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Integrated Marketing Workbook: Overview Other chapter for review: Overview | Contents | About the Author | To Order | Home |
An Integrated Marketing Workbook for Colleges and Universities will move a college or university planning team, step-by-step, from a complete understanding of integrated marketing through the development of an integrated marketing plan, its execution, and evaluation.
The book begins by asking, and answering, a set of key questions, including:
- Exactly what is integrated marketing?
- How do I know if integrated marketing is right for our institution?
- What is the relationship between integrated marketing and strategic planning?
- What are the components of a good integrated marketing plan?
- How long will it take to develop a plan?
- How much will it cost?
- How do I know if it will be worth it?
After these questions are thoroughly discussed, the book then walks the reader through each step in creating as plan, including:
- Lay the foundation
- Creating the market team
- Develop your planning assumptions
- Undertake a situational analysis
- Define target audiences
- Settle vivid descriptors
- Clarify target geography
- Refine your marketing goals
- Write marketing action plans
- Assemble the final budget
- Implement, evaluate, and modify your plan
Who should read this book
This book is for the converted: those individuals who already appreciate integrated marketing and who are either planning to write an integrated plan or who will manage or provide oversight for those who do. In particular, it is for:
- Members of an integrated marketing planning team
- Individuals responsible for implementing the integrated marketing plan
- Senior staff including advancement, admissions, marketing, and public relations
- Faculty
- College and university presidents and chancellors
- Board members
Format
Chapters 1 through 9 will provide a comprehensive overview of integrated marketing, briefly present some basic marketing tools, and address the strategic issues that must be addressed before you can begin writing a plan. The balance of the book, chapters 10 through 23 will focus on plan development, implementation, and evaluation.
The appendices include valuable tools and resources to help make your planning effort and implementation more effective.
Many of the chapters conclude with a reiteration of key points that will sharpen understanding and application, ask questions to help you clarify issues, and provide exercises that you must complete as part of the planning process.
Integrated marketing checklist
Appendix A contains a very powerful tool: the integrated marketing planning check list. The check list will help you keep track of key decisions and your overall progress. This check list identifies and sequences the major issues you must address and questions you must answer as you develop your integrated marketing plan. When you are done with this book, you and your team should have a completed integrated marketing plan.