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I. EXECUTIVE OBJECTIVES

I.1 Scope of the IMC plan
This plan outlines the general direction, strategies and communication message required for FEU’s vision, Guided by the core values of Fortitude, Excellence and Uprightness Far Eastern University aims to be a university of choice in Asia.

I.2 Communications Objectives
To create and increase the awareness about Far Eastern University in other countries in Asia, deliver the messages such as location, what is the vision and mission of FEU, cultures and histories of FEU, performances and contributions to society, also the courses FEU offer.

I.3 Marketing Objectives

I.3.1 Goal objective
To increase the population of international students by 15% out of the current population by next 3 years.

I.3.2 Product objectives
To identify the course and services that FEU provided

I.3.3 price objective
To identify costs and price for international student

I.3.4 Place objective
To identify the place and branch campus with their facilities

I.3.5 Promotion objective
To identify what kind of promotion tools will be applied

I. Executive Overview

1.1 Scope of the Integrated Marketing Plan

Far Eastern University is known to be one of the leading universities in the Philippines. FEU poses an opportunity in raising its quality and standards of education into higher bars of excellence.

This plan outlines communication tactics that will be utilized to increase the awareness foreign countries. Far Eastern University competes with other top university in increasing it sales to foreign market. FEU will address these issues through the use of Internet advertising on the target audience’s most visited websites, the use of search engine optimization on Google and Yahoo, promotions in different foreign schools or campuses, giving freebies to people inquiring, public relations, print ads such as newspaper, magazine and mail.

This study primarily aims to enable the school to