Individual Written Task - 2: (1500 words)

Anonymous
timer Asked: Mar 18th, 2017
account_balance_wallet $10

Question description

Choose different universities than the sample provided ..All the instructions are already shared

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 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. 1. 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?? 2. 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) 3. 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 Geographic Psychographic Behavioural Variables Variables Variables Variables Your Relevant Variable Relevant Variable Relevant Variable Relevant Variable selected 1 1 1 1 product Relevant Variable Relevant Variable Relevant Variable Relevant Variable 2 2 2 2 Etc… Etc… Etc… 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 GEOGRAPHIC PROFILE Provide a brief commentary Insert bullet point here telling a little story about Insert bullet point here your target market. This will Insert bullet point here personalise them to your Insert bullet point here Insert bullet point here audience and will tell you Insert bullet point here more about who they are. If you are creative you might PSYCHOGRAPHIC even create a picture collage BEHAVIOURAL PROFILE PROFILE to describe the kinds of values, preferences Insert bullet point here behaviours, and they engage in. activities 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) 1. 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. 2. 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. 3. 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. 4. 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 ECONOMIC SOCIO-CULTURAL TECHNOLOGICAL LEGAL ENVIRONMENTAL • • Insert bullet point and reference here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • Insert bullet point here • 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 Competitor Primary 1 Target Market: Product Price Promotion Distributio Strength/ al n Weakness Strength: Secondary Weakness: Target market: Competitor Primary 2 Target Strength: Market: Weakness: Secondary Target market: Competitor Primary 3 Target Strength: Market: Weakness: Secondary Target market: • SWOT analyses: 4 marks (must be in a table format and no more than 200 words) STRENGTHS • Insert bullet point here WEAKNESES • 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

Tutor Answer

Professoralecksey
School: Carnegie Mellon University

Attached.

Running head: University of Sydney, Brand Masters!

University of Sydney, Brand Masters!
Name of the student
Unit and course code
Name of the instructor
Name of the institution
Date

1

University of Sydney, Brand Masters!

Abstract
The core purpose of this paper is to analyze the marketing environment of the University of
Sydney which bases at Australia. It will highlight how different stakeholders, that is, students,
staffs, and the management, play a critical role in placing the university at its position on top of
the market. The market will be analyzed using tools such as SWOT and PESTEL to understand
the market position of the University fully. To enable the university increase its competency, a
competitor analysis will be done through the research. The paper will also discuss in details 4ps
to ensure that they are well understood since they dictate the performance of the institution.

2

University of Sydney, Brand Masters!

TABLE OF CONTENTS
Background .............................................................................. Error! Bookmark not defined.
Market summary and demand assessment ............................... Error! Bookmark not defined.
Marketing segmentation and target .......................................... Error! Bookmark not defined.
Demographic segmentation .................................................. Error! Bookmark not defined.
Psychographic segmentation ................................................ Error! Bookmark not defined.
Behavioral segmentation ...................................................... Error! Bookmark not defined.
Selection of Target Market ...................................................... Error! Bookmark not defined.
Justification of the target market.............................................. Error! Bookmark not defined.
Marketing mix analysis ............................................................ Error! Bookmark not defined.
Product ................................................................................. Error! Bookmark not defined.
Price...................................................................................... Error! Bookmark not defined.
Place ..................................................................................... Error! Bookmark not defined.
Promotion ............................................................................. Error! Bookmark not defined.
Competitor analysis ................................................................. Error! Bookmark not defined.
SWOT analysis ........................................................................ Error! Bookmark not defined.
Value and brand positioning analysis ...................................... Error! Bookmark not defined.
Conclusion ............................................................................... Error! Bookmark not defined.
References ................................................................................ Error! Bookmark not defined.

3

University of Sydney, Brand Masters!

Background information
University of Sydney was founded in the Year 1850, being the first university in
Australia. Throughout the 160 years, the university has shown a progressive brand name due to
the high quality facilities and the quality of education.
To understand the brand position of the University Of Sydney, ...

flag Report DMCA
Review

Anonymous
Wow this is really good.... didn't expect it. Sweet!!!!

Similar Questions
Hot Questions
Related Tags

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors