MARKETING PLAN

Marketing Plan for Leeds Business School

Executive Summary

This report describes the marketing plan for the Leeds Business School in detail. The report includes the macro and micro analysis. Macro analysis entails the market overview, present and future trends and the competitor analysis while micro analysis includes the SWOT and TOWS analysis of the Leeds Business School. In addition to these analyses, the report includes the current marketing mix of the Leeds Business School as well as its segmentation, targeting and positioning. The Report then critically study the analyses conducted, and identify and recommend various marketing strategy options that Leeds Business School should pursue in order to plan its growth and accomplish its objectives of attracting and retaining more students nationwide and across the globe.

Executive Summaryi

List of figures and tablesiv

Introduction of Leeds business school1

Mission and objectives1

Aim of the report2

Scope of the report2

Use of the report2

Macro Analysis for Leeds Business School3

Overview of the market conditions3

Competitors' analysis5

Micro Analysis for Leeds Business School6

Customer analysis (segmentation and targeting)6

Differentiation and positioning7

Marketing mix8

Product8

Price8

Place9

Promotion9

SWOT and TOWS Analysis10

Marketing Strategies12

Marketing objectives12

Marketing strategy options and recommendations13

Conclusions14

Bibliography16

List of figures and tables

Figure 1: Key indicators from the HE-BCI survey, 2003-04 compared with 2010-11

Figure 2: Higher education export earnings for the UK economy

Figure 3: Marketing mix for Leeds Business School

Figure 4: Recommended marketing mix for Leeds Business School

Table 1: SOWT and TOWS analysis for Leeds Business School

Marketing Plan for Leeds Business School

Introduction of Leeds business school

Leeds Business School is one of the leading business schools in England. It is highly recognized in England as well as internationally across the world. Leeds Business School has been recognized for long owing to its teaching, researches and other amenities. Its origin can be traced back to the year 1904 when the Leeds business School introduced its first ever program that is “Bachelor of commerce degree”. Since then the business school has been progressing offering and augmenting the number of programs it offers. Currently it is the top most business school in United Kingdom and ranks fourth internationally. It offers an all encompassing and wide range of Business disciplines programs from undergraduate to doctoral level and is engaged in continues improvement and enhancement in knowledge due to their researches (www.business.leeds.ac.uk).

Mission and objectives

The mission statement explains the overall reason of the existence of the organization and function (Swansburg & Swansburg 2002, p.81). The mission of the Leeds Business School is “to make an exceptional impact on business and society globally through leadership in research and teaching” (www.business.leeds.ac.uk).

Leeds Business School's mission and objectives is based on the two basic elements that is research and student education. Through carrying out research and disseminating it within the business school and also internationally, it strives to fulfil half of its mission whereas by providing students with a quality education, it develops the academic and professional potential of the student and fulfils the other half of its mission (www.business.leeds.ac.uk).

Aim of the report

The aim of this report is to provide a marketing planning for the Leeds Business School which proves to be a potential contribution ...