Designing a marketing strategy for the DST-NRF Centre of Excellence for Invasion Biology at Stellenboshc University

Van der Vyver, Mathilda (2009-03)

Thesis (MBA)--University of Stellenbosch, 2009.

Thesis

ENGLISH ABSTRACT: The Centre of Excellence for Invasion Biology (C+B) is a research centre that provides bursaries for post-graduate students to study in the field of "Invasion Biology". One of the goals of the centre is to ensure that 50% of the funded students are from previously disadvantaged groups. However, since its inception in 2004 it has consistently been unable to meet this goal. The researcher, who has insight in the centre's marketing activities and has knowledge of marketing, is of the opinion that the reason for this failure is due to the lack of knowledge of the target market and the lack of a targeted marketing strategy. As background this report investigates the theory related to marketing and whether this is applicable to a centre such as the C-I-B. The conclusion that the marketing theory is relevant to the C-I-B, lead to a market research project that informed the development of a marketing strategy suggestion which the researcher believes will address the stated problem. The report concludes with recommendations to other stakeholders who should address the deeper lying problems which surface at secondary school level.

AFRIKAANSE OPSOMMING: Die Sentrum van Uitnemendheid vir Indringer Biologie (S-I-S) is 'n sentrum wat beurse voorsien vir nagraadse studente wat studeer in die veld van "Indringer Biologie". Een van die sentrum se doelwitte is om te verseker dat 50% van sy studente deur voorheen benadeelde groepe verteenwoordig word. Sedert sy ontstaan in 2004 kon die sentrum nog nooit hierdie doel bereik nie. Die navorser, wat insae het in die bemarkingsaktiwiteite van die sentrum en kennis dra van bemarkingsbeginsels, is van mening dat hierdie probleem die gevolg is van gebrekkige kennis van die teikenmark en 'n gebrek aan 'n gefokusde bemarkingsstrategie. As agtergrond ondersoek hierdie verslag die teorie ten opsigte van bemarking en of hierdie teorie relevant is vir 'n sentrum soos die S-I-B. Die gevolgtrekking was dat die teorie wel relevant is vir die S-I-B en het gelei tot 'n marknavorsingsprojek wat bygedra het tot die ontwikkeling van 'n bemarkingsstrategie voorstel, wat die navorser glo die probleem sal aanspreek. Die verslag sluit af met voorstelle aan die ander belanghebbendes wat verantwoordelikheid behoort te neem vir die dieperliggende probleme wat op sekondere vlak geidentifiseer is.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/15045
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