Marketing the Naval Postgraduate School to Navy URL Officers
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This MBA Application Project was designed to market the Naval Postgraduate School to all branches of the military, Defense Department, and those concerned with National Security. The intent was to create a position for NPS as the center for defense-related information and knowledge and on the career map for all military officers worldwide. However, the authors determined that the critical area of research should focus on addressing the decreasing trend of Navy URL Officer enrollments at NPS. The starting point for this project was a review of the existing organizational strategic guidance. Throughout the process of assembling a marketing plan, NPS's strategic plan was continually reviewed to ensure marketing strategy was aligned with the desired strategic direction of the school. The tools of strategic analysis were used to assess the organization's external and internal environment, stakeholders, and current direction. Research indicated a growing concern for the decline in Navy URL Officers attending NPS. The authors developed some recommendations for successfully implementing the marketing goals of the school while incorporating the school's strategic plan. It is the desire of the authors that those charged with marketing the institution will utilize marketing tactics that are congruent with these strategies. The resulting marketing plan is a clear plan of action, which is consistent with the NPS's goals.
MBA Professional Report
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