White Paper – Consider the following fictitious situation: the Keiser administration is considering the addition of two new academic programs this year. Designed to enhance the institution’s extensive programs in health sciences, the proposed offerings will also expand opportunities for study in technical careers. For the course project you are to CHOOSE ONE of the following two programs and develop a program proposal and marketing plan:
Motorcycle Technology – This proposed two-year Keiser Career College Certificate Program will provide students with specialized skills and knowledge for servicing and repairing modern motorcycles of all makes and models. The institution is prepared to invest the facilities and equipment required for this program, providing a marketing study demonstrates that there will be a demand.
Speech-Language Pathology Assistant (SLPA) Program – This proposed four-year Keiser University Bachelor’s Degree in Speech Pathologist Assistant Program will provide trained assistants who can work for, and with, licensed Speech-Language Pathologists in schools, nursing homes, hospitals, and in home health care. The institution is prepared to invest the facilities and equipment required for this program, providing a marketing study demonstrates that there will be a demand. You should focus only on upper division requirement since the first two years will be fulfilled of General Education requirements.
You program proposal and marketing plan should cover:
1. Discussion of the mission of Keiser University/Keiser College.
2. The “brand promise” of Keiser University.
3. An introduction to the program you are proposing, including location, program objectives, number of credits, and the kind of facilities that may be necessary to support the program.
4. An analysis of the competition for the proposed program.
5. Description of the target audience.
6. Concise statement of the marketing objectives.
7. Description of the creative advertisement strategies and their execution, including the kinds of media to be utilized for this promotion.
8. Estimated advertising budget.
9. Description of research methods which can be used to assess the campaign’s effectiveness.
10. Listing of the sources used to learn about the client, its industry, and its advertising.
This proposal should include some visuals to support the proposal. The paper must be a minimum of 10 pages in length, not counting cover and reference pages. It must be written according to APA and MSE standards.
Week 7 Written Assignment Rubric
Quality of Content (80 Points)
___/5: The proposal discusses the mission and brand promise of Keiser University/College
___/25: The proposal adequately explains the following components: location, program objectives, number of credits, facilities and sources used to learn about the client, industry and advertising
___/25: The competition and target audience are clearly identified and analyzed
___/25: A detailed advertising plan includes the following components: marketing objectives, creative strategies, types of media, budget and an assessment plan to determine the campaign’s effectiveness
Quality of Writing (20 Points)
___/5: Format – Text meets APA/MSE standards.
___/5: Organization – Organization of paper demonstrates critical thinking. (Paper contains cover page, introduction, conclusion, headings, and effective transitions).
___/5: Precision – Student uses terminology and writes clearly and concisely.
___/5: Mechanics – Student spells, constructs sentences, and punctuates correctly.
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