Project Objective:

To develop a successful, low cost marketing strategy and plan to acquire students for SIG University’s Certified Third Party Risk Management Professional (C3PRMP) program.

Third party risk management is a “programmatic” way for a company to identify, assess, manage and control operational risk resulting from its relationship with any person or entity when the relationship is not as a customer. Third parties are not just vendors, they are any type of relationships. Depending on the size of the company and the business and markets the company is in, companies have hundreds, thousands or tens of thousands of third party relationships. Through the C3PRMP program, students learn about enterprise, operational and third party risk. The program teaches about some but not all risk domains (e.g. cyber, technology, business resilience) throughout the lifecycle of the relationship and effective governance. The program is “graduate level” education, not training (See Resources section for Corporate Goals for the Program)

Project Description:

During the first 12 months of the program, 68 students in 7 countries have been certified. The profile of a typical student is a full-time employee in a large corporation. Program fees have been paid by the corporation for all but two students. Students in C3PRMP are typically full time, mid-career professionals, managers, directors and executives. (See Resources section for a breakdown of titles to date)

The target for this project is Risk and Procurement professionals in India.

Deliverables (Please see Resources section for complete Deliverables descriptions):

1. Define the motivation and “value proposition” for earning the certification

2. Market Profile of ideal customers (students) for registration in the next 12 – 24 months

3. SWOT Analysis of Competition

4. Barriers to registration

5. Create a 3 Year low-cost Marketing Plan

Some Questions to Consider:

· How to increase awareness of C3PRMP?

· Which titles are most likely to enrol in/value the certification?

· Which professional associations do they belong to?

· How do we market to these individuals?

· How do we market to professional associations they belong to?

· How do we message the program in such a way to appeal to their professional goals and career aspirations?

· Which certifications do they value today?

· How do we make C3PRMP a valued certification?

· What are the barriers to engaging/taking the course if they are motivated/interested in the program?

· In terms of professional development, what is C3PRMP competing with, how/why is it competing with our program, what are they taking/engaging in now?

· Are there any perceived prerequisites for taking this program?