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 mix of

students as set by Management of Space College

2.

To strategise and position the College as a provider of human capital via

creativity & innovation (from mission statement)
To focus and improve the Colleges image/brand in a dynamic, and
progressive manner
To enhance public awareness, and build public confidence.
To be the choice education centre

3.
4.
5.

Integrated Marketing Challenge

Planning Tasks

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 and
innovative learning provider based
on technology
Mission: to provide human capital
development via creativity and
innovation
Tagline: we provide quality education
to develop your future (rather
weak, lacks punch, dynamism, and
life)

Integrated Marketing Planning Process

Key elements
Planning Tasks
Colleges Vision & Mission
Situation Analysis
Understanding ourselves and our
stakeholders
Internal and external
assessment from strategic
planning process and
secondary research

Situation Analysis
General profile of currents student population

Culture

Globalization (future)

Core traits

Envision college as
Stepping stone
Learn centre
Networking opportunity

Tech-savvy

Economy

Technology

Patriotic
Multicultural

Scheduled, structured lives

Dependent on parents
Racial segmentation
Dependent of study loan
Involved
Concern for future

Learning preference

Teamwork
Technology
Structure
Experiential activities
Entertainment and excitement

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 & public
sector

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/accepted
into 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

Integrated Marketing Planning

Process

Planning Tasks
Space College Vision & Mission
Situation Analysis
Target Audiences
Those who are strategically
important to us and to whom our
marketing activities will be
directed

Target Audiences

Prospective Diploma Student

School leavers
Tech savvy
Establish male/female ratio (if
need be)
Racial mix (ideal)

Prospective Under Graduate

Student

Have a recognized diploma

Working full time
No age limit
Returning to enhance career
options
Racial mix (ideal)

Target Audiences

Parents

Business, Community and

Professional Leaders

Who are highly involved in childrens

academics and career

Recruiting employees
Involvement in University
activities/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

Space College

Strategic Themes
Goals must
Connect the
Colleges vision,
mission and tagline
messages to the
highly prioritized,
focus, and concise
strategic themes
that should be the
pillars and strength
of the College

Innovation

Creativity
Engagement

Partnership

Teaching

Research

Service

USP (unique selling proposition) and Strategies

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

USP (unique selling proposition) and Strategies

Innovation
What is your promise
Examples:
exemplary, liberal, and professional
education.
college experience/achievements
award-winning faculty
students in dynamism, creativity and
innovation
e-teaching and learning environment.
meeting needs of the citizens,
organizations and communities in Malaysia

USP (unique selling proposition) and Strategies

Engagement
campus and community activities .

Space College must strive to be an engaging

institution. 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.

USP (unique selling proposition) and Strategies

Industry Linkages
Partnership and collaboration with
industries and alumni

USP (unique selling proposition) and Strategies

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 must
support the goals at all times

Integrated Marketing
Planning Process

Planning Assumptions
Space College Vision and Mission
Situation Analysis
Target Audiences
Distinctiveness and Strategies
Marketing Goals
Marketing Action Plans (to be
developed by colleges/units)
Activities to support the goals

Integrated Marketing Plan Model

Space College UTM
Vision & Mission
program

program

program

program
Situation Analysis
Target Audiences
Distinctiveness
Strategies
Marketing Action Plans
Budget
Implementation
Assessment

program
program

program

program
program

program

Strategic Plan

Integrated Marketing
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 be
developed)
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 publics awareness improved?

Do you get the desired numbers?

Have you also achieved the non-financial objectives?

So, Whats 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 to
enhance website development

4. Restructure the team

Expand team
Create key post - Marketing
Manager (at least)

Redefine team role

Action Plans
For units concerned (prepare detailed plan)
Strategic Themes
Goals
Marketing Mix
(4Ps + 3Ps)
A & P Mix
- Advertising
-

PR
Road Shows
Edu Fair
Others

Comm.
Objectives

Activities

Implementation
Sch.

Budget

Discussion
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

Execute the integrated marketing campaign

Be innovative and creative. Think out of the box.
Dont be afraid to try something out of the norm.
Give full commitment
Great team work
Be proud. Walk tall.

THANK YOU FOR LISTENING