Application of Digital Marketing to the University of Upnorth

Table of Contents

Executive Summary

I Introduction 3

1.1 Background of this report 3

1.2 Term of Reference for this report 3

II Current situation of marketing and the Education market 4

2.1 Influence on Marketing from IT Technology 4

2.2 Education Market in the UK 4

2.3 Identification of Target Market segment 7

III Discussion of DIM and Application to University of Upnorth 7

3.1 Summary of current Marketing of the University of Upnorth 7

3.2 Review of Digital and Interactive Marketing (DIM) 8

3.2.1 Introduction to digital marketing 8

3.2.2 Advantages of digital marketing 9

3.3 Identification of suitability by using DIM to University of Upnorth 10

3.3.1 Product features of Upnorth university 10

3.3.2 Digital marketing is more suitable to international student 10

3.4 Proposed Marketing Mix setting for the target market (around 7ps) 11

IV Conclusion 12

V Recommendation (Resources, Action Schedule and Prioritization) 13

5.1 Digital Marketing Expenses and Budgets 13

5.2 Schedule