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Marketing management course promotion

A marketing management course conducted by Jones University is sure to appeal to those

students who have completed their bachelor degree in business administration and look to pursue
further studies to get a strong foothold in their career. Unlike popular perception, to develop a
marketing campaign is not at all a rocket science. There is no need to create an elaborate and
drab 300 page document that will not be read by everyone, particularly those you are targeting.
Instead, it is best to create a simple, well chalked out map. For promoting the marketing
management course at Jones University, here are some of the questions that need to be answered
prior to selecting media channels and tools for promoting the same.
First and foremost, we should be answering who we are targeting with the campaign. Quite
essentially, who will be the target audience for the marketing management course conducted by
Jones University. Under this, we need to know what behavior and demographics should be
targeted. Also, we also have to decide who will be the vendors and marketing partners. Also, we
have to chalk out the core team members for the marketing campaign and who will be
responsible for specific areas that need to be handled.
For the marketing management course, the target audience would invariably by college students
who have probably completed their graduation studies. Thus, students falling in the age group
between 20 and 24 should be the target audience. Indeed, decoding the targeting audience is the
starting point for the marketing campaign. We have to keep in mind that the target audience is
the source of revenue and money and thus, they should be carefully selected. The target audience
will directly influence all the consequent aspects of the strategy. (Assael, 1992)
When deciding the target audience, it is also imperative to determine how the specific course will
benefit the target audience or meet their demands and thus, customers motivation should be
effectively addressed. Allies and partners will be required at different steps to deliver a complete

experience to the customer. To determine the revenue and pricing model is also critical which
will be based on the buyers professed value of enrolling for the study program.
While determining the revenue and pricing, it is also important to take into considering the
economic as well as reference competition when potential competition needs to be analyzed that
is aiming for the target buyers budget. Next, the right positioning has to be created to make the
whole study program more appealing and lucrative as opposed to the competition, as perceived
by the target customer. (Blythe, 2001)
The next segment to be targeted would be based on user profiles, geographies as well as
The next pertinent question to be answered is what the marketing campaign requires. Apart from
the product, which here is the marketing management course offered by Jones University,
designing the campaign material and choosing the right content for ads as well as placing the ads
in correct places is also of paramount importance.(Aaker&Joachimsthaler, 2000)
The timing of the campaign also plays a critical role in determining how successful the campaign
would be. In this case, if we launch the campaign for the marketing management course after
most other B-schools have already started with similar programs, then it is going to be of no use.
Thus, the campaign should be well-timed so that prospective students are aware of it when they
are busy scouting for universities and study programs during their leaves.
When launching the campaign, we also have to consider whether we would be clashing with
other marketing campaigns of other universities offering similar programs.
Finally, once the campaign is ready to be launched, we need to have a strong and full proof
mechanism for analyzing the results of the campaign. Indeed, when we are spending a big
amount as 10,000 dollars for the campaign, it only becomes imperative to analyze the turnover. It
is essential to determine what will be the objective and diagnostic metrics to be used for
measuring the progress of the campaign and whether all the campaign goals have been met.
(Lovelock, 2001)

Internet marketing
With social media becoming the talk of the town, it goes without saying that we incorporate
online marketing as one of the strong pillars of our marketing campaign. Banner ads are great
way to reach and engage the target audience. Online advertising experts might argue that banner
ads have become obsolete now. However, they still enjoy a wide reach and a high success rate.
As the technology continues to advance at a rapid rate, marketers have a volley of options to use
the online marketing tools as per their requirements. Today, we have the ability to select specific
types of customers as well as specific pages where we want to display the banner ads. Today, the
users IP address can be tracked and thus we can put up banner ads in certain geographic
locations which we want to target for you study program. With targeting, an entirely new world
of avenues and opportunities is opened for online banners advertising.(Keller, 1998)
To further cement our online marketing campaign, we would be using Google Analytics tool.
Indeed, in todays times. Using Google Analytics is no rocket surgery. Before starting any
promotions or any online marketing activity, it has become important to set up Google Analytics
in a correct way. There have been many instances where Google Analytics was not set up
properly and this resulted in a complete mess for measurement and tracking.
The best part about Google Analytics is that is can be robust or simple, the way you would like it
to be. Thus, we have to make sure that we take as much time to set up a proper tracking
mechanism in place before the online campaign is launched. (Chisnall, 1997)

Outdoor advertising
In an age where traditional advertising like print and broadcast advertising have become out of
reach for many marketers, alternative means of advertising like outdoor advertising and online
advertising have gained momentum. There is no doubt about the fact that outdoor advertising is
an excellent way for reaching and engaging people where they work and live. Outdoor media is
one kind of media that is almost omnipresent. When the right amount of creativity is infused in

the outdoor campaign, we will be able to new spaces for our ads which never existed before.
(McCarthy, 1975)
For our outdoor campaign, it is much important to find the right ad spaces for placing the
billboards. These places should be such that people stop right there and see the billboard. We are
also aware that outdoor advertising is one of the most cost-efficient options for advertising.

Comparing outdoor advertising to other advertising options
Unlike print, radio or TV, outdoor advertising is such that you cannot turn it off or switch it off.
Quite obvious to state, viewers or potential customers are not able to fast forward the ad since it
remains in the environment. When the target audience are within the viewing range of the
tactically placed billboards, then it is only evident that they are going to view the billboard and
there is no way they can avoid seeing it. On the other hand, with internet, print, radio and even
TV, consumers may change the show or channel or even fast forward the ads, close a web page
or even simply turn the newspaper page or worse, miss opening the page. (Davies, 1998)
Outdoor medium is possibly the only place where target customers have no control on the
advertising space. Thus, we have complete control on where and how the ad should be seen.
what type of direct marketingdirect mail, generic mailings, inserts, targeting mailings,
personalized mailings, customized, one-to-one;

Direct marketing
We can then move on to include direct marketing strategies in our campaign. For promoting
marketing management course offered by Jones University, we can use generic mailings as well
as personalized mailings.

The main decisive factor for our direct marketing campaign would start with a reliable and
definite consumer database. Some other critical factors would comprise offering immense
customer value by adapting a personalized and customized approach for our offering and the
chance for building customer loyalty by offering a study program that is tailored for their
requirements and career goals.
Another critical factor for your direct marketing campaign would be to develop a steady
customer profile defining the key target markets. We should have sufficient information and
details for supporting the customer database that we have chalked out. Personalized mailings
would be a good option since with such targeted promotion, we can directly appeal to the
students and make them aware why our marketing management course is more advanced as
compared to similar courses offered by other universities. (Ellwood, 2002)
Our customer database has to quantitatively capture the main characteristics of prospective
students who are most willing, ready and capable to enroll for the study program. In our
customer profile, we need to provide information like the education, age, gender and also how
these target customers have responded to personalized mail orders in the past.
Traditional Media
When it comes to using the traditional media like print media, broadcast, radio or eve
infomercials, we have to be extremely judicious since we have a fixed advertising budget. When
developing print ads, the key should be the body copy of the ad. This is because choosing a study
program for higher education is a serious decision that prospective students would take, and
hence, they should be provided with all details and information regarding the marketing
management course that Jones University is offering.
In the print ad, we need to create an atmosphere such that we are directly addressing the student
and not merely promoting our study program. Short paragraphs and short sentences should be
frequently used since we are aware that students tend to have a short attention span while reading
newspapers. Also, it is very important that we use a conversational tone in the body rather than a

professional or a formal tone for the ad. This is because our print ad is targeted at college going
students, and thus, it is only understood we communicate with them in a language they are
familiar with and at the same time, impart all the essential information that they would look for
before choosing a study program. (Lury, 1998)
The reason why we choose print ads in our marketing campaign is that print ads efficiently
appeal to the emotions and feelings of the readers. A professional and well-thought out
advertising design, correct use of layout, color, language and positioning creates enough
confidence in the mind of the reader to trust the marketer and believe in the product or the
offering that is promoted through the print ad.
When drafting the campaign, we need to be extremely careful about absence and complexity.
Though the absence is taken care of since we already have a marketing campaign for the study
program, the main potential risk factor is complexity. It is a great challenge to ensure that the
marketing plan does not emerge as a highly complex one and thus, we need to ensure that we use
the right balance of various media channels for promoting the marketing management course
offered by Jones University.

Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free Press
Assael, H. (1992) Consumer Behaviour and Marketing Action, 4th Edition, USA: PWS-Kent
Blythe, J. (2001) Essentials of Marketing, 2nd edition, Prentice Hall
Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill
Davies, M. (1998) Understanding Marketing, 1st edition. Prentice Hall
Ellwood, I. (2002) The Essential Brand book, Kogan Page Limited
Keller, K (1998) Strategic Brand Management, Building, measuring and managing brand equity,
Kogan Page, London
Lovelock (2001) Services Marketing, people, technology, strategy, Prentice Hall.
Lury, G.(1998) Brand Watching; lifting the lid on the phenomena of branding, Blackhall.

McCarthy, J. (1975), Basic Marketing: a managerial approach, Homewood, IL
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