Marketing Planning: Feeniks Koulu

Abstract

Degree Thesis “Marketing Planning: Feeniks Koulu” demonstrates structured marketing planning process with the help of case company “Feeniks Koulu”. The central idea of Thesis is to come up with systematic marketing plan following structured process. Thesis employs qualitative research methodology following inductive reasoning approach. Thesis, initiates by outlining theoretical planning methods, which then is materialized into marketing plan with the help of empirical research. Discussion and Finding section illustrates the marketing planning from which case company can achieve its marketing objectives. Marketing planning process described in this paper incorporates modern dimension of digital media. In addition, the marketing planning process demonstrated in this paper may also be generalized to provide a guideline to come up with simple and efficient marketing plan for other similar companies operating in a similar environment.