Historically black colleges and universities (HBCU) are the institutions of higher learning that were started before the year 1964 in order to provide education requirements for the black population. The enrollment in these institutions was indiscriminative taking students from all races and over the recent years the colleges and universities have been fighting hard to bring up the number of the white people without necessarily changing the systems.
The principal mission of HBCU is to educate most of the black Americans through the accreditation of a nationally recognized accrediting agency that has been established through the determination of the secretary of education that is considered a reliable association in the provision of training that is of high quality and on the basis of such an association with the main aim of making a progress that is reasonable toward accreditation (Wilson, 2006).
- The main objective of the marketing plan for Historically Black Colleges and Universities is to establish either a short term or long term value to their students’ metrics.
- The goal is to create a platform where there is improved value and quality among all esteemed customers.
- There will be increased satisfaction among the parents as well the students in these institutions of higher learning.
- Increase the number of new students enrolled in Historically Black Colleges and Universities. The institutions intend to raise the number of the white population without necessarily changing the systems used in the institutions.
From the above discussion, it is clear and can be deduced that the historically black colleges and universities were established in order to cater for the educational needs of the black population. However, with time there has been increased number of the total enrollment in the number of white people in these institutions of higher learning. However, the results have not been achieved to the optimal implying that there is a need to come up with a well-structured marketing plan in order to ensure that the institutions’ goals and objectives are realized to the maximum. In order to reach this expanded market base, there will be a dire need for HBCU to take into account all the finances required to conduct the necessary research that will ensure increased quality and product improvement. Institutions of higher learning are much concerned with research implying that there is much use of finance. In order to ensure that improved service profitability, it will be necessary to engage the services of quality assurance. The training of staff will also be improved in HBCU’s in order to ensure that the service standards of the customers are improved. It can be concluded that the a suitable marketing plan will help the institutions in coming up with the best marketing strategies in order to fully and maximally realize the goals and objectives of HBCU.
Marketing Strategy- 4 P’s- Price, Product, Place, Promotion
The marketing plan goes alongside the marketing strategy that recognizes the application of the 4-P’s. These will include: price, product, place, and promotion. In this case, the key issue under discussion is increasing the number of white people enrollment in HBCU as well as promoting the sporting activities in these institutions. Sporting, especially soccer has especially over the recent years been perceived and treated as the key sporting activity that has created a platform and the few lucky have treated as their professional career. It is important for HBCU to embrace the importance of sporting while looking forward to increasing the overall enrollment number. Products are subject to changes, and the sporting industry has been prone to change especially over the upcoming changing and integrated technologies.
Secondly, the marketing plan should also incorporate the aspect of pricing so that the projected product is price friendly. The optimal goal of any business organization is to make maximal profit implying that the income has to outdo the expenses. Any sporting program adopted by HBCU must be cost-effective in order to ensure that there is an increased number of those able to access it. It should be set such that it does not insert much weight on the users and also it does not impose much pressure on those providing the service. Third is the place aspect of the projected product. Over the recent years, sporting has gone global and has been aired over national media. Many people are nowadays able to different sporting activities via the radios, Televisions, and online viewing such as YouTube. Sporting has started from local levels upgrading up to national levels. Local communities, as well as students, have formed sporting groups and associations from the grassroots that have helped develop potential skills among the young generations. For instance, in USA, there is formation of Little League World Series that provides the platform where the youths can develop their skills (White, Silk & Andrews, 2003). Such a platform has helped the development of the skills of the young generations as well as students of higher learning. Finally, is the promotion that also serves a great role in the marketing of a product or service (Kotler, 2013). It is incorporated in business communication as promotion mainly achieved through advertisements that mainly aim at the optimal distribution of the information among all esteemed customers. In this case, it will be important for HBUC to carry out promotion in order to ensure that information reaches more broadened target customer base.
Present Situation- Situational analysis, Market Need
It is important for the institutions to assess the present situation that will help in the assessment of the situation analysis as well as the market needs. These will enable such colleges and universities in carrying out a thorough internal, as well as external analysis. By carrying out a situational analysis, HBCU will be able to get a deep understanding of the factors that may influence the future trends of the nature of the activities of HBCU. The main goals and objectives of the institutions is increase in the number of white population students enrolled in HBCU, and the sporting activity has been a key focus that needs to be considered. Prior to the adoption of the projected strategy, the institutions need to assess the market need. A market gap creates an opportunity for business and through research and analysis; business organization can fully realize its goals and objectives through identification of such a market gap. HBCU needs to first determine the market needs in order to come up with strategies of meeting such needs. It is important, to evaluate the unfulfilled requirements of students from the white population in terms of sporting so that appropriate modalities can be put in place to better fulfill such needs.
Key to Success- potential market, available market, target market
To fully realize the goals and objectives of HBCU, it is important to assess the potential market, market available, as well as the target market. In recent times, there has been a continued increase in the number of students, both from the white as well as the black races. As such, there is increased need of meeting educational needs from these races. Sporting has also been improving over the time eventually rising the potentials of meeting the requirements of such activities (Love & Andrew, 2012). As a result, the aforementioned have created ready markets where education, as well as sporting facilities, can be provided. The target market in this case is mainly the white population where much potential lies provided suitable services and products are provided.
Just like above mentioned, it will be important to carry out a SWOT analysis of the intended move by HBCU. Such will encompass the strengths that the institutions enjoys such as financial strengths as well as well trained and qualified personnel that can overlook the implementation of the program. It will also be important for the institutions to assess the weaknesses that may slowdown the implementation and success of the projected program. Such may include poor implementation skills as well as internal and external wrangles. Next is the assessment of the available opportunities such as new markets and such the availability of the increased number of the targeted students from the white population. The increased number of students, both white and black, also opens up an opportunity for HBCU. Finally, there is a need to evaluate any threats that include stiff competition from other institutions of higher learning both upcoming and the already established. This is especially if such institutions have great potentials of offering better services and products.
Implementation of the above marketing plan and full realization of the goals and objectives of HBCU may be capital intensive requiring many financial inputs. However, to some extent, it can be argued the institutions having operated for the last approximately six decades have what it takes to undertake and implement such a plan. Following financial constraints, the institutions may also seek for governmental intervention to help them meet their financial needs for optimal realization of goals and objectives.
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Wilson, M. C. O. (2006). The future of historically black colleges and universities: Ten presidents speak out. Jefferson, N.C: McFarland.