Create a marketing plan to increase enrollment in your school (i.e., College of

ID: 370950 • Letter: C

Question

Create a marketing plan to increase enrollment in your school (i.e., College of Business at Washington State University).

Describe in more detail the SWOT analysis and four marketing mix elements that make up the plan.

Students should provide detail for the following elements of the marketing plan:

Business mission statement

Situation analysis(SWOT)

Internal strengths and weaknesses

External environmental opportunities and threats

Target market(s)

Marketing mix

Product/service strategies

Place/distribution strategies

Promotion strategies

Pricing strategies

Implementation, evaluation, and control

Explanation / Answer

College of Business at Washington State University

Business Mission Statement

College of Business strives to provide excellent academic ambience to the students for achieving global standards in the field of management and foster intellectual and personal development,contributing towards societal needs.

Situation Analysis

Strengths

1. Established Brand Name

2.State of the art infrastructure

3. Expert and intellectual faculty members

4. Support and motivation towards research activities

Weakness

1. Lack of promotions.

2.Focus on Regional Students only.

3. Lack of promotional funds

4. Less awareness amongst the foreign students

Opportunities

1. Increasing interest towards management courses amongst the students

2. Growing craze for higher studies.

3.Government support for management institutes

4. Increasing demand of management students in the job market.

5. Government funding scheme and education loan for managment courses

Threats

1.World wide competition amongst the management colleges for admissions.

2. Increasing number of colleges offering distance learning and executive management programs.

3. Placement of the students in the job market.

4. Growing interest of students for non-professional courses after graduation degree.

Target Market

Target Market would be the graduates and looking for admission in post graduate program. In addition to that, executive management and distance learning programs target working professionals as well.

Marketing Mix : Product

Offers high quality management course delivered by intellectual and expert teaching fraternity.

World class infrastructure

Its a 2-year management program for the students looking for postgraduate degree and want to excel in their career by acquiring requisite skills.

Executive program is for working professionals and is of 1 year duration.

Distance learning program is of 2 years duration and for working professionals.

Pricing Strategy

Course Fee for 2 years : $15000

For Executive Program : $10000

For Distance Learning Program : $6000

There will be discriminatory pricing strategy and different fees would be charged for National and International students.

Promotional Strategy

Flyers and pamphlets would be distributed in degree colleges.

Banners would be put outside the degree colleges.

Print advertisement in the local newspaper would be given.

Putting a stall in the education camps and fairs.

Distribution Strategy

College would be located centrally in the heart of the city, so that it can be easily accessible by the students.Number of admissions would be more if it is centrally located.