Service Marketing Plan Applied to Educational Institution

Abstract

In order to minimize errors and achieve business objectives, developing a service marketing plan becomes critical. Therefore, the objective of present work was to develop and apply a strategic marketing plan for a company that provides educational services. To achieve proposed goal, action research was used as method. Problem´s diagnosis is related to idle capacity of company around 420 possible places and unused rooms. The objective established in marketing plan was to increase market share by 25% (twenty percent) for year 2017. The marketing plan evaluated internal and external environment of company and proposed several actions related to communication and sales. The results obtained with implementation of a marketing plan can be considered satisfactory. Although the company was not able to reach the expected growth margin, the number of new registered customer visits exceeded 70% compared to previous year, company registering a 19% increase the number of new contracts, which market and reduction of idle rooms.