Sustainability Marketing Global Perspective

Question: Discuss about the Sustainability Marketing for Global Perspective. Answer: Introduction: Central Queensland University is and an Australia based dual sector university which is popularly known as CQ University. The main campus is in North Rock Hampton which is in Queensland. The motive of the university is Forever Learning. The university was founded in 1967 in Rock Hampton by the name of Queensland Institute of Technology which was known as QIT (CQ University, 2017a). The university has its campuses across Australia. After the year 2009, the institution has shown tremendous growth. The company has shown a great growth in many areas like the new courses, infrastructure, and number of students, development of new campuses and the reputation of the institution among the other universities of Australia. Moreover, it is emerging as great universities of Australia (CQ University, 2017b). The values of the university are a combination of openness, engagement, inclusiveness, leadership and a can do attitude which connects with the stakeholders and builds strong relationships. T he mission is to innovate and make better the delivery of both the distance and campus learning across the whole of Australia (CQ University, 2017c). Australia is a great option for undergraduate and postgraduate courses which offer opportunities with respect to the studies and jobs. It is one of the attractive places when it comes to education for both types of students whether they are local or international students. The local based students are the ones who are make a major market share of the university. The university has ranked on the 12th position with respect to the research excellence which is good enough in attracting the students who are interested in research work. The university also offers scholarships, allowances and grants to those potential students who have the ability of performing well. The survey results of the students from all the fields clearly depicts from the table given below that the students are well satisfied. Student Survey Results qut Biz Satisfied % 86 Health Satisfied % 84.2 Arts Satisfied % 82.9 Science Satisfied % 82.1 Biz Teaching % 83.1 Health Teaching % 84.4 Arts Teaching % 83.2 Science Teaching % 85.1 Biz Exper % 82.3 Health Exper % 80.2 Arts Exper % 81.1 Science Exper % 85 (Source: Australian Education Network, 2017). Segmentation and target market The CQ University has emerged as an overall learning institution which gives the students the opportunity to try out their hands in any field of their interest. The university is attaining a popular name among the local students in the Australian education system. The segmentation is the geographical segmentation which offers their products to students from all over the world without showing any concern to the geographical boundaries. The target markets are the students from all the diversities as they will strengthen the background of the university by taking people from all over the world with different social, economic and cultural backgrounds (Nijssen Frambach, 2013). Current marketing mix analyses Marketing mix is referred as a strategic tool which will helps any organisation in differentiating from that of its competitors (Wood, 2008). The products that are offered by the CQ University are the courses that they offer and further they are being selected and pursued by the students on the basis of their interests and needs. The price of the university is affordable which does not deprive students from education. Moreover, the university also offers scholarships and allowances to the students in need. The place mix is the locations on which the university has opened its branches across Australia which are Brisbane, Sydney, Melbourne and Adelaide. These are the metropolitan campuses which have students from both international and national boundaries. The promotion mix of the university is the ways through which the students will get attracted. There are various websites, online sources, newspapers and rankings given by education networks of Australia will be helpful in the promotional techniques (Belz Peattie, 2009). Further the three Ps are people, process and physical evidence applies to the services industry. People refer to those who deliver the services to the customers. In this case the customers are the students and the people will be the lecturers, administrative staff and non-teaching staff. In such kind of industry the major role is played by people only. The appointment of teachers is done in a very critical manner which brings out the best of the people in the university (Goi, 2009). Processes are the mechanisms which help in the delivery of the services. Processes are the ways which teaches the students use the equipment of the labs and classes. The more the knowledge are given to students the better will be their learning and grasping power. The arrangement of the educational and informal trips will help the students to concentrate easily on studies as they will be given proper space to express and explore. The facilities should be up to date especially for the research students so that they do not find any hindrances in their work. Physical evidence is the infrastructure of the university, the education that they deliver to students, the other co-curricular activities which help them to get an overall exposure and experiences of different fields. The other campuses also give the students as feeling of pride that they are a part of that institution which has a nag to grow always. PEST analysis The PEST analysis comprises of political, economic, social and technological factors which are the external factors. The political factors include the laws that are made by the Australian government in relation to the students coming from other countries for admission in Australian Universities. Overall, the government is happy with the international students increment as it is economically beneficial for the country. The increase in the research work in universities has been forced by the government in order to get more quality work. The economic factors are sound as Australia as an economy has grown over the period of time. The local students taking admissions have increased. Also, students from developing nations are promising markets who are very much interested in investing in education. They are growing economically as well which motivates them to study abroad (Cadle, Paul Turner, 2010). The social factors are the changing culture of countries when it comes to education. As these days, people are interested in studying abroad in international universities which will give them an international exposure. Also they will get to learn about a countrys culture and people. The technological factors include how well the university is developed or not. The infrastructure of the university and its various campuses, how well they are equipped, do they use latest technology and are their teachers and staff who are well verse in using such devices (Cadle, Paul Turner, 2010). Competitor analysis In Australia itself, there are other universities which pose a threat to the University. Universities like New Castle, New South Wales, University of Adelaide etc. are the ones which stand in direct competition with the CQ University. The university has been given four stars by the Australia Education Network out of the five stars. It is also given 12th position under the domestic Excellence in Research Australia system. By all these, it can be said that the university holds a good and competitive position from that of the other players in the industry. The SWOT analysis comprises of the strengths, weaknesses, opportunities and threats of the organisation. The strengths of the university is its presence at multiple locations in Australia which gives it an advantage of reaching out to more domestic students and also the more number of campuses are efficient in attracting more number of students. The weakness of the university is that they should not get satisfied with their rankings that they have got from the various universities rather they should constantly strive and improve their standards in order to compete with other universities and get a name in other countries also (Hollensen, 2015). The opportunity can be their introduction of placement programs in the university which will help them to attract more students from all over the world. Students from different parts of the country will strengthen the student base and quality of the university. The threat to the university is the minimal fees which they offer to the students as it can deprive their economic position. There can be fraudulent cases also with respect to the privileges that are being offered by the university to students in need (Katz Green, 2009). Value Brand Proposition The best part that adds to the brand value of the university is its different courses which are offered to individuals with different needs and interests. It depicts a good picture of the university that the courses which they offer are not restricted and rigid rather they are very unique as there are short term, long term, diplomas, degrees, professional courses, vocational courses and especial focus on the research opportunity and accordingly facilities are provided. Segmentation and targeting the international students along with the local ones is another value addition that is done by the university (Australian Education Network, 2017). Conclusion From the above the discussion it can be concluded that the CQ University is high on its vision and values which constantly drive them in achieving the its idea of diversity and inclusiveness. The strength of the university is its infrastructure and the huge number of courses that they offer. The university should make plans with respect to marketing in order to gain global recognition. The university should work on their research facilities more and more so that they make a step forward in the field of research work that is done in the universities in Australia. References Australian Education Network. (2017). Queensland University of Technology. Viewed on 10 April 2017 from https://www.australianuniversities.com.au/compare-universities.php?uni%5B%5D=qutsubmit=SUBMIT. Belz, F. M., Peattie, K. (2009). Sustainability marketing: A global perspective. Chichester: Wiley. Cadle, J., Paul, D., Turner, P. (2010). Business analysis techniques: 72 essential tools for success. BCS, The Chartered Institute. CQ University. (2017a). University History. Viewed on 10 April 2017 from https://www.cqu.edu.au/about-us/about-cquniversity/university-history. CQ University. (2017b). About University. Viewed on 10 April 2017 from https://www.cqu.edu.au/about-us/about-cquniversity. CQ University. (2017c). Vision and Values. 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