$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!

Marketing And Competitive Environment Of Queensland University Of Australia

tag 0 Download8 Pages 1,983 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT


Discuss about the Marketing and Competitive Environment of Queensland University of Australia.



The University of Queensland is familiar with the new realities that are occurring in the sector of higher education which would threaten its status in the future and their prosperity. The professor Trevor Grigg has been interviewed in the year 2006 in March where he acknowledges that some of the difficulties are being faced by the university as it is making an attempt for remaining significant in the operating environment globally which is becoming more competitive rapidly. In both domestic and the international markets the recruitment of the student is facing difficulties this is partly because of the competition that is increasing. It has been expressed as a concern by Director Mr. Lindsay parker.

Hence, for the university to become successful the new alliances are being developed and the arrangements are made collaboratively for marketing purpose so that it will be complementing the strengths that are already present. In doing so the university needs to evaluate the comparison of the standards against the best universities in the world so that it would remain significant.

Market summary

The University of Queensland is founded to operate a model of hub and spoke, with the help of the organization of the marketing and the network of communications. This aims atr improving the efficiency of the communications and marketing at the University of Queensland. With the help of network, the consistency of the branding and the messages are making sure where the coordination of the activities is improved (Allen, 2016). It will be helpful in maximizing the resource usage and will provide the network for all who are involved in the marketing and the communications for sharing the plans and the information in order to compete with the other universities in the market. The variety of opportunities for professional development is accessed by them.


The major elements of the network will include:

  • Quarterly meetings regarding the network are coordinated
  • The opportunities for professional development in which the annual conference is included
  • The monthly e - newsletter is distributed known as the network. This keeps the staff informed about the various key activities that are undertaken by the management for competitive advantage and marketing
  • For the positions of marketing and communications, they are interviewed and recruited with assistance
  • The email list is created by the management of the University so that staff who so ever are interested will share the information with the network members for marketing
  • Coordination is maintained in such a way that it wants to deliver the continuous support of marketing and communication in order to achieve the major milestones of University of Queensland

Demand assessment

According to parker the increase of the competition undoubtedly is found to be the factors for assessing the demand of the universities among the population. It is in the argument that the majority of the students from Australia is unwilling to travel for the university study. It is the reason why there is a shortfall in the applications of the university (Bianchi & Andrews, 2015).

Most of the students according to Parker would prefer for attending the local university even if the reputation and the quality of studies are less when compared with that of the University of Queensland. In addition to these difficulties, the University of Queensland is experiencing the problem of increasing the number of graduating students at the undergraduate level as per the policy of the government. This is the reason why the establishment of new schools has been done in competing for these universities (Cross, Belich & Rudelius, 2015).


Segmentation and target market

The strategic management has provided many frameworks and the conceptual tools that are ranging from the analysis of the indusial techniques that have been popularized by (Eggert, Ulaga & Drapier, 2015) to the portfolio analysis metrics that are popular. But this direction of influence was not in one way, rather it has been segmented. The philosophy of marketing that is customer based and the various concepts of segmentation, positioning of the brand, and the product life cycle is also influenced by the strategic management.

The University of Queensland has segmented its research not in some particular area rather it wanted to investigate in the sustainable tourism, marketing of tourism, environmental volunteering, under graduation programs, graduation program, etc. and much more.

Referring to the target market for universities is mostly the student based population. With the technology that is empowered with the customers the spread of media, channels and the contact points of customers and the data of the students are collected and then the organizations will rethink the need of the role of the marketing in the targeted markets (Grewal, Roggeveen & Shankaranarayanan, 2015). It is the responsibility of the marketing managers to reach the students locally, domestically and internationally as these are the targeted areas.

Current marketing mix analysis

The current marketing mix that is followed by the University of Queensland is based on the target market, the needs of the customer, marketing that is integrated and the success of the organization. These are considered to be the four pillars upon which the concept of the marketing rests. It has been explained by Kotler that the activities of marketing are involved in having an understanding and the selection of the group of customers whose wants and needs that the organization will choose to satisfy. A unique mix of ingredients is created by them, which include the distribution, promotion, price, products and services and the approaches made for valuing the needs of the customers more than that of the competitors. Hence, it is argued by the satisfaction of the customer and their retention will lead to the success of the organization (Griffith & Hoppner, 2013).

Marketing is treated as the competence of high-level management by making the brand and the customers at their heart. A competitive strategy of marketing that is based on the insight of the customer is considered to be important for the success of the business. The marketing executive uses the customer-centric strategy for developing their university. In this, the potentials and risks of the marketplace are taken into account and the contemporary best practices are incorporated (Hattula, et al., 2015).


PEST analysis

A PEST analysis is known as the process of identifying the political, economic, social, and technological factors which affect their supply chain of the University of the Queensland, locally and internationally.


  • The current local and international legislation
  • Legislation that is planned or future
  • Policies of government
  • Other regulatory agencies
  • Political issues
  • Grants, funding’s and other initiatives


  • The trends and growth of economy
  • Inflation rates, local tax, interest
  • Global economic factors
  • Trends of industry
  • Markets that are growing and declining
  • Environmental factors


  • The trends of the customer
  • The trends of lifestyle
  • Demographics
  • Opinions of media
  • Key events
  • Brand image and marketing
  • Issues related to ethics


  • R&D and research
  • Incentives in technology
  • Advancement in technology
  • Entry barriers

SWOT analysis

The concepts from the grounds of marketing and the strategic management, which appear to be relevant to the current research include the SWOT analysis along with the strategic formulation, mission, values, needs of customers, marketing mix, etc. the SWOT analysis of the University of Queensland relating to the contributions of their research for development is shown below:


  • Independence- it has control over their research and curriculum conducted in the university
  • The academic Morales are high
  • Mainly focuses on the information systems specialization
  • Allocation of resources can be done efficiently
  • It has a collaboration that is beneficial with other academics
  • Selection of students is informed


  • Economic downturns are faced by the students
  • With the business academics, their collaboration is reduced
  • The business content in the curriculum of information systems is diluted
  • The competitive strength internally is reduced
  • Limitations from other facilities


  • For promoting the information systems discipline separately it has got an opportunity
  • For distinguishing the external abilities opportunity is provided
  • For accessing the industry
  • International reputations are enhanced


  • During the situation of IT downturn, the threat of damage is increased
  • Hardware and software undesirability threat
  • Apparent Commoditization of IT

Value and brand positioning

The strategies that are used for developing the value and for positioning the brand will vary markedly. However, the common things are known to exist in the attention that is given by the universities while building the brand and taking initiatives for positioning it (Honeycutt Jr, Ford & Clarke, 2015). The value is created by improving the teaching and the outcomes of learning, the services, and support for the student is enhanced, the research in strategic areas is developed, the infrastructure of the campus is developed along with the facilities and the marketing practices are strengthened (White, 2015).

The current difficulties in recruiting are being addressed by the University by making an attempt in building the brand positioning of the University of Queensland more specifically in the regional areas. This is done by examining the offerings of the product critically and the amount of time spent on advertising is increased and also promotion (Lantos, 2015). For recruiting the international students who pay fees in more numbers and are of good quality. The University of Queensland is making an attempt in strengthening the arrangements of collaboration with their partners in the nontraditional markets (Lewis & SIU, 2015).

For instance, for the persistence of the reputation of the university and for maintaining the brand value the university is adhering to their resources and assets which are based on the view from the competition (Marta, et al., 2013). By concentrating the research the recognition of the importance of the maximum outcomes of the quality which is adhering to the core competence is being followed



Allen, J. M. (2016). Marketing matters: A quantitative study regarding whether online universities' marketing messages can affect hiring managers' perceptions of online degrees (Doctoral dissertation, CAPELLA UNIVERSITY).

Bianchi, C., & Andrews, L. (2015). Investigating marketing managers' perspectives on social media in Chile. Journal of Business Research, 68(12), 2552-2559.

Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531-536). Springer International Publishing.

Eggert, A., Ulaga, W., & Drapier, L. (2015). Customer-Perceived Value in Business Relationships: A Cross-Sectional Survey Among Purchasing Managers in Germany. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 395-395). Springer International Publishing.

Grewal, D., Roggeveen, A. L., & Shankaranarayanan, G. (2015). Marketing-ITS integration: Developing next-generation managers. Evolving entrepreneurial education: Innovation in the Babson classroom. Bingley, England: Emerald.

Griffith, D. A., & Hoppner, J. J. (2013). Global marketing managers: Improving global marketing strategy through soft skill development. International Marketing Review, 30(1), 21-41.

Hattula, J. D., Schmitz, C., Schmidt, M., & Reinecke, S. (2015). Is more always better? An investigation into the relationship between marketing influence and managers' market intelligence dissemination. International Journal of Research in Marketing, 32(2), 179-186.

Honeycutt Jr, E. D., Ford, J. B., & Clarke, I. (2015). Chinese Managers’ Attitudes Toward Sales Careers. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 405-409). Springer International Publishing.

Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.

Lewis, L. F., & SIU, W. S. (2015). Corporate Entrepreneurship and Ethical Decision-Making of Marketing Managers. In Proceedings of the 1997 World Marketing Congress (pp. 646-655). Springer International Publishing.

Marta, J. K., Singhapakdi, A., Lee, D. J., Sirgy, M. J., Koonmee, K., & Virakul, B. (2013). Perceptions about ethics institutionalization and quality of work life: Thai versus American marketing managers. Journal of Business Research, 66(3), 381-389.

White, J. C. (2015). Marketing Managers' Interpretation of and Response to Strategic Marketing Information: The Influence of Cognitive Style and Perceived Organizational Culture. In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference (pp. 186-187). Springer International Publishing.


Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2018). Marketing And Competitive Environment Of Queensland University Of Australia. Retrieved from

"Marketing And Competitive Environment Of Queensland University Of Australia." My Assignment Help, 2018,

My Assignment Help (2018) Marketing And Competitive Environment Of Queensland University Of Australia [Online]. Available from:
[Accessed 09 April 2020].

My Assignment Help. 'Marketing And Competitive Environment Of Queensland University Of Australia' (My Assignment Help, 2018) <> accessed 09 April 2020.

My Assignment Help. Marketing And Competitive Environment Of Queensland University Of Australia [Internet]. My Assignment Help. 2018 [cited 09 April 2020]. Available from: is the perfect solution to render quality solution for all sort of academic issues. We have hired professionals from different fields of study to provide assistance with different subjects. We successfully have provided different types of assignment solutions on 100+ subjects. We have hired industry experts to deliver nursing assignment, hr assignment and finance assignment help. To offer quality content with IT assignments, we have hired IT professionals to render programming language assignment help and IT assignment help for other types of IT assignments as well.

Latest Marketing Samples

MGMT2998: Business Strategy

Download : 0 | Pages : 2
  • Course Code: MGMT2998
  • University: Bow Valley College
  • Country: Canada

Answer: The business model on which Fitbit functions on, can be stated to be a model whereby they offer portable accessories to the target audience which not only helps them to track their health activities but also goes a long way in assisting the different individuals to reflect their social status. The business model simply offers the goods to the consumer in return of their cost and so far their model has been working well, however, the co...

Read More arrow

MRKT20057 Global Business Marketing

Download : 0 | Pages : 8

Answer: Introduction  Tasmanian Mountain Waters was willing to expand their business in the United Kingdom. The report included that Tasmanian Mountain Waters ® Natural Spring Water is a stable source of natural magnesium, calcium, phosphorous and other essential minerals with the best alternative pH 7.6-7.8 levels. Spring water of this company exists in 5 liters and 10-liter casks. Furthermore, these 'bag-in-box' would be feasible t...

Read More arrow

BUS302 Entrepreneurship 4

Download : 0 | Pages : 13

Answer: Background  AAB company is planned to establish as a small café supplier. The company will be specialized in dessert retailing and customizing services. AAB company will be having its own store in Sydney. In the beginning, the company will focus on other food supplying and branding services. It will also form dessert production and released a gelato store. The company will also start another service- beverage after the gra...

Read More arrow

CX770007 International Marketing

Download : 0 | Pages : 15
  • Course Code: CX770007
  • University: Otago Polytechnic
  • Country: New Zealand

Answer: Introduction   The marketing initiatives that are planned by organizations are required to focus on the identification of the differences in regulations, tariffs, trade agreements, culture and the prospects of communication. The delineation of the differences helps an organization in undertaking expansion in the global economies. The marketing initiatives that are undertaken by6 the organizations in the international markets...

Read More arrow

MKTP103 Marketing Principles Of Accounting

Download : 0 | Pages : 4

Answer: Introduction A venture may opt to launch his product in the market under an existing well established brand of his choice as long as there is a mutual agreement on the same. Definitely, this will attract high number of sales and hence huge profit (Tanner, and Raymond, 2015). When choosing which well-established company to launch your product in, it is necessary to understand the history of the company in terms of ownership, sales...

Read More arrow

Save Time & improve Grades

Just share your requirements and get customized solutions on time.

We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits




Overall Rating



Our Amazing Features


On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.


Plagiarism Free Work

Using reliable plagiarism detection software, only provide customized 100 percent original papers.


24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.


Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.


Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

1265 Order Completed

97% Response Time

James Cook

Masters in Management

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

2830 Order Completed

97% Response Time

Leroy Bicknell

MBA in Marketing

London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

752 Order Completed

100% Response Time

Hugh Cleave

Masters in Human Resource Management (MMgt, HRM)

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

1896 Order Completed

95% Response Time

Herman Berens

MSc in Psychology

London, United Kingdom

Hire Me

FREE Tools


Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.


Essay Typer

Get different kinds of essays typed in minutes with clicks.


GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.


Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.


Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability




Your Approx Earning

Live Review

Our Mission Client Satisfaction

I hope I get good mark! I hope I get good mark!I hope I get good mark!I hope I get good mark!I hope I get good mark!I hope I get good mark!


User Id: 392150 - 08 Apr 2020


student rating student rating student rating student rating student rating



User Id: 194216 - 08 Apr 2020


student rating student rating student rating student rating student rating

Always impecable work. I super reccoment this service to anyone. The quality of work and agile delivery are the high points.


User Id: 396689 - 08 Apr 2020


student rating student rating student rating student rating student rating

this was an excellent assignment I cant understand how the assignments can differ in presentation, is it that some writers are trained and some are not.


User Id: 315260 - 08 Apr 2020


student rating student rating student rating student rating student rating
callback request mobile
Have any Query?