Digital Marketing Plan for Finland International Education

Abstract

This project-based thesis discusses digital marketing, and digital marketing planning models. The purpose of this thesis was to study digital marketing and create a digital marketing plan for the case company, Finland International Education. The goal was thus to provide a marketing strategy to the case company, through its first digital marketing plan.

This thesis consists of a theory part and an empirical part that analyses the case company in detail. The theory part discusses the elements of digital marketing, which are largely focused on social media marketing and digital marketing planning models. The empirical part is focused on analysing the case company’s current situation and assessing its competitors.

This thesis involved mainly qualitative research methods, and some quantitative methods. An email interview was conducted with the case company’s CEO to obtain information about the case company’s current situation. The answers were analysed by the author, and they provided valuable information for the case company’s situation analysis and the final digital marketing plan.

The digital marketing plan benefits the case company’s marketing by providing a digital marketing model and suggestions to improve digital marketing. The case company obtained information about the company’s current situation and competitors, and how to evolve its digital marketing. However, the end product does not include an implementation phase, thus the plan’s applicability is circumstantial.