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EXECUTIVE SUMMARY
The University of the West Indies (UWI) is a vibrant, viable tertiary level institution that is steeped in a rich tradition of offering quality education. Recent developments, such as the delivery of free undergraduate programmes to local residents, have warranted the development of an integrated marketing communications plan. As such, the following details the objectives, the target market and the media plan for the three (3) year time frame of 2008-2011.
GENERAL INTRODUCTION TO THE ORGANISATION AND ITS HISTORY
The University of the West Indies (UWI) is the oldest university in the Commonwealth Caribbean and the only regional university serving the Caribbean. Supported by 15 Caribbean nations, UWI is committed to driving the economic, social, political and cultural development of the West Indian society through its teaching, research, innovation, advisory and community services and intellectual leadership.
Established in Mona, Jamaica in 1948 as an external College of the University of London (UCWI), the University College gained independent status in 1962, and became known as The University of the West Indies. In 1960, the St. Augustine Campus in Trinidad emerged from the Imperial College of Tropical Agriculture, and three years later, in 1963, the Cave Hill Campus was founded in Barbados.
SITUATION ANALYSIS:
Assessment of the firms promotional organization
The integrated marketing function essentially involves ensuring the proper targeting and development of marketing strategies and programmes.
Market research is the foundation of a solid marketing and communications plan. As such, the following research activities are co-ordinated so that:
Priorities can be clearly identified and set;
Marketing programmes can be properly targeted and developed;
Marketing programmes can be easily implemented and
The success of the marketing process can be clearly evaluated and monitored
The communication function currently involves:
Promotion (Advertising, Publications and Special Events) Ð- Co-coordinating and/or facilitating the creation of promotional programmes including developing a properly targeted advertising campaign.
Media Relations Ð- Developing and implementing media campaigns. This includes but is not limited to sending out periodic news releases, getting placements on current affairs programmes, doing feature articles in magazines.
Corporate Communication Ð- This involves the development and implementation of action plans for building relationships with external stakeholders (regional governments, national community, donors and the business community)
Internal Communication Ð- This involves developing and implementing a systematic internal communications process. This includes the production of a quarterly newsletter (STAN), the dissemination of information and the updating and circulation of an electronic bulletin to all staff.
Review of previous programmes / results and assessment of UWI and its brand image:
Over the years, UWI has had an ad hoc approach to branding, marketing and communications. There is no overarching brand promise and no overarching