School Marketing Plan
Alethea
Marketing Plan
Contents
Executive Summary 3 Situation Analysis 4 Market Characteristics 4 Trends and Drivers 4 Legal, Political and Economic factors 4 Alethea School 5 Objectives 5 Target Market 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 6 Threats 7 Market Definition and Segmentation 7 Competitive forces 9 Goals, Outcomes, and Performance Measures 9 Goal One: High Quality Learning Opportunities 9 Goal Two: Excellence in Student Learning Outcomes 10 Goal Three: Highly Responsive and Responsible School Authority 10 Marketing Policy 10 Marketing Budget 12 Appendixes 14 Abbreviations 19 References 19
Executive Summary
High tuition fees, escalating costs, shifting demography, expanding choices, the value proposition and other numerous external factors can potentially damage, or even deplete, the new student prospect pool, so schools must pay more attention than ever before to marketing concerns. While many equate marketing with advertising and promotion, making the most of external initiatives begins with a cohesive and collaborative internal effort. The power of partnerships among key internal stakeholders, including faculty, admissions, development and finance staff must be recognized. Integrating departmental functions is not only good leadership and management. By listening carefully to those you seek to serve, making sure all stakeholders understand their roles, and putting the right technology infrastructure in place to support communication, a school can foster strong internal collaboration that helps to advance their missions.
This is a strategic marketing plan developed to where I work, Alethea School which seek prosperity in near future.
Situation Analysis
Market Characteristics
Education of Sri Lanka plays a major role in the life style and the culture of Sri Lanka and evidence can be seen from as far as from 300 BC. It is a fundamental right in the constitution of
Marketing Plan
Contents
Executive Summary 3 Situation Analysis 4 Market Characteristics 4 Trends and Drivers 4 Legal, Political and Economic factors 4 Alethea School 5 Objectives 5 Target Market 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 6 Threats 7 Market Definition and Segmentation 7 Competitive forces 9 Goals, Outcomes, and Performance Measures 9 Goal One: High Quality Learning Opportunities 9 Goal Two: Excellence in Student Learning Outcomes 10 Goal Three: Highly Responsive and Responsible School Authority 10 Marketing Policy 10 Marketing Budget 12 Appendixes 14 Abbreviations 19 References 19
Executive Summary
High tuition fees, escalating costs, shifting demography, expanding choices, the value proposition and other numerous external factors can potentially damage, or even deplete, the new student prospect pool, so schools must pay more attention than ever before to marketing concerns. While many equate marketing with advertising and promotion, making the most of external initiatives begins with a cohesive and collaborative internal effort. The power of partnerships among key internal stakeholders, including faculty, admissions, development and finance staff must be recognized. Integrating departmental functions is not only good leadership and management. By listening carefully to those you seek to serve, making sure all stakeholders understand their roles, and putting the right technology infrastructure in place to support communication, a school can foster strong internal collaboration that helps to advance their missions.
This is a strategic marketing plan developed to where I work, Alethea School which seek prosperity in near future.
Situation Analysis
Market Characteristics
Education of Sri Lanka plays a major role in the life style and the culture of Sri Lanka and evidence can be seen from as far as from 300 BC. It is a fundamental right in the constitution of
References: Department of Census & statistics. (2010). Annualy bulletin of education statistics. Available: http://www.statistics.gov.lk/Newsletters/Education%20Bulletin.pdf. Last accessed 12 February 2011. Department of Census & statistics. (2005). Household Income and Expenditure survay -2005. Available: http://www.statistics.gov.lk/HIES/HIES%202005/Household%20income%20New/income.pdf. Last accessed 12 February 2011.