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Strategic Analysis

C/M/1557. Dissertation. Marketing practices of private colleges in Greece

WORDS:: 9950
DATE:: 2010
PRICE:: 99.99 GBP

The dissertation is a study of the marketing practices of private colleges in Greece. The research question posed was: “What elements of small business marketing are employed by private colleges in Greece and can and should these be improved?” An overview of the current situation for educational establishments in the country is given as well as an assessment of the marketing practices and approach of three private colleges. These marketing approaches are then evaluated and compared to those used by small businesses. The dissertation uses SWOT, PEST and Porter’s 5 forces analysis models to make the comparisons between the different organizations. The dissertation acknowledges the fact that within the Greek education system, many of the private colleges have a not-for-profit status, therefore although they do operate as a business, the bottom line sales/profit figures are paramount. However, this status does not preclude them from adopting marketing approaches and techniques to increase their overall success as an operation.

KEYWORDS: Dissertation, Private colleges, Greece, Greek, educational context, marketing practices and approaches, SWOT, TOWS, PEST, Porter’s 5 forces, five forces, small businesses, marketing strategy,