Marketing Plan for KTH University

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This presentation suggests some strategies and tactics for marketing KTH University around the world. The aim is to get the full house in 2012.
This presentation was selected the best at Leadership for Operational Development Course.
Use of logos or any other sign with legal responsibility is only for educational purposes. It should be considered as a school assignment and not something official.

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Marketing Plan for KTH University

  1. 1.
  2. 2. Marketing Plan for the Internationalization of KTH<br />Value On Future<br />Gizem <br />Oral<br />Iñaki <br />García<br />Mansour Hajbagheri<br />Fatma Tunçer<br />
  3. 3. Agenda<br />Marketing Plan for the Internationalization of KTH<br /><ul><li>Introduction
  4. 4. Scope
  5. 5. Methodology
  6. 6. Delimitations
  7. 7. Target Group
  8. 8. Results
  9. 9. IKEA-KTH Co-Branding
  10. 10. Country Representative Network (CRN)
  11. 11. KTH in Social Networks
  12. 12. Conclusion/Discussion</li></li></ul><li>12.300 Incoming Students Each Year<br />1/3 of Sweden’s Technical Research Capacity<br />KTH- An Investment for Life<br />%41 of Students Secure a Job Before Graduation<br />Sweden’s Larger Organiser of Technical/Engineering Education<br />
  13. 13. Introduction<br />Marketing Plan for the Internationalization of KTH<br />
  14. 14. Scope<br /><ul><li>How did we come up with these ideas ?
  15. 15. Why did we choose these ideas ?
  16. 16. What could be the consequences of these ideas?</li></ul>Marketing Plan for the Internationalization of KTH<br />
  17. 17. Methodology<br /><ul><li>Collection and interpretation of qualitative data: both primary and secondary data is used
  18. 18. Several semi-structured interviews are conducted: a mix of structured and open questions
  19. 19. These tools are used together to provide a description</li></ul> of the “current” status and the “desired” status.<br />Marketing Plan for the Internationalization of KTH<br />
  20. 20. Delimitation<br /><ul><li>Our project is focused on developing ideas and prototypes, but doesn’t deal with implementation phase
  21. 21. Takes the viewpoint of KTH and its customers
  22. 22. Assumes that education system in Sweden remains free of charge</li></ul>Marketing Plan for the Internationalization of KTH<br />
  23. 23. Target Group<br /><ul><li>Students
  24. 24. Teachers&Study Advisors
  25. 25. Managers&Co-workers</li></li></ul><li>Target Group<br />Students<br /> -Why do we target <br /> them?<br /> - Why should they<br /> target KTH?<br />Marketing Plan for the Internationalization of KTH<br />
  26. 26. Target Group<br />2.Teachers and study advisors<br /> -Why do we target <br /> them?<br /> - Why should they<br /> target KTH?<br />
  27. 27. Target Group<br />3. Managers and Co-workers<br />-Why do we target <br /> them?<br />- Why should they<br /> target KTH?<br />
  28. 28. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />The Core Strategy of Valuenture:<br />KTH-IKEA CO-BRANDING<br />
  29. 29. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />Expanding The Popularity of KTH<br />Development Process of KTH-IKEA Co-Branding<br />Main purpose is to increase popularity of KTH all around world<br />
  30. 30. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />Finding an effective channel to use the advantage of its internationality<br />
  31. 31. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />As an effective channel, making engagements with a global company.<br />
  32. 32. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />What can KTH add as value for this engagement?<br /><ul><li>Not Monetary</li></li></ul><li>Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />What is the power of KTH, if it is not money?<br />Innovative<br />Students<br />Professional<br />Academic Staff<br />High Tech Resources<br />
  33. 33. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />
  34. 34. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />Why This Partnership for KTH?<br />IKEA has showrooms in 40 different countries.<br />BUT<br />KTH does NOTknown in all these 40 countries.<br />
  35. 35. Results – KTH / IKEA<br />Why This Partnership for IKEA?<br />The Core Values of KTH are what IKEA looks for…<br /> -new design trends with innovative brains <br /> -improvements in product units with well-knowledged professors<br /> - Using “KTH Stamp” which means Quality<br />
  36. 36. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />Partnership in Which ways?<br /><ul><li>KTH students will work in IKEA projects with IKEA designers.
  37. 37. IKEA will use KTH’s high technological resources and qualified human resources.</li></li></ul><li>Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />What Will This Partnership Include?<br />KTH Logo&Name In IKEA Showrooms:<br />
  38. 38. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />What Will This Partnership Include?<br />KTH Logo&Name In IKEA Catalogs:<br />
  39. 39. Results – KTH / IKEA<br />Marketing Plan for the Internationalization of KTH<br />What Will This Partnership Include?<br />KTH Logo&Name In IKEA Website:<br />
  40. 40. Marketing Plan for the Internationalization of KTH<br />IKEA will display KTH’s<br />Name&Logo in it’s showrooms,<br />Catalogs&website<br />More people will<br />recognize KTH !<br />KTH students work in<br /> IKEA Projects.<br />Results – KTH / IKEA<br />BY 2012:<br />
  41. 41. Results – CRN<br />Marketing Plan for the Internationalization of KTH<br />Country Representative Network (CRN)<br /><ul><li> Networking with companies and universities
  42. 42. Assisting students and potential students of that country to obtain information about KTH
  43. 43. Assisting in provision of country-specific content for the KTH website</li></li></ul><li>Results – Social Media Marketing<br /><ul><li>Social networks
  44. 44. Online communities
  45. 45. Blogs
  46. 46. Wikis</li></ul>Marketing Plan for the Internationalization of KTH<br />
  47. 47. Results – Social Media Marketing<br />Background – Research<br />Marketing Plan for the Internationalization of KTH<br />
  48. 48. Results – Social Media Marketing<br />Strategies – KTH Main Page and Program Pages on Facebook<br /><ul><li> Creation of a central page.
  49. 49. Focused on prospective students and satisfying their demands.
  50. 50. Academic level
  51. 51. Professional level
  52. 52. Leisure level
  53. 53. Access to the specific program page.</li></ul>Marketing Plan for the Internationalization of KTH<br />
  54. 54. Results – Social Media Marketing<br />Strategies – International Day of KTH on Facebook<br /><ul><li> Promote the sentiment and pride of being part of KTH.
  55. 55. Encourage users to change their profile picture for the KTH logo.
  56. 56. International KTH day, change your profile picture for one day</li></ul>Marketing Plan for the Internationalization of KTH<br />
  57. 57. Results – Social Media Marketing<br />Strategies – Channel Creation on YouTube<br /><ul><li>The most important universities own a channel.
  58. 58. The channel should be updated with new videos:
  59. 59. Interviews
  60. 60. Short and past lectures
  61. 61. Promotional videos and projects</li></ul>Marketing Plan for the Internationalization of KTH<br />
  62. 62. Results – Social Media Marketing<br />Strategies – Display the job and PhD vacancies on LinkedIn<br />Marketing Plan for the Internationalization of KTH<br />
  63. 63. Results – Social Media Marketing<br />Strategies – KTH Extension on iTunes U<br />Marketing Plan for the Internationalization of KTH<br />
  64. 64. Conclusion / Recommendation<br /><ul><li> Problem solved
  65. 65. Direct measures (marketing strategies)
  66. 66. Indirect measures (provided service improving)
  67. 67. Logo, slogan and image
  68. 68. Next step: Implementation by KTH institution.</li></ul>Marketing Plan for the Internationalization of KTH<br />
  69. 69. Questions ?<br />?<br />Marketing Plan for the Internationalization of KTH<br />
  70. 70.
  71. 71. Thank you<br />Marketing Plan for the Internationalization of KTH<br />

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