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The Central Queensland University in Australia is the most innovative, rich in diversity and dynamic in performances and is also known as the CQU. It has been capable in developing the wide range of campuses all over the country and the network has also been extended to the Pacific. It is one of the most reputed organizations and has played a role of becoming the most innovative and developed university. The highly qualified and efficient staff members from all across the world are attained for the research and teaching roles in the university. The challenges faced by the universities in fields of social sciences, humanities, media and communications, health and medical sciences, engineering, sport and human movement sciences, natural sciences, information technology are considered.

The University had started up with the activities in the year 1967 and the same has specialization in the areas of apprenticeships, trainings and other fields described above. The major locations in which the campuses of the universities are positioned and situated include the campuses in Bundaberg, Mackay, Gladstone, Rockhampton and Emerald that are situated in Central Queensland. It has a lot of branches that are situated diversely in the towns of Australia. The towns include Sydney, Rockhampton City, Rockhampton North, Melbourne, Noosa and Bundaberg. It is governed by the leaders and members of the council and the same has grown and developed towards the extension of the facilities of the research and the institutes related to the technical nature.

Hence, on the basis of the above it can be clearly stated that the University is one of the top most university and has a good brand name and goodwill. The university has been aimed at providing of the valuable skills that will enhance the students. The University had announced in 2010 that it interested in having a dual sector that would include the vocational training along with the provision of higher education by the merger with the Institute of TAFE in Central Queensland. Thus, the University has been capable in maintaining the growth and development of the overall organization (Mills et al. 2016). 

The marketing roles and responsibilities of the CQ University are carried on by all the departments of the university, even though the major responsibility lies on the directorate of the market. They undertake the use of the fundamental and principled nature marketing brands that have a setting on such purposes and thus the daily operations carried out by the university is carried out in an attractive an effective manner. The directorate of the marketing structure along with the team of international markets assures that the true nature and identity of the brand has been executed. It makes sure that the messages, potential and current strategies have become useful in the disclosure and revelation of the accurate and fair identity, reputation and integrity of the university. Thus, there must be promotion and marketing along with the disclosure towards the overall public (Müller & Timofeev, 2016).

Market Summary and Demand Assessment

The demand of the University had been high over the years and has increased because of the increase in the students of 35,000 that have been studying in the university. The university has also attracted a huge number of students from among the variety of countries as long distance trainees. There is also availability of scenarios that provide popularity among the Australian public and especially among the people of younger age (Plan, 2012).

The market segment in the current scenario is large and wide in range and has an offering a large variety of courses in the university. There are various careers and fields provided by the universities that help the students to learn and development to have their success in the careers. A variety of choices are given out to the students by provision of careers in variety of fields as it assists them in pursuing their required goals for the future purpose. There are different trainers for training in the various fields. The university has an excessive number of students that have enrolled themselves and thus have the opportunity of growing and developing over the years. The innovation and other developments undertaken have made them among one the most engaged and occupied institution of Australia.      

There are many branches and segments all round the corners and parts of the country and among the majority of the towns. The advantages provided by the branches are that the students are being well catered all across the courses. The advantages are well provided to all the students across the countries i.e. international students also along with the students that study in the longer distance. The target market of the university consists of attaining the students from all the countries those have a major focus and interest in the careers and professions that are being developed over the years. Thus, the opportunities increased to attain a worldwide market and extending the courses more than the current segment of market (Sørensen, 2012).

The analysis of the external environment consists of the following four factors:

Political

The local and international legislations in the present times

The legislation of planned or future nature

The policies of the government and other regulatory authorities

The changes in the political manner and situations

The environments related to the local and international provision of courses

Economic

The economic trends and development

The local taxes, rates of exchange, inflation and interests

Segmentation and Target Market

The economic factor related to the international market

The cycles of trade and the growth in the declining markets

The trends and fluctuations in the industry

 The trends and fluctuations in the environment

Social

The trends of the Consumers regarding their behavior, lifestyles and attitudes

The views and opinions of the media

Goodwill of the brands and advertisement

Issues of ethical manner

Technological

The R&D and other innovations

The obstruction towards the entries

The automation procedures and the digitalization in the economy

The changes in the technology

The manufacturing and progress in the telecommunication

The University is thus making the effective use of tool in maintaining and taking hold of all the important factors related to the PEST analysis mentioned above (Telegina, 2016).

In Australia, the CQ University is among the best entrepreneurial institution and has a diverse nature in the current times as it has a number of branches that has enrollment of more than 35000 students. One among the best to attract a large variety of students and graduates, the university is said to be paid with greater amounts in comparison to the other universities of the country.

The major competitor of the CQ University is the Metropolitan Sandstone Universities in Australia that have huge equipments and tools in terms of research and development among the institutions. It is the part of the Group eight universities of research in Australia and among the oldest universities of the country. They form a greater and better pat or segment in the country than that of the CQ University and the same make the researching field of the institution more competitive in nature. However, the benefits of the CQ University are higher in case of the stated Metropolitan Sandstone Universities (Vanclay & Lawrence, 2015).

The aims of the competitor include the research and development of the institution in order to catch hold of the increasing expectations and the trends among the scholars and trainees for achieving their goals and objectives. They have undertaken the use of the social media and other modern day approaches to reach and spread awareness about the institute among the local and international group of public (Westwood, 2016).

The SWOT analysis is a tool to measure the four factors affecting the organization and the same include the strengths, weaknesses, opportunities and threats faced by an organization. These help in the creation of effective strategies of marketing that helps in analyzing both the internal and external factors present in the environment of a business organization.

Pest Analysis

Strengths

• In case of CQ University the major strength is the variety of courses offered by the institution
• The benefits and services offered attracts a large amount of students and trainees from all across the world i.e. both nationally and internationally

Weaknesses

• It takes into account the challenges and disadvantages that the University face at the time of services offered.

Opportunities

• The market areas of the potential market offers a lot of opportunities
• The students can be attracted with the provision of best services

Threats

• The threat constitutes mainly the universities of competent nature that may have an offering of similar kinds of services

Thus, the institutions must take steps in offering the best services and taking benefits from the strengths and opportunities of the university. Further, it must try and find ways to remove the weaknesses and the threats that are possessed by the institution. Overall the institution has been able to maintain the position and thus managed to be one among the best University of Australia (Shabanova et al., 2015).

The analysis of the value and the brand positioning has a direct relation with the services of higher quality that is delivered by the lecturer towards the students. Thus, the value of the services will be higher in cases of higher quality services and the same will determined by the students. Thus, the brand position of the University will also be high in case of high value of the services. Thus, it can be said that the goodwill, value and the positioning of the brand has a complete determination by the services that would be offered with effective quality towards the students (Yeleussov et al. 2015).

Thus, in case of the CQ University, it can be said theta there has been a high rating from the end of the students.  For instance, the students had rated the institution with five stars towards the system of online delivery and the globalization step undertaken in the year 2013. Further, the students had rated the institution with four stars towards the status of teaching and skill developments undertaken by the lecturers and the trainers. Hence, it is clear from the above that the brand positioning is high for the institution and is also valuable from the viewpoint of the students and other service receivers.

The University aims at improving the quality of the services and the services of the students and the same is thought by undertaking the usage of the strategic and marketing communications for establishing the CQ University as the top most university brand of the world.

The marketing and promotional strategies can be summarized as below:

• Development of new campaign of branding to provide a clarity in the visibility of the comprehensive nature of the University and all the segments connected to the institution
• Implementation of strategies to enhance the awareness programs
• Improving efforts to provide training and interactions with the aspired students
• To create partners by spreading awareness about the same to the business community (Cashman, 2014)

The mix considers the four Ps that are the four aspects of the market and the same are the products, prices, promotion and place. The strategies with relation the above mentioned Ps are:

Product

The brand name and positioning of the CQ University is too strong and offers a wide range of employment offers and opportunities. But, the institution will take steps in increasing the quality of the products along with the increasing in the number of products. Thus, the strategy will involve the increase of new products i.e. new courses and requirements of students.

Competitor Analysis

Price

The CQ University charges fair and minimal amounts for education and for the distance education also. It also offers a wide range of scholarships to potential students and to the ones who cannot afford the payment of fees. Thus, a number of other steps must be considered by the institution to increase the strategy and create an efficient structure that is by decreasing the other unnecessary prices charged.

Promotion

The promotional strategies include the advertisement though social media, websites of the institution, publications of the courses and the also the billboards and press advertisement strategies. The University can also promote by providing a larger number of scholarships and other offerings to the potential students (Ho, 2014).

Place

The institution has many branches and offices spread in Australia and it can further enhance the locations and positioning of new branches and offices. The same must be done in crowded areas to gain attention and attraction of the public.

The University must take steps to compete with its rivals and not let them top the charts among the universities. Thus, the steps must include the following:

• There must be strategic approaches made towards the communication i.e. reaching the community at large through integrated campaigns and other manner
• The social responsibilities must also be an important part of the strategy as the society is the main one to choose the best among the universities.
• There must be higher offerings and best quality services provided in comparison to the competitors
• The management must try to attain the differences and assess them to achieve a model or structure more efficient than the current one.

The promotional strategies include the advertisement though social media, websites of the institution, publications of the courses and the also the billboards and press advertisement strategies. The University can also promote by providing a larger number of scholarships and other offerings to the potential students. The institution has many branches and offices spread in Australia and it can further enhance the locations and positioning of new branches and offices. The same must be done in crowded areas to gain attention and attraction of the public.

Marketing Budget Plan
Category	Estimated Subtotal (2018)
Research
Research  fees	$200,000.00
Web research	$100,000.00
Independent research	$25,800.00
Other research	$200,000.00
Research Costs Total	$525,800.00
Communications
Promotional brochures	$320,000.00
Web	$400,000.00
Communications Costs Total	$720,000.00
Networking
Memberships	$50,000.00
Affiliations	$250,000.00
Subscriptions	$35,000.00
Networking Costs Total	$335,000.00
Audio/Visual Services
Basic PA system and podium	$50,000.00
Screen and others	$89,000.00
Audio/Visual Services Subtotal	$139,000.00
Giveaways
Scholarships	$2,500,000.00
Giveaway Subtotal	$2,500,000.00
Promotions
Special offers	$200,000.00
Promotions Costs Total	$200,000.00
Advertising
Brochures (development and production)	$159,000.00
Mailings	$25,000.00
Postcards	$30,000.00
Billboards	$75,900.00
Others	$36,000.00
Advertising Costs Total	$325,900.00
Public Relations
Charity events	$59,000.00
Advertising	$36,000.00
Employee promotions	$65,000.00
Sponsorships	$165,000.00
Public Relations Costs Total	$325,000.00

The budget and allocation of the media will be done as per the above table and thus the same will increase the position of the company. The brand name will increase and enhance with the media allocations along with the increase in the public relations that will include the charity events, promotional activities, sponsorships and advertisements.

The advertisements will include the advertisements like brochures, billboards, billboards and other mediums. The giveaways and offerings like scholarships also include the budget to attract the students from across the world. There are also expenses like the research and others that will lead to the increase in the budget requirements of the institution. 

Expected Outcomes and Conclusion

As per the above analysis and evaluation of all the scenarios, the Central Queensland University is among the best one in Australia and is highly positioned in the markets. Thus, the services are high in quality and are improving on a daily basis. The institution has been offering numerous benefits to the students and employees and hence the public will be more attracted towards the same.

The brand name and positioning of the CQ University is too strong and offers a wide range of employment offers and opportunities. But, the institution will take steps in increasing the quality of the products along with the increasing in the number of products. Thus, the strategy will involve the increase of new products i.e. new courses and requirements of students.

Furthermore, the CQ University charges fair and minimal amounts for education and for the distance education also. It also offers a wide range of scholarships to potential students and to the ones who cannot afford the payment of fees. Thus, a number of other steps must be considered by the institution to increase the strategy and create an efficient structure that is by decreasing the other unnecessary prices charged.

Thus, if the institution will be able to maintain the same, it will be able to grow and prosper in a continuous and large manner. The brand positioning is high for the institution and is also valuable from the viewpoint of the students and other service receivers. Thus, it will not be tough for the institution to achieve the goals and objectives as desired and therefore, small steps taken towards the development will lead to a prosperous and highly developed institution with firm growth and stability in the activities and dealings. 

References

Cashman, D. (2014). Central Queensland University. Volume19Fall 2014, 23.

Clayton, D., & Lynch, T. (2012). Ten years of strategies to increase participation of women in computing programs: the Central Queensland University experience: 1999--2001. ACM SIGCSE Bulletin, 34(2), 89-93.

Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), 6478-6492.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.

Lanctôt, C., Wilson, S. P., Fabbro, L., Leusch, F. D. L., & Melvin, S. D. (2016). Comparative sensitivity of aquatic invertebrate and vertebrate species to wastewater from an operational coal mine in central Queensland, Australia. Ecotoxicology and environmental safety, 129, 1-9.

Mills, A., Abbasi, N., McLaughlin, P., Georgiadis, S., Lozanovska, M., Rajagopalan, P., & Nalewaik, A. (2016, January). Understanding global student mobility: exploring new ways of capturing international experiences using in-county overseas students. In AUBEA 2016: Proceedings of the 40th Australasian Universities Building Education Association Annual Conference (pp. 343-352). Central Queensland University.

Müller, M., & Timofeev, D. (2016). Issues Faced By Small and Medium Enterprises In A Global Business Environment: Exemplary development of an internationalisation strategy for SMES (Vol. 1712). GRIN Verlag.

Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education.

Plan, M. (2012). Operations and Management.

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), 705.

Sørensen, H. E. (2012). Business development. In Palgrave Encyclopedia of Strategic Management. Macmillan Publishers Ltd.

Telegina, D. (2016). SWOT and PEST analysis (Doctoral dissertation, Sumy State University).

Vanclay, F., & Lawrence, G. (2015). The environmental imperative: eco-social concerns for Australian agriculture. Rockhampton: Central Queensland University Press.

Westwood, J. (2016). How to write a marketing plan. Kogan Page Publishers.

Wu, W. P. (2016). A Study on Business Strategy of Small Accountancy Firms.

Yeleussov, A., Kurmanov, N., & Tolysbayev, B. (2015). Education quality assurance strategy in Kazakhstan. Aktual'ni Problemy Ekonomiky= Actual Problems in Economics, (164), 142.