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Students will form groups and write and present a marketing plan that will be used by the university to attract students to Mount Saint Vincent University's Business and Tourism programs. Students are to follow the procedures as outlined below. The focus of the plan will be marketing strategy and this will be presented in class.

This document should be approximately 10 - 15 pages.

Executive Summary - Present a summary of the main goals of the plan. A table of contents should follow.

Current Marketing Situation - Describe the following: a) Company's current target market (s) - including description of customers needs b) Review of competitors - including price, product quality and promotion, discussion of threats c) Review of sales trends now and in the next 3, 5, 10 years

Strengths, Weakness, Threats & Opportunity Analysis - list in point form

Objectives - Increase enrolment for Department of Business and Tourism

Marketing Strategy - Outline how the business will appeal to its various target markets including an action program that will answer the following questions:

a) What will be done? b) When will it be done? c) How much will it cost?

Controls - How will you evaluate the marketing plan?

Specific Tips:

Identifying target markets: look at the makeup of your classes, speak to friends, professors, department chairs and read the university calendar.

Competition - review MacLean's survey, read other university calendars, don't limit yourself to universities only

Sales Trends - look at demographic information, speak to university administration, talk to librarians to assist you in finding statistics from Stats Canada

Strengths, Weaknesses, Opportunities & Threats - speak to friends, students at other institutions, and professors, review MacLean's survey, etc

Marketing Strategy - focus on preparing promotions that will be well received by the target audience. Each promotion must be described in full and its appeal to the target market must be evident and supported. You should speak to public affairs, review articles about marketing universities, do not ignore Internet marketing.

Students should review the following articles/publications: University calendar, University blueprint, MacLean's Magazine survey on Higher Education, EBSCO articles, etc.

Helpful Hints:

The following are some methods that students have used in the past when completing this assignment:

1.) Students could ask themselves, group members and other Mount students why they decided to attend MSVU.
2.) Students could ask friends, family, etc why they would or would not attend the Mount. It is recommended that students conduct a small survey based on the notes in the book and on the course website.
3.) There is more then one group to target.
4.) All advertising vehicles must appeal to the target audience. 5.) Students could read up on online marketing techniques (web pages, chat rooms, etc) to see some of the non-traditional methods universities are engaging in to promote the university.
6.) Students could interview the following: a) Chair of the Department b) Deans c) Administration - including the Deans, Vice-President, etc d) Public Affairs e) Recruitment Office

Students generally develop other ideas of their own to pursue as well.

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