Developing a marketing plan for educational services: case study of Politecnico Calzaturiero

This thesis explores the application of strategic marketing planning in the context of educational institutions, with a particular focus on Vocational Education and Training (VET) institutions. Starting from the foundational principles of strategic marketing planning, this research examines the general framework applicable to traditional corporate contexts, from environmental analysis to goal formulation, segmentation-targeting-positioning process, and marketing mix management. Unlike conventional commercial organisations that serve a singular customer base, educational institutions operate within complex stakeholder ecosystems. Emphasis is placed on VET institutions, which face heightened complexity due to their dual-market positioning: simultaneously serving prospective students seeking career preparation and employers demanding qualified workforce supply. The strategic marketing planning framework is applied to Politecnico Calzaturiero, a specialized vocational institution operating within the Italian footwear manufacturing sector, demonstrating how systematic implementation of adapted strategic marketing planning can enhance institutional competitiveness in niche industrial training markets while maintaining academic integrity and fulfilling regional workforce development mandates. The research highlights how strategic marketing in educational institutions requires substantial rethinking of traditional models, balancing the needs of students, employers, and broader stakeholders while maintaining the integrity of the educational mission.