Australian Education Growing In University †Myassignmenhelp.Com

Question: Discuss About the Australian Education Growing In University? Answer: Introduction Competitive business environment is significant for the business organizations regarding gain the competitive advantage. The main of this marketing plan is to analyse the marketing and competitive environment of the CQ University. Though, different external environment factors are considerable for the University for increasing the global presence towards the different competitors. At the same time, it may create the problem for the University brand while applying the competitive strategy for measuring the academic performance of the students. On the other hand, University analyses the different external factors for evaluating the marketing and environmental analysis like PEST analysis, competitor analysis, segmentation and targeting, SWOT analysis, value and brand positioning, marketing mix strategy, and budget allocation. Consequently, these external factors may help to improve the University performance and environment. Background CQ University is the one of the largest regional University of the Australia, which is situated in the North Rockhampton, Australia. Over more than 35000 students are registered in the University in various programs (CQ University Australia, 2017). Though, University provides more than 300 courses in 25 campuses in more than 20 locations. This indicates the goodwill of the University is strong in the Australian education sector. In doing so, University rejoices the 25 years anniversary as a regional University in the Australia. Moreover, it provides the flexible study environment to their students so that it can improve their learnings and skills. On the other hand, University offers various academic courses like research, graduate, post graduate, and vocational courses. In order to provide better education and training, University amalgamate in 2014 with CQ TAFE. Moreover, University is also focused towards the research activities through collaboration and partnership with the commu nity and industry. In this manner, University achieved an award of Excellence in Research Australia (ERA) in 2015 (CQ University Australia, 2017). Instead of this, University future marketing plan is to conduct the various courses and research activities through distance learning. Market Summary and Demand Analysis of University Marketing plan of CQ University is to enlarge the student skills and knowledge thereby; they can easily face the future global challenges. Similarly, there are different factors, which are increasing the demand of CQ University such as it provides the good learning to their students through the highly experienced tutors (Kassens-Noor, 2016). Concurrently, University supports in different online vocational courses, conduct training programs, and conduct various research activities. Here analyze the market summary and demand estimation of CQ University trend Above diagram depicts the student admission ratio in the CQ University. It shows the ratio of graduate and postgraduate students are continuously rising. It indicates that the enrollment of international and local students may get a rise in the future in different academic programs. Thereby, it helps to increase the market share of the University as well as it raises the opportunity for quality education in the Australia (Braun, et al., 2014). However, University facilitates to provide the good learning environment to their students, which will help to create more demand towards the different programs of University. At the same time, University provides the different research activities, online courses and vocational courses, which will quite helpful to attract more students towards them. Segmentation and Target Market Analysis CQ University is the leading regional University in Australia. In order to increase the academic courses, University should identify the people who have an interest in higher studies. Further, the target market of the University should be domestic and meritorious students. Concerning this, University should conduct the advertisement campaign in their neighbourhood countries so that it can retain and attracts the more students (Hemsley-Brown and Oplatka, 2015). Likewise, University marketing plan is to achieve the target of 50000 students across the global. This can be done through the students studying in the school and other sources. Moreover, Australian education sector is continuously rising. Thus, it can be said that University has sufficient space to spread the information across the Australia. PEST Analysis Over the years, Australian education is raising thereby, many of neighbouring countries students are getting enrolled in the Australian universities. Concerning this, Australian Bureau of Statistics is also indicated that the no of admission is increasing over the period. Although, 14% Australian adults opting the further higher studies. Here use the PEST analysis for the CQ University in terms of analyzing macro environment of the University. Political and Economic factors Large no of international and local students are enrolled in the Australian University due to effective courses, research activities, and training. Political factor is quite effective for the CQ University, because the stability of the government is existing in the Australia, thereby, government is already invested the $200,000,000 amount annually in order to provide quality education to international as well as domestic students. For this, University can easily invest more in academic activities, social activities, and research and innovation activities (Ho, 2014). On the other hand, economic conditions of the Australia and neighbour countries have been improved. High employment rate is quite effective for the University in terms of large quantity of students registered in different courses (Feng and Liu, 2017). For this, students can easily get the higher education through loans. Social and technological Australian people having a high living standard, which demonstrates the level of education is high. Higher education level enables the University to retain more students towards the different courses. Concurrently, high literacy rate would be helpful for the University regarding retain more students (Shabanova, et al., 2015). Concerning this, University grants the permission to their students in terms of making the unity inside the diverse classroom. Despite to this, Australian government invests the large amount in the research and innovation, and technology. This will be helpful for the University to spread the information in different campuses as well as it enhances the skills and knowledge of the tutor and students (Ab Talib, et al., 2014). Similarly, University slowly moves towards the digitalized campus. For this, it switches their different courses through the online gateway. This will significantly increase the students ratio in the University different campuses. Meanwhile, U niversity facilitates to provide the Wi-Fi connectivity to their students and tutors in order to teach in a better way as well improves its productivity at the global level. Competitor Analysis CQ University has effectively provided the learning environment to their students. At the same time, there are different competitors of the CQ University, which provides same courses such as The University of Melbourne, University of Technology Sydney, The University of New South Wales, Victoria University, Western Sydney University, and Australian National University. Despite to this, some global competitors of CQ University is the National University of Malaysia, University of Tokyo, National University of Singapore, and RMIT University. Though, these universities are also competing with each other regarding same courses for gaining more market share in Australia (Fleisher and Bensoussan, 2015). In order to take a competitive advantage, University offers the distance education and research courses through online to their students, which can be helpful to increase the University feasibility (Hollensen, 2015). Similarly, highly qualified and globally staff would be helpful to increase the University presence in the different subject field like natural science, social science, media and communication, engineering and so on. Moreover, University also enjoys the competitive advantage through effective research activities. In the current environment, students of University are satisfied with different running courses. Though, University more focuses towards the social innovations, students empowering, which strengthens the students skill and knowledge. Thus, there are some other competitive factors of the University are learning environment, tutor support, effective R D activities, and good corporate governance (Luxton, et al., 2015). CQ University is also tie up with different u niversities and industry so as to fulfil the required skills. This can be helpful to increase the students employability. Apart from this, the aim of the Australian Universities is to overcome any issues, which may impact on the student academic performances and college campuses. Likewise, Competitors aims to provide every type of academic support and guidance to their students. The objective of the every University is to become the largest Australian University as well as to become the role model of other global universities. On the other hand, promotional marketing of the Universities is to promote the different courses through social media network and other promotional tools, which can be helpful to increase the University presence towards more people (Hubbard, et al., 2014). SWOT Analysis Here analyzes the strength, weakness, opportunity, and threat of the CQ University as follows: SWOT Analysis of CQ University Strength (S) Weakness (W) High goodwill of the University Provide more than 300 courses on 25 campuses Award of Excellence in Research Australia (ERA) Tutors support in academic Harder to implement changes in different campuses at the same time (Bull, et al., 2016). Large competitors regarding same courses Different location creates the problem while implementing any new changes Opportunity (O) Threats (T) Australian government support the higher studies Local schools students may create the opportunity for the University in terms of retaining more students. University may face the problem related how student obtain visas for higher studies Fear of losing academic faculty due to a good opportunity (Mackay, et al., 2016). Value and Brand Positioning CQ University is one of the largest Australian regional universities, which has created its own brand image across the Australia. Though, there are different factors, which are created the value for the University such as tutors support, quality education, learning environment, effective research and innovation, and more than 300 programs (Gengler and Mulvey, 2017). Similarly, University strengthens the skills and capabilities of the students through providing effective teaching methods and training. In terms of value, University has five values, which underpins the students and staff regarding participation in different campus activities. For this, University design the effective study culture, which creates the develop opportunities for the students. Likewise, effective values enable the University to maintain the good relationship with its stakeholders (Sirianni, et al., 2013). CQ University should participate at a global level in terms of research activities in such a way that it presents good track record. Moreover, it should create the buzz towards its different courses so as to raise its marketing. In context brand positioning, University must create the positive learning environment in such a way that student can easily learn multiple things and raise its skills through other activities. As a result, it can be helpful to improve the quality education and productivity of University, which may positive impacts on the University brand positioning (Khanna, et al., 2014). Further, CQ University increases the employability and capability of their students through collaboration with different colleges and universities. Thus, above values are significant to raise the brand positioning of the University. Though, effective research innovations and ideas have also generated the values for the community. This can be positive impacts on the brand position of the University. Proposed Marketing Aim and Promotional Objectives for 2018 with Justification In the current education era in the Australia, the aim of the CQ University is to facilitate to offer the specialize education and conduct various training programs for enhancing the academic performances and students employability. Simultaneously, University has also an aim to coordinate with different sponsorship activities and its suitability, which will be helpful for the students regarding facing the global challenges (Eteokleous, et al., 2016). Moreover, University plan will align the high education programs and conduct the research seminars so as to improve the practical skills of the students. Likewise its plan is to invest the huge amount on extracurricular activities, which helps to raise the sustainability of the University. On the other hand, promotional objectives of the University for 2018 are to spread the academic excellence of the University of the Australia. Concurrently, the future promotional objective of the CQ University is to attract the international students towards the different academic courses. Another promotional objective is to build up the corporate image of the University around the world so that more students will enrol. University also reflects his promotional strategy by effectively using the social media (Stelnicki, et al., 2015). This can be helpful for the CQU in terms of his effectively academic excellence. Marketing Mix Strategies CQ University is largely based on the traditional approach, it has a large no of Face book followers. Concerning this, approx 62890 followers like the University page on Face book, which has a positive impact on the more people. Marketing mix strategy is significant for the companies while promoting the new products. There are different types of marketing mix strategy that can be used by the CQ University like price, place, promotion, and product (Huang and Sarigll, 2014). For this, product shows the different academic courses, which are offered by the University is like graduate, vocational courses, post graduate, PhD Courses, and research. However, pricing strategy of the University is different as per the local and international students. At the same time, University is also fixed the process of different courses through different aptitude exams like GRE, SAT, and GMAT. Further, there are different promotional tools that can be used by the University while promoting the different courses such as a magazine, email, WebPages, Uninews, newspaper, Facebook, online ads, yellow pages, banners and leaflets, and digital signage (Fan, et al., 2015). Thus, these tools are effective to enhance the brand image of the University towards the more people. Similarly, above tools are also helpful to retain more international students in respect of the different academic courses. Along with this, University especially uses the social media for images, which can be helpful to reach out to more students. Further, University is located at North Rockhampton and its main aim is to provide the effective learning to their students in open environment. Thereby, University provides the online platform to their students for registering its name in different academic courses (Armstrong, et al., 2014). As a result, this strategy is effective for the University while promoting the new academic courses. In terms of future marketing strategy, University should take participate in special fairs and college associations, which can be helpful for the students to getting learn more things in the future. Competitive strategy Competitive strategy helps the organization to gain the competitive advantage. There are a different competitive strategy that can be used by the CQ University such as cost leadership, cost focus, differentiation leadership, and differentiation focus. Therefore, CQ University is used the differentiation strategy, because it helps to target the international and domestic students towards the academic excellence and different more than 300 academic courses. Along with this, it offers the different quality programs and vocational courses, which is significant to strengthen the competitive edge of the University (Santandreu, et al., 2015). This strategy creates the value for the University thereby; student gets attract more and enrolled them. Media and Budget Allocation The following table summarises the media and budget allocation of the CQ University Media and Budget Allocation for 2018 Particulars Amount ($) Advertisement in newspaper 2500 Advertisement in TV 8000 Advertisement in outdoor media 4000 Social media marketing 1700 Collaboration with industry and Universities 5600 Sponsorship of Events 10200 Others 8000 Total $40000 Above table depicts that the media and budget allocation of the CQ University. This indicates the CQ University make the investment plan for future with the help of different media, it means it invest the $40000 in different academic and research activities in 2018. This can be helpful to raise the University presence at the global level (Zhang, et al., 2016). Consequently, it will be quite helpful for the university in terms of more students enrolled in different academic courses. BCG Matrix Here analyses the current position of the CQ University through BCG Matrix Above diagram shows the four quadrants of the BCG matrix, this indicates that the CQ University offers the various academic and vocational courses, which comes from the cash cow quadrant. Because of this, University has low growth as compared to other top Universities in Australia. Meanwhile, the market share of the university is high. Though, it has the opportunity to grab the star through effective strategy related to providing the effective student's solutions (Shanbhag, et al., 2016). Conclusion On the basis of above analysis, it can be examined that the CQ University is leading the regional University of the Australia. It can be analyzed that the more than 35000 students are enrolled in the different courses in 25+ campuses. Simultaneously, tutor support and effective courses would be helpful for the University in terms of attracting more students. It has also analyzed that the marketing mix strategy improves the University growth. Further, all external factors are quite effective for the University in terms of proving quality education as well as retain large students. University gains the competitive advantage through differentiation strategy. University constantly focuses towards the student learnings and employability, which may help to increase the brand image of University at the global level. However, it allocates the fixed budget of $40000 for 2018 in terms of more feasibility of University courses and its excellence. Concurrently, values of University are quite hel pful to maximise the brand positioning. References Ab Talib, M. S., Hamid, A. B. A., Zulfakar, M. H., Jeeva, A. S. (2014). Halal logistics PEST analysis: the Malaysia perspectives.Asian Social Science,10(14), pp.119. Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014).Principles of marketing. Australia: Pearson. Braun, S., Dwenger, N., Kbler, D., Westkamp, A. (2014). Implementing quotas in university admissions: An experimental analysis.Games and Economic Behavior,85, pp.232-251. Bull, J. W., Jobstvogt, N., Bhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C. Carter-Silk, E. (2016). Strengths, weaknesses, opportunities and threats: A SWOT analysis of the ecosystem services framework.Ecosystem services,17, pp.99-111. CQ University Australia (2017). About Us. Retrieved from: https://www.cqu.edu.au/about-us CQ University Australia (2017). About Us. Retrieved from: https://www.cqu.edu.au/about-us/about-cquniversity Eteokleous, P. P., Katsikeas, C. S., Leonidou, L. C. (2016). Review of Research on CSR in International Marketing: 19932013. InLets Get Engaged! Crossing the Threshold of Marketings Engagement Era,pp. 683-684. Fan, S., Lau, R. Y., Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix.Big Data Research,2(1), pp.28-32. Feng, J., Liu, C. (2017). Strategy for Developing Cold Chain Logistics in Zhengzhou Air Harbor Comprehensive Economic Experimentation Zone Based on PEST Analysis. InMATEC Web of Conferences,100, pp. 05048. Fleisher, C. S., Bensoussan, B. E. (2015).Business and competitive analysis: effective application of new and classic methods. USA: FT Press. Gengler, C. E., Mulvey, M. S. (2017). Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators.Journal of Brand Management, pp.1-20. Hemsley-Brown, J., Oplatka, I. (2015). University choice: what do we know, what dont we know and what do we still need to find out?.International Journal of Educational Management,29(3), pp.254-274. Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis.European academic research,2(5), pp.6478-6492. Hollensen, S. (2015).Marketing management: A relationship approach. Australia: Pearson Education. Huang, R., Sarigll, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors, pp. 113-132. Hubbard, G., Rice, J., Galvin, P. (2014).Strategic management. Australia: Pearson. Kassens-Noor, E. (2016). Flip, move, tweet: a blended course design for different learning environments in urban planning, sustainability, and climate change university courses.International Journal for Scholarship of Technology Enhanced Learning,1(1). Khanna, M., Jacob, I., Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand.Journal of Marketing for Higher Education,24(1), pp.122-143. Luxton, S., Reid, M., Mavondo, F. (2015). Integrated marketing communication capability and brand performance.Journal of Advertising,44(1), pp.37-46. Mackay, M., Joyce-McCoach, J., Stephens, M., Cutler, N., Brown, R., Fernandez, R. Traynor, V. (2016). Review of transnational nursing education programme curricula: process, findings, and recommendations.Nurse education today,42, pp.73-77. Santandreu, J. R., Shurden, M. C., Chambers, T. (2015). STUDENT INTERACTION IN A TEACHING/LEARNING ENVIRONMENT: POTENTIAL OPPORTUNITIES FOR DIFFERENTIATION.ASBBS Proceedings,22(1), pp.357. Shabanova, L. B., Ismagilova, G. N., Salimov, L. N., Akhmadeev, M. G. (2015). PEST-Analysis and SWOT-Analysis as the most important tools to strengthen the competitive advantages of commercial enterprises.Mediterranean Journal of Social Sciences,6(3), pp.705. Shanbhag, M., Dutt, M. L., Bagwe, S. (2016). Strategic Talent Management: A Conceptual Analysis of BCG Model.Imperial Journal of Interdisciplinary Research,2(7). Sirianni, N. J., Bitner, M. J., Brown, S. W., Mandel, N. (2013). Branded service encounters: Strategically aligning employee behavior with the brand positioning.Journal of Marketing,77(6), pp.108-123. Stelnicki, A. M., Nordstokke, D. W., Saklofske, D. H. (2015). Who is the successful university student? An analysis of personal resources.The Canadian Journal of Higher Education,45(2), pp.214. Zhang, B. L., Qian, Z. Z., Li, W. Z., Tang, B., Lu, S. L., Fu, X. (2016). Budget Allocation for Maximizing Viral Advertising in Social Networks.Journal of Computer Science and Technology,31(4), pp.759-775.