Developing a Digital Marketing Plan for Kajaani University of Applied Sciences Master School

Abstract

Digital marketing plays a vital role in ensuring the success of educational institutions in today's competitive marketplace. This thesis, commissioned by the Master School of Kajaani University of Applied Sciences, aims to develop a comprehensive and actionable marketing plan that focuses on enhancing the digital presence of the institution.

The theoretical part of the thesis explores various aspects of digital marketing, including its components, tools, planning process, and the utilization of the RACE model framework. The deductive approach was chosen to guide the research process. Primary data was collected through Webropol surveys, distributed to 162 international students at the Master School. The response rate was 21.60%, resulting in 35 responses. Additionally, secondary data was obtained from the marketing team of the Master School.

Mixed methods were employed for data analysis, involving quantitative methods for analyzing survey data, and qualitative methods for the secondary data. To develop a comprehensive marketing plan that addresses the key findings from the data analysis, the RACE model framework was utilized. The model has four stages: Reach, Act, Covert, and Engage, and each stage focuses on a different phase of the consumer journey.

By implementing the marketing plan derived from this research, the Master School of Kajaani University of Applied Sciences aims to strengthen its digital presence, enhance engagement with its target audience, and ultimately achieve its marketing objectives. This thesis provides valuable insights and practical recommendations for educational institutions seeking to enhance their digital marketing efforts and navigate the competitive landscape successfully.