MKT5540 Project: Essential Components

Vital Contents of Your Paper

Your task is to develop a marketing document for West Texas A&M University. In light of recent state-wide budget cuts, it has become increasingly important for universities to try to increase the size of their student body.

You should consider the following potential student markets (and there may be some overlap here):

  • "traditional" college students living in the Panhandle, downstate, and out-of-state
  • non-traditional students (meaning ages 25 and up)
  • online students
In your paper you will provide the university with your recommendations for how to reach these markets, and how to effectively communicate with them. Essentially, you will be preparing individual marketing programs for each of the target markets, because each will likely need to be reached in different ways. Please do not feel limited to the markets identified above, because you may identify more.

Your paper should be delivered to me on the due date. You must provide two complete bound copies of the paper. Specific aspects include the following:

  1. Cover page with all group member names
  2. Executive Summary, maximum two pages
  3. Text, maximum 30 pages
  4. Exhibits, unlimited number of pages, CD-ROMs, etc. Anything goes with exhibits, as long as they are referenced somewhere in the text of the paper.
  5. References used.
Your paper should identify the target markets, provide background information about the university as it pertains to the needs of each of these groups (e.g., tuition and other relevant facts), and a specific plan for marketing to these groups. This will entail the usage of various media, which you must also recommend in great detail (e.g., websites, printed matter like literature and advertisements, billboards, broadcast ads, etc.).

All together, you should provide the university with everything it needs to be able to market itself to the groups you identify. Your plans must be feasible and actionable, and well within the reach of the university and its resources.

The project is due not later than 5pm Wednesday 03 December 2003. Please either deliver it to the departmental secretary in CC314, or use a courier to deliver it to my office: 315C Classroom Center, WTAMU, Canyon TX 79016.

 

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