Task Description -
This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity" etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis (including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.
The word limit for this report is 1500, excluding abstract or executive summary and references.
It is expected that the report will be based on research findings, including data and information from the Australia' Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e.. 2012-2017) and relevant journal papers, personal experience and observation.
Assessment Criteria:
- Title page, table of contents and abstract
- Background
- Market summary and demand assessment
- Segmentation and target market
- Current marketing mix analyses
- PEST analyses
- Competitor analyses
- SWOT analyses
- Value and brand positioning analyses
- Conclusion
- Citation, language, format and references