Marketing is an important tool for capturing customers and sales in business, and it’s equally as important to an institution like Columbus State University (CSU) aiming to capture student customers. The development of a marketing plan through extensive research and planning will contribute to the success of all involved marketing efforts. This marketing plan will include all the standard essential elements: business mission statement, situation (SWOT) analysis, objectives, marketing strategy, implementation, and evaluation control. For the mission statement, the current statement from the 2018-2023 Strategic Plan will be used. The situation analysis will include looking at the current strengths, weakness, opportunities, and threats of CSU. Based on this analysis, the objectives of the marketing plan will be created. The marketing strategy will include development of the target market strategy and the marketing mix. Target market strategy will consist of segmentation, targeting, and positioning while the marketing mix is made up of product, price, place, and promotion. An action plan will be developed to implement the marketing plan, and evaluation and control methods will be planned. The proposed plan would increase student enrollment and brand awareness of CSU.
","abstract_html":"<p>Marketing is an important tool for capturing customers and sales in business, and it’s equally as important to an institution like Columbus State University (CSU) aiming to capture student customers. The development of a marketing plan through extensive research and planning will contribute to the success of all involved marketing efforts. This marketing plan will include all the standard essential elements: business mission statement, situation (SWOT) analysis, objectives, marketing strategy, implementation, and evaluation control. For the mission statement, the current statement from the 2018-2023 Strategic Plan will be used. The situation analysis will include looking at the current strengths, weakness, opportunities, and threats of CSU. Based on this analysis, the objectives of the marketing plan will be created. The marketing strategy will include development of the target market strategy and the marketing mix. Target market strategy will consist of segmentation, targeting, and positioning while the marketing mix is made up of product, price, place, and promotion. An action plan will be developed to implement the marketing plan, and evaluation and control methods will be planned. The proposed plan would increase student enrollment and brand awareness of CSU.</p>","abstract_has_math":false,"creators":["Cockrell, Kaylyn"],"institution":null,"degree_name":"Business, Marketing","degree_level":"Thesis","degree_discipline":"Management and Marketing Department","degree_department":null,"school":null,"contributors":["Dr. Sungwoo Jung","Gregory Hudgison","Dr. John Barone"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-01-01T08:00:00Z","date_published":"2018-01-01T08:00:00Z","updated_at":"2026-07-24T01:45:01Z","subjects":["Columbus State University","Marketing Plan","Columbus","Georgia","CSU","Business","Marketing"],"languages":["English"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://csuepress.columbusstate.edu/theses_dissertations/359","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Sungwoo Jung","Gregory Hudgison","Dr. John Barone"]},{"key":"dc:creator","label":"Author","values":["Cockrell, Kaylyn"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2020-01-29T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Management and Marketing Department"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Business, Marketing"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Columbus State University","Marketing Plan","Columbus","Georgia","CSU","Business","Marketing"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://csuepress.columbusstate.edu/theses_dissertations/359"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Marketing is an important tool for capturing customers and sales in business, and it’s equally as important to an institution like Columbus State University (CSU) aiming to capture student customers. The development of a marketing plan through extensive research and planning will contribute to the success of all involved marketing efforts. This marketing plan will include all the standard essential elements: business mission statement, situation (SWOT) analysis, objectives, marketing strategy, implementation, and evaluation control. For the mission statement, the current statement from the 2018-2023 Strategic Plan will be used. The situation analysis will include looking at the current strengths, weakness, opportunities, and threats of CSU. Based on this analysis, the objectives of the marketing plan will be created. The marketing strategy will include development of the target market strategy and the marketing mix. Target market strategy will consist of segmentation, targeting, and positioning while the marketing mix is made up of product, price, place, and promotion. An action plan will be developed to implement the marketing plan, and evaluation and control methods will be planned. The proposed plan would increase student enrollment and brand awareness of CSU.
"]},{"key":"dc:title","label":"Title","values":["Marketing Plan for Columbus State University"]}]}],"canonical_facts":{"dc:contributor":["Dr. Sungwoo Jung","Gregory Hudgison","Dr. John Barone"],"dc:creator":["Cockrell, Kaylyn"],"dc:date.available":["2020-01-29T08:00:00Z"],"dc:description.abstract":["Marketing is an important tool for capturing customers and sales in business, and it’s equally as important to an institution like Columbus State University (CSU) aiming to capture student customers. The development of a marketing plan through extensive research and planning will contribute to the success of all involved marketing efforts. This marketing plan will include all the standard essential elements: business mission statement, situation (SWOT) analysis, objectives, marketing strategy, implementation, and evaluation control. For the mission statement, the current statement from the 2018-2023 Strategic Plan will be used. The situation analysis will include looking at the current strengths, weakness, opportunities, and threats of CSU. Based on this analysis, the objectives of the marketing plan will be created. The marketing strategy will include development of the target market strategy and the marketing mix. Target market strategy will consist of segmentation, targeting, and positioning while the marketing mix is made up of product, price, place, and promotion. An action plan will be developed to implement the marketing plan, and evaluation and control methods will be planned. The proposed plan would increase student enrollment and brand awareness of CSU.
"],"dc:identifier":["https://csuepress.columbusstate.edu/theses_dissertations/359"],"dc:language":["English"],"dc:subject":["Columbus State University","Marketing Plan","Columbus","Georgia","CSU","Business","Marketing"],"dc:title":["Marketing Plan for Columbus State University"],"thesis:degree_discipline":["Management and Marketing Department"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Business, Marketing"]},"updated_at":"2026-07-24T01:45:01Z"}