Ms
...Organization
2
3. Situation Analysis
3
4. Competition
..7
5. Environmental Analysis
...10
6. Objectives
12
7. Budget
..16
8. Media Plan
...17
9. Bibliography
26
10. Appendices
...27
EXECUTIVE SUMMARY
The University of the West Indies (UWI) is a vibrant, viable tertiary level institution that is steeped in a rich tradition of offering quality education. Recent developments, such as the delivery of free undergraduate programmes to local residents, have warranted the development of an integrated marketing communications plan. As such, the following details the objectives, the target market and the media plan for the three (3) year time frame of 2008-2011.
GENERAL INTRODUCTION TO THE ORGANISATION AND ITS HISTORY
The University of the West Indies (UWI) is the oldest university in the Commonwealth Caribbean and the only regional university serving the Caribbean. Supported by 15 Caribbean nations, UWI is committed to driving the economic, social, political and cultural development of the West Indian society through its teaching, research, innovation, advisory and community services and intellectual leadership.
Established in Mona, Jamaica in 1948 as an external College of the University of London (UCWI), the University College gained independent status in 1962, and became known as The University of the West Indies. In 1960, the St. Augustine Campus in Trinidad emerged from the Imperial College of Tropical Agriculture, and three years later, in 1963, the Cave Hill Campus was founded in Barbados.
SITUATION ANALYSIS:
Assessment of the firm's promotional organization
The integrated marketing function essentially...
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