Reference no: EM13479706

Read the information below relating to problems at Premier College and conduct a meeting to discuss these issues and possible solutions.

ROLES:

Chancellor (Chairperson),
The Public Relations Manager,
The Financial Manager,
The Personnel Manager,
The Administrative Manager,
Head of Instruction, Head of Language Department

Situation:

Premier College is a small, female only college of 1500 students. They offer 7 Bachelor of Arts programs. Last year the Administration decided to increase their budget because their profit margin was low. Because of this, they raised the cost of tuition by 20%. As a result of this increase, there was a 15% drop in the new intake. So, the financial situation of Premier College has not improved. A further loss of students could mean the college will have to close down.

The administration is very concerned and has called a meeting to discuss what can be done to improve student enrollment.

You are required to:

A. Read memos and other material concerning the problem and possible solutions.

B. Attend a meeting to discuss possible solutions to the problem. At the meeting, present and defend one solution to the problem and respond to the suggestions made by other meeting members.

C. Write a report of 250 words in an appropriate format based on your findings from the meeting and information from the memos, the email and the questionnaire.

Agenda:

1. The Drop in Student Enrollment and the Financial Consequences (Chairman)

2. Possible Solutions

a. Tuition cost changes
b. Advertising Campaign
c. Adding to the Curriculum
d. International Staff
e. Start admitting male students

3. Any other business

Memo 1 :

To: Dr. Nora Johnson, Chancellor
From: LatifaJassim Public Relations Manager
Subject: Student Enrollment
Date: 15 November 200..

I think what we need to do to increase our enrollment is to create more public awareness of our college by hiring an advertising agency. They could, for example, create a promotional campaign on TV, advertise in newspapers and in magazines and on the internet. They could also make a promotional video to be shown in high schools around the region. What do you think?

Memo 2:

To: Dr. Nora Johnson, Chancellor,
From: Ebtisam Hosni, Financial Manager
Subject: Student Enrollment Drop
Date: 15 November 200..

In hindsight, it was perhaps not a good idea to make such a large tuition increase. It was from that point on that the enrollment started to fall. Perhaps next year we could reduce the tuition cost again and slowly start to raise it the following year. In that way, the tuition rise would not be so noticeable....

Memo 3 :

To: Dr. Nora Johnson, Chancellor
From: Sara Webber, Personnel Manager
Subject: Fall in Student Enrollment
Date: 15 November 200..

I have been thinking about this problem for days now and what I decided we need is more international teachers. Perhaps we should start advertising in international educational magazines and at conferences. I was a head-hunter at my last job and know how to recruit candidates by making an attractive offer inclusive of accommodation, annual air tickets etc.

Memo 4:

To: Dr. Nora Johnson, Chancellor,
From: Mona King, Administrative Manager
Subject: Fall in Student Enrollment
Date: 15 November 200..

It is time to seriously consider admitting male students into our college. I know we have tried to keep the college only for women but in today's economy, can we afford to turn away eager students based only on their gender? Some women's colleges have already had to switch to co-ed for financial reasons. I think it is time we did the same. This should be discussed at our next meeting.

Memo 5:

To: Dr. Nora Johnson, Chancellor,
From: Zainab Mohammed, Head of Instruction
Subject: Fall in Student Enrollment
Date: 15 November 200..

I think we are failing to attract more students because we do not offer a wide enough variety of majors. We should offer Information Technology, Communication Technology and some design courses which are very popular with female students these days. To increase our market share of female students, we must be able to compete with other colleges. Some of our graduates have approached me to do a Masters degree. If we offered Masters courses, this would also help to increase our enrolment.

Memo 6:

To: Dr. Nora Johnson, Chancellor,
From: Alya Sultan, Head of Language Department
Subject: Fall in Student Enrollment
Date: 15 November 200..

In my opinion, students are choosing other colleges because their teaching methods and facilities are more up-to-date. Many colleges are now wireless while we still have old fashioned computer labs. We need to give all our students access to laptops and an email system. We might even think about having online courses for distance learning at some point in the future. This would be another way to increase our enrolment.

Evidence (Email) from a Prospective Student

...I am thinking of applying to Premier College because it's near my family, but their website looks boring and they do not offer many majors. I also have a friend who is moving near Premier and she would like to do a Masters Degree. I couldn't find anything on postgraduate study on the website.

Evidence: Questionnaire

Content:

Results of questionnaire to prospective students and their parents asking what would attract them to the college.

                                                              Parents   Students:

1. Reduction in tuition fees                             70 %       20 %

2. Higher profile/ publicity                                8 %        15 %

3. More international staff                               5 %         20 %

4. Increasing course choices and

adding a Masters program                                12 %       30 %


5. Admitting male students                                25 %      60 %


6. Upgrading IT facilities                                    65%        78%