Document from the year 2017 in the subject Business economics - Offline
Marketing and Online Marketing, grade: 95.0, language: English,
abstract: 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.
