This report presents a marketing plan for Australian Catholic University (ACU)—an international university founded in 1991 that currently has a student population of 25687. The 2018 marketing plan is derived from a previous analysis of the marketing and competitive environment of the institution. This marketing plan serves as a guide for the institution’s marketing team and the University entirely as it strives to build brand awareness, boost stakeholder en¬gagement as well as augment student enrollment and academic portfolio.
This marketing plan serves as a roadmap with key objectives and strategies that ACU can use implement to market itself successfully. The main areas of focus in this document are: institutional background, market summary and demand analysis, demography analysis, PEST analysis, competitor analysis, marketing promotion analysis, SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives, marketing mix strategies, competitive strategies, media and budget and anticipated outcomes.
Implementation of this marketing plan will help build institutional culture and pride by fostering engagement among all members of the institution: students, alumni, staff, donors, faculty and external partners. This would improve ACU’s branding and enrollment. Nonetheless, much work remains to be done as the marketplace evolves and the University’s internal objectives are generated or realigned.
Table of Contents
- Executive Summary
- Background
- Mission
- Vision
- Market and Demand Assessment
- Segmentation and Target Market Analysis
- Demographic Variable
- Psychographic Variable
- Behavioural Variable
- PEST Analysis
- Competitor Analysis
- Competitor 1 Australian National University(ANU)
- Competitor 2 Macquarie University
- Competitor 3 University of Sidney
- SWOT Analysis
- Value & Brand Positioning Analyses
- Marketing Aim and Promotional Objectives For 2018
- Marketing Aim
- Promotional Objectives
- Marketing Mix Strategies
- Product Strategy
- Place Strategy
- Price Strategy
- Promotion strategy
- Competitive Strategies
- Media and Budget Allocation For 2018
- Expected Outcomes and Conclusion
Objectives and Key Themes
The marketing plan for Australian Catholic University (ACU) for 2018 outlines strategies to improve student enrollment, enhance brand awareness, foster alumni relations, and strengthen the institution's academic profile. The plan prioritizes research, engagement, and excellence in health sciences, emphasizing the university's commitment to human dignity, active community engagement, and fostering a distinct perspective within higher education.
- Boosting student enrollment and strengthening market position
- Promoting innovative leadership for excellence in research and learning
- Enhancing alumni relations, interaction, and fundraising
- Developing infrastructure to address the growing needs of the 21st-century institution
- Positioning ACU as a leading global destination for research and learning
Chapter Summaries
- Executive Summary: This section provides an overview of the marketing plan, outlining its objectives, key areas of focus, and expected outcomes.
- Background: This chapter delves into the history, mission, and vision of ACU, highlighting its commitment to pursuing knowledge, human dignity, and the common good. The university's global reach and its diverse range of academic programs are also emphasized.
- Market and Demand Assessment: This chapter analyzes current trends in the Australian higher education market, identifying key factors influencing student demand, such as increasing enrollment numbers, growth in online learning, and the importance of intuitive websites. ACU's high demand for certain programs is also highlighted.
- Segmentation and Target Market Analysis: This section explores how the university segments its market based on demographics, psychographics, and behavioral factors, identifying target audiences for its marketing efforts.
- PEST Analysis: This chapter examines the political, economic, socio-cultural, and technological factors influencing the higher education environment in Australia, providing context for ACU's marketing strategies.
- Competitor Analysis: This chapter profiles key competitors like the Australian National University (ANU), Macquarie University, and the University of Sydney, analyzing their strengths, marketing strategies, and target audiences.
- SWOT Analysis: This section identifies ACU's strengths, weaknesses, opportunities, and threats, providing a framework for developing effective marketing strategies.
- Value & Brand Positioning Analyses: This chapter focuses on ACU's brand positioning strategy, emphasizing its commitment to faith, global network, research, and community engagement. The university's distinctive image and its student visa program are also discussed.
- Marketing Aim and Promotional Objectives For 2018: This section outlines ACU's overall marketing aim, which is to grow student intake, strengthen the academic profile, build brand awareness, and improve alumni relations and donations. Specific promotional objectives related to these goals are also presented.
- Marketing Mix Strategies: This chapter details ACU's marketing mix strategies, including product, place, price, and promotion strategies. The focus is on creating a competitive advantage by offering unique educational experiences, fostering a sense of community, and providing access to valuable resources.
- Competitive Strategies: This section outlines ACU's competitive strategies, which aim to differentiate the university from its competitors by emphasizing student experience, alumni engagement, knowledge transfer, and research.
- Media and Budget Allocation For 2018: This chapter outlines the media channels and budget allocation for ACU's marketing efforts in 2018, emphasizing social media, newspaper, radio, and television advertising.
Keywords
The marketing plan for Australian Catholic University (ACU) emphasizes keywords such as higher education, student enrollment, brand awareness, alumni relations, research, engagement, health sciences, human dignity, community engagement, faith, global network, Catholic Intellectual Tradition, and competitive strategy. The plan highlights key themes related to the Australian higher education market, including market trends, target audience segmentation, PEST analysis, competitor analysis, SWOT analysis, and marketing mix strategies.
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- BSc. IT David Williams (Autor:in), 2017, Marketing Plan for Australian Catholic University (ACU) 2018. Improvement of ACU’s branding and enrollment, München, GRIN Verlag, https://www.grin.com/document/370661
