Marketing Plan - 1 Running Head: Pursuing an online MBA...

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Running Head: Pursuing an online MBA program over an on-site program . Pursuing an online MBA program over an on-site program Amanda M . Eglseder BUS620 Managerial Marketing Dr . Larry Flegle 26 July 2010 1
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0 .1 Company Overview Ashford University is one of the leading educational institutions offering online programs to students worldwide . The campus is located in Clinton, Iowa which is a small town now booming with opportunities because of the campus’ online expansion . Ashford University’s mission is to “provide accessible, affordable, innovative high-quality opportunities and degree programs that meet the diverse needs of individuals pursuing integrity in their lives, professions and communities (Ashford University, 2010) .” Fostering a vigorous, diverse learning environment shaped by contemporary awareness, intellectual inquiry, and a shared search for truth in which students gain knowledge and build skills and values useful in their personal and career development is just as important to the institution also (Ashford University, 2010) . Aside of the online programs offered, Ashford University also provides students with a four year brick and mortar campus for traditional and non-traditional students pursuing undergraduate and graduate programs . The online program provides students with many innovative and technological resources including an online library, technical support, teaching assistants, tutors, and a writing center . The university is well known for its high quality programs recognized worldwide by employers and other schools; Ashford University is accredited regionally by the North 2
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Central Association of Colleges and Schools and the Higher Learning Commission (Ashford University, 2010) holding the same accreditation as other state and private non-profit schools in the Midwest . 0 .2 Executive Summary of Marketing Plan This marketing plan will introduce Ashford University’s concept taking an online MBA program as opposed to on-site . Ashford University is one of the leading academic institutions in the world recognized for it’s diverse amount of undergraduate programs and its value for education . The United States is the main market, but other countries are not excluded provided they have the credentials to transfer . This is a market plan by Ashford University with intentions to introduce the previous mentioned plan against the backdrop of competition from other leading universities offering similar programs with similar capabilities . It has highlighted several strategies to be used to wad of this competition . It will also employ several marketing strategies such as promotion and advertisement to achieve the desired results, in addition a marketing budget is attached and it will be used to guide the financial aspect of the plan . Success is measured by the number of students enrolled to the MBA program at
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Marketing Plan - 1 Running Head: Pursuing an online MBA...

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