Eureka! Institutional Repository

This diploma thesis deals with the preparation and creation of a marketing plan for the establishment of a private school in the prefecture of Kozani. First of all, in the first chapter of this thesis, reference is made to certain elements directly related to marketing. The first chapter refers to the beginnings of marketing. It also seeks to give a complete definition of marketing, as there is no specific definition that covers them all. Additionally, we are talking about the fields of marketing application, but also what is the mix of marketing. Finally, in the first chapter we refer to the transition from 4P to 4C of marketing. In the next chapter, we present a concise picture of the sector that the school is about to operate. It gives the historical overview of the private education sector, the current state of the industry and finally a summary analysis of P.E.S.T. for the industry. The third chapter presents an overview of the school that is to be established. More specifically, the legal form of the company, its organizational chart and its board of directors are presented. Also, the objectives and the terms of the particular school are listed. At the end of this chapter, the legal form to be taken by the firm and the legal framework to which the firm refers is given. The fourth chapter presents the strategies, which will be followed by the one-sided approach, in terms of sales, promotion of the school and the pricing policy it is going to implement. For this purpose a S.W.O.T. for the particular school. Finally, the last two chapters give the way in which this research was conducted. The results are presented in the form of tables and diagrams and finally the conclusions drawn from the survey are given.