The Internet has changed the way the world disseminates information since the introduction of the World Wide Web (WWW) in 1995. It became a global medium for the distribution and exchange of information among the users. Especially for Universities, competing for attention of international students, it is a crucial tool to reflect their programs and services offered in a highly competitive environment of thousands of Universities worldwide. As prospective students tend to inform themselves primarily over the Internet, the quality of the presentation in combination with different techniques and technologies determines the success or failure of getting international students.
This report presents an Internet Marketing Plan for improving the existing website of the International Office, Southern Cross University (SCU), Lismore, New South Wales, Australia. The International Office’s website’s objective is to reflect their services and the programs offered by the SCU in the best way. As the environmental analysis shows, they are acting in a highly competitive environment with 47 Australian institutions for higher education with an increasing demand on the part of international students, representing an increase of 17.5 percent in 2001 with increasing tendency since 1992. A reason for this is that study abroad experience is nowadays a “required” experience for a successful career. The SWOT analysis shows, that the website is not using their whole competencies as the information displayed does not take into consideration the needs of international students. Additional lacking or not updated information confuses and often frustrates the International Offices target market: The potential international student.
Therefore, objectives are to improve the website and to increase enrolments of international students at SCU from 7 per cent up to 10 per cent in 2005. Underlying goals for those objectives are to create a more informative and importantly up to date site, to offer a forum for feedback from students, as well as a system for identifying how often the site is used and to reinforce corporate identity with the SCU homepage. The improved site will service students throughout their experience with the University, developing a long-term relationship with the office staff, students, and prospective Universities.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Situational Analysis
- Situational environs
- Neutral environs
- Competitor environs
- The company environs
- The Target Market
- Problems and Opportunities
- Marketing Goals and Objectives
- Marketing Strategy
- Implementation and Control
- Summary
- References
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this electronic marketing plan is to improve the International Office website at Southern Cross University (SCU) to increase international student enrollment from 7% to 10% by 2005. This requires addressing the website's weaknesses and capitalizing on opportunities to better attract potential students.
- Improving the website's content and functionality to meet the needs of international students.
- Increasing the visibility and attractiveness of SCU to prospective international students.
- Utilizing technology to enhance communication and engagement with potential and current students.
- Strengthening SCU's brand identity and presence online.
- Developing a long-term relationship between the International Office, students, and the university.
Zusammenfassung der Kapitel (Chapter Summaries)
Executive Summary: This section provides an overview of the electronic marketing plan for the International Office at SCU. It highlights the increasing importance of internet marketing for universities competing for international students and identifies the need to improve SCU's website to attract more students. The summary emphasizes the plan's goals of increasing enrollment and improving website functionality through strategies like enhanced information, feedback mechanisms, and improved website design.
Introduction: This chapter likely sets the stage for the marketing plan by introducing the context of the increasingly competitive global higher education landscape and the crucial role of the internet in attracting international students. It likely emphasizes the need for a robust online presence for SCU's International Office.
Situational Analysis: This chapter presents a comprehensive analysis of the environment in which SCU's International Office operates. It likely includes an examination of the overall situation (macro environment), neutral factors, competitive landscape (including other Australian universities), and an internal analysis of SCU’s strengths and weaknesses concerning international student recruitment. This analysis forms the foundation for identifying opportunities and challenges.
The Target Market: This chapter delves into the characteristics, needs, and preferences of SCU's target market – prospective international students. It would likely profile these students, their motivations for studying abroad, their information-seeking behavior, and their expectations regarding university websites. Understanding this target audience is crucial for tailoring the website and marketing efforts.
Problems and Opportunities: This chapter focuses on identifying specific problems with the existing website and opportunities for improvement. It would analyze the gaps between the current website's functionality and the needs of international students, highlighting areas for enhancement and leveraging opportunities presented by the digital landscape. The analysis likely includes a SWOT (Strengths, Weaknesses, Opportunities, Threats) framework.
Marketing Goals and Objectives: This chapter lays out specific, measurable, achievable, relevant, and time-bound (SMART) goals and objectives for the marketing plan. The primary goal is to increase international student enrollment. This chapter will detail how this overarching goal will be achieved and measured through website improvements.
Marketing Strategy: This chapter outlines the specific marketing strategies proposed to achieve the stated goals. It would likely recommend using website features such as search functionality, feedback forms, discussion groups, and updated content. The strategy likely focuses on making the website more user-friendly and informative for international students.
Implementation and Control: This chapter describes how the marketing plan will be implemented, including the roles and responsibilities of individuals or teams involved. It highlights the importance of appointing a webmaster to oversee the website's maintenance and monitor its success in attracting international students. This section would also describe the key performance indicators (KPIs) used to measure the plan's success.
Schlüsselwörter (Keywords)
Electronic marketing, international student recruitment, higher education, website design, internet marketing, SWOT analysis, competitive analysis, target market analysis, web analytics, website functionality, enrollment rates, Southern Cross University.
Frequently Asked Questions: Electronic Marketing Plan for International Student Recruitment at Southern Cross University
What is the main objective of this electronic marketing plan?
The primary objective is to enhance the Southern Cross University (SCU) International Office website to boost international student enrollment from 7% to 10% by 2005. This involves addressing the website's shortcomings and leveraging opportunities to attract more prospective students.
What are the key themes addressed in this plan?
The plan focuses on improving website content and functionality to meet international student needs, increasing SCU's visibility and appeal, leveraging technology for better communication and engagement, strengthening SCU's online brand, and building long-term relationships with students and the university.
What topics are covered in the Table of Contents?
The plan includes an Executive Summary, Introduction, Situational Analysis (covering situational, neutral, competitor, and company environments), Target Market analysis, Problems and Opportunities, Marketing Goals and Objectives, Marketing Strategy, Implementation and Control, Summary, References, and an Appendix.
What does the Situational Analysis section cover?
This section provides a comprehensive analysis of SCU's environment, including macro factors, neutral influences, competitor analysis (other Australian universities), and an internal assessment of SCU's strengths and weaknesses regarding international student recruitment. It identifies opportunities and challenges.
How does the plan define its target market?
The Target Market section profiles prospective international students, exploring their characteristics, needs, preferences, motivations for studying abroad, information-seeking behavior, and expectations of university websites. This understanding is crucial for tailoring the website and marketing efforts.
What problems and opportunities are identified in the plan?
This section pinpoints specific website issues and improvement opportunities. It analyzes the gap between current website functionality and international student needs, highlighting areas for enhancement and leveraging digital opportunities. A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is likely included.
What marketing strategies are proposed?
The Marketing Strategy section outlines strategies to achieve the plan's goals. These likely include website features like improved search functionality, feedback forms, discussion groups, and updated, user-friendly content designed to attract and inform international students.
How will the plan be implemented and controlled?
The Implementation and Control section details the plan's execution, including roles and responsibilities. It emphasizes the importance of a webmaster for website maintenance and monitoring success. Key Performance Indicators (KPIs) to measure the plan's effectiveness are also defined.
What are the key words associated with this electronic marketing plan?
Key words include: Electronic marketing, international student recruitment, higher education, website design, internet marketing, SWOT analysis, competitive analysis, target market analysis, web analytics, website functionality, enrollment rates, and Southern Cross University.
What is included in the Executive Summary?
The Executive Summary provides a concise overview of the electronic marketing plan, emphasizing the growing importance of internet marketing for universities competing for international students. It highlights the need to improve SCU's website to attract more students and outlines the plan's goals for increasing enrollment and improving website functionality through strategic improvements.
What is the purpose of the Introduction section?
The Introduction likely sets the context of the increasingly competitive global higher education landscape and the crucial role of the internet in attracting international students. It emphasizes the need for a robust online presence for SCU's International Office.
- Quote paper
- Gisela Schneider (Author), Andi Carey (Author), 2002, Electronic Marketing Plan for the International Office, SCU, Munich, GRIN Verlag, https://www.grin.com/document/14896
