Marketing Mix at William Blue Institute

This assignment analyzes the marketing mix implemented by William Blue Institute of Hospitality Management. It examines each element of the mix – product, price, place, promotion, people, physical environment, and process – in detail, highlighting how they contribute to the institute's success. The analysis draws upon academic sources and real-world examples specific to William Blue's offerings and target market.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author’s note

1MARKETING MANAGEMENT
Marketing mix is the set of aspects in an organization that is used as an instrument to
promote the products or services that are offered by the company these aspects are under the
control of the company and can be manipulated by the management of the company. According
to the traditional concept of marketing mix there are 4 Ps namely: product, price, place and
promotion. According to the modern concept there are much more aspects added to the theory:
physical environment, process and people are the new addition to the concept (Huang and
Sarigöllü 2014).
William blue institute of hospitality management offers full time bachelor’s degrees and
skill development courses in various hospitality sectors such as event management, tourism,
culinary, commercial cookery, English. It is regarded as one of Australia’s leading and reputed
institute recognized by the Torrens University. The idea of marketing is to reach and
communicate effectively with the target market of the product or service.
Product: the service that the college offers is more than just a degree in the sector it is an
exposure to meet relevant people from the industry to help build and develop skill sets in order to
excel in the field of hospitality. The college offers a wide range of facilities to the students
enrolled like workshops, internships in the industry’s best options available. William Blue
Dinning is an affordable and high quality food restaurant that is run by the students of the
institute, practical learning experience is the best way to gain insight and knowledge about any
industry. Hospitality is an industry that is better known in the practical arena than theoretically.
The college also offers placement to the students in the desired industry (Hanssens et al. 2014).
Price: The course fee is reasonable and nominal and is at par with the standard of the fees. The
course is customizable according to the requirements of the student and the qualities of the

2MARKETING MANAGEMENT
educators are top notch along with the industry professional who visits the campus as guest
lecturers. Student loan program are also available.
Place: The college offers online and offline courses for the students who are willing to learn on
campus or are willing to enroll for a distance course (Mintz and Currim 2015).
Promotion: the college has a wide range of promotional activities that are backed by the target
market and the price of the product. The promotional activities are mostly related to the digital
arena as the social media is one of the most important aspects of the target market.
People: The academics and the educators who are associated with the institute are recognized
and popular people in their respective field.
Physical environment: the website and the online education process is very user friendly and has
a wide approach towards the diverse range of courses that are offered. The campus is also large
and has a large capacity of students with a student friendly atmosphere.
Process: the website of the institute explains in details the procedure of application to enroll in a
course, apply for a scholarship. It also allows the student to customize the curse according to the
relevance and requirement of the student (Baker 2014).

3MARKETING MANAGEMENT
Reference list:
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer
attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Mintz, O. and Currim, I.S., 2015. When does metric use matter less? How firm and managerial
characteristics moderate the relationship between metric use and marketing mix
performance. European Journal of Marketing, 49(11/12), pp.1809-1856.