Marketing and Student Recruitment Policy System

Question: Discuss about the Marketing and Student Recruitment Policy System. Answer: Introduction The given report provides a detailed analysis over the marketing strategies adopted by Central Queensland University. Marketing strategy adopted by the company is considered as a road map which helps the company in achieving its objectives. The university is diversified in Australia, out of which the report has considered Sydney campus (CQ Australia, 2017). The university is a dual sector university of the Australia. By dual sector, the report means that the university provides higher education as well as vocational education. By higher education, the report means providing education based on academic purpose, while in case of vocational based education, it focuses on improving the skills level of the students. The Central Queensland University is considered as one of the contributor in generating economic growth in the Australia. The university has maximum number of students enrolled that are approximately 1 million. The management to market such students is involved on regular basis in implementing effectively the marketing tools and advertising strategies. For effective marketing management the university has approximate 100, 000 staff members. Besides this, the university is considered as one of the significant contributor in increase in the economic growth of the nation because; the university gives preference in recruiting the employees of Australia. This leads to increase in the confidence of general public as well as of other citizens of Australia for the purpose of employment (McMillan, Kinnear, Babovic, 2015). The university has its demand from various regions that is Australia and even from outside of Australia. The university has its campus in approximate 25 regions. Besides this, the demand has also increased by increase in the qualitative education provided (CQ university). Segmentation and target market Segmentation is dividing the whole market into small lot of market, this makes easy for the organsiation for targeting the segment. The organization can target one segment or more than one segment at a time depending upon the capability of the organization. In the given case of central Queensland University, the university has a wide range of population of students. The university focuses on local students for segmentation purpose. This makes the university as distinctive in comparison to the other universities such as: university of Sydney, University of Melbourne, Monash University and many more. The main objective of the university is to provide its student a quality education by providing them sustainable knowledge. Here by sustainable knowledge the report means that the university must provide education regarding establishing the relationship between the living systems and human being. While in case of targeting, the report means the marketing strategies that have been adopted by the company to target its segments. The strategies have to be designed by the university which turns the interested students into enrolled students. For this, the university has to analyze in detail the market of Australia and changing needs and demands of the students regarding studies and academic literature. The university is considered as homeland by the Australians; the reason being is adaptation of localized approach by the university. Beside this, due to effective advertising and marketing strategies, the university has enrolled approximately 5200 foreign students. By this it is said that the university is adopting international approach that is it is not only focusing on Australians but also on foreign students. In case of positioning the report means that how the university is imaged in the mind of Australians as well as foreigners. The university has excelled in creating an image in the mind of people by focusing on the localized approach and on quality education (The importance of universities to Australia's prosperity, 2015). Current market mix analysis To analyze about the current market efficiency the university has to conduct a marketing mix analysis. By marketing mix analysis, the report has means that the appropriate mix of product, price, place and promotion strategies. The university provides various courses such as: law, accounting, business management, engineering, humanities education, informational technology, health programs, science and technology and more related courses. In these courses, the university provides graduate, post graduate, and certificate degrees. The university provides approximately 300 education and training programs. It has been analyzed that central Queensland University is considered as one of the best universities in Australia due to wide range of courses offered. The price as charged by the students of the university is in the form of Australian Dollars. The university charges adequate level of prices in comparison to other universities that is it charges approximately 24000 to 30000 Australian dollar for full time courses offered by the university. Besides this, the university is involved in providing scholarships for extra ordinary students who have achieved more than the desired results or performances. This has resulted the university in highest number of enrolled students from lower social background. However this price does not involve books and facilities. The selected university is headquartered in Melbourne, Adelaide, Brisbane and Sydney. The university has approximately 25 campuses all over the Australia, which focuses on providing qualitative education. Besides this, the university has taken initiative in providing distance education by focusing on the students which wants to enroll in the university but is at far places from the place of university. For effective promotional strategy, the university has adopted promotional and advertising strategies by publishing its article in newspaper and on online sources. This helps to increase the student base which is highly active on online media (Singh, 2012). PEST analysis The rules and regulations as of Australian government are observed as friendly in terms of the university as well as of the students. The reason behind this is, the government of the Australia favors the current and future proposal of the university that is increasing the student base by providing the qualitative education and giving more job opportunities to the Australians. Hence by this, the university is contributing in increasing the per capital income of the Australia. Besides this, in the terms of foreign students, the university is preferred because of increase in security and safety issues. The living standard in the Central Queensland University is high; the reason behind this is it supports the interest of its enrolled and interested students. This increases the number of the students to get enrolled in the university. This is the main reason of increase in the percentage of number of students enrolled of lower social background. The living standard is high of central Queensland University because of strong economic cycle of Australia (Seary, Willans, Cook, 2016). The university gives more opportunities for the students to get enrolled from different backgrounds. Besides this the university also provides a facility of providing scholarships which are from lower economic background and cannot bear the burden of cost of education. The university also provides lower fees structure for the international students to encourage the foreign currency in Australia. Central Queensland University focuses on providing best technological facilities, by enabling the data available for the students at a central location. Besides this, the students enrolled in the university are also provided with the facility of high speed internet to avail the benefit of vast research on the study topic and to increase the knowledge base of the students. Competitor analysis of a close competitor or competitive brand The Central Queensland University has major three competitors which are as: University of Melbourne, university of Sydney and James cook university. The university has a close competition with James Cook University. To effectively compete with its close competitor, the university has a mission to become best education provider at efficient prices by 2020. For this the company has increased the customer base and places for providing the qualitative education. By adopting the current marketing strategy, the university posses 401th rank in providing education programs across the world. This has aided the university in providing the leadership in learning, research and education. In case of comparison between the close competitors of the university that is James Cook University, the central Queensland University has more campus over the Australia; even the central Queensland University provides the educational facilities at cheaper price (JCU, 2017). SWOT analysis Strength The positive aspect of the university is that it provides a large variety of courses; it is a pioneer in introducing the concept of distance based education. It has the highest percentage of students which are from lower economic background. Weakness The university faces an extreme level of competition from its major competitors. Besides this the educational system is not as good as compare to any other international universities. Opportunity The university has introduced more opportunities for employment for the citizens of Australia. It results in increasing the number of enrolled students. Threat The university faces competition threat from its competitors which works at international level. Value and brand positioning strategies The university is known as one of the best university in the Australia, which is focused in providing the qualitative knowledge for its students. This helps in creating the value in the mind of its students in building their career. While in case of positioning brand, the university has started to involve foreign students in its total student base. This leads to increase in the competitive advantage of the company. By observing the university, it has been analyzed that the university is at its growing stage, hence it is recommended for the university to introduce various marketing strategy to increase the student base and to effectively compete with the international universities (CQ University Australia, 2017). Conclusion By analyzing the report over Central Queensland University, the university is considered as one of the leading university. The increased in educational facilities has lead the university in increasing the student base even in case of foreign citizens. References About JCU, (2017). (ONLINE).Retrieved from: https://www.jcu.edu.au/about-jcu (Accessed on: 8 April 2017) CQ Australia,. (2017) Marketing and student recruitment policy and procedure. Retrieved on 21st March, from https://www.google.co.in/url?sa=trct=jq=esrc=ssource=webcd=3cad=rjauact=8ved=0ahUKEwiWjvXmp-fSAhXELo8KHbCDD4sQFgglMAIurl=https%3A%2F%2Fwww.cqu.edu.au%2Fpolicy%2Fsharepoint-document-download%3Ffile_uri%3D%257BBE8380F3-F86D-4C55-AC0D-84A81EAFD6A2%257D%2FMarketing%2520and%2520Student%2520Recruitment%2520Policy%2520and%2520Procedure.pdfusg=AFQjCNFYZPtT7c6uJ5QwvAG1vGjWSRrnGA CQ University Australia,. (2017) International courses and fees 2017. Retrieved on 21st March, 2017 from https://my.cqu.edu.au/documents/10165/106248200/International+Courses+and+Fees+2017_V1.pdf/bec955c2-154d-4103-b21a-b23fc19d4085 CQ university,. (n.d.) Vision and values. Retrieved on 21st March, 2017 from https://www.cqu.edu.au/about-us/about-cquniversity/vision-and-values McMillan, G., Kinnear, S., Babovic, N. (2015). Comprehensive universities and the role of the national TAFE system: the CQUniversity context.About the research, 16. Seary, K., Willans, J., Cook, C. (2016). Design for success: Did we get it right? Measuring the success of STEPS as a remodelled CQUniversity enabling offering.International Studies in Widening Participation,3(1), 4-18. Singh, M,. (2012) Marketing mix of 4Ps for competitive advantage, Journal of business and management 3(6) The importance of universities to Australia's prosperity,(2015). (ONLINE).Retrieved from: https://www.universitiesaustralia.edu.au/Media-and-Events/commissioned-studies/The-Importance-of-universities-to-Australia-s-prosperity/The-importance-of-universities-to-Australia-s-prosperity#.WOiNDmmGPIU (Accessed on: 8 April 2017)