Pearson is the world’s leading learning company with more than 24,000 employees in nearly 70 countries with a mission to help people make progress in their lives through learning.
The Pearson brand in South Africa is seen as a reliable deliverer of traditional products and is not seen to be particularly innovative.
Pearson would like to make the shift from being seen as a traditional “textbook” supplier to a company that is leading education with their blended and digital learning solutions, across one’s learning journey, from primary school to adult education.
The 3rd year marketing students at the Cape Peninsula University of Technology are tasked to develop a strategic marketing plan that conveys that Pearson is at the heart of an ecosystem that helps people to learn, which in turn, leads them to a better job and a better life.
Create a strategic marketing plan that will:
- Build a unified Pearson brand to take to market
- Shift people’s perceptions from a traditional publisher to a provider of educational digital solutions/key player in the EdTech space
Elements to include in the marketing plan (but are not limited to):
- Personas for each key target audience
- Competitor analysis of top 5 competitors in the EdTEch space in South Africa
- Campaign strategy
- Digital plan