Marketing Guide for “Global Volunteer” Leadership Development Program

Abstract

This thesis is a product-based thesis and its goal is to create a marketing guide, in the form of a PowerPoint presentation for the case organization’s product: Global Volunteer. Global Volunteer is a short term cross cultural internship where subscribers can develop their leadership skills. The marketing guide aims to maximise effective marketing activities, in-crease sign ups, and promote Global Volunteer.

The thesis explores the different marketing methods, both pysical and digital, that the case oganization can indulge in for a better Global Volunteer outcome. There will be a heavier emphasis on social media than physical marketing because of their identified target audience being youths (Ages 18-25) of Finland, and because of the existing presence online.

Researched information in the guide will have consisted of both primary research, through Email interviews and focus group findings, and secondary research through existing academic articles and data both online and offline.

The project tasks are (1) Defining the key concepts and theoretical framework, (2) understanding the current marketing strategies, (3) Creating the marketing strategy guide, (4) Finalizing the strategy, and (5) Evaluating the project.

The theoretical framework of this thesis will introduce the readers to different marketing strategies: Differentiated, undifferentiated and concentrated, advertising and promotion, general marketing, and benchmark marketing. Additional to those, the social media and digital frameworks include The Deming cycle, marketing strategy in the internet age, and Facebook and Instagram marketing. The mentioned theories were selected because of their relevance and importance in the creation of the marketing guide for Global Volunteer.

The finalized marketing guide, completed through PowerPoint, will be attached as screenshots to the end of the thesis as “Marketing Guide for AIESEC Product Global Volunteer”. The final guide will provide findings on event marketing and effective posters, as well as focus group findings. Additionally, the guide provides insights on how to maximize Global Volunteer social media presence through Facebook and Instagram. A social media calendar is created to assist in selecting different types of content and managing posts. Lastly, mobile and email integrated marketing should aid AIESEC in marketing Global Volunteer and utilizing the platforms to further reach more potential customers.

To conclude, a brief summary on the marketing suggestions is provided alongside the evaluation of the project and the learning outcomes of the author.