Marketing And Competitive Environment Of The University Of Queensland

Background of The University of Queensland

This study deals with marketing and competitive environment of The University of Queensland where main emphasis has been given on preparing a marketing plan for the year 2018. The proposed marketing plan for The University of Queensland has been suggested in this particular study based on the analysis that includes background of the study, market summary and demand analysis, segmentation, targeting, SWOT analysis as well as marketing mix and budget allocation for the year 2018 (Queensland, 2017). The current segment elucidates on the background of The University of Queensland that is a public research university and established in the year 1909. The research institute has 37,034 undergraduates and 13,802 postgraduates that are located at Brisbane in Australia (Weinstein & Pohlman, 2015). The University of Queensland is ranked 55^th in the world in the Academic Ranking of World Universities in the year 2016.

The University of Queensland is one the research university in Australia that is located in Queensland’s capital city Brisbane (Queensland, 2017).  This research university had been consistently ranked first for business administration, mining engineering as well as life sciences especially in Australasia. Furthermore, The University of Queensland admits the majority of the top achievers in the state. This University is organized into a number of divisions for academic, administrative as well as logistical purposes. The University of Queensland maintains a number of support as well as student services (Sheth & Sisodia, 2015).

The University of Queensland has dedicated agencies for creative as well as media requirements. The employees at The University of Queensland are competent to look at the Queensland State Government media rates by booking through media group (Queensland, 2017). It is noted that marketing sponsorship consider as one of the major role. The staff members of The University of Queensland welcome the sponsor for any types of events or in that case pre-scheduled task (Rothaermel, 2015).

Marketing knowledge as well as skills is in high demand as it transforms the world into a worldwide market for globally traded goods, services and ideas. In addition, marketing is all about identifying consumer needs as well as wants for targeting organizational resources towards profitably satisfying the needs and wants (Renz, 2016). In that case, effective marketing need knowledge of product as well as brand management where it looks into consumer behavior and research, marketing strategy making as well as product and service development. It is the marketing major students that need the essential knowledge as well as skills that aims at becoming effective marketers and pursue their career as marketing professionals. Graduates at The University of Queensland enjoy the position as managers and consultant’s in marketing as well as advertising agencies where the marketing departments deal in private business (Queensland, 2017). There are various employment opportunities at The University of Queensland that starts with business consultancy, small business start-up, organizational development, general management positions as well as development. It is the graduates who work in marketing positions in medium to large sized business where it deals with marketing consultancies as well as market research at the same time. The research institute develops an understanding of the key concepts that underlies with the marketing practices that need required skills that embarks on professional marketing careers (Peñaloza, Toulouse & Visconti, 2013).

Marketing and Support Services of The University of Queensland

Target market can be termed as the place where business enterprise focuses on their product selling as well as activities for trade activities. University can be selected from further three types of target marketing that includes differentiated marketing, concentrated marketing and orchestrated marketing. Marketing parts are formed as well as every part of separate marketing that need to be created where The University of Queensland targets International students and high educational profiles (Lindgreen, Campelo & Angell, 2016).

In accordance to demographic profile, it is noted that The University of Queensland targets domestic or international students. They target those students who score IELTS and PTE score. The basic selection criteria requirements at The University of Queensland are UG or PG or research courses (Queensland, 2017).

In accordance to psychological profile, it is noted that The University of Queensland targets students who are self motivated and interested or eligible for getting scholarships, job placement and reputation of university (Kotler et al., 2015).

In accordance to behavioral profile, it is noted that The University of Queensland targets students based on seat availability, area of interest, study goals as well as travelling at the same time (Queensland, 2017).

On critical analysis, it can be understood that The University of Queensland selects demographic segments as well as undifferentiated marketing. It is because The University of Queensland considers the whole market segments as well as working every part of it. In addition, The University of Queensland delivers all Undergraduate programs, post graduate programs as well as research courses and provide with high qualified facilities (Queensland, 2017). The University of Queensland not only deliver course for 18^th plus students but also The University of Queensland family who run the business school by considering the whole educational market as well as area of study in the most appropriate way (Kotler et al., 2014).

Innovation is a basic foundation of competitive benefit in trade as well as critical to all business of sizes and sectors. The University of Queensland engages in innovation changes in thinking as well as products (Hollensen, 2015). In that way, The University of Queensland deals in a dynamic as well as multifaceted and open process that engages numerous players and parts of an association.

• To manage innovation that requires sound thoughtful of the nature of the improvement procedure that distorted fundamentally over the past years (Hill, Jones & Schilling, 2014).
• To equip with the ability that is essential to guide innovation for sustainable competitive benefit (Queensland, 2017)
• To offer courses that is based on worldwide best practice as well as presents an incorporated framework for innovation organization.
• To cover topics that includes integrating innovation as well as strategy where the idea was to manage the managerial process and trade model innovation (Queensland, 2017).
• To meet with foremost improvement specialist as well as managers who disclose cutting edge performs in innovation approach as well as growth and completion.

The University of Queensland manages a number of business social media accounts for the university where each platform has its own future purpose as well as spectators and used for supporting marketing and communication objectives in the university (Queensland, 2017). Staff members of The University of Queensland will be given advice on using social media within the area and these are as follows:

Employment Opportunities for Graduates at The University of Queensland

YouTube- the YouTube Account of The University of Queensland provides a forum for sharing a range of video content that represents the University for the potential students as well as community. In that case, most of the videos are added to the channel (Goetsch & Davis, 2014).

Facebook- the University of Queensland manages the UQ Facebook page the help in showcasing the benefits of studying at The University of Queensland that aligns with the promoting key events and news items (Queensland, 2017).

Instagram- the University of Queensland manages the UQ Instagram account that is used for visually showcasing the University in along with promoting key events as well as news items.

Twitter- the University of Queensland manages with UQ News Twitter account that is used basically as a tool for distributing information about The University of Queensland news and events (Queensland, 2017).

Flickr- the University of Queensland manages with UQ Flickr account that is used for creating slideshows for understanding the news articles and other stories (Foxall, 2014).

LinkedIn- the University of Queensland manages with UQ LinkedIn account that is run by UQ Advancement (Queensland, 2017).

Branding has become one of the latest focuses in education industry for attracting international students. It has influences about product message on student’s choice of learning purpose in Australian markets. The University of Queensland should be adopting effectual brand positioning of university is dependent on the type of message predictable (Ethiraj, Gambardella & Helfat, 2016). The use of promotional media as well as cultural values of the potential student

An effectual brand position captures the characteristic mission as well as ambition and strengths of The University of Queensland and appeal to the motivation as well as interests of the marketplace (Queensland, 2017). In that way, optimistic company brand is predictable to have an impact of staffing of students as well as educational staff members for attracting possessions and creating goodwill. Furthermore, branding efforts that will help higher education institutes for rediscovering what they are and basic purpose of The University of Queensland. In aligning with new stakeholders that enter The University of Queensland where new demands are being aimed at at universities and more tasks for handling those results in circumstances of capacity overload. Therefore, branding may be help in the course for trying in prioritizing between all the tasks as well as objectives on the schedule and assist organization that reminds them what the core behavior are (Eden & Ackermann, 2013).

Bases of Segmentation

The course provides students of The University of Queensland with a foreword to the systematic structure that is essential for understanding customer and trade markets (Chernev, 2014). In that way, stress will be given on classical models of quantitative marketing analysis for future activities. The proposed marketing aim and objectives of course are for students who expand an appreciation on how marketing information can be used for explaining as well as predict consumer behavior. It is where The University of Queensland will be developing an appreciation on how marketing manager’s uses advertising information for decision and strategic making.

Competitive strategy at the business unit as well as corporate level that include frameworks, theories and concepts where The University of Queensland can create superior value for its customers and owners (Barney & Hesterly, 2015). Good strategy helps in creating value for The University of Queensland as well as its stakeholders. With an increased turbulent as well as competitive environment, leaders at The University of Queensland should be developing and executing approach as an interlinked and continuing procedure. Furthermore, plan in action helps in addressing the challenge through moving well beyond conventional tactical development (Queensland, 2017). Therefore, it help in demonstrating logic incorporation as well as logic of execution that combines to convey good policy irrespective of whether any business organization has the ability to generate profits. In this way, leading edge courses of The University of Queensland make use of live case studies as well as extensive class interaction that enables participants for developing and executing business models that deliver high level of performance in the most appropriate way (Baker & Parkinson, 2016).

The expected outcome of the study is to develop a marketing plan for 2018 for the Australian University named as The University of Queensland. Due to limited time, the study lack essential in-depth analysis and further lack financial resources where they could not make use of expensive tools and methods (Queensland, 2017). Further expected outcomes of this study will be to analyze the ability of The University of Queensland to generate profits in the upcoming financial year.

Conclusion 

From the above study, it can be stated that The University of Queensland is a well-known research institute that is based in Australia. The course provided by The University of Queensland offer students with an introduction of the role of marketing as well as understanding the significance of contemporary organization and social responsibility of markets while influencing the attitudes as well as buying behavior of the consumer. At The University of Queensland, students will be introduced to the theories of markets and marketing, application of behavioral science, consumer behavior as well as basic marketing principles. In that way, students will be getting opportunities where they can apply these theories through analyzing assortment of real world examples that is heading for towards amplifying considerate of how advertising thought are used for future analysis purpose. The University of Queensland will be supplying, procuring and managing with the market research for wide range of projects from new product research to publicity movement assessment. At The University of Queensland, they manage twice yearly brand tracking as well as publicity efficiency research for monitoring brand health, brand perception and brand image and publicity awareness.

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