integrated marketing plan & implementation

7/23/2019 INTEGRATED MARKETING PLAN & IMPLEMENTATION

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INTEGRATED MARKETING PLAN &

IMPLEMENTATION

prof abdul hamid mohamed

7 Januari 2015

Hotel Hatten, Melaka



The Challenge:To design and implement an integrated marketing plan that will:

1. Ensure the achievement of the targeted numbers and racial m ix ofs tudents as set by Management of Space College

2. To strategise and posit ion th e Col lege as a provid er of human capital viacreat iv i ty & innov at ion (f rom miss ion statement)

3. To focus and improve the College’s image/brand in a dynamic, and

progressive manner

4. To enhance pub l ic awareness, and bui ld pub l ic conf idence .

5. To be the cho ice educat ion centre



Planning Tasks

Integrated Marketing Challenge



Planning Tasks

Why a need for a comprehensive Integrated Marketing Plan:

– Not getting the numbers. There is a need to buck up

• How are you perceived, appreciated and valued?

• How is your relationships with key resource providers?

• Are you able to get the desired numbers and mix of future students?

– Survival (the battle field is too big)

– To make the College more competitive, accessible and “visible” to the public



SPACE College Vision & Mission

VISION:

To be known as an excellent andinnovative learning provider basedon technology

Mission: to provide human capitaldevelopment via creativity andinnovation

Tagline: we provide quality education

to develop your fu ture (ratherweak, lacks pun ch, dynamism , and

life)



Integrated Marketing Planning Process

Key elements

• Planning Tasks

• College’s Vision & Mission • Situation Analysis

Understanding ourselves and our

stakeholders

• Internal and external

assessment from strategic

planning process and

secondary research



• Culture – Patriotic

– Multicultural

• Technology – Tech-savvy

• Economy – Globalization (future)

• Core traits

– Scheduled, structured lives – Dependent on parents

– Racial segmentation

– Dependent of study loan

– Involved

– Concern for future

• Envision college as – Stepping stone

– Learn centre

– Networking opportunity

• Learning preference – Teamwork

– Technology

– Structure

– Experiential activities

– Entertainment and excitement

General profile of currents student population

Situation Analysis



Current students’ profile

• Ideal characteristics to aim for: – Strong program in selected major

– Graduates get good jobs

– Faculty as teachers and mentors

– Well-rounded individuals

– Recognition by industries & publicsector

• Competition – Who are they?

Situation Analysis



Parents perception• Most important attributes of college

campuses

– Safety – Facilities

– Quality of programs

– Quality of faculty members

– Academic reputation

– Graduates get good jobs/acceptedinto good grad programs

Active alumni (future)• Networking and opportunity to stay

involved with their alma matter

• Support system for job searches

• Value of degree continues to grow

Situation Analysis



• Planning Tasks

• Space College Vision & Mission• Situation Analysis

• Target Audiences –

Those who are strategically

important to us and to whom our

marketing activities will bedirected

Integrated Marketing Planning

Process



Target Audiences

• Prospective Diploma Student

– School leavers

– Tech savvy

– Establish male/female ratio (ifneed be)

– Racial mix (ideal)

• Prospective Under GraduateStudent

– Have a recognized diploma

– Working full time

– No age limit

– Returning to enhance careeroptions

– Racial mix (ideal)



Target Audiences• Parents

– Who are highly involved in children’sacademics and career

• Business, Community andProfessional Leaders

– Recruiting employees

– Involvement in Universityactivities/projects

• Alumni (future)

Pride in University and its programs – Give back to sustain success



Integrated Marketing Planning

Process

• Planning Tasks

• Space College Vision & Mission

• Situation Analysis • Target Audiences

• Distinctiveness and Strategies

Vivid descriptors/key messages to

communicate to our target

audiences



USP (unique selling proposition) and Strategies

Goals must

Connect the

College’s vision,mission and tagline

messages to the

highly prioritized,

focus, and concise

strategic themes

that should be thepillars and strength

of the College

InnovationEngagement Partnership

Creativity

Strategic Themes

Space College

Teaching Research Service



Why Do you Need Strategic Themes?

– As reflected and guided by situation analysis

– To fit with current core competencies of Space College

– To deliver promises set




Innovation

What is your prom ise

Examples:

exemplary, liberal, and professionaleducation.

college experience/achievementsaward-winning faculty

students in dynamism, creativity andinnovation

e-teaching and learning environment.

meeting needs of the citizens,organizations and communities in Malaysia




Engagement

campus and community activities .


Space College must strive to be an engaginginstitution. Participate in life by seeking involvement,

discovery and scholarly opportunities outside

traditional academia that enhance service learning,

civic responsibility, and positive interaction for a

common good.



Industry Linkages

Partnership and co l laborat ion w ith

indus tr ies and alumni




Societal Responsibility

Anything to highlight?




Integrated Marketing

Planning Process

• Planning Assumptions

• Space College Vision and Mission

• Situation Analysis • Target Audiences

• USP (unique selling proposition)

and Strategies

Goals

The strategic priorities mustsupport the goals at all times




Planning Process

• Planning Assumptions

• Space College Vision and Mission

• Situation Analysis

• Target Audiences

• Distinctiveness and Strategies

• Marketing Goals

• Marketing Action Plans (to bedeveloped by colleges/units)

Activities to support the goals



Situation Analysis

Target Audiences

Distinctiveness

Strategies

Marketing Action Plans

Budget

Implementation

Assessment

Integrated Marketing Plan Model

Space College UTM

program

programprogram

program

Vision & Mission

Strategic Plan

programprogram

program

program

program

program




Planning Process Planning Tasks

Space College Vision and Mission

Situation Analysis

Target Audiences USP (unique selling proposition) and

Strategies

Marketing Goals

Marketing Action Plans (to bedeveloped)

Budget (to be developed)

Implementation (to be developed)

Assessment



Assessment (marketing audit)

To gauge the success of the integrated marketing plan, do

benchmarking and then measure progress:

• Has public’s awareness improved?

• Do you get the desired numbers?

• Have you also achieved the non-financial objectives?



So, What’s Next?

1. Marketing, marketing, marketing

- Initiate internal & external marketing

campaign

2. Develop brand/image

- Assess current brand equity

- Identify brand positioning and key

messages

- Implement marketing/communications

standards and guidelines

3. Revamp web identity for the brand

– Upgrade technology to support web

portal applications

– Identify implementation plan for

design and content management

– Hire staff/outside expertise toenhance website development

4. Restructure the team

– Expand team

• Create key post - Marketing

Manager (at least)

– Redefine team role



Action Plans

Strategic Themes

Goals

Comm.

Objectives Activities

Implementation

Sch.Budget

Marketing Mix(4Ps + 3Ps)

A & P Mix

- Advertising

- PR

- Road Shows

- Edu Fair- Others

For units concerned (prepare detailed plan)



Discussion

• Execute the integrated marketing campaign

• Be innovative and creative. Think out of the box.

• Don’t be afraid to try something out of the norm.

• Give full commitment

• Great team work

• Be proud. Walk tall.

The Marketing Team to work on the four critical areas i.e.marketing, brand building, new web design and team

restructuring to help differentiate Space College



THANK YOU FOR LISTENING

integrated marketing plan & implementation

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