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The formulation of a marketing and promotional strategy

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dc.contributor.author Asher CM en
dc.date.accessioned 2016-09-22T09:16:53Z
dc.date.available 2016-09-22T09:16:53Z
dc.date.created 1981 en
dc.date.submitted 1982 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/52898
dc.description.abstract "In this study," writes the author, "an extensive marketing evaluation is done of... the Industrial Administration Programme (IAP) at the University of Cape Town. This example serves as the specific model used to illustrate the process of marketing strategy design... Part I describes the theory, process and procedures adopted to recommend the marketing strategy, while Part II describes in detail the specific plan suggested." The reason for the study is that "the dearth of suitable applicants for the 1981 IAP course forced the cancellation of that year's course". On completion of his analyses, the author recommends the following as "the physical attributes of the IAP product which it was found necessary to develop as part of the strategy... - a technical management as opposed to a business management course - run for and by technical people - specifically designed for the needs of technical industry - a Masters level qualification which is a logical progression for graduate scientists and engineers - the major subject of the part-time course to be engineering management - an elitist qualification of high standard aimed at the technical graduate at middle management level. "This course would be aimed at a target market which consists of graduates in engineering or science who wish to - enhance career prospects - facilitate the move into technical management - acquire formal training in business subjects - bridge gap in original technical training." en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title The formulation of a marketing and promotional strategy en
dc.type Masters degree en
dc.description.degree M Ind Admin en


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