The Northumbria University is an expanding multicultural learning community, with excellent links with further and higher education, industry and commerce throughout the UK, Europe and beyond. Situated in the north-east of England, Northumbria has two separate campuses…
The largely modularized curriculum is delivered to just over 23,500 students, about 16000 of whom are full-time and the remainder study on a wide range of part time and short term courses. It offers around 500 courses from Part-time, 'Taster' courses, programmes through Distance learning to Full time degree courses.
Academic registry, Accodomation services, Corporate Planning, e Learning Initiative Team, Finance, Human resources, IT services, Marketing and Recruitment, Public Relations and Communications, Student Services, Regional European affairs.
Product : In case of Northumbria University, the product is the variety of Courses it offers to the world. It is a service industry, thus the product offered is not tangible. The Courses vary from part-time, short-term, to full time courses. They also offer courses through Distance learning programmes. The target market for the University varies from Higher school students to Graduates to Professionals to Housewives across the world.
Promotion or Communication mix : Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers. The company needs to communicate with their customers, and what they communicate should not be left to chance . The promotion strategy includes the activities that communicate the merits of the product and persuade the target customers to buy it. The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives is referred to as communications mix.
Role of Communications mix in Marketing :
From the beginnings of the time, man has sought to communicate. At its basic level, communications are the most important element of the social interchange between the individuals. As the time progressed and, importantly, with the development of rudimentary printing processes and television, it became possible to expand communications to reach wider audiences. Today, consumers are exposed to a vast amount of information on daily basis - everything on news reports on television, radio and in the press, weather forecasts, traffic information, store signs, product packaging, in-store point of sale material, and so on. The essential requirement of the new ...
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