Ocean and Coastal Management

Question: Discuss about the Ocean and Coastal Management. Answer: Introduction: The purpose of this report is to develop a marketing plan for one of the universities of Australia. The report will focus upon the University of Sydney as the university has its major emphasis upon offering leadership and educational knowledge to the students for developing their career. In the year185, the university was grounded by the efforts of New South Waless parliament. The University of Sydney works upon set standards and values which comprises of encouraging the knowledge management and individual development practices among the students of the university. The University offers appropriate courses of study to the students so that they can effectively met the communal need in upcoming future by their education. The primary objective of the University of Sydney is to become the leader in the educational sector. The purpose of existence of the university is to develop the university in such a way that it benefits the country in the most possible manner and to develop the students by making them use of their potential in the utmost way (The University of Sydney, 2016). Market Summary and Demand Assessment The education industry of Australia is recognized as the most favored educational destination of the students. Since last two decades, there has been experienced a vast growth and increase in the number of students enrolling in the Australian Universities. There were around 1.4 million numbers of students which get enrolled in the year 2014 (Norton, 2016). There is also rapid increase in the number of postgraduates and undergraduates getting enrolled in the various universities. In the demand assessment, it has also been analyzed that there is a combination of the courses which are both general and professional. The maximum numbers of students are in the field of arts. The second highest enrollments are in the field of society and culture. There are also various other subjects in which there are significant number of enrollments such as engineering and technology, health, information systems, management and commerce and natural and physical sciences. From the market and demand assessment, it has been identified that there are vast number of international as well as domestic students in the universities of Australia. The country experience upsurge demand for professional courses as well as higher educational degrees. Australia is recognized as one of the top most and leading service export of the international education (Siemens, Dawson and Lynch, 2013). Segmentation and Target market There is more than one market segment on which the university has to focus upon. The university is required to have different strategies and programs for each market segment. As per the behavioral segmentation, there are two different factors on the basis of which individuals are segmented i.e. the motivation behind consumption and the benefits attained. Therefore, the target individuals of the university are the value based individuals and the quality based individuals. Under the value based individuals, there are students who require value for the proportion of money they have paid. They compare the money spend with the value received. In the quality based individuals, there are students who demand for supreme service with no or very less relevance with the cost or process paid (Pealoza, Toulouse Visconti, 2013). Current Marketing mix analysis Following is the marketing mix analysis of the University of Sydney which sum up in four different factor i.e. product, price, place and promotion: The product for the university is the education which is service in nature. It comprises of the lectures offered by the professors, the responses given by the students and the various programs and courses such as law, health, engineering, IT, social science, management etc. are the part of the product i.e. education only. The price is the diverse set of tuition fees of various courses offered by the university. The tuition fees also depend upon several factors such as residential status, type of course and the duration of the course. The place is that location where the university is situated. In case of the University of Sydney, the place of offering or making available the service is Australia. There is a separate building of the University for the students in Australia. The University of Sydney is a well-recognized university in the country. But for fascinating more n umber of domestic and international students, there is a need of effective promotion. The university takes use of its online website, various other social media platforms, advertisements on televisions, hoardings and newspaper advertisements for fetching attention of the potential customers (Ramachandran, 2010). PEST Analysis Following is the PEST analysis of Australia so that there can be analyzed the effects of the external factors of the country upon the University of Sydney: Any kind of change in the political aspects of Australia, there is a direct impact upon the functioning of the university. With any kind of modification in the various governmental laws and regulation, there can also be seen a change in the university. For example, if the political conditions between Brazil and Australia, then it is a significant probability that there will be a decreased in the number of students coming from Brazil for international studies in Australia (Doherty, Steel and Parrish, 2012). There are several economic rules and policies in the country that have a direct emphasis upon the University of Sydney. There are various economic phases such as economic recession, economic restructuring, inflation, etc. all these affects the number of students gets enrolled in the university as well as the tuition fees of the courses. Australia has a robust economy and is also well-known for higher education; hence the economic afctors support the operations of the university (Davis and Higgins, 2015). The social factors are of also great significance in affecting the university and its various activities. The social factors consist of the culture, status and demographic factors of the population. As a university, the cultural social factors also include the competence and ability of the students in regards with educational courses. For example, the students from various other regions may have issue related to the language. Therefore, the university is required to focus on all the social factors which h can impact the university in any manner. Technological Factors The change in the technological factors poses a direct impact upon the university and its programs. The increasing technology and innovations help the universities in implementing pioneering ways of teaching and providing knowledge to the students. Therefore, with the change in the technological factors, the university is also required to restructure its programs (van Putten, Cvitanovic and Fulton, 2016). Australia is a well-known country for having several numbers of renowned educational institutions and universities. One of the competitors of the University of Sydney is, Macquarie University. The university has its foundation in Sydney from the year 1964 and is consider as one of the best educational institute for the students as it offers numerous facilities to the students such as high security, accommodation, sports and recreation, highly organized library and also medical facilities. The primary mission of the Macquarie University is to offer the students with the best indigenous education and potential knowledge. The university provides extended educational support to the students by the means of expert faculties (Macquarie University, 2017). SWOT analysis Strengths High number of students Expert and highly qualified faculties Direct Feedbacks Separate portals ad touch-points for student interactions Continuous development programs Weaknesses Increased Competition in education sector Low morale of the staff High attrition rate of the faculties Inefficient marketing division Opportunities To have extended reach through promotions To have innovate techniques and programs for student development Threats Increased Competition in education sector New technological improvement emphasis on restructuring of the programs of the university (The University of Sydney, 2016) Value and brand positioning analysis Branding is of vital importance in present scenario. The greater the brand recognition and brand visibility is, the extended is the customer base of an organisation. In the educational industry of Australia, the University of Sydney holds a strong brand name. According to the universitys brand recognition, it also offers value based and high quality services to the students in the form of quality and standard education. The University has its renowned name in building the career of the students and it also supports the development of the society by making the students graduate and building their competency to have a good occupation in the future. For brand building, the university also adopts several strategic approaches such as the university collect feedback from the individuals and also follows their suggestions for future improvement. The University of Sydney also holds a rank in the top 100 universities of the world. In Australia, the university is among the leading universities which offer quality education to the graduates and help them career building (Georgetown University, 2017). Conclusion From this report, it can be concluded that the educational industry is rising with an increasing rate. Australia is recognized as the leading country in offering educational services to the students from across the world. The University of Sydney is a renowned brand that offers best possible educational services to the students. From the report it can be evaluate that the university has number of strengths which supports its continuous development. There are several external factors also which impact the functioning of the university, but id adequate research is conducted in continuous intervals, than the university can easily identify the potential risks and opportunities and can plan accordingly. There is high brand visibility of the university which provides a global recognition to the university. Thus, from the above discussion, it can be analyzed that, there is a great scope for the University of Sydney for further development if it keeps its emphasis on providing quality and va lue based education to the students. References Australiarental, (2016). Record Numbers of International Students Choose Australia to Study, Bringing Over $17Billion to the Australian Economy, Retrieved on: 13th April, 2017, Retrieved from: https://australiarental.com.au/blog/record-numbers-of-international-students-choose-australia-to-study-bringing-over-17billion-to-the-australian-economy-2/ Davis, N. E., Higgins, A. (2015). Researching possible futures to guide leaders towards more effective tertiary education.Journal of Open Flexible and Distance Learning,19(2), 8-24. Doherty, I., Steel, C., Parrish, D. (2012). The challenges and opportunities for professional societies in higher education in Australasia: A PEST analysis. Georgetown University. (2017). Strategic Brand Positioning to Increase Value. Retrieved on: 13th April, 2017, Retrieved from: https://consumerresearch.georgetown.edu/research/strategic-brand-positioning-to-increase-value/ Macquarie University. (2017). About the University. Retrieved on: 13th April, 2017, Retrieved from: https://www.mq.edu.au/about/about-the-university Norton, A. (2016). Mapping Australian higher education 2016. Retrieved on: 13th April, 2017, Retrieved from: https://grattan.edu.au/wp-content/uploads/2016/08/875-Mapping-Australian-Higher-Education-2016.pdf Pealoza, L., Toulouse, N., Visconti, L. M., (2013). Marketing management: A cultural perspective. USA: Routledge Ramachandran, T. N. (2010). Marketing framework in tertiary education addressing aspirations of students beyond conventional tenets of selling products: International Journal of Educational Management. 22(6). 544-556 Siemens, G., Dawson, S., Lynch, G. (2013). Improving the quality and productivity of the higher education sector.Policy and Strategy for Systems-Level Deployment of Learning Analytics. Canberra, Australia: Society for Learning Analytics Research for the Australian Office for Learning and Teaching. The University of Sydney. (2016). Annual Report 2015. Retrieved on: 13th April, 2017, Retrieved from: https://sydney.edu.au/dam/corporate/documents/about-us/values-and-visions/University-of-Sydney-2015-Annual-Report.pdf van Putten, I., Cvitanovic, C., Fulton, E. A. (2016). A changing marine sector in Australian coastal communities: An analysis of inter and intra sectoral industry connections and employment.Ocean Coastal Management,131, 1-12. Vivian, (2015). A Look at IT and Engineering Enrolments in Australia, Retrieved on: 13th April, 2017, Retrieved from: https://blogs.adelaide.edu.au/cser/2015/07/03/a-look-at-it-and-engineering-enrolments-in-australia/