Co-founder of a series of lectures continued education must develop and implement marketing communications strategy to achieve enrollment while constrained by limited advertising funds. The case focuses on the development of marketing communications strategy in a nonprofit environment, and stresses the importance of identifying the target market. It introduces the issues related to the use of e-commerce and web sites to support the marketing plan. "Hide
by Elizabeth M. Grasby, David House Source: Richard Ivey School of Business Foundation 12 pages. Publication Date: May 12, 2006. Prod. # 906A13-PDF-ENG
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