Evening-School: Business-Related Courses Such as Marketing
The very first discussion (Module 1) in our class focused on the following situation: "Georgia Southern University wishes to increase its evening-school offering of business-related courses such as marketing, accounting, finance, and management." Further, let's assume that the target market customers Georgia Southern hopes to acquire are 25 - 35 year olds that either did not go to college or dropped out of college and are now in the workforce and want to get a degree to improve their career opportunities.
A typical customer could be a 27 year old male that dropped out of college after his first year and took a job in an auto repair shop. At first he loved his job, but over time he has decided that he does not want to be an auto mechanic for the rest of his working life. In fact, he dreams of opening his own auto repair shop specializing in high-end foreign car repairs. While he knows he needs a business degree to make his dream a reality, he cannot afford to quit his job and go back to school as a full-time student. An evening program would be ideal of his as it would allow him to get a business degree by taking classes in the evenings - while continuing to work at his current job during the day.
Further, let's assume that Georgia Southern's focus for this target market are individual residing in the Savannah area.” In the Module 1 Discussion you focused on the four marketing mix elements that might be used to reach the target market. For this module’s Discussion, let’s return to the same situation but focus on the advertising. Please describe how you would want to use advertising to interest the target market in Georgia Southern University’s evening business classes. In particular, be sure to discuss the type of advertising, the advertising objectives, the message content (in general), and the media you wish to use. Of course, you should also explain the rationale behind your answers. For example, one of your first decisions will be if you want to primarily use product or institutional advertising. Whichever you choose, make sure you justify your decision.
Discussion
Student’s Name
Institutional Affiliation
Discussion
The introduction of a new product or service in an organization is the major indicators that it is growing. After the introduction the big task is letting the target market or public know about it. This requires careful approaches that will ensure that the target market is aware of the new service. One way of doing so is using advertising as the way of informing the public. Therefore, the university can use the different types of marketing to inform the general public about their new service that they have introduced. This will al...