From the University of Phoenix MBA website, \"The Master of Business Administrat

Question

From the University of Phoenix MBA website, "The Master of Business Administration (MBA) program prepares students in the functional areas of business allowing them to develop managerial skills necessary to be effective in a rapidly changing business environment. The program is designed for students with an interest in entering or advancing their careers in business. The program reflects current research of managerial competencies as well as graduate business standards as reflected by existing national standardized graduate business tests."

The assistant marketing director for the online MBA (Masters of Business Administration) program at the University of Phoenix is contemplating whether or not to recommend adding social media marketing to its existing marketing program. Her boss, the marketing director for the University of Phoenix online MBA, feels that social media marketing is just a fad that will lose popularity quickly.

The assistant marketing director believes that, in order to convince the director of the potential value of the program, she needs to bring a concrete plan to her boss rather than just a general idea. However, she is having a difficult time deciding whether a social media campaign on Facebook or LinkedIn makes more sense for the University of Phoenix online MBA. She has begun to research both social media networks and has confirmed that both networks accept advertising and are a part of the Google Display Network. She knows that Facebook seems to be more popular than LinkedIn, but she knows that her boss likes to make decisions based on quantitative measures not just gut feelings. The online Phoenix MBA is expensive, about $32,000 in tuition alone, so not everyone is a good target for the MBA.

Fortunately, there are a number of marketing metrics readily available which she can use to evaluate the advantages and disadvantages of the two networks. Because she wants to promote the fact that the online MBA program does not require that students come to campus, she decides to look at traffic statistics and demographic composition from a global perspective.

After she conducted research on LinkedIn and Facebook, she was able to create a spreadsheet to help her make her decision. Use her spreadsheet as you answer the following questions to generate your strategy for which social media network to use to promote the University of Phoenix MBA.

One key criterion for selecting social networks is the number of daily visitors to the website. When comparing LinkedIn traffic to Facebook traffic, we find that LinkedIn has ____ of the number of unique daily visitors when compared to Facebook.

Another key criterion for selecting social networks is the characteristics of the site visitors. The Phoenix MBA is expensive, therefore ______ attracts a greater concentration of visitors with sufficient income to pay for the program.

The average age of the University of Phoenix graduate student is 36 years old. Which social media network's age demographic profile more closely aligns with the target audience for the University of Phoenix graduate school?

LinkedIn has ____ as many users with bachelor's degrees or higher as compared to Facebook's users.

A third criterion utilized to select social networks for advertising purposes is the focus of the website. Given the product being marketed, the online Masters of Business Administration, which social network would likely attract visitors who would be interested in the program?

Explanation / Answer

a) One key criterion for selecting social networks is the number of daily visitors to the website. When comparing LinkedIn traffic to Facebook traffic, we find that LinkedIn has 1.6% of the number of unique daily visitors when compared to Facebook.

Number of daily unique visitors on Linkedln = 5 million

Number of daily unique visitors on Facebook =300 million

Percentage of unique daily visitors on Linkedln compared to Facebook = 5/ 300 * 100 = 1.6%

b) Another key criterion for selecting social networks is the characteristics of the site visitors. The Phoenix MBA is expensive, therefore Linkedln attracts a greater concentration of visitors with sufficient income to pay for the program.

As we compare the percentage of website visitors with income > = $75000 , Linkedln has 43% visitors and Facebook has 21% visitors, so Linkedln attracts a greater concentration of visitors with sufficient income to pay for the program. This is because Phoenix MBA is an expensive program and people with income more than or equal to $75000 can afford to pay for it, for which Linkedln has more number of visitors than Facebook,so Linkedln attracts a greater concentration of visitors.

c) The average age of the University of Phoenix graduate student is 36 years old. Which social media network's age demographic profile more closely aligns with the target audience for the University of Phoenix graduate school?

Ans Linkedln

Linkedln's age demographic profile more closely aligns with the target audience for the University of Phoenix graduate school. As the average age of the University of Phoenix graduate student is 36 years old and percentage of Website visitors aged 35-44 years is more on Linkedln (29%) than on Facebook (24%) , so Linkedln's age demographic profile more closely aligns with the target audience for the University of Phoenix graduate school

d) LinkedIn has more than twice as many users with bachelor's degrees or higher as compared to Facebook's users.

Number of users with bachelor's degree or above on Linkedln = 50%

Number of users with bachelor's degree or above on Facebook = 22%

Thus , 50 / 22 = 2.27

Thus, Linkedln has more than twice as many users with bachelor's degrees or higher as compared to Facebook users.

e) A third criterion utilized to select social networks for advertising purposes is the focus of the website. Given the product being marketed, the online Masters of Business Administration, which social network would likely attract visitors who would be interested in the program?

Ans. Linkedln

Keeping all the factors in mind, users with Bachelor's degree or above, visitors aged 35-44 years and visitors with income.=$75000,all are high for Linkedln compared to Facebook and thus Linkedln is the socialnetwork more likely to attract visitors who would be interested in the program

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