AbstractsBusiness Management & Administration

The objectives of this research work are to learn how to make a strategic marketing plan and design a strategic marketing plan for the Sparkle International English School. The strategic marketing plan is developed in order to help the Sparkle International English School to develop its business. I studied previous research and literature on the concept of internal analysis, external analysis, and SWOT analysis for the theoretical discussions of this research work. This research work also gathered and analyzed these related sources in order to find out what is needed in strategic marketing plan, and how to build a feasible strategic marketing plan. This Thesis uses both qualitative and quantitative research methods. An interview and a questionnaire are the main data collection techniques in this research work. I interviewed two general managers of two English schools in Langfang in order to get information and learn from their experiences for the case company. I also distributed a questionnaire and sent 30 questionnaires to the students who are studying in the Sparkle International English School now. The theoretical framework discusses all the concepts concerning the strategic marketing plan. The result of this research work is a feasible strategic marketing plan in accordance with the analysis of the Sparkle International English School. The strategic marketing plan based on the five 'Ps' method. In addition, new strategies are created for the Sparkle International English School on the basis of this research.