ERIC Number: ED557196
Record Type: Non-Journal
Publication Date: 2013-Mar-17
Abstractor: As Provided
Reference Count: 11
Strategic Audit and Marketing Plan
Wright, Lianna S.
The purpose of this audit was to revise the marketing plan for ADSum Professional Development School and give the owner a long-term vision of the school to operate competitively in the crowded field of for-profit schools. It is fairly simple to create a strategic plan but harder to implement and execute. Execution requires weeks and months of research, planning, and hiring and monitoring of qualified personnel. The strategic audit for AdSum involved interviews with the owner, Professor Yin Kean, and analyzes what she has accomplished thus far with strategy, marketing, and enrollment. The hope is that this strategy audit will be a comprehensive blueprint she can use going forward to accomplish (a) attracting and enrolling students to her online classes, (b) attracting start-up money and/ or support from partners and grant sponsorship, ( c ) marketing, and ( d ) if necessary, expanding the course offerings. For the purposes of this report vocational education, professional development schools and schools will be used interchangeably to define non-credit, technical training schools. Vocational education is defined as business, vocational, technical, secretarial, trade, or correspondence courses which are not considered regular colleges and are not recreational or adult education classes. Data used from college enrollment are used only to show a trend in online enrollment. Results: Results indicate that AdSum Professional Development School is in a crowded field of for-profit schools and is losing student population because of dormant marketing plans. The owner was presented with a comprehensive and updated marketing plan to help boost student enrollment and position the school for the competitive for-profit market.
Descriptors: Student Recruitment, Audits (Verification), Proprietary Schools, Interviews, Enrollment, Online Courses, Educational Finance, Grants, Partnerships in Education, Vocational Education, Professional Development, Professional Development Schools, Allied Health Occupations Education, Foreign Students, English (Second Language), Second Language Instruction
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A