Eureka! Institutional Repository

Postgraduate education in Greece is a high-demand sector, even in the years of the economic crisis, with a large proportion of graduates from universities and colleges, as well as business executives with professional experience, wishing to invest in studies at Master’s level so as to increase their chances of professional advancement. After more than 30 years of business experience as senior executives in businesses and organizations, 3 executives decided to join forces and set up a postgraduate school in Thessaloniki, which will award Master's level degrees in collaboration with a highly ranked British University. The implementation of this marketing plan is two years long and aims to achieve a stronger entry into the market based on industry data and established needs of prospective students. The turnover goals are €300,000 for the 2018/2019 academic year, and 1.000.000 for 2019/2020, respectively. In order to achieve this goal, it was decided to conduct an advertising campaign, the publication of articles on popular social media platforms, promotional actions and publicity and public relations actions such as participation in exhibitions. Through the Marketing Plan, the school aims to build and maintain a very strong name in the marketplace and to win customers by achieving the main goals which are: • Win a 15% market share the end of the two-year period over competitive schools. • Achieve brand awareness • Position the faculty in the minds of prospective consumers as an innovative and highlevel postgraduate education provider • Offer a rich educational experience and total student satisfaction • Benefit from a high degree of positive word-mouth communication from them. The methodology followed in this plan comprises the exploitation of secondary research sources, such as the IOBE survey on higher education in Greece which was drafted in 2017, as well as valid Greek and foreign literature and articles.