Digital marketing plan for the summer school of Hochschule München University of Applied Sciences
Menezes Tapioca, Julia (2020)
Menezes Tapioca, Julia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121027417
https://urn.fi/URN:NBN:fi:amk-2020121027417
Tiivistelmä
This thesis is the creation of a digital marketing plan for the commissioner, the Summer School program of Hochschule München University of Applied Sciences. This thesis focusses on social media marketing and current digital trends aiming the commissioner’s purpose of attracting more international students.
In order to create the digital marketing plan, the author of this thesis researched multiple concepts and theories like Marketing Plan, Digital Marketing, Social Media Marketing, Communications Planning Framework – PASTAM, and AIDA Framework. The thesis involved a quantitative research in the form of an online questionnaire that was answered by the target group, in which necessary information was gathered to build content marketing and improve search engine optimization, as well as understanding the importance of social media for the target group and the relevant social media channels.
Primary and secondary data made it possible for the author to create the digital marketing plan. Recommendations have been included throughout this thesis. The author believes that the digital marketing plan will benefit the commissioner’s marketing and business strategy.
In order to create the digital marketing plan, the author of this thesis researched multiple concepts and theories like Marketing Plan, Digital Marketing, Social Media Marketing, Communications Planning Framework – PASTAM, and AIDA Framework. The thesis involved a quantitative research in the form of an online questionnaire that was answered by the target group, in which necessary information was gathered to build content marketing and improve search engine optimization, as well as understanding the importance of social media for the target group and the relevant social media channels.
Primary and secondary data made it possible for the author to create the digital marketing plan. Recommendations have been included throughout this thesis. The author believes that the digital marketing plan will benefit the commissioner’s marketing and business strategy.