Marketing Plan

Marketing Plan

Melissa Nique

BUS620: Managerial Marketing

Instructor Sharif Muhammad

March 25, 2012

Company Overview

Educational institutions have been the critical piece in a person’s career for a long time. More people are taking advantage of an advanced education to increase their pay and positively impact their careers. Campuses are growing larger every day to accommodate changes in technology, enrollment, and the demand for better education. An online MBA program will help the university alleviate the current space issues and increase the admissions.

Executive Summary of Marketing Plan

In recent years enrollment into online MBA programs have increased. Increasing with enrollment is how employers perceive the quality of an online MBA. The biggest issue confronting online MBA colleges are facing is credibility. Although employer perceptions of online MBA are improving, they are still facing an uphill battle with competing with on-site MBA programs. Because employers question the credibility of online MBA programs students are hesitant to enroll in those programs. To combat the questions employers have against online MBA programs educational institutions will need to improve their credibility.

By maintaining at least a regional accreditation we will be able to improve the institution’s image with employers. To improve awareness of the online MBA program and the university we will form partnerships with organizations and companies, use the internet and television for advertisement, and recruit from state and local government websites. These actions will help to create a positive image for the university and the online MBA program which will result in shaping positive perceptions and an increase in admissions into the online programs.

Description of the Target Market

The greatest benefit on an online MBA program is its convenience. For this reason, marketing will be primarily focused on people who need this convenience in...