Edith Cowan Case Study
... brand across all faculties, educate the university about the new functions of the marketing office, encourage all in the organisation to be mindful of positioning, develop internal communication, increase EDU’s share of first preferences. An internal marketing campaign was important to the university because it was the obvious way to remedy the problems the university was facing. The lack of cohesion was attributed to the lack of communication and unity between the university faculties. The internal marketing plan was to change all these problems. It would ensure that the ECU brand was consistent in the way of logos and that the entire university was working together towards the one goal rather than fighting for resources. Question 2 The stakeholders and target groups for ECU’s internal marketing plan would be the staff of the university, and the students. The staff were communicated with in ways ranging from training in marketing so that they could better implement their own marketing plans within their own faculty and also integrate it into the overall marketing plan of the entire university. Workshops were also used with staff to teach and encourage about using the consistent brand and logo of ECU to ensure that the university has growing brand awareness among those interested in attending university. Many online services were used to ensure that the internet was exploited to its full potential. This was used to communicate with both staff and students. Students were communicated with by way of newsletters in an attempt to improve school spirit and increase understanding of the university as a whole among those who attend it. Communicating with the staff was important to the success of the internal marketing campaign because that was where the change was needed. The staff needed to think differently about the way things were done. It was important to give them a mindset that encouraged synergy and cohesion. This was done with marketing training and teaching them that everyone is better off in the end if everyone works together. Their co-operation was needed also in the plan to use the same brand and logo in all promotional materials from the university. Question 3 After ECU implemented its internal marketing campaign, the results speak for themselves. As listed in the article after they implemented the campaign most, if not all the goals of the campaign were achieved. The university was now unified in its marketing efforts at all levels meaning a more streamlined and efficient approach to marketing efforts. It seems as the section “The business result” in the article reveals, the training and communication implemented with the internal marketing campaign was successful and changed the way each faction of the university operates in regards to marketing, promotion and communication. The use of internal marketing also had positive flow through effects on external marketing as the positioning amongst school leavers and potential mature ag...