Analysis of Naja Group of Colleges Marketing Budget Planning Report

This report presents an analysis of the marketing budget for Naja Group of Colleges, focusing on strategic allocations and financial planning. The assignment involves evaluating the budget's components, including website redesign, student referral programs, radio advertising campaigns, participation in career expos, brochure publications, and community sponsorships. The budget, totaling $25,000, is broken down quarterly, with detailed expenses for each activity. The discussion section analyzes the rationale behind each marketing initiative and its potential impact on the colleges' enrollment and brand awareness. Furthermore, the report considers potential budget negotiations, specifically the marketing manager's proposal to include television advertising, and evaluates the benefits of such a strategy. The report concludes by referencing relevant literature to support the analysis and recommendations.

Running head: BUDGET PLANNING
Budget Planning
Name of the Student: Jamal-ud-din
Name of the University:
Student ID: 201404606
Assessment Task no: 1

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BUDGET PLANNING
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Estimated Budget Expenses of Naja Group of Colleges.................................................................4
Negotiations in Budget....................................................................................................................5
Reference.........................................................................................................................................6

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BUDGET PLANNING
Introduction
The assignments require the analysis of the case study of Naja Group of Colleges and
develop a marketing budget which is to be presented to the CEO of the company. As per the case
study the marketing budget of the company is to be presented and every aspect of the budget is to
be explained by the business (Rossi, 2014). The marketing budget which is prepared by the
management of the company is shown below:
NAJA Group of Colleges
Marketing Budget for the year
Particulars
Quarte
r 1
Quarte
r 2
Quarte
r 3
Quarte
r 4 Total
Redesign websites to improve Branding
$
1,250.0
0
$
1,250.0
0
$
1,250.0
0
$
1,250.0
0
$
5,000.0
0
Design an Incentive scheme for referrals by
students
$
600.00
$
600.00
$
600.00
$
600.00
$
2,400.0
0
Radio Advertisement Campaign
$
2,500.0
0
$
2,500.0
0
$
2,500.0
0
$
2,500.0
0
$
10,000.
00
Stand at VC career Expo 2016
$
825.00
$
825.00
$
825.00
$
825.00
$
3,300.0
0
Develop and Publish 2016 promotional
Brochure
$
375.00
$
375.00
$
375.00
$
375.00
$
1,500.0
0
Sponsor community organisation to
improve local community profile
$
500.00
$
500.00
$
500.00
$
500.00
$
2,000.0
0
Contingency amount
$
200.00
$
200.00
$
200.00
$
200.00
$
800.00
Total
$
6,250.0
0
$
6,250.0
0
$
6,250.0
0
$
6,250.0
0
$
25,000.
00
Figure 1: (Marketing Budget of Naja Group of Colleges)
Source: ()

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BUDGET PLANNING
Discussion
As per the projected budget of the management of the college, the college is planning to
increase its marketing activities by investing an amount of $ 25000 for the various planned
activities in the budget (Eid & El-Gohary, 2013). The planned activities of the company consists
of expenditures on web designing, introduction of incentive scheme for students, radio
advertisement campaign, stand at VC career expo 2016, publishing promotional brochure,
sponsor community services for promotional activities and an amount set for contingency
situation. The management of the colleges is planning to develop web designing in order have a
proper branding for the colleges. The management has planned to incorporate a new portal in the
website which can facilitate easy access to information about the colleges and also have access to
the prospectus of the colleges (Armstrong et al., 2015). The website development of the
company will also be useful for promoting the name of the colleges and also creating a buzz for
the colleges and the educational facilities which is provided by such colleges. The management
of the company has also decided to incorporate a plan whereby the present students of the
college will be getting incentives if they refer the college to their friends. In other words,
students who bring more students to the college by the way of referrals will be getting incentives.
This is a marketing strategy as this will be increasing the number of students of the college and
thereby also increase the service base and thereby revenue of the colleges. The management of
the colleges as per the budget has also decided to start a radio campaign which will be
announcing the name of the college groups and what are the courses which the colleges provide
and the excellent results which the colleges has achieved in the past few years. The college plans
to use the radio as a means to build and spread the name of the colleges as far as possible. VC
career Expo 2016 is a platform where different institutions comes together inviting students from

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BUDGET PLANNING
various areas to guide and inform such students the services or courses which the institutions are
willing to provide and also counsel such students on the career opportunities which the students
can have if they study with that particular college. The management has also incorporated in the
marketing budget activities of publishing brochure which is then circulated to the students and
also distributed in the city as advertisement. This acts as an effective medium of spreading
information to the general public. The company has also incorporated certain contingency
expense in the marketing budget in case certain uncertain events arises which can affect the
business environment of the Colleges.
Estimated Budget Expenses of Naja Group of Colleges
The estimated budget of the colleges is set and the amount is $ 25000 which is kept for
the activities which are related to the marketing activities. The amount which is allocated to the
designing a new web in total is $ 5000 and the same is divided equally in four quarters of the
year. As the web will be improved an estimated amount of $ 1250 has been allocated for the first
quarter and moreover it is also estimated that the colleges will be adding more and more
improvements in the website which can include new choices of studies, update of syllabus and
change in criteria of selections from time to time. Therefore similar amount of cost of $ 1250 has
been allocated to all the remaining quarters. In the case of student’s referrals, a fixed amount has
been allocated of $ 600 in all the quarters. In the case of radio advertisements, the management
has allocated a sum of $ 10000 in the marketing budget. As per the analysis of the market the
radio lines will be charging the company close to $ 2500 in a quarterly basis which is shown in
the budget for all the quarters. The quarterly VC career expo costs are estimated to be $ 825 for
each quarter which refers to the fees which the company will be needing to pay. The publication
of brochure as shown in the marketing budget of the colleges show that for each quarter an

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BUDGET PLANNING
amount of $ 375 is allocated. The community services which the colleges is aiming to provide as
per the budget will cost $ 500 for each of the quarters. The management has also incorporated
contingency costs which will be only required by the management when certain uncertain events
takes place which can affect the business or to cover up the variances in the budget from actual
expenses (Klomp & De Haan, 2013). All the figures which are depicted in the budget is based on
the judgement of the management and therefore variances can arise from actuals and therefore
the contingency costs are incorporated to meet such variances (Schloss & Cragg, 2013).
Negotiations in Budget
As per the Marketing Budget of the colleges, an amount of $ 25000 in total has been
allocated for the marketing activities which is headed by the marketing manager (Ryan, 2016).
As per the marketing manager the marketing activities should also include television promotions
for which there is an additional requirement of $ 5000 in the budget as per the marketing
manager of the Naja Colleges. The Marketing manager’s proposal to the CEO is to increase the
marketing budget so that the television promotions can also be used. The various benefits which
television as a medium of advertisement provides are given below:
1. Television is a popular source of advertisement due to the reason that it can cover a wide
area and broadcast the message of the colleges in a matter of seconds.
2. Television is the new trend in the new generations where radio advertisement are already
outdated and therefore television provides the company to access a large number of
potential students and also display the various information about courses that are offered,
criteria, fee structure in the screen of the television (Yeshin, 2012).
3. It is a known fact that things which are seen are remembered more than what are heard
and therefore television is ideal for the colleges to have an effective advertisement policy.

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Reference
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business enterprises'
marketing success. The Service Industries Journal, 33(1), 31-50.
Klomp, J., & De Haan, J. (2013). Do political budget cycles really exist?. Applied
Economics, 45(3), 329-341.
Rossi, M. (2014). Capital budgeting in Europe: confronting theory with practice. International
Journal of Managerial and Financial Accounting, 6(4), 341-356.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Schloss, P. J., & Cragg, K. M. (Eds.). (2013). Organization and administration in higher
education. Routledge.
Yeshin, T. (2012). Integrated marketing communications. Routledge.