Marketing Plan for Training School

Cota Institute Marketing Plan

Final Draft

Executive Summary

The Cota Institute offers courses in digital marketing training for business and marketing professionals who wish to expand their understanding of online marketing business strategies, research tools and online media channels. The company's mission statement:

Imparting must-have business knowledge in a knowledge-based economy. Cota Institute will deliver high-quality training course in various areas of digital marketing that meet both the current and future needs of marketers worldwide. Our promise is to do this through high-quality, first-hand research. The training courses will be offered in a live, social environment which allows for student collaboration, networking and future support of students and alumni in professional endeavors.

The first phase consists of establishing the Search Marketing Professional Course & Certification in Silicon Valley. The goal is to fill 16 seats each month, meet the breakeven investment expenses, develop the marketing system, and earn sufficient revenues to expand.

In the second phase, we expand the Cota Institute training offers to the San Francisco Bay Area (including the East Bay and San Francisco), large US metro areas such as Los Angeles and New York, and overseas to China.

In the third phase, Cota Institute offer corporate training to the marketing teams at mid-size to large corporations. The first potential partner is Acxiom. We will develop this in partnership with Acxiom to fit into the B2B buying process for enterprise corporations.

The Cota Institute has published a leading industry book Search Engine Marketing (McGraw-Hill USA 2009, Tsing Hua University, Beijing, 2010). Search Engine Marketing will soon be in Taiwan (McGraw-Hill Taiwan 2010). As published industry experts, the courses gain credibility.

Product Description and Situational Analysis

The Cota Institute offers digital marketing courses. The courses are designed for business and marketing professionals who wish to further expand or develop their understanding of online marketing business strategies, research tools and online media channels.

Its flagship product is Search Marketing Professional Course & Certification. This is a three-day instructor-led course which introduces marketers and other students to the concepts and business framework of online marketing. There are 24 hours of combined lecture and hands-on labs. There is a follow-up exam for Certified SMPs. Highlights and outcomes include:

 A complete framework for approaching, developing a business program, and the know-how to set up a viable business marketing solution using the online marketing space and its platform of market research tools and media

 Develop target audience, keyword research, messaging (UVP, Unique Value Proposition)

 Integrate marketing and messaging across multiple channels

 Budget and manage you KPIs to maximize your marketing ROI

 Use SEO to generate leads for your business

 Use paid search throughout your buying cycle

 Use social media marketing to drive customer loyalty

Course materials include the textbook Search Engine Marketing (McGraw-Hill 2009), Student Guide (330 PowerPoint slides, real-life case studies, complete examples of code, published by ANI Training, 2010), and Student Activity & Lab Guide (76 pages, published by ANI Training, 2010.)

The courseware was developed in partnership with ANI-Training, which developed the Certification courseware and Training University for Cisco Systems.

For a course overview, visit our course registration page at www.ani-training.com/smp/

Core Competencies

 Strong and original first-hand research

 Developing educational materials and content around both primary research and secondary research methods and findings

 After 3 days, the student has a complete framework for approaching, developing a business program, and the know-how to set up a viable business marketing solution using the online marketing space and its platform of market research tools and media

Competitive Advantages

 1 hour post session coaching

 Business Framework is taught -"Total Search Marketing Training"