Marketing plan for EEG

Abstract

This report is based on the three months internship in the EEG (School of Economics and Management of Minho University), between 2022 September 7 and 2022 December 7. This document highlights the activities developed along the 3 months in the institution to comply with the duties of an intern. The main purpose of the internship was to develop a marketing plan for EEG, in order to attract international students to the school, have a defined marketing strategy and establish a strong brand, in the internal and external markets. After addressing literature about marketing plans and branding, specialized in higher education, and researching other universities marketing strategies, of national and international competitors, I started developing the marketing plan, adjusting to meet the requirements of the EEG. The plan developed took in consideration the different aspects of targeting and segmentation, determining the right processes, strategies, and actions for each segment of potential students. The marketing plan emerges as the achievement of the main goal of the internship. The result of this report made it possible to elaborate concise planned actions and where were some shortfalls in the general communications plan and social media altogether. It aimed to convey the planned message to all possible future students, in all study cycles of higher education, from different cultural backgrounds and geographical setting.