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Practical Management Science

6th Edition

ISBN:9781337406659

Author:WINSTON, Wayne L.

Publisher:WINSTON, Wayne L.

Chapter2: Introduction To Spreadsheet Modeling

Section: Chapter Questions

Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...

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Transcribed Image Text:Cast Study: Go Student is a European technology company that has recently raised its series C funding round. The company is an online tutoring platform and currently has 10,000 students in Europe. The company intends to use its capital raise to consolidate its position in Europe and scale its operations in Africa and the Middle East. As part of its process for preparing to scale, it has tasked you; a marketing & communications manager to prepare a brief proposing the appropriate marketing strategy to achieve its ends. The company intends to use the capital raised to enroll 10,000 new students in Africa and the Middle East within a year. You have been appointed as marketing and communications manager and your task is to prepare a strategy document for this company which you will present to the executive committee. Find the guideline questions below: a) What are the appropriate marketing channels to use to raise awareness of its products? b) Should the company focus solely on online channels or should it consider traditional channels like outdoor advertising (billboards)? If traditional channels are to be considered--which ones and why? How would the company go about executing on outdoor? How would it execute online? c) Management has been considering putting together a content marketing strategy but not sure about the right approach to use. What approach would be most authentic for such a brand? d) Make a recommendation of what approach would enhance sales outcomes based on the information given above.

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