Digital Marketing Implementation Plan for Kainuun Aalto

Abstract

The purpose of the thesis was to create a digital marketing implementation plan for Kainuun Aalto.

Aalto community college, a department of Kainuun Aalto Center of Expertise, was seeking to attract a new market segment: students that are studying in Kajaani and improve the Kainuun Aalto brand’s digital prescience through an implementing of a digital marketing. This thesis was written as a response to the request of the Aalto Community.

Digital marketing was defined through a comparison of the traditional marketing mix “Ps” with the digital marketing mix “Ps” and an additional two service marketing “Ps”. The marketing “Ps” used were: price, place, product, promotion and people.

The core of the thesis is the a digital marketing implementation plan Kainuun Aalto . The marketing research is meant to support correct descension’s in the tactical part of the plan. The research is represented by a survey and a desk study. A survey research is represented by a descriptive survey that was conducted through a snow- ball sampling method using a web survey format. The survey was conducted using the Google Forms and was distributed by email and WhatsApp messages to the students, both international and Finnish. The survey was conducted 27.04. - 03.05.2019 and it was sent to approximately 110 students. The response rate was 19 % which amounts to 30 responses. The desk study looks at national statistics gathered from the global statistical organizations, official EU statistics and official statistics of Finland.

The marketing plan contains: a problem, mission, a vision and objectives, a work breakdown structure, a schedule, resources and risk management.