This presentation suggests some strategies and tactics for marketing KTH University around the world. The aim is to get the full house in 2012. This presentation was selected the best at Leadership for Operational Development Course. Use of logos or any other sign with legal responsibility is only for educational purposes. It should be considered as a school assignment and not something official.

2. Marketing Plan for the Internationalization of KTH Value On Future Gizem Oral Iñaki García Mansour Hajbagheri Fatma Tunçer

4. Scope

5. Methodology

6. Delimitations

7. Target Group

8. Results

9. IKEA-KTH Co-Branding

10. Country Representative Network (CRN)

11. KTH in Social Networks

13. Introduction Marketing Plan for the Internationalization of KTH

15. Why did we choose these ideas ?

16. What could be the consequences of these ideas?Marketing Plan for the Internationalization of KTH

18. Several semi-structured interviews are conducted: a mix of structured and open questions

19. These tools are used together to provide a description of the “current” status and the “desired” status. Marketing Plan for the Internationalization of KTH

21. Takes the viewpoint of KTH and its customers

22. Assumes that education system in Sweden remains free of chargeMarketing Plan for the Internationalization of KTH

24. Teachers&Study Advisors

26. Target Group 2.Teachers and study advisors -Why do we target them? - Why should they target KTH?

27. Target Group 3. Managers and Co-workers -Why do we target them? - Why should they target KTH?

28. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH The Core Strategy of Valuenture: KTH-IKEA CO-BRANDING

29. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH Expanding The Popularity of KTH Development Process of KTH-IKEA Co-Branding Main purpose is to increase popularity of KTH all around world

30. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH Finding an effective channel to use the advantage of its internationality

31. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH As an effective channel, making engagements with a global company.

33. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH

34. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH Why This Partnership for KTH? IKEA has showrooms in 40 different countries. BUT KTH does NOTknown in all these 40 countries.

35. Results – KTH / IKEA Why This Partnership for IKEA? The Core Values of KTH are what IKEA looks for… -new design trends with innovative brains -improvements in product units with well-knowledged professors - Using “KTH Stamp” which means Quality

38. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH What Will This Partnership Include? KTH Logo&Name In IKEA Catalogs:

39. Results – KTH / IKEA Marketing Plan for the Internationalization of KTH What Will This Partnership Include? KTH Logo&Name In IKEA Website:

40. Marketing Plan for the Internationalization of KTH IKEA will display KTH’s Name&Logo in it’s showrooms, Catalogs&website More people will recognize KTH ! KTH students work in IKEA Projects. Results – KTH / IKEA BY 2012:

42. Assisting students and potential students of that country to obtain information about KTH

44. Online communities

45. Blogs

46. WikisMarketing Plan for the Internationalization of KTH

47. Results – Social Media Marketing Background – Research Marketing Plan for the Internationalization of KTH

49. Focused on prospective students and satisfying their demands.

50. Academic level

51. Professional level

52. Leisure level

53. Access to the specific program page.Marketing Plan for the Internationalization of KTH

55. Encourage users to change their profile picture for the KTH logo.

56. International KTH day, change your profile picture for one dayMarketing Plan for the Internationalization of KTH

58. The channel should be updated with new videos:

59. Interviews

60. Short and past lectures

61. Promotional videos and projectsMarketing Plan for the Internationalization of KTH

62. Results – Social Media Marketing Strategies – Display the job and PhD vacancies on LinkedIn Marketing Plan for the Internationalization of KTH

63. Results – Social Media Marketing Strategies – KTH Extension on iTunes U Marketing Plan for the Internationalization of KTH

65. Direct measures (marketing strategies)

66. Indirect measures (provided service improving)

67. Logo, slogan and image

68. Next step: Implementation by KTH institution.Marketing Plan for the Internationalization of KTH

69. Questions ? ? Marketing Plan for the Internationalization of KTH

71. Thank you Marketing Plan for the Internationalization of KTH