Introduction

Marketing Management Plan of La Trobe University

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Executive Summery

This paper aims to show that marketing management is quite important for the promotion of educational institutions nowadays. This is an important part of an organization. Education business is no exception in dealing and promoting their business. In this essay, the marketing management plan of La Trobe University would be discussed with help of several research papers. This institute is a university of public research based in a suburb near Melbourne in Australia. The location of La Trobe University is quite interesting. It is located in the suburb of the state of Victoria in Australia. Their regional campuses are situated in the locations of different traditional custodians of Australia.

The institute gives recognition to their connection with the land as well as their unique contribution to the institution and greater society of Australia. The regional campuses of the university are key to the purpose, mission as well as identity of La Trobe University. This university plays an important role in the education of the rural communities that are surrounding the regional campuses of the university. La Trobe University provides access to higher education as well as research to the regional community.

Table of Contents

Introduction. 4

Discussion. 4

Conclusion. 7

References. 8

Introduction

Marketing management deals with the strategy of an organisation to promote its products as well as campaign the products and creating a brand name for the product. This is an important part of an organization. Education business is no exception in dealing and promoting their business. In this essay, the marketing management plan of La Trobe University would be discussed with help of several research papers. This institute is a university of public research based in a suburb near Melbourne in Australia.

Discussion

La Trobe University is based in a suburb near the city of Melbourne in Australia. This university was established in the year 1964. This university is the third prestigious institute of research in the state of Victoria as well as the twelfth in Australia. This university has the world ranking within the top 250 universities of higher education as well as ranked second in wellbeing and health. Moreover, it ranks in the top hundred universities in nursing and archaeology. Marketing management deals with the strategy of an organization to promote its products as well as campaign the products and creating a brand name for the product. This is an important part of an organization. Education business is no exception in dealing and promoting their business.

This university, being a university of excellence, adopts several marketing strategies for the promotion of its courses as well as making the institution a famous institute of public research in the world. The regional campuses of the university are key to the purpose, mission as well as identity of La Trobe University. This university plays an important role in the education of the rural communities that are surrounding the regional campuses of the university. La Trobe University provides access to higher education as well as research to the regional community.

There are broadly four types of planning in marketing management, namely, contingency planning, tactical planning, strategic planning as well as operational planning. The contingency planning of marketing management was devised for those outcomes that are not usual or expected. This is a document of guidelines of planning during an unusual situation like a flood or terrorist attract etc. The second type of planning that is tactical planning refers to the tactics or strategies adopted to achieve the goal of the organization. This is the most important part of the planning of the management of any organization. Marketing tactics mainly include campaigning.

This campaigning again could have been done in several ways, namely, promotions in social media, advertising, email campaigning as well as by means of SEO optimization (Polger&Sich, 2019). The third type of management planning is considered to be the strategic planning of marketing management. This type of planning refers to the outline of the strategies for identifying the objective of the organization as well as achieving those goals of the organization.

There are nine steps of planning for the strategic management, namely, setting the target, conducting an audit of marketing, conducting marketing research, analyzing those research, identifying the target audience, determining the budget, developing marketing strategies, developing a schedule for implementation and last but not the least creating a process of evaluation. The operational plan is the outline of the strategies to deal with the rivals of the organization. Some research papers show that the development of soft skills amongst the teachers in universities is a good strategy to improve the grade of the institution as well as a good choice of marketing management strategy (Tang, 2020). More precisely, this set of guidelines helps the organization to gain a competitive advantage in the market.

Figure 1: Master plan of La Trobe University Melborne campus

Source: (Tang, 2020)

The location of La Trobe University is quite interesting. It is located in the suburb of the state of Victoria in Australia. Their regional campuses are situated in the locations of different traditional custodians of Australia. The institute gives recognition to their connection with the land as well as their unique contribution to the institution and greater society of Australia. The regional campuses of the university are key to the purpose, mission as well as identity of La Trobe University.

This university plays an important role in the education of the rural communities that are surrounding the regional campuses of the university. La Trobe University provides access to higher education as well as research to the regional community. Moreover, the institution facilitates strong partnerships with industry, local government, TAFE as well as schools. They have the following objectives. Firstly, this university has a plan to enhance the scope of higher education in the rural communities that surrounds the regional campuses of the university.

Secondly, the institution has the plan of increasing the students’ number enrolled in their regional campuses as well as the institutes supported by La Trobe University. The third objective is supporting the current developments of the rural communities. Moreover, due to the onset of Covid 19, the world is witnessing a completely new system of online education, which facilitates students for higher studies in regional areas (Teräs et al., 2020). The uniqueness of this university includes its location in a flourishing community, strong connections with industries, small study groups as well as excellent outcomes of employment amongst graduates. Marketing management deals with the strategy of an organization to promote its products as well as campaign the products and creating a brand name for the product. This is an important part of an organization. Education business is no exception in dealing and promoting their business. 

Conclusion

The above discussions reveal that La Trobe University is an excellent university of research as well as for higher studies and the university adopt good marketing strategies to promote its courses. Marketing management deals with the strategy of an organization to promote its products as well as campaign the products and creating a brand name for the product. This is an important part of an organization. Education business is no exception in dealing and promoting their business. Moreover, the uniqueness of the location of the university provides a competitive advantage for this university.

References

Fadón, E., Fernandez, E., Behn, H., & Luedeling, E. (2020). A conceptual framework for winter dormancy in deciduous trees. Agronomy, 10(2), 241. DOI: https://doi.org/10.3390/agronomy10020241

Polger, M. A., &Sich, D. (2019). Are they even following us? Using market research data to understand students’ social media preferences. Library Management. DOI: https://doi.org/10.1108/LM-06-2019-0031

Tang, K. N. (2020). The importance of soft skills acquisition by teachers in higher education institutions. Kasetsart Journal of Social Sciences, 41(1), 22-27. Retrieved from: https://so04.tci-thaijo.org/index.php/kjss/article/view/234867

Teräs, M., Suoranta, J., Teräs, H., &Curcher, M. (2020). Post-Covid-19 education and education technology ‘solutionism’: A seller’s market. Postdigital Science and Education, 2(3), 863-878. Retrieved from: https://link.springer.com/article/10.1007/s42438-020-00164-x

Zwanka, R. J., & Buff, C. (2021). COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 33(1), 58-67. DOI: https://doi.org/10.1080/08961530.2020.1771646