Individual Marketing Project: OPAIC Promotional Campaign, March 2019

This assignment presents a marketing campaign designed for Otago Polytechnic Auckland International Campus (OPAIC). The project focuses on recruiting students from diverse markets to reduce reliance on current demographics. The solution identifies objectives for an advertising campaign, including brand awareness and consumer education, and outlines target markets, including international and domestic students. It analyzes market segmentation, focusing on potential students and their characteristics. The assignment recommends media channels like email, display, social media, and affiliate marketing, and provides a sample advertising campaign focusing on the institution's offerings. This analysis is based on the course CX55410: Introduction to Marketing, and addresses segmentation, targeting, positioning, marketing mix tools, and buyer behavior, as required by the assignment brief.