Project About Ms-Imc Degree at Golden Gate University

FINAL CAPSTONE

MKT 308 IMC STRATEGY AND IMPLEMENTATION

Project about MS-IMC Degree at Golden Gate University

Presented by Enrique Quijano

Marketing-PR’s courses I have taken at Golden Gate University

MKT 300 – Marketing Management

MGT 300 – Managerial Analysis and Team Dynamics

MKT 305 – Integrated Marketing Communications

MKT 308 – Consumer Behavior

MKT 339 – Advertising Strategy

PR 320 - Contemporary Public Relations

PR 330A- Writing for Public Relations and Marketing Communications

PR 332 - Media Relations and the Professional Spokesperson

PR 334 - Managing Public Issues Affairs and Government Relations

MKT 336–Marketing Research

1) Golden Gate University SWOT Analysis

Strengths

Recognition in SF

Flexible schedules

High graduation rates

Good connection with companies

Variety of careers

Reasonable prices per unit

Diversity groups

It provides good tools for students

Long establishment

Weaknesses

Still ranks low comparing with other local universities

Needs more technological advances for students

Class schedule changes constantly

Opportunities

To better promote its flexibility to complete a degree in a shorter period of time

Take more advantage that it is located in the SF Bay Area. (Technology in this area is crucial)

Opportunity to expand to other states (besides California and Washington State)

Threats

Competitors (UCSF, USF, etc)

Poor contribution of Alumni

2) Target Market

According to Savod, the definition of target markets is “The segment of all potential customers (market)into subgroups (targets) based on similarities in needs and characteristics. These targets are then prioritized based in company objectives and a separate marketing mix (4P’s) is developed for each selected target”

There are several target markets for GGU; professional who want to change careers; undergraduate students, international students looking for a new career in San Francisco, professionals with a Bachelor Degree who want to continue their education,...