The NWU Business School, after years of negotiation with university management, has just succeeded to obtain a significant degree of operational independence from the university. This means that the school's management can now act more swiftly on managerial decision-making and capitalise on business opportunities. The business school predominantly operates in two markets, namely the 1st income stream (this is degree and diploma courses where the state pays a subsidy in addition to student tuition fees), and the so-called 3rd money streamincome where the business school provides contract management education to individuals and companies. Typical examples are the middle or advanced management certificates, the project management certificate and a wide array of other registered certificate courses. (these are also known as short courses albeit some may be 1-year programmes).

Part of the negotiations with the university also included the establishment of anew corporate identity for the business school. The director of the school requests you to provide him with a new corporate identity roll-out plan. This plan is to rebrand and re-establish the NWU Business School's image in the market. Note that your plan is not required to do marketing for specific programmes (thusnot tomarket for student numbers on MBA for example). A new logo has also been developed and approved - so no need to develop a logo.

The school,having international accreditation from AMBA andABS (African Business School Association) now also seeks the accreditation from the prestigious American accreditation body AACSB. The school has been one of five schools on the continent to earn the AMBA accreditation (and the fourth schoolin South Africa to be awarded the accreditation), but since then the competitors successfully played the catch-up game. The NWU business School aims to re-establish their position as a Top-5 business school in South Africa in the next 3 years.

1. Perform a competitor analysis of the Top-5 business schools in South Africa and determine which of these schools indeed compete with the NWU Business School.

2. Develop an advertising tag-line (message for advertising) for the business school to use in establishing their new corporate identity (CI) that dovetails well with the new vision and mission of the school.

3. Investigate competitive business schools and determine the degree of differentiation. Also note if any of these schools have a distinct USP based on differentiation.

4. Determine aUnique Selling Proposition for the NWU Business School in the South African market.

5. Identify the market segments where the new CI of the business school should be rolled out.

6. Develop the roll-out plan to re-establish the new CI in the business school market. You have a budget of R1,5 mil. to do so. Provide a practical plan with realistic costs attached to each action step.