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Essay / Research Paper Abstract
This 9 page paper presents two marketing plans, one for a state university and one for a private university. Each plan includes an executive summary, situation analysis, marketing objectives, target markets, marketing strategy, marketing mix/advertising plans, and total budget. Bibliography lists 8 sources.
Page Count:
9 pages (~225 words per page)
File: MM12_PGmktclg.rtf
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have greater freedom in terms of offering more specialized programs and eliminating programs that do not generate adequate tuition fees or other funding. Otherwise, their marketing plans are typically very
similar. STATE UNIVERSITY Executive Summary Higher education has become increasingly more competitive that includes intense competition for students, programs and resources (University of Maryland, 1999). There are many
external forces driving this competition, such as changing demographics, technology, the economy, the needs of the workplace, the vast array of diverse expectations of the institution and the emergence of
virtual universities and the founding of more not-for-profit universities and colleges (University of Maryland, 1999). These facts combined with the declining number in this universitys student body has led
to a consensus decision that this university needs to develop a reliable and beneficial marketing plan. This document reflects that plan. Situation Analysis Marketing has become critical for all
institutions of higher education due to changing trends in demographics, competition, costs and funding (Price, 2000). State funding continues to decline making it necessary for public colleges and universities
to seek donations (Price, 2000). Competition for both students and philanthropic dollars is intense, to say the least (Price, 2000). To complicate the issue further is the fact that
a recent survey of the residents of the state, only 46 percent realized that Jackson University was one of the states public institutions of higher education (Price, 2000). Marketing is
no longer an event that only private colleges and universities must take seriously, it is something that our public universities must also take seriously. Marketing must be used to first
entice new students to matriculate into the university and also to retain students once they are here. Marketing Objectives * To increase student enrollment at all levels in
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