De Montfort University is a thriving institution with a very distinct identity and clear strategic plan. Part of its strategy has been to develop and increase the number of international students who choose to come to the UK and study at DMU. Currently the University offers a range of courses at UG and PG level and recruits students from a number of countries, including India, China, Malaysia, etc. who come to the UK to study and complete their degrees. The University is considering extending and growing its International numbers by offering more courses to be delivered to overseas students in distance learning mode. This alternative channel has the basis for increasing the number of International students choosing to study at DMU and for increasing the number of countries that they could market their courses to, thus providing the potential for significant extra revenue and also increasing awareness of DMU in the global marketplace.
This assignment is in several parts and will require you to undertake research, use and apply the knowledge that you have gained on the course and your own personal knowledge and experience.
Part 1
In your role as an external consultant to the University you have been asked to undertake a SWOT analysis for the Universities proposal to offer more courses to overseas students through distance learning. Your analysis needs to be detailed and will require you to research the DL marketplace, examine what the University currently offers, what its resources are etc. You need to then create and provide a SWOT diagram based on your analysis.
Based on this analysis, write a short 300 -500 (max) report that includes a summary of your findings and a list of any specific recommendations that you have. These recommendations are likely to include how any weaknesses or threats identified in the SWOT analysis can be overcome.
Part 2
Having completed your SWOT analysis, using any external situation analysis model for e- commerce that you have knowledge of, for example, Porters Competitive Forces Model, or Angherns’ ICDT model, undertake an analysis and use the outcomes from the analysis, to provide a set of objectives, identify some critical success factors and key performance indicators that could be used to measure if the objectives were being met. You need only set a maximum of 5 but a minimum of 3 objectives. These can be presented in either a report or tabular format Part of your analysis should focus on what competencies and resources are required, what competition exists, what organisation changes are required or forced, what is the demand?
NB In your submission you must include any documentation that supports your analysis in parts 1 &2
Part 3
In about 300 words suggest what DMU could do on its website to address issues such as culture and trust and how it could use on line communication tools to reach out to its potential target audience.
