SERVICEMARKETIN

G
PRESENTATION ON

KUSOM COMMUNICATION PLAN

AAYESHAKARKI GAURAVPOTE
MONICAGIRI SAMIKSHYAKHANAL SHIWANIKOIRALA

OVERVIEW
KUSOM number one business school in the
country
Competition private colleges, foreign affiliated
colleges and other Universities within and outside
Nepal
KUSOM wants to devise a communication plan to
Utilise a variety of media to maximise the
awareness and educate the potential students
about the services provided and the quality of
those services; and
Enhance the brand image and value of the school
along with perception

POSITIONING&DIFFERENTIATIO
N
BASIS FOR DIFFERENTIATION
a) Distinctive
KUSOM teaches the students using a case study
method. The faculties use different teaching
style. Students make presentations, seminars,
projects, term paper, research through which
students get valuable insights on how real world
operates.

POSITIONING AND
DIFFERENTIATION
b) Affordable
Total cost of completing any program under
KUSOM is not expensive. Since KU is a nonprofit
organization, fee for any program is affordable as
compared to other private colleges and the
college also does not charge any extra or
unnecessary fees.
c) Superior
Students benefit a lot from this style of teaching
as it makes students more practical and creative

CHALLENGES
AND SOLUTIONS
KUSOM Faces the problem of intangibility
abstractness, non searchability, and mental
impalpability.
a) Abstractness: it is difficult for KUSOM to
communicate abstract concepts such as the
good education provided by the school.
b) Non searchability: it is difficult for the target
customers to experience good quality of
education until and unless they join the college.
Even after joining the college the students might
not be able to determine with certainty that they
were provided good quality education.

CHALLENGES
AND SOLUTIONS
c) Mental Impalpability: the prospect students
might not be fully aware how the course and
lecture will be delivered to the students. It might
also be difficult for them to spell out the benefits
they got from enrolling into the college.

OVERCOMING THE
PROBLEMS OF INTANGIBILITY
a) TANGIBLE CUES
KUSOM can provide tangible cues like the placements done
by the college so far. KUSOM can also feature the awards
won by KUSOM like business innovation competition, best
business school of the country, global enterprise
experience award and other awards won by the school.

b) USE METAPHORS
KUSOM has used the metaphor Ahead in Management to
communicate that it is the best institution in providing
business education.

MARKETING COMMUNICATIONS
PLANNING
Target Audience: We will be targeting our
communication plan towards these customers:
Prospects Students who have appeared plus
two studies, A-levels or CBSE board; Students
who have completed their bachelors level and
intending to join masters program; People who
wish to join E-MBA or MPhil
Users Students of BBA who might want to go
for MBA; Students who have done +2 and A-levels
from KUHS
Employees Teachers who might wish to do

MARKETING COMMUNICATIONS
MIX
TRADITIONAL MARKETING CHANNELS
Advertising in print media like national daily
newspapers (Kantipur, Himalayan times), magazines,
+2 schools year books or souvenirs
Participating in educational and career fairs
Sales promotion by inviting potential students to visit
and observe the physical infrastructure of the college
Engage in personal selling. We will be doing this in
KUHS where we can show presentation about KUSOM
to potential students to encourage them to join
KUSOM. This can also be done in different
management +2 colleges.

MARKETING COMMUNICATIONS
MIX
MESSAGES TRANSMITTED THROUGH INTERNET
Provide Up-to-date information on the colleges
web site and Facebook page.
Communicate the service quality by posting
various events information, posting pictures and
short videos about the events on the website.
Search Engine Optimization for Google, Bing and
others, and Paid Advertising and Page Promotion
on Facebook

MARKETING COMMUNICATIONS
MIX
MESSAGES TRANSMITTED THROUGH SERVICE
DELIVERY CHANNELS
KUSOM itself a service outlet. Make brochures
available for browsing and take-away at/around
reception area; handbooks available upon request.
Frontline Employees/receptionists communicate to
customers (parents/potential students) face-to-face or
via phone, and answer their queries.
The website with a better UI self-service delivery
point which can be effectively used in communication
with potential and current students.

MARKETING COMMUNICATIONS
MIX
MESSAGES ORIGINATED FROM OUTSIDE THE
ORGANIZATION
KUSOM is entirely dependent on the word of mouth.
It is very important source of promotion for KUSOM
as they are not focused on any other promotional
activities to attract customers. Its a powerful and
highly credible selling agent, so KUSOM uses
various strategies to stimulate positive and
persuasive comments from existing customers
which includes:

WHERE TO COMMUNICATE
Place the advertisements in education-based
magazines, place hording boards in key areas, like
Putalisadak and Bagbazar, swamped with academic
consultancies.
We can also advertise in +2 colleges souvenirs that
reaches a larger number of potential students.
Further, we can collaborate with educational
consultancies, which offer entrance preparation and
bridge courses for students, to advertise for and
promote KUSOM.

WHEN TO COMMUNICATE
The exam preparation leave for +2 appearing
students starts from the month of March. So
communication activities will start from late January
till mid February.
The first phase marketing reps from KUSOM will
visit different +2 and A-levels campuses giving
presentations to inform students about KUSOM and
the services offered. Here, the representatives will
educate the students about the courses available in
KUSOM, duration of the course, total fee structure of
the program, how the courses will be delivered and
the benefits students can get from joining the
school.

WHEN TO COMMUNICATE
The second phase After the high school exams are
over. Normally the they end in mid may so KUSOM will
start advertising in newspaper and hoarding boards
from mid may itself. This will last until the school
announces admission open.

Similar pattern will be followed during admission in

MBA. Advertisement will start about a month before
the classes end in other private BBA college or
universities in the country. As soon as the board exam
is over, advertisement will be given in newspaper and
hoarding board and will last till KUSOM announces
admission open.

WHEN TO COMMUNICATE
Information about the admission open will also be
available on the college website. However, for EMBA
and MPhil no prior personal selling will be done.
Admission open advisement will be published in
national daily newspaper when admission time is
near.

ANY QUERIES?