To Wyoming and beyond: TAMK global education : customer journey to marketing plan
Asbill, Jerrell (2020)
Asbill, Jerrell
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120225569
https://urn.fi/URN:NBN:fi:amk-2020120225569
Tiivistelmä
The Global Education Department with TAMK Edu would like to expand its client base within the United States (US). They currently have only one client, University of Wyoming. The US is a large country with a multitude of different universities. This study aims to give insights into how to reach potential clients within the targeted market and which current professional development offerings are most desired at the present time. Professional development of educators is required at all levels within the US; therefore, a need and opportunity are both present.
Based upon data from an online survey, a buyer persona and customer journey were constructed. The buyer persona was a profile of the person that should be the target of marketing and other interactions. The potential buyer is a department head of a small university, less than 5000 degree students. They are rational in their decision making and skilled in teamwork, leadership, problem solving and critical thinking. The customer journey outlines the potential path from need arising to post purchase for the persona.
The recommendations based upon the findings were to use social media marketing and search engine optimization (SEO) to make the offerings from TAMK Global more visible within the US market. Due to the Covid-19 pandemic, it is not possible to network with potential clients in person at seminars, workshops and conferences in a face to face manner. It is for this reason than the digital means were chosen as the pathway. However, once it is possible to again at-tend the previously mentioned events, then TAMK staff should be sent to them in the US. Overall, the staff is in place at all levels to make this desired outcome a reality.
Based upon data from an online survey, a buyer persona and customer journey were constructed. The buyer persona was a profile of the person that should be the target of marketing and other interactions. The potential buyer is a department head of a small university, less than 5000 degree students. They are rational in their decision making and skilled in teamwork, leadership, problem solving and critical thinking. The customer journey outlines the potential path from need arising to post purchase for the persona.
The recommendations based upon the findings were to use social media marketing and search engine optimization (SEO) to make the offerings from TAMK Global more visible within the US market. Due to the Covid-19 pandemic, it is not possible to network with potential clients in person at seminars, workshops and conferences in a face to face manner. It is for this reason than the digital means were chosen as the pathway. However, once it is possible to again at-tend the previously mentioned events, then TAMK staff should be sent to them in the US. Overall, the staff is in place at all levels to make this desired outcome a reality.