfoque más eficaz. El plan de implementación incluye requisitos
previos como un sistema de apoyo a los estudiantes en inglés, se sugieren pasos adicionales para
los canales tradicionales y un enfoque diversificado para China. Con un presupuesto estimado de
9.710 PEN/mes, deberían alcanzarse los siguientes resultados en un plazo de cuatro años. En
primer lugar, los resultados a corto plazo incluyen: una mayor presencia en los medios sociales,
el desarrollo de auditorías de SEO y expertos en medios sociales dentro de la oficina. Segundo,
los resultados a medio plazo incluyen: la finalización de los requisitos previos, como los
programas de tiempo completo y de inglés, y un mayor conocimiento de CENTRUM a escala
mundial. Por último, los resultados a largo plazo incluyen: un aumento de las inscripciones en
los primeros 18 meses que aumentará gradualmente hasta el 50% en el caso de los nuevos
programas de doble titulación y el 80% en el caso de los programas en línea al final del plazo.
Por último, se espera que también se alcance la marca del 30% de estudiantes extranjeros que
participan en experiencias internacionales.
In recent years, globalization and the increase in a new demographic of students have heightened the interest in internationalization and its impact on educational institutions. To compete globally, business schools not only have to think in a global context but also realize that international student recruitment is a relevant expansion strategy. Now, COVID-19 has contributed to the development of technology advancements, precipitating the need to innovate their marketing and continue to continue student engagement. The goal of this report is to provide a communication plan that will support the Internationalization Office in positioning CENTRUM as a cross-cultural business school with increased international recognition and interconnectedness. Based on the findings of primary and secondary research, including both quantitative and qualitative analysis a social media strategy with a concise and detailed implementation plan has been identified as the most effective approach. The implementation plan includes prerequisites such as a student support system in English, additional steps for traditional channels and a diversified approach for China are suggested. With an estimated budget of 9,710 PEN/month, the following outcomes within a time scope of four years should be achieved. First, short term outcomes include: increased social media presence, the development of SEO audits and social media experts within the office. Second, medium term outcomes include: the finalization of prerequisites such as full-time and English programs, and increased awareness of CENTRUM on a global scale. Finally, long term outcomes include: increased enrollment within the first 18 months that will gradually build up to 50% for new dual-degree programs and 80% for online programs by the end of the time scope. Finally, it is expected that the 30%-mark of foreign students participating in international experiences will be reached as well.
In recent years, globalization and the increase in a new demographic of students have heightened the interest in internationalization and its impact on educational institutions. To compete globally, business schools not only have to think in a global context but also realize that international student recruitment is a relevant expansion strategy. Now, COVID-19 has contributed to the development of technology advancements, precipitating the need to innovate their marketing and continue to continue student engagement. The goal of this report is to provide a communication plan that will support the Internationalization Office in positioning CENTRUM as a cross-cultural business school with increased international recognition and interconnectedness. Based on the findings of primary and secondary research, including both quantitative and qualitative analysis a social media strategy with a concise and detailed implementation plan has been identified as the most effective approach. The implementation plan includes prerequisites such as a student support system in English, additional steps for traditional channels and a diversified approach for China are suggested. With an estimated budget of 9,710 PEN/month, the following outcomes within a time scope of four years should be achieved. First, short term outcomes include: increased social media presence, the development of SEO audits and social media experts within the office. Second, medium term outcomes include: the finalization of prerequisites such as full-time and English programs, and increased awareness of CENTRUM on a global scale. Finally, long term outcomes include: increased enrollment within the first 18 months that will gradually build up to 50% for new dual-degree programs and 80% for online programs by the end of the time scope. Finally, it is expected that the 30%-mark of foreign students participating in international experiences will be reached as well.
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Keywords
Consultores de empresas--Planificación estratégica, COVID-19 (Enfermedad), Globalización, Escuelas de negocios--Perú