Marketing International Experts to Employers

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1 Marketing Planning Form. Silja Eskola. 1/5 Marketing International Experts to Employers This purpose of this form is to provide support when planning to market international experts and their competence. Consider the questions presented in the tables of the form and try to keep your answers as concise as possible. 1. Information on the study program Name of the study program Content of the study program 2. Target group Define the region Type of organization (business, public administration, third sector) Size of the organization Field of the organization Who is responsible for recruitment (title)? Available registers Other information concerning the target group (e.g. use of media, what the target group values, relevant networks)

2 Marketing Planning Form. Silja Eskola. 2/5 3. Marketing goals Desired change in the target group s mindset Desired change in the target group s behavior Measurable, concrete marketing goal 4. Resources Marketing budget and the time period that the budget covers Available human resources 5. Contents of marketing Competence produced by the study program Productized cooperation model or models Benefits to the employers Core messages (3 key issues)

3 Marketing Planning Form. Silja Eskola. 3/5 6. Marketing materials Indicate, in the table below, which of the following materials are needed to support marketing. the open-ended questions. Online service Brochure PowerPoint presentation material Electronic newsletter template Social media profiles Presentation video Announcement templates What is the purpose of the materials? Which materials need to be revised and how should they be revised? What other marketing materials are required? 7. Means, channels, and measures Indicate, in the table below, which channels and what means are used to try to reach the target group. Online service Online advertising (banners) Online advertising (Google Adwords) Social media Own events Cooperation partners events General events and fairs in the field Contacting individuals personally Direct marketing Media visibility, PR

4 Marketing Planning Form. Silja Eskola. 4/5 Cooperation partners websites Cooperation partners publications Higher education institution s own publications Other, please specify 8. Marketing action plan Compile and specify the measures of employer marketing based on the previous sections; specify the target group, goals, messages, channels, means, and materials and determine a schedule for each measure, if required. Topic or measure Description of the topic or measure Schedule (if required) Specified target group Specified marketing goals Key marketing messages Printed materials Electronic materials Printed channels Electronic channels Events (in detail) Other channels

5 Marketing Planning Form. Silja Eskola. 5/5 Topic or measure Description of the topic or measure Schedule (if required) Describe how the measures will reach the target group and how the marketing goals will consequently be achieved. and/or Create a diagram of the marketing procedure and how the measures influence the target group, guiding it toward the marketing goals.

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