Write a Marketing Plan and Plan Report for a launch event of a new Essay

Write a Marketing Plan and Plan Report for a launch event of a new Master programme in Events Marketing Management, the only course of its kind in the world. Th - Essay Example The main purpose of this paper is to write a Marketing Plan and Plan Report for a launch event of a new Master programme in Events Marketing Management. The event shall take place on London Metropolitan University premises in June 2006. The underlying assumption is that there will be launch of the programme in June 2006, and the main goal of promotion marketing plan is to make positive public opinion and awareness towards Programme launch by this date. The London Metropolitan University needs to implement an integrated marketing plan to achieve a level of 100% enrolment at the Course during its first year, in order to do this it need to strategically categorise the potential students into various segmented areas. Consideration also needs to be given to the large number of students who have not decided on whether they want to join the Course. The plan advises what methods need to be used along will how they need to be implemented to obtain the overall objectives of the plan. The theoretical part or this paper will analyse the plan written in terms of academic marketing theory. Following are the key terms and concepts explained; they could be found over marketing plan in order of appearance. The main distinction of this marketing plan is in its core objective – promotion and marketing of new Master’s programme. Since it is not a tangible product or service, some characteristic points will be considered further. Context Analysis determines the overall strategic direction, it must be a â€Å"comprehensive and through analysis of the background situation†1, therefore consideration must be given to the market, customer, company (internal) and general environment (external) contexts. 2 These are specific ‘goals’ that need to be achieved during the timescale of the overall plan. It is important that these ‘goals’ are clearly understood and accepted by everybody involved. All of these