I need you to answer 3 discussion post questions from my peers and state whether you agree or disagree: (BUSI 2163 Marketing Strategy)

Post 1: Having never looked at a positioning statement outside of the textbook reading this week, my first stop was Google to see what it was. Murphy (2022) states A positioning statement is a description of your product and target audience and explains how it fills a market need. Marketing and sales teams use this statement to guide their messaging and make sure all communication is consistent. My initial thought was that it was a mission statement, but I was wrong in that assumption. Lacobucci (2017) sets up three important series of questions to ask to come up with a positioning statement and they are as follows:

1. Who are you trying to persuade? Who is your target segment?

2. Who are you competing with? What is your major product category? What frame of reference will customers use in making choices?

3. How are you better? What is your uniqueness, your competitive advantage, your point of difference? Do you have any attribute or benefit that dominates competitors?

Yorkville University has a target segment of post secondary students, more specifically students looking to have continued education and, in the case of this program, can do it remotely. Yorkville is trying to persuade possible students to enroll in their programming by showcasing its remote availability as well as its accreditation.

Yorkville is competing with many other universities that have online programs. Another quick Google search reveals U of Fredericton, Athabasca University and Laurentian University are the top picks along with Yorkville and there are many more that populate as well. They have 3 major categories which are Business, Interior Design and Arts. Looking at rankings of online universities, Yorkville is ranked among the best with a wide acceptance of programs amongst industry professionals. The primary attribute that Yorkville has is their accelerated schedule.

The accelerated schedule means that you can complete a bachelors degree in as little as 2.5 3 years. There are no mandatory breaks during the summer which, for people like myself that work full time, that is appreciated as I can keep the same schedule all year round. It also gives people in my position the flexibility to do a lower course load and still be an integral part of my family while completing my BBA. Their university offers rigorous, fully-accredited, practitioner-oriented graduate and undergraduate degree programs in a collaborative and interactive learning community, with the aim to inspire students on their journey of personal and professional growth. (Yorkville University, n.d.).

My version of the Yorkville University Positioning Statement is

Yorkville University is an online accessible University that brings learning through a flexible, highly accredited, diverse and professional learning environment that strives to prepare students to enter the workforce with a degree from a proven University to give them a head start in their careers in as little as 2.5 years.

Post 2: "At Yorkville University, we are committed to empowering individuals to achieve their full potential through innovative and accessible education. We prioritize personalized learning experiences, industry-relevant programs, and a supportive community that fosters growth and success. Unlike our competition, we understand the unique needs of our students and provide flexible learning options that fit their lifestyles, enabling them to balance their education with work and personal commitments. We strive to create a transformative educational journey that prepares our graduates for meaningful careers and empowers them to make a positive impact in their communities."

Reasoning for the Choice over the Competition:

Personalized Learning: Yorkville University stands out from the competition by offering personalized learning experiences. We understand that each student has unique goals, learning styles, and backgrounds, and we tailor our approach to meet their individual needs. By providing one-on-one support, flexible scheduling, and a customized curriculum, we create an environment where students can thrive and reach their full potential.

Industry-Relevant Programs: Yorkville University is committed to delivering programs that are aligned with the needs and demands of the job market. We collaborate closely with industry professionals and experts to ensure that our curriculum is up-to-date, practical, and equips students with the skills and knowledge necessary for successful careers in their chosen fields. Our graduates are well-prepared to meet the challenges of the real world and excel in their chosen industries.

Supportive Community: At Yorkville University, we believe that a supportive community is essential for student success. We foster a sense of belonging, encourage collaboration, and provide a network of support that extends beyond graduation. Our faculty and staff are dedicated to creating a nurturing environment where students can thrive academically, emotionally, and socially. We prioritize building relationships and connections that last a lifetime.

Flexible Learning Options: Unlike our competition, Yorkville University understands that many students have work, family, and personal commitments that need to be balanced with their education. We offer flexible learning options, including online and blended programs, part-time and full-time study options, and multiple start dates throughout the year. This flexibility allows our students to pursue their education without sacrificing other important aspects of their lives.

Potential Markets:

Working Professionals: Yorkville University's flexible learning options make it an attractive choice for working professionals who want to advance their careers or acquire new skills. The ability to balance work and education allows them to continue earning an income while pursuing their educational goals.

Adult Learners: Many adults are seeking to further their education or make a career change later in life. Yorkville University's personalized approach and supportive community cater to the needs of adult learners, making it an appealing choice for those who are looking for a flexible and supportive educational experience.

International Students: Yorkville University's emphasis on industry-relevant programs and personalized learning can attract international students who are seeking a high-quality education with practical application. The flexible learning options and supportive community can provide a smooth transition for students from different countries and cultures.

Lifelong Learners: Yorkville University can also cater to individuals who have a passion for continuous learning and personal development. By offering a range of programs and learning opportunities, we can attract individuals who are seeking to expand their knowledge, enhance their skills, or pursue new interests at any stage of their lives.

Post 3: A companys position statement must be directed towards multiple groups of people. When thinking of a statement you have to take in mind the staff, students, owners, boards, and even the parents of students. When making a statement we firstly should consider the target market, which in this case would be current and future students. We want to draw students in, but also keep our remaining students. This can be divided into categories of people that want to be in school full time, people that want to be online for school full time, and also people that want to do part time schooling because they might be a parent or have to work a lot of hours and not have time to keep up with school work. (Hart, 2023) Considering why student choose this university is a good place to start. What is it that makes Yorkville different from other universities? I chose Yorkville University because I am able to do the entire degree online and I am able to take four semesters a year. Most universities take summers off. For people that have done other things in life and then came back to school, getting in and out as fast as possible is a very important aspect. The fact that students can do work at night time or whenever is convenient for them is also a valuable piece of information. This is what I would focus my statement on. (Yorkville University, 2023) Looking at my position, my statement would be: With Yorkville University you can choose your course load and get your degree at a faster rate, while still having a top of the line learning experience and high quality teachers.