Essays on Kaplans Integrated Marketing Communication Case Study

Download full paperFile format: .doc, available for editing

The paper "Kaplan’ s Integrated Marketing Communication" is a perfect example of a Marketing Case Study. The project focused on the analysis of Kaplan Business School’ s Integrated Marketing Communication (ICM). ICM plays a critical in ensuring that the institution communicates effectively and efficiently by the potential clients on the products and services that it offers. Kaplan is focused on ensuring that reaches millions of people globally through various promotional and advertising tools that form the base of its IMC. The advertising tools used by both include printed and online media.

The printed media include magazines, newspapers, posters, and billboards raised in differed places strategically to ensure accessibility by most potential customers.   Kaplan Business School uses Integrated Marketing Communication (IMC), which recognizes the added-value within the organizational comprehensive plan (Ciletti,   2011, 245). The IMC shelters advertising, promotion, direct marketing, media, and public relations. Kaplan supports millions of students globally to achieve their educational careers and goals which makes it stand as one of Australia’ s prominent providers of global business skills and qualifications. The purpose of Kaplan is to ensure the provision of holistic business education that integrates real-world practice and technical know-how.

Moreover, it is the aim of Kaplan to provide the graduates with the necessary skills that conform to the changing business environment required to manage, lead, and prosper with the current fast-paced and highly competitive environment. Kaplan has adequate strategies of providing the students with the necessary tools that assist them to succeed and become fully-fledged career professionals (Kaplan Business School-Australia, 2016). Besides, its career services and career central focus on maximizing the level of students’ exposure to an array of networks, job placements, internships, and employment opportunities. Current review and analysis of the Kaplan Business School Advertising Tools To ensure the effectiveness of the IMC within KBS, the institution incorporates various marketing tools including advertising; public relations activities, direct marketing, online marketing, and promotion of the brands to ensure similar information reaches the wider audience.

The more effectively an organization promotes the brand, the more demand it would create for its products and services within the market. Advertising is one of the most operational tools used by the institution considering its effectiveness in the preferment of the brand (Management Study Guide, 2016).

Through advertisement, the institution has been able to reach a widespread audience within the shortest possible period. Both the printed and online advertisement platforms assist the end-users of Kaplan’ s products and services to believe in the organizational brand. Advertising denotes any form of a paid non-personal statement on organizational products, services, and ideas as identified by the management. KBS utilizes the concept of aggressive advertisement in promoting its products and services; therefore, the institutions view advertising as its important tool since it caters for the mass consumer markets.

Kaplan emphasizes international, national, and local advertising to safeguard the message influence a wider scope. In its advertisements, Kaplan introduced various themes and concepts to attract the attention of the potential clients and majorly focused on the electronic media and out of home advertising, which assist in building the brand image and creating awareness (Belch & Belch, 2001, 72).


Belch, G. E., & Belch, M. A. (2001). Advertising and promotion: An integrated marketing communications perspective. Boston, MA: Irwin/McGraw-Hill.

Blakeman, R. (2007). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, MD: Rowman & Littlefield Publishers.

Blakeman, R. (2009). The bare bones introduction to integrated marketing communication. Lanham: Rowman & Littlefield Publishers.

Ciletti, D. (2011). Integrated Marketing Communication. Encyclopedia of Sports Management and Marketing, 7(3), 241-248.

Hutchison, T. W., Macy, A., & Allen, P. (2010). Record label marketing. Burlington, MA: Focal Press.

Kaplan Business School-Australia. (2016). Retrieved May 21, 2016, from

Kinney, L., & Ireland, J. (2015). Brand Spokes-Characters as Twitter Marketing Tools. Journal of Interactive Advertising, 15(2), 135-150.

Kitchen, P. J., & Burgmann, I. (2010). Integrated Marketing Communication. Wiley International Encyclopedia of Marketing, 4(2), 101-105.

Kohl, S. (2000). Getting attention: Leading-edge lessons for publicity and marketing. Boston, MA: Butterworth Heinemann.

Kokemuller, N. (2016). Marketing Promotional Tools. Retrieved May 21, 2016, from

Management Study Guide. (2016). Integrated Marketing Communication Tools. Retrieved May 21, 2016, from

Mekonnen, A. (2012). Digital Marketing Strategy for Affinity Marketing:. Competitive Social Media Marketing Strategies, 6(3), 1-19.

Pike, S. (2008). Destination marketing: An integrated marketing communication approach. Amsterdam: Butterworth-Heinemann.

Potter, N. (2012). The library marketing toolkit. London: Facet Publishing.

Pushparanjan, A. R. (2009). Integrated marketing communication. New Delhi: Sumit Enterprises.

Schultz, D. E. (2010). Marketing Communication Measurement in a Transformational Marketplace. Integrated Brand Marketing and Measuring Returns, 5(1), 58-93.

Self, D. R., Wymer, W. W., & Henley, T. K. (2001). Marketing communications for local nonprofit organizations: Targets and tools. New York: Best Business Books.

Villarreal, R. (2010). Integrated Marketing Communication Strategy. Wiley International Encyclopedia of Marketing, 3(1), 97-112.

Završnik, B., & Jerman, D. (2009). Conceptualization and Measurement of Integrated Marketing Communication. SSRN Electronic Journal, 3(2), 78-82.

Download full paperFile format: .doc, available for editing
Contact Us