University of Sydney is located in Sydney, Australia and is one of the open research universities in the country. It is built in 1850. It is the first university in Australia. It has 16 schools which offer bachelor, doctoral and master degrees. The college has two Crafoord laureates and five Nobel, which are affiliated by the university as workforce and graduates. The university has produced gates scholars as well as Rhodes scholars.
William Mantagu Manning in 1889 made a donation of $2,00,000 to university that helped the university to start other courses. Therefore, in 2007 Sydney Institute of Health and medical research was developed. In 2002 the connection between The University of Sydney and the Lebanese University was established. It opened the doors for the joint improvements in research, learning and also the transfer of staff and studies. It was useful for the educational programs and to encourage the exchange of graduates.
The university wants to open further more graduate and undergraduate courses in 2018. The main target is to provide a wide range of available courses in the university. The courses will be related to the mass communication, journalism and hotel management.
The main vision of the university is to provide best available course to the students and to build up their career by providing them proper job after the completion of the study. The mission of the university is to provide quality education to the students and built up their career (The University Of Sydney, 2017).
The main objectives of the university are
- To provide best career opportunity to the students.
- Provide availability of courses like hotel management, mass communication and journalism.
- Creating awareness regarding these new courses and their usefulness.
University of Sydney is one of the top most universities in the Australia. But it is important to assess the environmental situation of the market in order to make strategic marketing plan. The internal and external environment analysis of the market is necessary for developing a marketing plan. With the help of this analysis, position of the university is analyzed in the market and what is required to improve the reputation of the university. Also, clear understanding of the elements where improvement is needed can be understood with the help of this analysis.
For developing a market summary, marketing plan is presented with the help of topics that are demand analysis and market demography.
There are many universities in Australia, but availability of various courses in one university is with very less universities. Most of the universities in Australia, does not have the courses like hotel management and mass communication. Therefore, the scope of these courses is bright. As it is a new course in the market the people are understanding the importance of this course and are realizing the scope of career in the particular fields. The university brochure has been developed and the university websites are updated to introduce these new courses for the next session (Debrecht & Levas, 2014).
According to the reports there is a lot of population of youngsters in Australia. This signifies that the most of them will join the universities with some courses. And the availability of these courses is less in other universities (Spence, 2011). Considering that if only 20% of the population will join the university, they will choose the courses which are new, due to the demand in the career field. This is the major point that career opportunities in these fields are growing and students are keen to join these courses, due to the interesting field it is.
PEST analysis helps in the external environment scanning of the system. It helps in determining the political, economical, social and technological factors that affect the environment of the university. These aspects play an important role in analyzing the environment of the university. The factors included in the analysis are:
Political factor: Political factors basically determine the extent to which degree the government intervenes in the university. The political factors in the case of university are basically the facts of funding. It depends on the government to fund the university, and how much fund is allocated to the university depends on the government. Also, approval of the new courses is done by the government bodies. The faculty requirement and skilled faculties are also checked by the government (Stansbury, 2015).
Economical factors: Government tries to make the fees of every course in an economical way so that each and every student will be able to learn the course of his or her choice. Therefore the funding by the government is given to the students who cannot afford the studies. Also, the loan is provided so that fee payment can be made (Mukherjee, 2015).
Social factors: Due, to the new courses the social factors involve, creating the awareness of new courses among the public and how these courses will benefit the students. Also, marketing and providing information regarding career opportunities in public will help the university to gain awareness regarding the courses.
Technological factors: Technological factors include research and development and innovation through the courses in the university. It also includes the technological incentives in the universities and rate of change and adoption of new technology in the universities. New technology implementation in the universities is very important. The work of technological implementation can be done by outsourcing also. Studying with the help of new and better technology will provide the help for working in a smarter way in less time (SDS University, 2013).
The SWOT analysis is done in order to determine the conditions in the internal and external environment. The analysis is conducted in order to analyze the strength, weakness, opportunities and threats to the university (Vogel & Bodnar, 2011). This tool is used to create an awareness of the threats and opportunities present in the external environment. Also, it examines the strength and weaknesses.
Strengths
- Students priority
- Career and employability
- Award winning teaching teams
- Collaboration with other units
- The university is ranked in the top 10 among all universities in the Australia.
- Research and development programs
The student will be the top priority as they are earlier and will be on top of the list in the future. The university will help in enhancing their experience and future of the students. Whenever required the decision making is done with the help of students. The opinion of the students also matters to the university. The major focus of our office is to support the personal and professional development of the student and encouraging them to become involved in outside the classroom activities which help in developing the overall personality of the student which is particularly required in these courses. Also, the career opportunities after the courses are bright. The one of the advantage of the university is its dedicated and professional staff that help the students to learn about their subjects and also how to use this learning into action. Collaboration with various other divisions help in providing the work experience as well as exposure to the outside corporate world through training sessions.
Weakness
- The courses are expensive when compared with other colleges.
- Limited number of seats available.
- Awareness regarding the new courses.
These are the weaknesses as the expenses are more in order to study in the University of Sydney. Also, the student has to face a lot of competition due to the limited number of seats in inaugurating year of the courses in 2018 (UNA, 2007).
Opportunities
- Employment forecast: The degree from the university prepares the students to build up a great career. Due to the top university in the world the career of the student will grow fast.
- Promotional opportunities.
The marketing team has analyzed the students view and focused on the promotional activities. Also, due to that career opportunities that are arriving in the market in 2018 will help the students to focus on these courses.
Threats
- Competition: Other universities offers the same courses with less expense.
- Economic climate: Current economic climate will make it a challenge to pursue such an expensive course (University of Arkansas, 2017).
The main threats are the universities and colleges that are offering the same course at less fees. Also, some students having a good academic career are not capable of taking admission due to the expenses.
Even the University of Sydney is one of the top most universities in the Australia, but it is important to analyze the current competition faced by the university. There are other top universities that are offering the same course. The “University of Melbourne” is the competition to the University of Sydney. Also, other university courses are less expensive as compared to the University of Sydney. But due to better promotion activities and new brochure the publicity of the courses is done. Also, providing better career opportunities to the students gives an added advantage to the university. It will help in the admission process and student will get attracted towards the courses due to better careers (Ferns, Hudghton, McGraw, & Merrywest, 2015). The career opportunities with other universities are not so promising therefore it makes an added advantage to the University of Sydney. But the competition is growing as other top rank universities are also opening the same courses.
The main objectives are to recruit top ranked undergraduate and increase the enrollments. Also, good and award winning faculty can be recruited to provide better education. Renowned and promising faculty that motivates the students are recruited. The ranking of the university courses should be improved. Also, differentiate between the University of Sydney and the competitors.
- Updating of the websites and brochure regarding the new courses.
- Defining the new courses properly
- Creating the career awareness regarding the new courses.
- Discussing the bright future of these new courses.
- Choosing the top undergraduate candidates for the university.
- Setting the admission criteria early for the recruitment of the undergraduates.
These tools will help in the promotion activity of the University. By collaborating with the outside vendor for the updating of the site will help in shaping the strategy for enrollment purpose. Also, a well defined brochure will also help in the marketing. The work should be given to outside vendors and specifications regarding the work should be explained.
The target for the universities are the undergraduate students. These include high school students throughout the country. Also the external and internal transfers from various courses can be done. This will also help the university. Current students and their parents are also the target audience. Also Prospective students, Parents, Alumni and Community are also targeting audience (Willamette University, 2015).
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Variable |
Specification |
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Age |
17 to 22 years |
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Gender |
Male or Female |
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Education |
Undergraduate with good scores. |
Demographic Variables
University of Sydney is ranked in top three college of Australia. Also, it is positioned 45th in the QS world ranking of the universities in 2015/16. It is a renowned college for research work and is ranked in the 0.3 % universities in the world. The university ranking is done by looking at the infrastructure, the research work, effect of research and by the productions. Also, good faculty produces better students. Scholarly staff is at the university that helps in the research work. A differentiation positioning strategy should be implemented in 2018, to make the new courses at the same level and therefore, students and parents can identify the quality of education will remain same in case of new courses also (Research, 2014).
The statement: The University of Sydney’s talented faculty helps students to critically examine, and think creatively and to act efficiently.
Key Distinctions
- The collaboration with other top universities help in the proper learning and provides opportunities for civic learning. Also, in the courses like mass communication the collaboration with the media resources is necessary to provide students the exposure of the market and training (ABS Team, 2017).
- An award winning faculty is the differentiation of the university from the competitors. The faculty helps the students in indulging in the studies and best faculty make the career of a lifetime. So, it is an added advantage of the university.
- Develop an institutional marketing plan that gives the differentiation which can be applied on these courses and which exists only in “University of Sydney”.
Tactics
- This can be done by a marketing committee by adopting the marketing plan and making decision regarding the efforts for marketing communication.
- A group can remain updated regarding the newest trends and learn about the emerging ideas that can be applicable to marketing efforts (Saludin & Mukaidono, 2012).
- Giving university a renewed website and email system
Tactics
- A home page that help in introducing the university in a dynamic way and images that focus on the rich contents of the university to students and parents in 2018.
- Making a room that will have current updates regarding the events, media fact sheets, current news and faculty for online that are expert in their subjects.
- Updating the courses and highlighting the expert faculties of 2018.
- Creating the tools for next generation student recruitment
Tactics
- Identify and collaborate with an outside vendor to form the strategies regarding the enrollment material for undergraduates.
- Refine email marketing processes for undergraduate students in 2018.
- Position the university as the leading one of the course
Tactics
- An expert faculty list should be developed and it should be distributed in the media.
Gannt Chart according to marketing mix strategies.
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Marketing Plan for the university of Sydney |
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Marketing Mix elements |
Month 1 |
Month 2 |
Month 3 |
Month 4 |
Month 5 |
Month 6 |
Month 7 |
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Development of Institutional marketing plan |
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Designing of the new Brochure for University |
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Updating Website and email system |
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Creating tools for recruiting students |
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Positioning of the university (Promotion) |
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The marketing plan suggests the filling up of the seats according to the university norms. The plan is given for two years. BCG matrix gives the plan for the next year. BCG Matrix
The stars in the BCG matrix represent the area of the university having the maximum students. As it is the top ranked university in Australia. All the courses are having good students. The Cash Cows represent the slow growing area that is represented by the new courses that are started at the University (Xiong, 2009). Dogs represent a weak market share that is none in the case of University of Australia. And the question mark represents a relatively low market share.
- First year plan (2018): filling up of 70% seats according to the eligibility criteria
- Second year plan (2019): Filling up around 100% seats.
The strategies and the tactics of the marketing plan can be achieved with the help of resources in the form of finances and human efforts. The financial expenses are mostly required in the marketing plans.
Redesigning of the University Magazine (2018): $ 65000 is the budget required for the redesigning of the magazine. Redesigning consists of the design of the magazine, consultation from a vendor, designing of graphics and strategy planning that will help in the reshaping of the new issue of the magazine.
Website redesigning: approx budget is $80,000 to conduct research, shape the content strategy and updating and designing of the new home page according to the new courses. A significant amount is required for the web development and for the transition of the home page communication from various departments is required.
Undergraduate student recruitment marketing campaign for the new courses (2018): $ 75,000 for the research work, making strategy and for the new designed material for new undergraduate courses and student’s admission.
The current market analysis indicates that there is a great opportunity for starting these new courses in the University of Sydney. These courses will help in the development of overall personalities of students. It will also help in developing the university name in the top universities of the world and will help in getting the competitive advantage by becoming the university with the availability of a number of courses. The student development is of main concern which can be developed with the help of the faculties that provides learning to the students. A good student base is needed to run the new courses. Therefore, admission norms can be fixed in order to make the reputation of the university. Academic record should be seen before the admission of the students. Eligibility criteria should be adopted during the admission process. Also, marketing strategies should be implemented so that students with good academic record can take admission. These strategies can help the university to maintain its reputation.
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Stansbury, M. (2015). PEST (Political, Economic, Social, and Technological) Analysis Research from Fall 2015. Retrieved from http://www.ithaca.edu/diis/general/docs/strategic_plan/its_pest.pdf
The University Of Sydney. (2017). Our story: Education for all, leadership for good. Retrieved from http://sydney.edu.au: http://sydney.edu.au/about-us/our-story.html
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Vogel, M., & Bodnar, J. (2011). 2010-2011 Marketing Plan. OHIO University. Retrieved from https://www.ohio.edu/studentaffairs/docs/upload/Marketing-Plan-Final.pdf
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