MARKETING PLAN EXCERPT

Qualification details: BSB60520 Advanced Diploma of Marketing and Communication

SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

Promotional activities are conducted the international markets according to the

organisational marketing plan and strategy provided below.

Marketing plan excerpt:

VISION

To provide excellent, high–quality education and training to domestic and international

studies.

MISSION

The training organisation’s unique approach to curriculum, student experience, research,

and knowledge sharing, which emphasises involvement with business and the community,
will:

• Empowering students from a variety of countries and cultures, as well as

socioeconomic and educational backgrounds, to be successful lifelong learners, to
develop their skills and capabilities for the changing world of work, and to be
confident, creative, ethical, and respectful local and global citizens;

• Finding innovative and evidence-based solutions to important contemporary

challenges in Australia, Asia, and around the world, particularly in the areas of
education and lifelong learning, health and active living, cultural diversity and
community well-being, economic development and environmental sustainability,
and the success of specific industries and places, particularly in our heartland of
Melbourne, Australia’s fastest-growing region.

VALUES

The organisation’s values underpin our vision and goal, and they are critical in directing the
Strategic Plan’s implementation. They are:

Access

Students and staff from a variety of countries and cultures and our industry, government,
and community partners find the training organisation to be an accessible and welcoming
organisation.

Excellence

The training organisation is dedicated to educational, research, and knowledge exchange

excellence.

Respect

MCAD-20_6.1_Marketing Plan excerpt & Company Information Version 1_Dated: 28 April 2022
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 MARKETING PLAN EXCERPT
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication
SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

The training organisation’s employees and students show respect for people from different
countries and cultures, educational and socioeconomic backgrounds, and the natural
environment.

Target market:

• Traditional-aged students who have recently graduated high school (with career or
transfer goals)
• Adult students seeking career and/or continuing educational opportunities
• High School Students via Early College
• Transfer “In” students
• Displaced workers seeking career training opportunities

SITUATION ANALYSIS

Corporate review:

Long-term goals

Within the next five years, we will be the premier Australian supplier of business studies
training for international students.

CEO

Training Manager HR Manager Marketing Director Operations Manager

Promotion Manager Promotion Manager

(Domestic) (International)
and team and team

MCAD-20_6.1_Marketing Plan excerpt & Company Information Version 1_Dated: 28 April 2022
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 MARKETING PLAN EXCERPT
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication
SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

Service Review

The training organisation provides a range of business qualifications to overseas students. The
training organisation has already established itself in the following:

• Brazil

• Canada

• Chile

• Columbia

• Europe

• Japan

• Korea

• New Zealand

• Thailand

• United Kingdom

The training organisation is planning to enter the Chinese market.

Trends

In early 2000, the training organisation solely relied on domestic students. But in mid the
decade, the training organisation entered the international market. The initial focus of the
training aims to be the best training organisation in Australia. An important part of its
expansion is venturing into the Chinese market.

Competitor analysis

In terms of international market penetration, we are currently compared to two other

Australian TAFE colleges. Both companies are now concentrating their efforts on
consolidating their recent expansion in Pacific Rim countries and would not be able to enter
a new market at this time due to a lack of physical or human resources.

SWOT ANALYSIS

Strengths

• Experienced staff and ow employee turnover.

• Reputable and long standing education provider.

• Existing consolidation in the international markets.

MCAD-20_6.1_Marketing Plan excerpt & Company Information Version 1_Dated: 28 April 2022
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 MARKETING PLAN EXCERPT
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication
SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

Weaknesses

• Existence of other universities, TAFE and other locally placed colleges in the
international market space.

• Other cities in Australia recruiting students from overseas.

• Relying on agents to recruit on the college’s behalf.

Threats

• The attraction of students towards the US market or universities.

• Existing competitors have the capability to capture a big proportion of market.

• International issues in individual countries, e.g. war in Ukraine and re-current

lockdowns due to COVID in other countries or in Australia.

• Changes to legislation and immigration directions.

• Elections, change of governments, e.g. will new government support private training
providers or promote government run TAFE and universities only.

• Possible inflation and reduction in job opportunities for Australian’s and international
students, slowing economy and household pressures resulting and less spending.

Opportunities

• Linking with reputed educational agents.

• Collaboration with universities that provide bachelor and master programs.

• Company gaining new staff who have better understanding of new market areas.

STRATEGIC PLANNING

Marketing short term objectives:

• To make our college a well-known name in Beijing as a high-quality supplier of

business studies education.

• To enrol 50 students in the diploma of marketing and diploma of leadership course

from Chinese Market.

Marketing strategies

• Establish strategic alliance with Chinese high schools.

• Utilising Chinese application Youku to promote products and services.

MCAD-20_6.1_Marketing Plan excerpt & Company Information Version 1_Dated: 28 April 2022
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 MARKETING PLAN EXCERPT
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication
SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

Segmentation and target market

• The target segment market will be students that completed their higher education
equivalent to Australian Year 12.

• Utilising Chinese application Youku to promote products and services.

Marketing Channels and Strategies

The training organisation uses a broad marketing mix in an attempt to generate awareness,
create a buzz, and motivate prospects to take action. The goal is to reach our target
audiences in a variety of ways, and to try and stay true to a consistent brand message
across all channels.

Advertising:

Online advertising is used to promote the training organisation’s brand message to the
community we serve.

E-mail marketing:

The training organisation will create newsletters and e-mail them to the potential clients and
education agents.

Online Presence:

In today’s world, it is imperative that the training organisation maintains a high level of social
visibility via our website, via online advertising, and via our social media (Facebook,
Instagram, Twitter, YouTube, LinkedIn, etc.) activities.

Public Relations:

The Marketing Communications team works diligently to garner maximum exposure for the
training organisation by sharing organisation’s news with the media, on social media (both
college and external channels); and in the training organisation’s e-newsletter.

Vision for Program-specific Marketing

A key piece of the marketing strategy is to devote resources to program specific marketing
activities. These include:

• Sending newsletters for the new intake to the potential clients and education agents.

• Sending brochures in pdf format to the clients and education agents.

• Promotion of courses on social media platforms.

BUDGETING AND SCHEDULING

• Promotional budget: $10,000.

MCAD-20_6.1_Marketing Plan excerpt & Company Information Version 1_Dated: 28 April 2022
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 MARKETING PLAN EXCERPT
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication
SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs

• Week 1: Sending newsletters for the new intake to the potential clients and
education agents.

• Week 2: Sending brochures in pdf format to the clients and education agents.

• Week 3: Promotion of courses on social media platforms.

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