Publication:
Marketing the Naval Postgraduate School to Navy URL Officers

Loading...
Thumbnail Image
Authors
Morariu, Adrian
Marshall, Jaja
Rivera, Ricky
Roberto, Christopher
Subjects
NPS Marketing Plan
Marketing to Unrestricted Line Officers
URLs at NPS
Marketing NPS
Advisors
Jones, Becky
Suchan, James
Date of Issue
2003-06
Date
June 2003
Publisher
Monterey, California. Naval Postgraduate School
Language
Abstract
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.
Type
Description
MBA Professional Report
Department
Identifiers
NPS Report Number
Sponsors
Funder
Format
viii, 123 p. : col. ill.
Citation
Distribution Statement
Approved for public release; distribution is unlimited.
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
Copyright is reserved by the copyright owner
Collections