MARKETING FOR MANAGERS ASSESMENT 02 (Marketing and Competitive Environment) Name of the student: Student ID: Name of the university: Tutor Name : Unit Coordinator: EXECUTIVE SUMMARY Marketing management refers to all the aspects of an organisation that sustainable at competitive environment and this focuses on marketing technique and strategy. The main Motive of this study is to examine future and current aspects of Swinburne University also analyse how it affects the internal and external environment of a university. In this study I use different techniques of analyses, PEST analyses is conducted to study external environment moreover for study internal environment swot analyses is used. This study is conducted to analyse competitive environment and to compete them different strategies are taken by Swinburne university. Also, we use market segmentation and target marketing, marketing mix (4 P), value and brand positioning analyses and this all techniques help the firm to pursue its marketing objectives. 1. SWINBURNE UNIVERSITY OVERVIEW BACKGROUND OF UNIVERSITY Swinburne University was originally founded in 1908 and is creating social and economic impact through science technology and innovation. University has mainly 3 Melbourne based campuses and other overseas campuses are in Sarawak and Malaysia. Swinburne University has become world’s top leading university and it ranked in top 3% of universities globally. Total onshore enrolment in university is about 55,165 and from all of them there are 27 percentage students are international. SUBJECTS OFFERED University offers immense of courses in different study areas are as follows. Art and Social Sciences Aviation Business and Management Design Education Engineering English Language and Study Skills Environment and Sustainability Film and Television Games And Animation Health Information and Communication Technologies Law Media and Communication Psychology Science Trade UNIVERSITY VISION Swinburne University’s vision to become Australia’s leading university in innovation, science, and technology. UNIVERSITY MISSION University plan for future is in four strategic goals. High-impact and high-quality research Strong performance in the Excellence in Research Growth in online teaching to make study internationally CURRENT MARKETING OBJECTIVES The current marketing objectives of Swinburne University are: Culture and capability Learning and Teaching Research and Development Engagement MARKET SUMMARY AND DEMAND ASSESSMENT The marketing department at the Swinburne University has all the responsibility of marketing activities and this load is shared with different departments. All staff of the university is dedicated toward their work and responsibility. Marketing directors are responsible for all the marketing activities from student’s enrolments to university branding (Dr. D. Maria Antony Raj, Dr. M. Raguraman, Prof. R. Veerappan, 2013). Director is associated with student recruitment, university branding, industry engagement, university engagement, marketing strategies and policies, advertisement and the main thing to give assistance and hand to different divisions and faculty members. There are many student volunteers who also supports to university marketing activities. Swinburne university is Australia’s one of the emerging university globally and demand of this university is increase day by day and this is analyzed by their total enrolments and this numbered at 52,165 yearly moreover, this enrolment considered only onshore enrolments. From all of them, there are 27 percentage students comes from different countries (Graham Goldsmith, 2016). Demand assessment is all about university study of sales by their enrolments and it examines university’s success and failure. With all this process we can find problems and can improve the quality of education or change our marketing policies. A total amount of enrolment in all over the Australia is about 5,54,179 and from them, 4.3% enrolment is got by Swinburne university. Swinburne University expects that all students who will graduate from there know their program properly and they know how it will be going also they can demonstrate all the process and materials and they can do that thing without any interruption. 3. SEGMENTATION AND TARGET MARKET Segmentation is a creative and iterative process, the purpose of which is to satisfy customer needs more closely and, in doing so, deliver a sustainable competitive advantage for the company. It is defined by the customer’s needs, not the company’s, and should be revisited periodically (Malcolm. McDonald, 2012). Segmentation process of Swinburne University. Geographic Segmentation: Swinburne University separates a market into different geographical boundaries such as region, nationality, country. Between different region or country, there are different cultures and this is recognized by the university and according to that, they make marketing strategies. Demographic Segmentation: In this marketing approach, university divides into age groups, education (domestic or international student) and their family income. University considers whether a student is domestic or international because domestic students are native English speaker and for international student, English is the second language. In top ranking university they require work experience as well as 7 bands in English proficiency test (IELTS). Considering this point, Swinburne university give admission to students who just complete their bachelor degree and wants to pursue their masters in overseas and they are average in English so Swinburne gives them admission according to their academic background and require 6.5 bands in IELTS so a good student can get enrolment and study at Swinburne uni. If student good in academics than he/she will get a scholarship from the university. Psychographics Segmentation: Swinburne University mainly focuses on research and new innovation so students who want to new exposer and they have kin interest to do that moreover, they have focus on career-growth and self-awareness. Behavioural Segmentation: For new enrolment, there are many intakes so students who want to start study at specific time or weather condition they can enrol at that time. Target Market: It is a proper segment where whole marketing is focused. In Swinburne University, all the segments are considered for marketing also they are essential and helpful for university branding. 4. MARKETING MIX ANALYSIS OF SWINBURNE UNIVERSTY Program: University programs are very tangible and every student can easily go through it and it’s very important for university to choose program properly. Also, it is the most important thing to construct program according to consumer needs and can satisfy their demand. Swinburne University’s marketing focus is research and innovation and so that they do their branding with experienced and qualified professors. Students can directly interact with them and can get help from them. Pricing: To take good service everyone has to pay. Swinburne University’s price is little high but who cannot afford that price they can also apply for a scholarship and it is very easy to get fees deduction and university only require good academics and is about first class in your previous study. Place: Swinburne University has three campuses in Victoria region of Australia and these all campus gives all facilities and excellent teaching staff these campuses include Hawthorn Campus, Croydon Campus, and Wantirna campus. Also University has overseas campus in Sarawak, Malaysia moreover, who are not able to come to campus for studying they have an option of online study. Promotion: Swinburne University is one of the leading in technology, innovation, and research and this is the main focus of the promotion. The tagline of University is “Swinburne, Think Forward “this shows about their strategy. University also has collaboration with education agent they promote the university and also organise seminars regarding university support and admissions. 5. PEST ANALYSES Political: The private university has to manage their policies and financial on their own. Some government policies, restrictions can affect the marketing of a university. Government visa policies can change the ratio moreover, some government initiatives also affects private universities if they failed to affiliate with their policies. Economical: Funding by a local or central government can affect the financial of Swinburne University. The parent’s financial support for students is one of the main factors for the university because to run university effectively they have to give salaries to staff, maintenance and also for the new establishment, online education system, new campus university required funds. Social: In this factor include cultural aspect and age distribution, growth rate of population, carrier growth. Cultural diversity can change the rate of students and their mind set of that particular university. Technological: It is very important for Swinburne university to consider this university among the most technological and innovative universities globally. For that university gives education to every student who wants to learn from Swinburne with the help of Swinburne online, open universities Australia and massive open online courses (MOOCs). 6. COMPETITOR ANALYSES To stand on the top of the market university has identify competitors and analyse their strategies to understand their weaknesses and strength is very essential for any university for marketing and it is very critical part. Competitor Analyses: RMIT University Royal Melbourne Institute of Technology (RMIT) is one of the tertian institutes. The institute developed a reputation among the world’s top university because of professional teaching, vocational education, applied research and engagement with industry and community. The main strength of the university is being ready for life and work ( Dr Ziggy Switkowski,2016 ). From the total no of student who comes to Australia for study from them 4.9% students enrolled into RMIT. 7. SWOT ANALYSES Swot analyses of Swinburne University: STRENGTHS WEAKNESES Positive campus climate Excellent teaching and support staff Positive Reputation Proactive student support Lack of support from the local government Competitive market for various faculty and staff Lack of Financial Resources Lack of Political Representation OPPORTUNITIES THREATS New and large construction Technological advancements Globally capable Sustainable, inclusive and diverse Uncertain Economy Competition Cheap same courses 8. VALUE AND BRAND POSITIONING ANALYSES Value is only developed with best service quality and excellent product. Swinburne University has perfect course structure and their faculties, professors and Staff member make it easy for students. This quality of university helps university to consider among the world best university. It combines discipline and creative thinking is to provide best remedies to problems. Swinburne’s Reconciliation Action Plan marks the beginning of a journey in which we will continually identify ways that we can enhance our knowledge and connections with Aboriginal and Torres Strait Islander cultures and history (Professor Linda Kristjanson, 2016). 9. CONCLUSION Pen down the above discussion, Swinburne University expands their campuses all over the world with currently 4 campuses and also developed online study to compete competitor in the current market. Currently, RMIT has more students but at the upcoming time it will change due to their strategies and technological innovation. 10. REFERENCES McDonald, M., & Dunbar, I. (2012). Market Segmentation How to Do it and How to Profit from it. New York: Wiley. Swinburne university,. (2017). Annual report-2017. Swinburne University. Retrieved from http://www.swinburne.edu.au/media/swinburneeduau/about-swinburne/docs/pdfs/annualreport2015.pdf Universityausralia.edu.au,. (2017). Compare university. Australianuniversity. 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