EDSAE Target Plan: A Teaching Case-study

This case illustrates the difficulties Francisco Salvador Morgado faced while working on a project for the Escola de Dança e Theatre Musical (EDSAE). The project involves defining a marketing strategy for an already-existing product while attempting to reach a new target. This product, which the school makes available to interested students, is characterized by a variety of services, including a course for training musical theatre actors, a musical theatre course for adults, a musical theatre kids course, a musical theatre teens course, and a especial Disney course. The EDSAE, established in the late 1980s, is a pioneering school for musical theatre in Portugal and a role model for businesses in the same field of education there. The school makes its services available to a target population aged between 6 and 70 years old. As of right now, the public with ages accepted between 15 and 18 years old for enrolment in the actor training program is the focus. The students between the ages of 6 and 14 make up the school's current target audience. To make the remaining coursesthat EDSAE offers to this younger audience more engaging and to increase enrolment, particularly the courses for musical theatre for kids and teens. This case study examines some potential marketing strategies to draw the desired target's attention, the adjustments that must be made over the course of years due to various external factors, and the strategies that EDSAE should implement in order to reach this audience and continue to be successful while taking into account yet another market niche in its client base.