Marketing Plan Development Exercise

You are required to prepare a outline marketing plan based around the SOSTAC model by PR Smith.You should use the University of South Wales (USW) as a case study. Your existing knowledge can be supplemented by visiting the university websitewww.southwales.ac.uk

Providing answers to the following questions will help guide your research. In the absence of actual data or information, please feel free to make assumptions.

1.In three to five years, if there were no obstacles, what would success look like for USW.

2. What does success look like on campus? Off campus (peer institutions, funding agencies, alumni)?

3. What goals would help achieve this success

4. Strengths

-What are USW's successes?

-What makes them successes?

-What factors (people, products, systems, etc.) contributed to the success?

-What would stakeholders say are USW's strengths

5. Weaknesses

-What are the university's weaknesses?

-Would stakeholders agree with these identified weaknesses?

-What changes could USW make to improve the situation?

-What factors (people, products, systems, etc.) contributed to the weaknesses?

6. Opportunities

-What are some realistic opportunities that USW might be aware of?

-Are there any changes or trends in the marketplace that might present an opportunity?

-How can these opportunities be taken advantage of?

7. Threats

-Who is the competition for USW?

-What is the competition doing that works?

-What are the similarities and differences between USW and the competition?

8. Who can make the top goals happen?

9. Strategies

-What new strategies will work?

-Are these strategies measurable?

10. Messages

-Why do students choose USW. What are the benefits?