Services Marketing at Hull University Business School (HUBS

Services Marketing 

Executive Summary 

In relevance to higher education, effective services marketing is pivotal for the success of global institutions.), which is a leading UK business school with international accreditations, faces challenges in business students’ admission. This report proposes an innovative service-based activity, the "Marketing Mavericks Showcase,” which is well designed to address recruitment ambitions, majorly targeting marketing students. The showcase involves the set-up of interactive workshops led by industry professionals, live campaign simulations, networking opportunities, a digital showcase, and a student ambassador program. For success, the report outlines a detailed budget, marketing and promotion strategies, logistical considerations, evaluation metrics, a timeline, and a commitment to sustainability and ethics that should be considered. Conventionally, the report discusses the importance of the customer journey, customer experience, and customer mapping, which aligns them with the proposed activities. A diagnostic process map is provided to assist in the identification and address of potential pain points throughout the customer journey. Recommendations for improvement in pre-, during, and post-experience phases are presented, in consideration of industry best practices. The proposed activities are strategically located, utilizing remote marketing channels for pre-experience efforts and considering on-campus or off-campus venues for the event. Post-experience engagement, including an alumni network, is made evident through online platforms. The mentioned strategies aim to support positive word-of-mouth (WOM) and highlight relationship management opportunities. Pre-experience efforts increase influencer marketing and content creation for anticipation, while during the event, hands-on learning and gamification enhance participant engagement. Post-experience engagement, including an alumni network and continuous content delivery, contributes to sustained positive WOM and ongoing relationships.                           Introduction 

In the fast-paced sector of higher education, effective services marketing remains important for institutions to be global. As a leading UK business school with international accreditations, including AMBA and AACSB, Hull University Business School's commitment to excellence is evident. The institution offers a diverse curriculum and teachings in accounting, finance, management, marketing, and economics. Hulls as an institution aims to inspire individuals to make a more sustainable impact in both business and society. The well-crafted "Authentic Business Learning" approach allows for more distinct practical education for the career success of enrolled students. This report will focus on the challenges of student recruitment in higher education, where options for 18+ school leavers have been more. Hull's recruitment team is highly skilled, they always recognize the need to explore innovative ideas to meet their target audience and achieve user satisfaction which is in a position to influence decisions for application to the business school. Therefore this report will comprehensively design an innovative service-based activity for marketing students appropriate for achieving HUBS ambitions with a consideration of a blueprint of activities. 

Outline of proposed Activities 

Marketing Mavericks Showcase 

Innovative solutions to capture the attention and interest of potential marketing students are becoming widely used since higher education is undergoing notable shifts. Marketing strategies have shifted from the existing traditional ways of attracting students to modern ways that incorporate the vast use and application of modern technology. The "Marketing Mavericks Showcase" is used as an experiential journey that transcends beyond the known recruitment practices. Ability to understand that student recruitment requires both the provision of information and the creation of a permanent impression, the "Marketing Mavericks Showcase "remains the most desired approach (Rubinger et al., 2020). The showcase combines interactive workshops, a live campaign simulation, networking opportunities, a digital showcase, and a dedicated student ambassador program. When evaluated this initiative lures students into studying marketing courses at higher levels. Therefore it is evident that "Marketing Mavericks showcase" is preferred in addressing the recruitment challenges faced by HUBS. This is because Mavericks Showcase recognizes the importance of being significant in competitive fields and creating an impact that supports the aspirations and interests of the target audience who mostly want to study and pursue marketing as a career. 

Proposed Activities 

(i) Interactive Workshops: Interactive workshops should be led by industry professionals, skilled faculty of business members, and successful and well-placed alumni. These workshops are in a position to convince students to join business school as they will be conversant with the latest trends in marketing. The emphasis remains focused on hands-on learning (Santos et al., 2020). These Workshops should always be organized twice annually where both individuals and organizations in the business sector are involved. This approach ensures that students and professionals gain practical insights into the practical applications of marketing principles. 

(ii) Live Campaign Simulation: Different teams come together in a stimulating mock marketing campaign, where they are mandated with designing, developing, and presenting well-structured marketing strategies. Live campaign as an activity tests participants' creativity and strategic thinking where it provides a practical preview of the decision-making processes required in marketing processes (Santos et al., 2020). 

(iii) Networking Lounge: The networking lounge creates an immersive experience for students where they can hold memorable discussions with their professors. The networking lounge is a well-designed space that allows meaningful interactions between participants, faculty, and industry representatives. From this arena, discussions on career prospects can be achieved, and expansion of professional networks (Santos, 2020). Networking Lounge thus offers a unique platform for business students to connect with the HUBS university community and the larger marketing industry. 

(iv) Digital Showcase: The digital showcase which is an activity that complements the physical event through the use of a virtual platform showcases HUBS’ most success stories, innovative projects, and impact research initiatives in the field of marketing (Santos, 2020). This digital space should always be made more accessible before and after the event. Therefore digital showcase is in the position of extending engagement thus ensuring a memorable impression.

(v) Student Ambassadors Program: The launching of a specialized student ambassadors program which is mostly focused on marketing adds a personal touch to the recruitment process and is pivotal for attracting students who want to study marketing (Santos, 2020). These ambassadors, who are mandated to share their own experiences, address queries, and guide prospective students, serve as living testimonies to the vibrant and supportive community at HUBS community at large. The student ambassadors should showcase HUBS best practices and the value of studying in the community. 

Budget 

A well-structured breakdown of the estimated costs should include venue expenses, workshop materials, and marketing initiatives (Santos, 2020). The exploration of viable sponsorship opportunities is important for offsetting costs and ensuring the financial viability of the event while maximizing its impact to increase the number of admissions of new students. 

Marketing and Promotion 

The event's success depends on the kind of marketing strategy used. Therefore marketing leveraging on social media campaigns across various platforms, involvement of local media for widespread coverage, and utilization of already existing university communication channels to reach the target audience most effectively. 

Logistics 

Event logistics should always cover aspects not limited to venue setup, scheduling, and participant registration. Coordination with speakers, industry professionals, and student ambassadors is important for attracting new business students. 

Evaluation Metrics 

The identification of key performance indicators (KPIs) allows for a clear assessment of the event's success (Santos, 2020). KPIs assist in understanding best practices and costs. Post-event surveys always act as invaluable tools used in gathering constructive feedback from participants. These surveys always enable continuous improvement and improvement of future initiatives. 

Timeline 

A well-planned timeline provides a breakdown of activities and milestones leading up to the event day. This further ensures a well-organized and timely execution of the day's planned activities. 

Sustainability and Ethics  

Sustainable practices not limited to waste reduction and the promotion of eco-friendly materials highlight the nature of the commitment to environmental responsibility. Ethical considerations should be incorporated into every aspect of the event (Santos, 2020). This aligns with HUBS' mission and values of constantly ensuring a positive and ethical experience for all individuals involved. 

Selective Word Application Customer Journey 

The customer journey can be defined as the complete cycle of events of a potential student's learning process at Hull University Business School (HUBS). The customer journey begins with the initial awareness of the "Marketing Mavericks Showcase" and then extends to the decision-making process, attendance, and after-event attendance. In relevance to my proposed activities understanding the customer journey involves recognition of the various significant areas where any given student interacts with the marketing event, both online and offline (Alayoubi et al, 2020). This begins with the moment they heard for the first time about the showcase, exploration of information, registration for the event, participation in activities, and continuous engagement. 

Customer Experience 

Customer experience refers to the entire sum of all interactions and perceptions different students have with HUBS in the course of their engagement with the "Marketing Mavericks Showcase." Customer experience always has emotional, practical, and sensory aspects of their incorporation (Bradley et al., 2021). The provision of a positive customer experience relates to ensuring that each interaction, not limited to a workshop, networking events, and exploring the digital showcase, is structured to be informative, engaging, and aligned with the values and considerations of HUBS. Notably, customer experience involves creating an environment where participants feel a sense of value and inspiration. 

Customer Mapping  

Customer mapping refers to the visualization and understanding of the steps and activities a prospective student goes through while learning at HUBS. This begins from the first point of contact to their continuous engagement post-event. In relevance to the proposed activities customer mapping for the "Marketing Mavericks Showcase" refers to creating a visual representation of the participant's journey, in which critical moments are identified. Customer mapping assists in improving the overall event design since it ensures a continuous and enjoyable experience for the participants attending (Bradley et al., 2021). Notably these concepts work coherently to ensure that the "Marketing Mavericks Showcase" informs and creates a memorable and positive experience for prospective students. 

Process Map Diagnostic Measures 

Implementation of a well-structured set of diagnostic measures is pivotal to achieving the success of the "Marketing Mavericks Showcase".These well-structured diagnostic measures assist in addressing existing pain points throughout the customer journey. Establishing Feedback channels contributes to constant communication. Efficient feedback channels allow participants to express their concerns and suggestions more desirably. This comprehensive structure creates a responsive environment that can be easily improved. Evaluation and incorporation of Participant Engagement Analytics always require leveraging data analytics which can be used to track and analyze participant engagement levels in workshops, simulations, and networking activities. This further provides more valuable insights for optimizing future activities. A Post-Event Debriefing, always involves an organizing team, industry professionals, and student ambassadors, to allow for a comprehensive review, which can be used to identify both pain points and successes to create strategic improvements (Sheth and Parvativar,2021). Real-time Communication Audits ensure clarity and consistency in all promotional materials. This in turn maintains a more interactive and informative communication strategy. Having a dedicated Technical Support team that is easily available during the event assists in addressing any digital platform issues that may occur promptly. Having a competent support team minimizes disruptions that may affect participant experience. Thorough Training for student ambassadors and effective Coordination among all event stakeholders will enhance a more positive customer journey throughout the "Marketing Mavericks Showcase." 

Identify and Make Recommendations Pre Experience Identified Areas for Improvement 

In the pre-experience phase, the identified areas for improvement include the creation of  awareness and promotional strategies for the "Marketing Mavericks Showcase." To achieve this strategy, it is important to enhance the visibility and display of the event. Best insights from industry best practices call for a comprehensive approach that is not limited to targeted social media campaigns, more appealing and engaging content, and influential testimonials from previous participants. Collaborating with industry influencers serves as a key strategy to enhance credibility and mass audience reach. 

Recommendations 

To improve and strengthen the pre-experience touchpoints, the incorporation of influencer marketing remains the preferred strategy. Through aligning with influencers in the marketing and education sectors, the event gains both credibility and increases networking thus increasing the nature of audience service. Engagement in content marketing serves as another significant recommendation (Mukhamedov et al.,2020). The development and sharing of valuable and decent content that highlights the event's unique selling points, benefits, and success stories is in the position of creating a buzz and capturing the attention of the target audience. Additionally, optimization of the event's website and social media platforms remains a desirable factor. This process always involves creating a user-friendly, informative, and interactive online presence. A well-structured website with clear information on the event schedule, speakers, and interactive elements enhances the overall user experience. Conventionally, social media platforms need to be leveraged for promotion and also fostering a community around the event. Regular updates, behind-the-scenes content, and participant testimonials are in the position of contributing to an engaging online environment that attracts and retains the interest of potential participants. 

Consumption Identified Areas for Improvement 

In the course of the activity, interactive workshops remain pivotal in creating the overall participant experience. The need for improvement in this phase is based on enhancing the hands-on learning experience. This can be achieved through introducing more practical exercises and interactive elements. This is important for achieving active engagement and an in-depth educational encounter for the participants. 

Recommendations 

To increase the consumption experience during the event, several strategic recommendations can be implemented. Notably, the introduction of gamification within workshops serves as a more dynamic and effective solution. Gamifying elements of the learning process always results in increased engagement, stimulation of creativity, and the introduction of a healthy sense of competition among the participants involved. Incorporation of game-like structures, challenges, and rewards into the workshops, the educational experience remains more informative, entertaining, and memorable (Alayoubi et al.,2020). Also, diversification of learning formats is another notable recommendation that is in the position of enhancing the entire participant experience. Being inspired by successful conferences in the marketing and business education sectors, the incorporation of various formats such as panel discussions, Q&A sessions, and interactive demonstrations creates more richness to the educational content. This well-designed approach ensures that participants with different learning preferences are considered. This creates a more comprehensive and enriching experience in learning. Considerably, the introduction of interactive elements within the workshops, which are not limited to group activities, case studies, and real-world problem-solving scenarios, always contributes to a more hands-on and practical learning environment. This approach aligns with industry best practices, which allows different participants to apply theoretical knowledge in a practical context. 

Post Experience Identified Areas for Improvement 

Post-experience engagement serves as a critical focus area for sustaining the impact of the "Marketing Mavericks Showcase." Recognizing the significance of this phase assists in the implementation of a more robust and strategic approach to post-event engagement. 

Recommendations 

To overcome the post-experience phase, a well-structured strategy is recommended. Notably, the establishment of an alumni network is instrumental in creating a dedicated platform for past participants who had engaged initially. This network serves as a hub for ongoing engagement, which allows participants to stay connected with each other, share experiences, and access exclusive resources. Building a sense of community remains a lasting connection with the event and the broader network, contributing to sustained interest and involvement. Continuous content delivery post-event is another key recommendation. Using mediums such as webinars, newsletters, and industry updates ensures that the engagement includes different attributes (Rubinger et al.,2021). Webinars that involve industry experts, timely newsletters providing valuable insights, and regular updates on industry trends contribute to a dynamic and ongoing educational experience for past participants. This approach is always in line with successful post-event engagement strategies used by renowned conferences, keeping the audience informed and engaged after the event itself. Also, collecting and showcasing success stories from past participants is a powerful testimonial strategy. This strategy constitutes outcomes and achievements resulting from the "Marketing Mavericks Showcase" where it emphasizes on the event's effectiveness and inspires and motivates current and prospective participants. Success stories create a narrative of impact and success thus contributing to the event's long-term reputation and attracting continued interest. 

Activity Location Pre-Experience Activities 

The pre-experience activities, targeting increase of awareness and promotion, mostly follow remote marketing channels. A targeted social media campaign, influencer collaborations, and content marketing efforts make online platforms reach a global audience (Santos et al.,2020). Geographic location is not a challenge since it is in position of, allowing for widespread engagement and participation. 

During the Event Activities 

The location for the actual event, such as the designed interactive workshops and learning sessions, always depends on the chosen venue. This can be on-campus or at an off-campus venue. Several considerations for accessibility and convenience for the target audience should be highly prioritized (Santos et al.,2020). The event is also in a position of incorporating remote elements, which allows participants to join virtually if they are not in a position of attending physically, this ensures inclusivity. 

Post-Experience Engagement 

The post-experience engagement activities which are not limited to webinars, newsletters, and industry updates, can be conducted through remote marketing channels. Webinars and virtual events collectively together alumni and participants from various geographic locations, which further fosters a sense of global community. Newsletters and updates can be disseminated online, to ensure constant communication and engagement despite participants' physical locations. 

Alumni Network 

The creation of a distinct alumni network can be managed through online platforms. A well-designed digital platform, website, or social media group serves as the hub for alumni to stay connected. This approach goes beyond geographic constraints since it allows alumni to engage constantly and continuously irrespective of their location. 

Support of Strategies Pre-Experience Strategies 

Implementation of influencer collaborations and content marketing in the pre-experience phase contributes to positive word-of-mouth (WOM) since it creates anticipation and excitement. Engaging influencers increases the sense of credibility and trust, thus influencing their followers' perceptions positively. Sharing valuable and shareable content results in the creation of organic conversations, which always encourages potential participants to share their excitement (Alayoubi et al.,2020). These mentioned strategies are pivotal for positive relationship management opportunities since they make influencers become advocates, and participants feel connected even before the event. 

During the Event Strategies 

Involvement in the hands-on learning experience during the event through gamification and diverse learning formats contributes to positive WOM. Gamification creates memorable experiences, where it prompts participants to share their enjoyable learning moments with peers. Different learning formats cater to varied preferences, which ensures a more personalized experience and positive feedback (Bradley et al.,2021). As participants share their positive experiences, relationship management opportunities arise through engagement and feedback, which results in a sense of community and loyalty. 

Post-Experience Engagement Strategies 

Establishing an alumni network and continuous content delivery post-event always contributes significantly to positive WOM and relationship management. The alumni network gives a desired platform for past participants to share their success stories, experiences, and insights. This in turn creates positive feedback that spreads through WOM. Continuous content delivery which involves using webinars and newsletters, keeps the community engaged and informed (Shet and Parvativar,2021). This considerably prompts participants to share valuable resources with their networks. These interactions always nurture relationships and in turn position the business school as an ongoing source of value. This enhances positive WOM and long-term relationship opportunities. 

Overall Impact on Relationship Management 

Integrating these strategies across the customer journey, a positive WOM is achieved with ease. Participants who have positive pre-experience interactions are more likely to share their excitement, thus creating a ripple effect. Engaging in interactive event experiences further amplifies positive WOM, since participants are in a position of sharing their understanding and memorable moments (Santos et al.,2020). Post-event, ongoing engagement, and valuable content delivery solidify relationships, turning participants into brand advocates who willingly share their positive experiences. This continuous loop of positive WOM enhances both the reputation of the business school and allows sustained relationship management opportunities, which further creates a community of engaged and loyal stakeholders.

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