Formulating online marketing plan for Emba-MCI in 2013

Abstract

This study was conducted by employing various theories, concepts and models to develop an online marketing plan for EMBA-MCI in 2013. The study goes from the concept of online marketing as initial step to formulating online marketing plan. The comparison and contrast between online marketing and traditional marketing concept light up the way for the study. The in-depth interview with semi-structured format has served as the main data collection method for the study. The Program Administrators and the student group are the two distinct respondent type of the study. Specific information that is necessary for online marketing plan input has been gathered through their response. In addition, Google analytics data has served as statistical technique to contribute to the understanding of customer online behavior that is essential for suggestion.

The research result is the formulation of the online marketing plan for the year 2013 with general timeline. Suggestions are made based on subjective analysis of researcher with various inputs from the interviews, books and journals.