Too late of online advertising campaign for ISB.MBA program (ISB.MBA) at International school of business (ISB)

Abstract

In the recent years, the rapid growth of Internet has been changing the way to do marketing. Through using applications such as Facebook, YouTube or online public relation (PR) articles become useful communication channels to introduce and sell products or services to potential customers. However, to achieve the highest effectiveness from online advertising, each company should take a lot of time to make marketing strategies as well as advertising plan in detail. In addition, it should be noted that other internal factors in company will also affect the results of the advertising campaign. From prominent symptom of low sale volume of online advertising campaign, we conduct collecting and analyzing the internal databases as well as interviewing with managers at ISB, and find the central problems lead to low effective of digital activities are: too late of online advertising campaign. As mentioned above, aside from the causes of marketing techniques, we have been exploring main internal factors in the company that is overall real causes of above central problems. Lack of cross function cooperation, and. Unclear role of management in organization. Searching from the literatures and reality at ISB, I found some solutions and would propose action plans: Board of Director and manages should jointly finish ISB business strategies for next five years, develop appropriate salary policies, and accompanying specific KPIs. Develop standard and professional work processes… ISB will meet some difficulties in implementing above solutions. ISB managers will have to increase the time spent working together and they will be pressured on this. volume of work. So need great efforts from the management positions as well as the role of the HR manager are very necessary. We do not need increase financial budget for this change. The budget for teambuilding activities will be the same as in previous years but it needs to be more effective. The budget for salaries and bonuses will not change much, but it will be divided more appropriately and clearly based on individual performance