Please select any one university from the list and please note that the target audience and segmentation and the 4 P’s of the University depend upon the information about the courses, fee structure. Location of the university and so on. Therefore, to remain successful in the task, the website of the university needs the thorough study.
https://www.timeshighereducation.com/student/best-universities/best-universities-australia
Individual Written Task - 2:
This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity" etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.
PLEASE CAREFULLY FOLLOW THE INSTRUCTIONS GIVEN BELOW EXPLAINING WHAT IS NEEDED UNDER EACH HEADING AND HOW MANY WORDS TO BE WRITTEN UNDER EACH HEADING:
The word limit for this report is 1500, excluding abstract or executive summary and references.
It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.
This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level).
You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
Each assessment must be uploaded as a .doc or .docx file (word file).
The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate.
Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.
Title page, table of contents and abstract: 2 marks
Background: 4 marks (No more than 150 words)
Briefly write about the UNIVERSITY, products, visions and mission, and current marketing objectives.
Market summary and demand assessment: 4 marks (must be 200 words)
Segmentation and target market: 4 marks (Must be 200 words) (Justification of an appropriate target market (3 to 4 target markets with justification of each and evidence from the journal articles i..e. appropriate referencings)
Hint Define Segmentation in one line (0.5 Marks): It can be defined as dividing the mass market into different groups or segments, each of them having common characteristics and similar responses are witnessed to particular market actions.
Target market defined and reference included =0.5 marks each
Segmentation is on the basis of demographics include age, gender, income, education, social class and so on.
On the basis of Demographics:
Include in the answer that the University has segmented its markets on the basis of what??
International Students or Domestic Students: Please not that Domestic students would want to study in the University which is top ranking because they are studying out of their interest but for the International Students various factors matter such as their level of English (as some university’s requirements are very High score in IELTS Examination and they are very strict in their selection for giving entry to students from Non-English background countries, However, some of the Universities are bit lenient in giving admission to the International Students as they also accept the students with Low IELTS grade, so carefully analyse the website of the University you have selected and compare with other Universities, the requirements to entry in the University.
For instance, Top-Ranking Universities might give admission to only those International Students for the Course of MBA students who have 3 years of experience or 7 each in IELTS but the other University might accept the students for MBA, who have 6.5 overall and no mandatory experience for MBA.
Age group: Specify the age group and justification why University Particularly targets that age group?
If you say the University segments on the basis of Price, such as higher income families (affluent background) , lower income families or middle income families.
For example, CQU (Central Queensland University) has lowest fees per semester in comparison to QUT (Queensland University of Technology, La Trobe University and Deakin University, so it means that CQU targets those students who could pay comparatively less. Therefore, in this way analyse that The University you have selected targets which type of students more??
On the basis of Psychographics:
There are various motivations behind going to one particular university over the others:
Career growth, self- awareness & self-growth such as University Might be Providing the Job Placements or something ( Please refer to the University Website in detail and find out if your Selected University Provides it and if that is the reason the students think that they should come and Study in this University)
On the basis of the behaviour, it is behavioural segmentation:
On the basis of Purchase occasion, Some students might to study in the summer break which is generally NOVEMBER to February in almost all the Universities, so students wishing to travel within this time, might try finding the University which offers the additional study semester in this period, so try searching whether your University offers the study semester in this period
Otherwise Normal Intake for the Students offered by most of the Universities are :
March to June (Term 1)
And July to October( Term 2)
However, November to February (Term 3) is offered by very few Universities.
In similar way, behavioural segmentation could be further classified:
Now You have to decide that the University You selected targets what type of Individuals on the basis of different segmentations.
OR USE ALTERNATIVE WAYYou could also follow the following Tables IF YOU DO NOT WANT TO WRITE IN THE FORM OF PARAGRAPHS
Segmentation Variables
Describe how University makes a decision which relevant segmentation variables to use for their particular product (you do not have to use all of them, just the relevant ones). PLUS include a table identifying the variables that you are using to determine potential target markets.
Relevant Segmentation Variables
Product Demographic Variables Geographic Variables Psychographic Variables Behavioural Variables
Your selected product Relevant Variable 1
Relevant Variable 2
Etc… Relevant Variable 1
Relevant Variable 2
Etc… Relevant Variable 1
Relevant Variable 2
Etc… Relevant Variable 1
Relevant Variable 2
Etc…
Selection of Target Market
Identify which target market is the most appropriate market based on your product and achieving your objectives.
DEMOGRAPHIC PROFILE TARGET MARKET
Provide a brief commentary telling a little story about your target market. This will personalise them to your audience and will tell you more about who they are. If you are creative you might even create a picture collage to describe the kinds of values, behaviours, preferences and activities they engage in. GEOGRAPHIC PROFILE
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
PSYCHOGRAPHIC PROFILE BEHAVIOURAL PROFILE
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Justification of Potential Target Markets Is must
Justify why you have selected this target market.
Current marketing mix analyses: 4 marks (Altogether 200 words)
Product (50- 75 WORDS): can be tangible or also intangible so it would still have a core (the benefit) and actual product or a physical product for which the student might join the University.
Price (50-60 Words): Price relates to the cost to consumers: money, time, opportunity costs, benefits to community and/or the individual. Carefully analyse what is the pricing strategy of the University In some cases, Universities might manipulate a price to make a product seem more like a luxury or more beneficial, or they may lower a price so that more students or consumers can try the product or service. So analyse for the University you have chosen, How it prices itself in the related market.
Place : (50-60 words)
Place outlines where the product is sold and how it is delivered to the market.
The University definitely provides the Campus studies but also might provide the Online Studies for Distance Students. So clearly justify all the places you identify after analysing the University Website. (Please include all the Campuses of the University in this section all over Australia.
Promotion : (50-60 words): Promotion includes advertising, public relations and promotional strategy.
How the university promotes itself, such as find the Promotional message of the University from its Website. Please include that message in “ xxxx “.
PEST analyses: 4 marks (Must be in a table and no more than 200 words)
Note that Changes in your business environment can create great opportunities for your organization – and cause significant threats.
PESTLE Analysis/ PEST Analysis
POLITICAL Insert bullet point and reference here
Insert bullet point here
Insert bullet point here
ECONOMIC Insert bullet point here
Insert bullet point here
Insert bullet point here
SOCIO-CULTURAL Insert bullet point here
Insert bullet point here
Insert bullet point here
TECHNOLOGICAL Insert bullet point here
Insert bullet point here
Insert bullet point here
LEGAL Insert bullet point here
Insert bullet point here
Insert bullet point here
ENVIRONMENTAL Insert bullet point here
Insert bullet point here
Insert bullet point here
Competitor analyses: 4 marks (Must be 200 words)
Write a paragraph OR follow the table given below:
Competitor Target Market Product Price Promotional Distribution Strength/
Weakness
Competitor 1 Primary Target Market:
Secondary Target market:
Strength:
Weakness:
Competitor 2 Primary Target Market:
Secondary Target market:
Strength:
Weakness:
Competitor 3 Primary Target Market:
Secondary Target market:
Strength:
Weakness:
SWOT analyses: 4 marks (must be in a table format and no more than 200 words)
STRENGTHS WEAKNESES
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
OPPORTUNITIES THREATS
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
Insert bullet point here
(Don’t write big paragraphs for that)
Value and brand positioning analyses: 4 marks (Must be 200 words)
Describe where university is currently positioned in the market, and identify. Identify the Positioning statement of the University i.e. how University positions itself in the mind of the consumer also identify Your positioning statement of the University.
Conclusion: 2 marks ( No more than 50 words)
Citation, language, format and references: 4 marks