Dissertation | Nan Tien University - Case Study

Running head: DISSERTATION
DISSERTATION
Name of the Student
Name of the University
Author Note

DISSERTATION1
Acknowledgements
I would first like to thank my thesis advisor [title] [Name Surname] of the [School / Faculty
name] at [University name]. The door to Prof. [Last name] office was always open whenever I
ran into a trouble spot or had a question about my research or writing. He/She consistently
allowed this paper to be my own work, but steered me in the right the direction whenever he
thought I needed it.
I would also like to thank the experts who were involved in the validation survey for this
research project: [List professional Titles, Name and Surnames of the experts who
participated/contributed]. Without their passionate participation and input, the validation survey
could not have been successfully conducted.
I would also like to acknowledge [title] [Name Surname] of the [School / Faculty name] at
[University name] as the second reader of this thesis, and I am gratefully indebted to his/her for
his/her very valuable comments on this thesis.
Finally, I must express my very profound gratitude to my parents and to my [partner, spouse,
girl/boyfriend] for providing me with unfailing support and continuous encouragement
throughout my years of study and through the process of researching and writing this thesis. This
accomplishment would not have been possible without them. Thank you.
Author
[Name Surname]

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Table of Contents
Executive Summary.........................................................................................................................4
Chapter 1: Introduction....................................................................................................................5
Brief Introduction........................................................................................................................5
Organization Overview................................................................................................................5
Research objectives.....................................................................................................................5
Research problem statement........................................................................................................6
Chapter 2: Literature review............................................................................................................7
Key study domains......................................................................................................................7
Target Market..............................................................................................................................7
The factors influencing the mindset of the students by choosing a university............................7
Competitiveness in the market...................................................................................................10
Buddhist education....................................................................................................................10
Conceptual framework...............................................................................................................11
Chapter 3: Research methodology.................................................................................................13
Statement of Problem and Research Questions.........................................................................13
Research Philosophy..................................................................................................................13
Research Design........................................................................................................................14
Research Approach....................................................................................................................14
Research strategy.......................................................................................................................14

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Limitations.................................................................................................................................15
Chapter 4: Analysis and Findings with Discussion.......................................................................16
Age Group.................................................................................................................................16
Occupation.................................................................................................................................17
Will you be interested in undertaking the Buddhist courses?....................................................17
What factors according to you are important to be present in a University?............................18
What are some of the motivational factors of joining the University?......................................19
Do you think the area of Buddhist study will align with your future work?.............................20
Choose a reason why you would choose Nan Tien...................................................................21
What key benefits of studying at NTI?......................................................................................22
After reviewing the various offerings of the University, would you take up the courses at the
University..................................................................................................................................23
Discussion..................................................................................................................................24
Chapter 5: Conclusion...................................................................................................................26
Recommendations......................................................................................................................26
Future scope...............................................................................................................................27
References......................................................................................................................................28

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Executive Summary
Nan Tien University is a premier University as present in Australia which provides associated
Buddhist learning facilities to the different students. In association with this, it can be critically
mentioned that, the main purpose of the study is to help the University in understanding the
manner in which it will be able to attract the associated target markets. In association with this, it
is effective to outline that the study will be targeted towards understanding the perception of the
students while taking the admissions and will also highlight the manner in which the University
can improve its operations accordingly.

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Chapter 1: Introduction
Brief Introduction
The main aim of the report is to highlight the manner in which the Nan Tien Institute will
decide on the manner with the help of which they will target the associated students to join the
institute (Abratt and Bendixen 2018). The University has been running with the aim to expand
its overall horizon and inconsideration of this, it wants to understand the mindset of the different
individuals to gain an understanding of what factors influence them to undertake the decisions
regarding joining the University (Andreasen 1996). This will thereby assist the Institute to
improve itself and design the sessions and courses accordingly to increase the number of students
associated with the enterprise.
Organization Overview
The Nan Tien Institute functions with the aim of becoming one of the most popular and
eminent Buddhist Institution as present in Australia. It is a unique institute which provides a
wholesome Buddhist Experience to the different customers. The main aim of the University is to
provide the professionals with high quality academic experience and degrees with the help of
which they will be able to engage in effective operations and considerate initiatives so as to
engage in effective popularity. The institute runs with the aim of increasing the current student
base to 800 by the year 2023 (Nantien.edu.au 2020). In line with this, it is effective to note that
if the University gains this knowledge, it will be able to improve its positioning.
Research objectives
The research Objectives which have been set for the study are as follows:

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 To gain an understanding of what aspects do students look out for when they choose a
University
 To examine the factors which will influence them to take the course at the University?
 To understand the key benefits the students aim to gain at Nan Tien university
 To form policies and learning programs as per the needs of the students.
Research problem statement
Nan Tien Institute is having difficulty enrolling a large number of students which the
enterprise offers. In association with this, they aim to understand the needs of the different
students and the aspects which they look about in a University which will enable them to plan
accordingly and target the right customers in the right manner (Andreasen, Kotler and Parker
2008). Hence, through this study, the Nan Tien University will be able to gain an understanding
of the Opportunities, Key barriers, Target segments, Potential customers, market share and
associated parties with the help of which they will be able to undertake the course in an effective
manner and the University will be able to increase the admission count.

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Chapter 2: Literature review
Key study domains
Target Market
According to Chernev (2018), the target market can be mentioned to be the set of
individuals which an enterprise aims to target for the purpose of their activities. In the case of the
University, the Target market can be essentially described as the set of students who are the
potential customers or the future students of the University. In consideration of this, it can be
effectively mentioned that, the target market needs to be decided on effectively so as to engage
in a strong association with aims of the firm. The entire student base cannot be targeted by the
University and in line of this; it is effective to mention that, it has to decide on the selection of
the target segments in the right manner. According to Cravens and Piercy ( 2006), selecting the
right target audience is an effective step to be taken by any enterprise as it will go a long way in
assisting the different individuals to decide upon the overall manner in which the institute can
select the potential students and direct promotional programs towards them.
The factors influencing the mindset of the students by choosing a university
Another critical concept which has come forward in this domain can be understood to be
associated with the mindset of the students while they undertake a University for their future
selection. In line with this, it can be effectively mentioned that, the understanding of these factors
will be effectively critical for the University as it will assist them in designing the curriculum in
a similar manner (Dao and Thorpe 2015). Moreover, the understanding of these factors
influencing the mindset of the students while making the choice of a University will also be