Marketing plan for the student event Suomen Pienimmät Approt
Syväjärvi, Inka (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214535
https://urn.fi/URN:NBN:fi:amk-2024052214535
Tiivistelmä
This product-based bachelor’s thesis aimed to create a marketing plan for a student event Called Suomen Pienimmät Approt. The thesis focused mainly on marketing through social media channels but more traditional ways of marketing such as email marketing and physical marketing through posters were explored. The marketing plan was created for the year 2024 and the event date of 28th of August. The thesis was done in the spring semester of 2024 with the aim to finish it in May 2024 when the early bird sales for the event started and the marketing needed to be increased.
The thesis includes the background of student events in Finland, the theoretical part in creating a marketing plan, the explanation of how the marketing plan was created as well as the discussion of the outcome. The theoretical framework was collected by doing literature review of topic appropriate material such as books and research articles on strategic marketing planning, creating a marketing plan and analysis of different marketing platforms.
The thesis explored the current setting of the event and using analytical tools like SWOT the author was able to put together a strategical plan on how to grow the concept and stand out from other similar events organized in the Helsinki metropolitan area. The marketing plan introduced a completely new social media platform of TikTok to the organizers who could consider starting to use it to make the marketing more engaging. In addition, focus was put on to the channels the organizers already have in use with the goal of getting the most out of different platforms and using them to their best advantage.
The product of the marketing can be used in the upcoming years as well and the organizers can use it as a strong base while making the wanted modifications to it if needed since the marketing plan can easily be shared and edited through the platform Canva.
The thesis includes the background of student events in Finland, the theoretical part in creating a marketing plan, the explanation of how the marketing plan was created as well as the discussion of the outcome. The theoretical framework was collected by doing literature review of topic appropriate material such as books and research articles on strategic marketing planning, creating a marketing plan and analysis of different marketing platforms.
The thesis explored the current setting of the event and using analytical tools like SWOT the author was able to put together a strategical plan on how to grow the concept and stand out from other similar events organized in the Helsinki metropolitan area. The marketing plan introduced a completely new social media platform of TikTok to the organizers who could consider starting to use it to make the marketing more engaging. In addition, focus was put on to the channels the organizers already have in use with the goal of getting the most out of different platforms and using them to their best advantage.
The product of the marketing can be used in the upcoming years as well and the organizers can use it as a strong base while making the wanted modifications to it if needed since the marketing plan can easily be shared and edited through the platform Canva.