This assignment is a Case Study Report about Cadmus. Case ? Company Background Cadmus is an educational assessment for learning platform designed to improve assessment experiences at university. The platform helps academics design better assessments and guides students in developing the necessary academic skills to successfully achieve learning outcomes. Cadmus began as a graduate innovation project at The University of Melbourne in 2015. The team partnered closely with the university and Prof Andrew Ooi, implementing the tool to solve challenges related to academic integrity. Since then, the company has grown and in the space of a few years the company sold the software to 7 universities. Cadmus sells a software product called “Cadmus” which is aimed at helping students improve their assessment and academic skills by providing a structured online framework. The software is sold to universities who then make the software available to students to use in writing and submitting their class assignments. The unique selling proposition of Cadmus is that unlike a learning management system such as Blackboard or Canvas – Cadmus is designed to enhance the student assessment experience in a holistic framework. Current Status Cadmus currently has 13 Australian university customers (more than 30% of the Australian market, and half of all Go8 universities) and 1 university customer in the UK. To date, Cadmus has used a relationship-based, direct sales approach to acquire customers. The company is looking to expand their customer base in Australia, the UK, and the US, and grow its existing user base with current university partners. Business Model Cadmus is a Software as a Service (SaaS) provider that sells its platform centrally to universities. Universities pay for a license to use the software on a per-student basis, giving all academics the opportunity to implement the tool in their courses. There are many educational software systems that are competitors to Cadmus. You can explore some of these competitors provided in Further Reading at the conclusion of this document. You can also compare Cadmus to Gradescope which you used in the first tutorial. Challenge The Cadmus team believe they will not be able to achieve their goals without dedicated marketing support and are seeking to double their client portfolio in the next 12 months, going from 13 customers to 26, and growing their existing user base by 50%. They would like to invest heavily in marketing to support sales and acquisition efforts, and as such have recently appointed a new Head of Marketing, Bess Brennan, who is in the process of devising a marketing strategy. Importantly, the marketing strategy needs to encompass all those who would be part of the decision-making process when looking to purchase a Cadmus licence (i.e Deputy Vice Chancellor and Director of Student Success), in order to drive a successful outcome. All marketing tactics to assist Cadmus to reach their growth target should be evidence-based, and have a measurable ROI attached to them.
Using the same hypothetical company from Assignment 1, for this assignment, you …
Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding strategy, primary and secondary target markets, positioning statement, and consumer behavior. Note: You should create and/or make all necessary assumptions needed for the completion of this assignment. Instructions Create the second part of your marketing plan: Describe […]
