Table of Contents
Executive Summary
I Introduction 3
1.1 Background of this report 3
1.2 Term of Reference for this report 3
II Current situation of marketing and the Education market 4
2.1 Influence on Marketing from IT Technology 4
2.2 Education Market in the UK 4
2.3 Identification of Target Market segment 7
III Discussion of DIM and Application to University of Upnorth 7
3.1 Summary of current Marketing of the University of Upnorth 7
3.2 Review of Digital and Interactive Marketing (DIM) 8
3.2.1 Introduction to digital marketing 8
3.2.2 Advantages of digital marketing 9
3.3 Identification of suitability by using DIM to University of Upnorth 10
3.3.1 Product features of Upnorth university 10
3.3.2 Digital marketing is more suitable to international student 10
3.4 Proposed Marketing Mix setting for the target market (around 7ps) 11
IV Conclusion 12
V Recommendation (Resources, Action Schedule and Prioritization) 13
5.1 Digital Marketing Expenses and Budgets 13
5.2 Schedule and Monitoring Control 13
5.3 Priorities in implementation 13
Summary 15
Appendix: Action Plan for the Digital Marketing for University of Upnorth
I. Introduction
1.1 Background of this report
The University of Upnorth has been established for over 100 years and developed being one of the largest and newest universities in the North of England. Although it was a small technical college by its origin, it currently has 25,000 full time students of a wide range of socio economic backgrounds. The ...