Assignment 2: Marketing of the Acquisition by EDUS
In this assignment, you will research information related to the marketing and promotion of the acquisition by EDUS and provide an assessment. Click here to review the EDUS case and consider the following:
Topics for Research and Analysis
Promotional Goals: Identify specific objectives related to the promotion of EDUS’s acquisition of the institution. In addition, identify specific objectives related to informing potential students of new capabilities and offerings resulting from the acquisition. (Promotional goals vary. Some organizations need to create awareness of their product’s benefits compared to competitors. Other promotional goals may involve communicating new uses for an item, or informing customers or lower prices.)
Business Environment: Identify cultural and legal factors that might influence promotional decisions – both in announcing the acquisition within the region and recruiting new students to the institution. (In some countries, certain information is required in television commercials selling products aimed at children.)
Media Plan: Analyze media availability to determine cost-efficient methods of communicating with potential students within the country and within the geographic region. (While television, radio, newspapers, magazines, and the Internet may be common in industrialized countries, developing economies may require other different media. In some countries, advertising messages are broadcast through large speakers mounted on moving trucks.)
Promotional Strategy: Compare the benefits of push-and-pull promotions for acquiring new students at the institution. Devise a promotional strategy that will help EDUS expand the student body and also inform potential students of increased capability of the institution resulting from this acquisition.
Economic, Cultural, and Political-Legal Environment: Investigate the economic, cultural, and political-legal environment that might affect promotional messages and media relevant to this acquisition.
Recommended Actions: Recommend EDUS actions related to promotional goals, needed adaptations due to cultural or legal factors, and a media plan. Provide evidence to support your recommendations.
Conclusions: Draw conclusions about the material you have presented. The opinions or judgments you present should be supported by your research.
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