Cast Study: Go Student is a European technology company that has recently raised its series C funding round. The company is an online tutoring platform and currently has 10,000 students in Europe. The company intends to use its capital raise to consolidate its position in Europe and scale its operations in Africa and the Middle East. As part of its process for preparing to scale, it has tasked you; a marketing & communications manager to prepare a brief proposing the appropriate marketing strategy to achieve its ends. The company intends to use the capital raised to enroll 10,000 new students in Africa and the Middle East within a year. You have been appointed as marketing and communications manager and your task is to prepare a strategy document for this company which you will present to the executive committee. Find the guideline questions below: a) Should the company focus solely on online channels or should it consider traditional channels like outdoor advertising (billboards)? If traditional channels are to be considered--which ones and why? How would the company go about executing on outdoor? How would it execute online?

Cast Study: Go Student is a European technology company that has recently raised its series C funding round. The company is an online tutoring platform and currently has 10,000 students in Europe. The company intends to use its capital raise to consolidate its position in Europe and scale its operations in Africa and the Middle East. As part of its process for preparing to scale, it has tasked you; a marketing & communications manager to prepare a brief proposing the appropriate marketing strategy to achieve its ends. The company intends to use the capital raised to enroll 10,000 new students in Africa and the Middle East within a year. You have been appointed as marketing and communications manager and your task is to prepare a strategy document for this company which you will present to the executive committee. Find the guideline questions below: a) Should the company focus solely on online channels or should it consider traditional channels like outdoor advertising (billboards)? If traditional channels are to be considered--which ones and why? How would the company go about executing on outdoor? How would it execute online?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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