Developing a Marketing Communication Plan for the Master’s Programme in Business Informatics, Metropolia UAS

The purpose of this thesis was to develop a marketing communication plan for the Master’s programme in Business Informatics at Metropolia University of Applied Sciences. The Business Informatics Programme was looking for the way to increase awareness about itself, which would require multiple actions by the programme, such as to increase the number of website visitors, increase the number of subscribers/followers on social media, and improve conversion and lead management process, and similar actions. The business challenge was, however, that these actions were not defined as an actionable marketing communication plan. To address this challenge, the thesis started it work by investigating the current marketing activities in the programme. After obtaining a picture of the current state, the theoretical part of the thesis comprised of two parts: marketing communication management and a SOSTAC planning process. The marketing communication management focused on building buyer personas, new customer acquisition, lead tracking and measurement, lead management and use of referrals. The study resulted in a proposal for the marketing communication plan. It followed especially the SOSTAC model, and addressed the challenges identified in the current state of marketing of the Business Informatics programme. The proposed plan describes various activities that can be done as part of marketing communication. The plan also includes various tactics and control measures