Assessment item 1 – Research Project Details | Template

Assessment item 1 – Research Project Details
Due: Monday of Week 3, 9 am AEST
Length: 600-800 words
Conditions: Individual
Weighting: 15%
Requirements
Use the template below to present your research project details. Please note that bullet points
are not acceptable; responses need to be written in full sentences. This assignment must be
submitted through the Turnitin link for this assignment.
Template
Information to include
Report title An investigation of the Marketing Mix for a private vocational education provider,
that is, industry partner Organisation X in a rapidly changing education market.
Industry partner I am currently working as an executive at Organisation X – who is also my chosen
industry partner for this research. My role as an executive involves overseeing the
management and of a healthcare business organisation. Organisation X, the
chosen industry partner, is a private Registered Training Organisation delivering
vocational education in Australia to domestic as well as international students for
the past thirty years. Since the last 10 years, Organisation X has expanded and
flourished in Australia in terms of recruiting International accredited Registered
Nurses, who have received Australian Health Practitioner Regulation Agency
(AHPRA) qualification and approval, within a bridging program. The 12 week
accredited bridging program delivered by Organisation X provides such nurses
the opportunity to learn, acquire and integrate themselves within Australian
registration standards of nursing.
The market targeted by Organisation X is the offshore nursing workforce for the
purpose of recruiting Registered Nurses and as a result, mitigating the problem of
current nursing shortages in Australia. I am connected to Organisation X via my
nursing background and my executive role of integrating internationally
Registered Nurses within the Initial Registration for Overseas Nurses (IRON)
program.
The IRON program has been recently replaced by the Entry Program for
Internationally Qualified nurses (EPIQ) which is based on new standards of

accreditation of nurses. The aim of the program is to prepare international nurses
for complying with Australian standards of nursing and as a result, acquire
nursing skills of successful professional functioning and overall achievement of
acquiring Australian Nursing Registration standards.
The chosen industry partner comprises of approximately 30 to 50 employees with
a considerably low turnover rate. However, replacement of the EPIQ program has
raised several risks of profitability and competitive advantage of Organisation X.
Research Field Marketing
Research problem Following a recent announcement by the Nursing and Midwifery Board of
Australia (NMBA), the Initial Registration of Overseas Nurses (IRON) program
has been replaced with the Graduate Certificate in Nursing – EPIQ RN
program. To keep cope with this change and for maintaining its current position
and status, Organisation X has to to deliver Graduate Level academic courses and
is thus required to transform or pivot its product and service offerings.
Organisation X understands that nursing shortage in Australia is a rising problem
which is why, it recognises and prioritises the dependence for recruiting overseas
nurses with suitable qualifications. Organisation X has thus considered the
strength of its marketing ability, recruiting competence and student skilfulness and
genuineness suitable for deliverance of the EPIQ program since these are key
factors essential for successful course delivery and strengthening of course
outcomes for international students.
Organisation X now seeks to pivot its product offering and wishes to do the same
via establishing partnership with a higher educational provided such as a
university. If not addressed in a timely manner, the research problem is likely to
negatively impact the competitive advantage and financial profitability of
Organisation X as against higher education providers.
Overarching
research aim
The aim of this research is to investigate the strategic marketing factors affecting
Organisation X and alternative marketing strategies Organisation X will possible
implement to improve marketing in a rapidly changing education market.
Research
questions(s)
RQ1: What are the factors affecting the strategic marketing of Organisation X?
RQ2: What strategies can Organisation X undertake to improve its marketing?
Keywords used for
literature search
4Ps, Marketing Mix, Marketing Strategy, International Students, Education
Market, Education providers.