AUP Marketing Research

AUP Summer Program : Marketing Plan for 2007

Not only an American University

Not only in Paris

It 's the American university of Paris

Overview

The American University of Paris has first opened its doors for students in 1962

The American university of Paris is also the oldest American institution of higher learning in Europe . It is an independent collage of liberal arts and sciences that is located in the seventh district next to the seine and the Eiffel tower

Task

Our mission is to create an effective and

efficient marketing plan for AUP summer program for both session one and two and increase the number of enrolling students in the upcoming summer sessions by at least 20 Executive Summary

American University in Paris is an urban institution , with its campus is composed of 6 buildings centrally located in the scenic city of Paris near the Eiffel Tower and the Seine . concentrate on American students coming from the United States . Its objectives are to recruit international students using policies such as acceptance policies and rules . As statistics show that 70 of all AUP applicants for the summer are accepted . The current marketing situation should clarify the advantage of AUP among its competitors because it offers top-notch American style education . As AUP is accredited in the United States by the Commission on Higher Education of the Middle States Association of Colleges and Schools , it has several opportunities to expand its clients throughout Europe . In this regard , a marketing plan should be established to promote the summer program at AUP as a key factor that most students want . Not just offering the lavish Paris experience , but it offers globalised quality educational standards at par with the major universities in the United States , as well as communicating with students from different cultures . This plan will determine if a major promotional marketing plan is viable for this aim of the AUP as an educational institution

Current marketing Situation The marketing audit is a systematic and periodic examination of a company 's environment , objectives , strategies and activities to determine problem areas and opportunities (Chap . 2 ,

.69 . Firstly the target market is distinguished . In our case , it 's college students from around the world . We could break up the percentages to our likings and needs . We can concentrate on American students coming from the United States . The objectives are to recruit international students using policies such as acceptance policies and rules . Our statistics show that 70 of all AUP applicants for the summer are accepted . The current marketing situation should clarify competitors of AUP , such as other American or international educational institutions located in Paris or close by . The main competitors are Parsons , Paris American academy , the European Council summer abroad program in Paris

The past market size , or in our terms number of students should be viewed in comparison to recent needs of students . AUP should also analyze the environment in which its stands . External threats and opportunities are not controlled by the university and therefore we should research all possible threats and opportunities to loss less and gain more if any of these possibilities occur . Threats could be the higher exchange rate of the euro against the dollar , the opening of other American institutions in Paris or more complexities regarding student visas . Opportunities could be the opposite of these events Also , examining AUP and its product offering is essential to known . We are looking at what a student is really buying . We should emphasis the fact that a student is looking at AUP as a packaged product that has location , knowledge and experience as main factors within its offering

The Marketing Macroenvironment

The marketing microenvironment audit questions regarding demographics politics , culture and economics should be answered

Demographics : What primary demographic trends pose threats and opportunities for AUP ? The gender , income and nationality trends pose both threats and opportunities . The increase of number of female students enrolling for the school could be a success in one hand and a weakness in another . The main nationalities such as American and French could design our marketing strategy and advertising campaigns . Student income is one of the main indicators of the financial capacity of the students . Here , we should to look at our recent student statistics regarding age , nationality and gender . Most applicants come from the US next comes Italy as well as the Middle East . Statistics on more Middle Eastern applicants can be a sign of an increase in need for middle eastern to study in Paris rather than the United States . We could use that as an advertising promotion . Next , 70 of our applicants are females . Reasons such as romance , shopping and gastronomy , glamour and beauty attract more females than males . Knowing the reason behind the higher number of females in comparison to males makes us more aware of our advantages and disadvantages . The major courses taken are sciences and French . Visiting students want to learn French while they are in France and science attracts former AUP student for graduation purposes or credits .The increasing diversity of AUP is another positive factor that could be used in the marketing plan . Ideas such as globalization are emerging into a reality and a diverse student community is more for applicants to interest with students from different cultures and backgrounds . This is a key factor that most applicants want from AUP , the Paris experience as well as communicating with students from different cultures

Economic : What developments in income , prices , savings and credit will impact on AUP

The economic force is what affects the student 's purchasing power and spending trends . It is important to highlight that AUP is a private university that is known for its high tuition payments in comparison to other universities in the United States . There are many student exchange programs that have different ways of payment but the most usual payment is by euro and to the university directly . Therefore , students applying to this university are capable of its tuition payments and are considered wealthy . Also , as mentioned earlier , exchange rates is the major key that affect any student 's decision on coming to Paris , other factors such as housing and tuition can also influence student decisions

Technology : What technological changes are occurring ? What is AUP position on technology

AUP is developing a technological system that is highly advanced to facilitate the research and communication integration within the university . A new system for finance classes and information technology classes are made as well as a highly efficient search engine

Political : What current and proposed law affect company strategy

The political aspect is France is somewhat stable . Politically , France is a democratic country that has strict laws for different aspects of life to ensure the safety of its citizens and visitors . Global threats such as terrorism are highly discouraged and fought against . AUP and many other European universities have had the advantage of global student applicants from around the world after the 9 /11 crises . Many students have transferred to universities in England and France due to the fear of more terrorist attacks on the United States . We should keep in mind that the increase of student applicants can be measured from political aspects and therefore we could assure the targeted market of the safety earned in the country of residence . Students could still have an American education outside American soil , and more precisely , in Paris

Cultural : What is the public 's attitude towards business and the company 's products ? What changes in consumer lifestyles might have an impact

The cultural force affects the values , perfectives , and preferences of society . Almost all the people from around the globe agree on education and as an important belief . Having education being freely taught in almost everywhere does emphasize such belief . AUP is promoting education . The education is packaged with an ever lasting experience in Paris as well as the opportunity to discover the rest of Europe Therefore , the complimentary option of living abroad for education gives AUP its extra value . The necessity of experience in correspondence to education has also become a secondary belief that most students aim to have . We as marketers should use such aim to associate it with being in AUP to broaden the perspective our students . Also , many businesses and organizations require such experience and therefore it changes to become a need to the student rather than a want . We should use such opportunity as a key element of our marketing plan . Also , we have to predict other changes in secondary cultural value to know our opportunities and threats . As mentioned earlier , the view of the universe has become to our benefit due to the diverse study body available in AUP . Such diversity can be used to adapt small village ' idea right here in our university . The communication between cultures and the exchange of beliefs , values and opinions does enable our students to become more open minded and fit to acknowledge the bigger picture . A summer in Paris does not only imply having new French friends but Korean , Mexican and Australian . The student would leave the cultural , racial , ethnic differences behind to meet almost everyday with people he /she would not have had the chance to meet before . This is what we want to show . AUP is not only an American education in Paris , nor is it the Eiffel towel and a baguette . It is a mix of all the nationalities communicating , learning and experiencing Paris in all different angles

The Marketing Microenviroment

The forces that affect AUP 's current marketing situation are AUP as an institution , suppliers , marketing intermediaries , customers , competitors and publics . AUP 's top management , finance , research and developing determine what marketers should do and what type of tasks

The Task environment

Another important section is the task environment marketing audit questions . Firstly we should look at markets regarding their size and growth . Our largest segments could be American students coming to study French or European students wanting to strength their English . The sub segments could be older students that take business courses or French courses in the summer . Historical statistics show a constant growth of applicants . The market size has been slowly increasing from certain regions such as the United States and the Middle East . Secondly , we should research customer ratings of the university and its educational quality standard and costs . Here , we used evaluation sheets to asses the university 's performance . The evaluation is as follows

Where do most of the summer school students come from

Other universities 75

b . high schools 25

Where did you learn about AUP

Internet 60

University advisor 10

AU Network 20

Other 10

Why did you choose AUP

Experience 45

Location 50

Education level 5

How do u evaluate AUP performance as a whole

Excellent 5

Very good 10

Good 60

Dissatisfactory 20

Poor 5

What would you change in AUP

Housing 60

Classes offered 30

I .T facilities 10

Did you obtain your first choice for your classes

Yes 70

No 30

Would you consider coming to AUP again

Yes 50

No 30

Don 't know 20

Would do you think about the tuition fees

Expensive 95

O .K

I don 't care 5

How old are you

18-20 65

21-23 30

Over 23 5

Where do u come from

North America 50

Latin America 10

Europe 20

Asia 20

Would you recommend AUP for others

Yes 55

No 15

I don 't know 30

What we conclude from this evaluation , that most students would consider coming back to AUP and also recommend it to friends and family Tuition fees are expensive and most students come here for Pairs location . The main evaluation of the AUP is good

Thirdly , research in depth the strengths and weaknesses of the already mentioned competitors . Other factors such as channels , suppliers and publics are also important to consider . Therefore , the marketing audit should focus on task environment and microenvironments forces to develop an effective position towards its target market

Marketing strategy audit

Our mission is to attract more international students for our summer programs . Our summer program would satisfy both the need to travel and the need to learn . It is a 2 in 1 package that could come to the liking for the youth generation around the globe

AUP indeed set clear objectives to guide marketing plans and performance

Product Offering

AUP Summer program is a product that is offered to the market for experience . It is an intangible product that could be more described as a service to a target market mainly made out of collage students . The product offers satisfaction by its unique experience for the consumers It is an education combined with Paris experience

The core product is what a student is really buying for being in AUP The student comes for at AUP for many reasons such as education experience and tourism . AUP is an entertainment package that could not only serve you with acceptable credits towards your degree but also enriches the student 's life with a unique summer experience in of the world 's most beautiful cities

If a person does not have the time to visit Paris for tourism due to studies , AUP solves the problem and gives two shots instead of one , both the experience and education . The consumer is buying the AUP convenience package

The actual product is considered to be made out of the classes available and campus location , and AUP technology services . The main feature of AUP is its location . The diverse student community and culture could contribute to deliver the core product benefits

The augmented product of AUP is all the additional services given to its students that attributes to the over all actual and core product . The services could be the weekend trips to main monuments and towns around Paris . Another service could be a friendly student community that could lessen the homesickness of being away . Also , the student service desks and student senate members are also available on campus for any questions or concerns

AUP summer is a speciality product that has its unique characteristics and brand identification . The marketers should acknowledge that the major factor , if not say , the factor that makes AUP summer program powerful is its location in Paris . Summer is the time where people tend to go on vacation and visit new places . Ones , such as students sometimes could not have the chance due to their need of summer sessions . We should focus that AUP is a solution , a two in one package that gives you want you need and desire . It 's not a simple vacation it 's a vacation to Paris ! We should make AUP a ticket to wonderland . An experience that worth more than what you pay . It 's a memory that reminds those students of summer , of their learning educationally and culturally in Paris

S .W .O .T Analysis

The SWOT analysis is a summery of both the internal and external factors facing the company . The strengths and weaknesses of the business are the internal factor , where opportunities and threats are the external factor . It is important to note that the SWOT analysis should also include details of non-marketing variables and costs . The strength and weaknesses in the SWOT do not only analyze the advantages and disadvantages of AUP but show the critical success factors which specifically affect AUP 's success . The measurement of the critical success factors are made relative to competition

Strength

The basic strength of AUP that anyone could brainstorm could be its location , language of teaching and international student environment The university being located in Paris makes it even more attractive . A lot of people dream to visit Paris at least once in their lifetime . AUP helps make this dream come true , not only are students are given the opportunity to visit , but they also get to live for a month or two , they get to study at AUP , and are guided to discovering the beautiful capital . Being located in Paris , the students would learn about the French culture , by travelling around the country , using the weekends to perhaps discover the beaches on the Cfte d 'Azur or to head north to look at the WWII sites and the American cemetery in Normandy . They would be able to learn a little bit of French , if not a lot . Paris is also in the centre of everything , so a lot of travelling , outside of France , could be done . London is less than 3 hours away by the Eurostar train , Geneva is less than 4 hours away by the TGV train , and many other beautiful European cities are around a 1hour plan ride . Not only is it located in Paris , but it is also located in the 7th district , which is one of the nicest areas in Paris , it is as the French say , BCBG (Bon Chic , Bon Genre ) which basically means that it is upper class , aristocratic and prestigious . The 7th is right next to the Eiffel tower and the famous river seine . The nicest restaurants are located in the 7th so it is easier for the students to discover them this way . Also , the entire area is filled with stores and nice cafes , that way the students would never get bored in between or after classes . Also , the Champs Elysees is only a 10-15 minute walk from the school

Yes , there are many universities in Paris , but there aren 't that many that teach in English , and that offer the same program as AUP Being in AUP , students would be able to take classes they want to take or classes they need for credit . AUP offers a limited amount of courses during the summer program but they are all of different areas of study Also , the professors are chosen very carefully , so the students are bound to learn even more

One of the main strengths of AUP is its international student environment . There are so many students from all over the world and this friendly environment makes everyone learn about different cultures and regions from each other . Being in this international environment students learn how to deal with differences and they all deal with each other in friendliness and they are hardly ever instances of racism

Weaknesses

AUP weaknesses could be the high tuition fee , expensive school supplies and limited majors . Not everyone can afford AUP . This is a weakness to the university . The tuition for summer program ?664 per credit is expensive compared to other universities inside and outside of Paris Since nothing really can be done about the price , we would have to bring about the strengths so that they know that it is really worth it and that even though there are cheaper universities for abroad summer programs , they are not all located in Paris , in the 7th district , and they don 't all offer the same program . Also , the school supplies , mainly the books are quite expensive , but there are also used books sold at the university bookstore . And perhaps we can make offers on the books so that they are more affordable

The fact that AUP has limited majors could be seen as a weakness but it is not necessarily a weakness for someone who is only visiting for one or two of the summer sessions . If you 're major is not offered at AUP you can still take classes outside of your major to be counted for elective credit , or you can just learn French

Opportunities and threats can also be studies using the marketing audit which has to be linked to the plan term Opportunities

Opportunities in terms of : demographic changes , economic climate technology and the market . We should look at the economic climate demographic change , market and technology

The economic climate is the fluctuation of exchange rate . It is considered the two edged sword . If the euro goes down , it would be more affordable for US and Middle Eastern students to come to Paris . The exchange rate would not be an obstacle and can be a strong motive for many international students to come and study in AUP . The demographic changes such as the changing age structure of a population and rising number of educated people can aid AUP in the long run and should be considered as a long-run effect

The extension of the visa validity could be another opportunity . If the time of the visa validity could be elongated it would be a plus for the students because then they could do more travelling around or they could just stay in Paris to discover the city more after the course is over The tough visa regulations and policies are one of the complaints that students always point out about . If new laws that facilitate the process could be found , then we guarantee more international students coming for the summer program

Other schools closing would lower the competition which makes AUP stand out more than it already does

Threats

Threats to AUP can be due to competitive activity , channel pressure demographic changes and politics

Competitors like other universities offering similar programs and politics are a major threat to AUP . If similar programs are given in other institutions with lower fees can be major threat to AUP . We do acknowledge that other institutions are found in Paris . But we should promote AUP as the best ' institution in Paris that deserves every penny paid . Also , the recent events occurring in Paris with the many riots can show Paris as a somewhat dangerous city . Concerned parents could refuse or discourage students from going to Paris due to all these unfortunate political events . We , as markets , should always have an optimistic view towards all these events and have to loosen the worry of parents everywhere . Demographic changes such as increasing single parenthood and dual-income facilities could cause threat to AUP . Such threats are not as heavily weighted as the others , but still should be considered

After thoroughly analysing the SWOT analysis , specific objectives and issues are made using the plan term

Objectives and Issues

After thoroughly studying the strengths , weaknesses , opportunities and threats , AUP has set objectives and issues that will affect them . The objectives that AUO would like to attain during the plan 's term are

To increase attendance by at least 20

To attract international students and mainly from North America and Asia

To appeal to returning students as well as visiting students

To have at least 15 of recent students strongly considering coming to AUP in future summer programs

The questions that need answering are

Where do we get the extra students from ? From the competition , by increasing advertising , by using other media channels Marketing Strategy

The marketing strategy is the game plan ' required to achieve its objectives . It 's the logic behind AUP objective of increasing the growth of students by at least 20

Broad Marketing Strategy

The broad marketing strategy is to present AUP as a convenience two in one package that includes travel to the most beautify city in the world as well as American education that suits the highest standards . Thus the strategy should detail all the market segments that the university would focus on . Demographic , geodemographic and psychographic segmentation could be highly needed using this specific strategy . The gender , age , nationality and income segmentation are highly important to achieve an effective strategy . We have mentioned ahead that there are many summer programs served by other international and American institutions . However , what makes AUP so special is that it 's the oldest , most prestigious and strategic American university in France if not Europe . It has international recognition from all around the globe and most importantly , from the United States . It has many exchange programs from prestigious institutions such as NYU and the UC universities . It has well-known professors that also have international recognition and are respected by many organizations and professional unions . The main concern of students is the high tuition fees but using our roles as marketers we should highlight the fact that the experience in AUP is worth every penny and Paris would not been as beautiful if it wasn 't wrapped with an educational experience in AUP . Regardless of the many alternatives that one could have , AUP would be the best choice any student would make if he or she wants to have a complete experience full with fun , excitement , knowledge and many friendships

The marketing mix could be broken down into several target markets . For instance the strategy for American students looking for an international experience could be different than French students that are willing to strengthen their English by going to AUP

Target Marketing Steps

We acknowledge the fact that markets consist of buyers and sellers and each buyer differs in his /her needs , wants , locations , buying attitudes and buying practices . Through the use of market segmentation , AUP can divide huge heterogeneous markets into smaller that can be more effectively reached with products that serve their specific needs and wants . The six steps in market segmentation are

Step 1 : identify bases for segmenting the market

We are segmenting due to mainly demographic , geodemographic and psychographic segmentation . Reasons such as regional , age , and income social status , gender and region should be carefully analyzed Satisfying the needs of an American student in California is different than the needs of a French student in Lyon . The wants of a single female could be entirely different than a single male . The segmentations are useful to our current marketing situation and marketing strategy which would enable us to achieve our goals and objectives . Segment marketing is the most preferable choice for marketing in which AUP offerings closely match the needs of one or more segments that we have already chosen

Demographic age , gender , family size , income , education , nationality

Psychographic social class , lifestyle

Geodemographic regional

Step 2 : develop pros of resulting segments

As we just have stated and clarified our segmentations and their purposes , we have to create pros to come up with the conclusion of which segment we want to eliminate , measure or / and access the most . The most useful for our case which would earn as a positively responsive target market are both the demographic and psychographic segments while the behavioural would be harder to measure and therefore we have decided to avoid

Step 3 : develop measures of segment attractiveness

By looking at our chosen segments , the most attractive , reachable and profitable could be the demographic . AUP is an educational institution its core product its education . We have to appeal to the target audience by promoting our product through segmentation by the ways mentioned earlier . Also , our objective of attracting more students from different regions , genders , age , lifestyle and income has to be coordinated using such segmentation to meet the different needs and wants

Step 4 : select the target segments

We will use the differentiated approach in which we decide to target the several market segments that we have chose and design separate offers for each . The offer for the demographic segment could be entirely different than the physiological segment . We can have an advertising campaign that has shopping , gastronomy and glamour that can appeal to the needs of females . We could also construct an effective advertising campaign that attracts the middle-class freshmen or sophomores

Step 5 : Develop positioning for each target segment

Since there were 3 .9 million consumers between the ages of 18 and 22 in 2005 , this segment represents 6 .5 of the This number is expected to increase until 2010 before declining until 2015 . The number of young adults between 18 and 22 has gradually decreased as a proportion of the French population during 1990-2005 , and this share is expected to decline further until it reaches just 6 .0 in 2015

Plus the fact that a major aim of French politicians in the 1980s that 80 of future generations should have the baccalauryat (the French equivalent of A Levels , AUP summer program should have a steady market in Paris alone . Most people take these examinations at the age of 18 and some at the age of 19 , and some then go on to higher education in the form of business or engineering schools . As their income comes either from their parents or from a government grant , France is to the notion of equality , and students may receive a government grant and other financial assistance , particularly for accommodation depending on their parents ' income

In this regard , we are positioning the summer program of AUP to be unique in offering true-blue above standards American education . The marketing strategy will focus on the quality globalised American education that any French or international students could enjoy

Step 6 : Develop marketing mix for each target segment

Product Strategy

The quality globalised American education is the main advantage of AUP because schools can influence some individuals to rise above their class , or in the case of the upper classes , to actually surpass their parents in their understanding of public issues (the numbers here are small and should not be confused with the extra learning enduced by inspired teaching (Rossides , 2004 . Starting with the 1983 A Nation at Risk ' report , all high-level educational reports in the US have stressed discipline in academic subjects and the need for a core curriculum . Since 1983 , at least 20 education commissions and numberless authors have pushed for a multicultural and globalised type of education so that the diversified American people will be whole again and will prosper if students achieve high levels of education

Price Strategy

Since AUP is a private educational institution , the price of education should be expected to be higher than publicly-owned university . Since it is a summer programme , the fees will be slightly lower than the regular semestral schedule . The fees for academic programs is marked at ? 698 .00 per credit-hour , while for non-academic unit is tagged at ? 349 .00 per credit-hour . Students could also apply for financial assistance at the AUP

Distribution Strategy

Primarily , the target should be students living in France . But , AUP could promote their education throughout Europe . Marketing the summer programme at AUP could also be achieved by establishing a website to make it easier for international students to consider studying in an American-style educational institution situated in Paris

Marketing Communications Strategy

By integrating all messages in all media , we will reinforce the AUP 's summer programme and the main points of product differentiation especially our exclusive American-style of educating people . Research about media consumption patterns will help our promotion arm to choose appropriate media and timing to reach prospects before and during product introduction . Thereafter , advertising will appear on a pulsing basis to maintain awareness and communicate various differentiation messages . And since AUP is targeting international students , advertising via the Internet would be attract a wider market attention and encourage students to enrol

American University in Paris Promotional Plan : The tools or tactics that might be used would be

Unique American-style education amidst the lovely city of Paris Continuously advertising the AUP 's unique programmes offered

Persistent in offering quality , variety and uniqueness in its educational programmes . Through academic staff responsibilities , which include keeping note of student achievements , frequent questions of clients , suggestions and comments . By doing this , we hope to increase the quality of the educational services offered to better suit /satisfy the needs of students

Provide actual and potential students with a venue that is academic fun , safe and affordable . Continuously maintaining and improving AUP 's facilities to better accommodate the needs of our students . Such would include developing a modern library , quick replacement /repair of faulty equipments , furniture , installation and use of a reliable facility systems and maintaining the high standards of education

Decrease or remove potential students ' resistance to study at AUP Provide financial assistance to deserving students and have student assistantship programmes

Generate at more students to enroll at AUP summer programme . Advertising via posters , flyers , banners , billboards , radio and television . Through gaining awareness and support of potential students , we expect our enrolment to exceed our expectations . Plus the viability of advertising through the use of the Internet , it will be easier to attract foreign students

Achieve at least 10 of the market share of the earnings of summer educational programmes . Through the word of mouth , due to the location of Paris , since it is an important means of knowing the advantages of getting an American education will be helpful . This is a sure-fire way of penetrating our target market and letting potential students know about our AUP

Experience at least a 20 increase in awareness among the target market annually will create new student enrollees that will steadily increase in the next few years Advertising via the Internet , posters , flyers banners , billboards , radio and television . Through gaining awareness and support of students

Increase the line of programmes offered in summer at AUP and then informing the target market about new features and benefits of these programmes and its competitive advantage if they acquired an American education , thus leading to an increase of 20 enrolment . Catering to our students ' never-ending needs , wants and requests , we anticipate and plan to extend our summer educational programmes to provide a more all-around exclusive educational privilege of studying in an American university . One of these tactics includes the establishment and creation of a widely-known website to promote the programmes offered

Table 1 . The AUP 's promotion plan in a table format

Action Programs

? 200 ,000 promotion campaign to inform the public about the summer program in June 2007 . We will exhibit at the major public installations like the mall , the international educational forums and provide brochures to major schools in France . A website should also be set-up aside from the main AUP website that is solely dedicated to the AUP 's summer program offerings

March to April . We will start an integrated print /radio /television campaign targeting students about AUP 's summer program . The campaign will show the advantages of an American-style education . These integrated media campaign could also be brought to major European cities like London or Berlin to promote the AUP in Paris

May to June . As the multimedia advertising campaign continues , we will add student promotion tactics like offering financial assistance to deserving students . A discount program or deferred payment scheme should also be established for some students . A more diversified way of paying options could attract more students to join a private university like AUP

Budgets

? 200 ,000

Expected Outcome of Enrollees - 20 of 900 180 1 ,080 students

Cost of Fees per Student (Fast Track Summer Course - ?1 ,992 Profit Computation 1 ,180 students X ?1 ,992 ? 2 ,151 ,360

? 1 ,505 ,952 70 for academic instructor fees and University Costs

? 200 ,000 Promotional costs

_________________________

Expected Profit - ? 445 ,408 Controls

We are planning tight control measures to closely monitor quality education and student satisfaction in the current AUP summer program This will enable us to react very quickly in correcting any problems that may occur in the future promotional plan for next year . The line functional organizational chart structure of AUP is used to display the flow of authority and responsibility vividly to those concerned or involved . This will be adapted to accommodate the educational programs and is illustrated Figure 1

This suggested organizational structure would be very effective and efficient because the authority and responsibility would be dispersed and delegated directly without any complications , it is not elaborate and it is very easy to understand and follow . In addition , in time of temporary crisis , control is centralized . This structure would enable strength to lie in its simplicity . It is very fast , flexible inexpensive to maintain and has a clear accountability

This structure would also enable a smooth and direct flow of communication , whether being downwards from top management to subordinates or upwards from subordinates to top management

From the university president , vice presidents , directors , and program head makes up the management team . In this organization there will be a wide span of control and little formalization . The program would mostly be the one creating and implementing strategies that would effectively achieve both strategic , tactical and operational goals and will be open to ideas suggested by the subordinates under them . He or she will suggest these to his superiors for approval

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9ive action to ensure that all activities are directed towards achieving the summer programs ' set goals and objectives

For each individual program unit , the staff duties include keeping in line with the potential student inquiries and response in their respective unit . They would be expected to keep a written record of suggestions , requests and opinions , which would be used to assess how to better serve and provide the promised quality American style education that AUP offers

References

Rossides , D . W (2004 . Knee-Jerk Formalism : Reforming American Education . Journal of Higher Education , 75 (6 , 667

Euromonitor International (2005 , June 9 . Consumer Lifestyles in France . UK : Global Market Information Database

Parsons is a school of design which is closely coordinated with Parsons the New school for design in

New York

Summer creative writing workshop

The suvery was made on 27-30th of June for 25 students located mainly in Grenelle and Bosquet buildings from 2 :30- 11 :00 pm . We have evaluated 19 females and 6 males

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Brenda Morgan

Director of Student Affairs Celeste Schenck

Vice President for Academic Innovation and Development Marc Monthyard

Vice President and Dean of Student Service Douglas Inman

Vice President for Finance and Administration Gerardo della Paolera

President of the UniversityRoberta Vellvy

Director of Communications Figure 1 . The AUP Flow of Authority involved in Improving the Summer Program Enrolment

AUP Summer Program Promotion Head Website Development Staff Media Promotion Staff Accounting and Marketing Staff...