Integrated Marketing Communication Plan: Event Scheduling & Reservation Management App
Date
2021-12
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MAPC, The University of Tampa
Abstract
The purpose of this paper is to create an integrated marketing plan for a new event planning and registration mobile app for private mid-sized higher education institutions. Mobile applications developed for wireless devices such as smartphones and tablets are another way of offering several functions that make the user’s life easier. Today users download 27.6 billion apps from Google Play and the Apple app store accumulate 21.5 billion U.S. dollars in the third quarter of 2021. While social media platform apps try to engage users on the social side, the chances of messaging and communication apps are increasing more in business and professional contexts (Statista 2021, cited 12.11.2021). The goal is to identify the target audience and create a plan to effectively market a mobile application for event planning that will allow a more efficient way to plan university events that foster the mission of the university and maintain quality in the business process.
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Keywords
Event, Scheduling, Application, Mobile app, Reservation management, Mobile device