Marketing Plan for Higher Education

Running head: MARKETING PLAN FOR HIGHER EDUCATION
Marketing Plan for Higher Education
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION FOR HIGHER EDUCATION
Part 1 – Reflections on the 5 Major Factors that Influence Higher Education for
Students
Imparting quality higher education is a norm that every institute of higher education
in each and every part of the world needs to follow, if such an institution is to be respected
and preferred as a destination for learning by interested students from around the globe
(Karseth & Solbrekke, 2016). Quality higher education depends on any different factors, five
of which will be analyzed in detail in this assignment. The piece will conclude with
recommendations on how higher education today can be improved upon in order to cater to
the needs and requirements of students in the best and most pragmatic way possible.
One of the most important factors that influences higher education for students, is the
degrees or the credentials that are held by those involved in imparting higher education
in the first place. If a college or a university is to be recognized for its excellence in teaching,
then it first needs to make it a point to recruit teachers who are well qualified, and who have
the degrees, diplomas and certificates necessary in order to be recognized as experts in their
various subjects. Higher educational institutions that wish to be international in their scope,
outreach and character need to make sure to higher members of the faculty who have
received their training from international institutions in Australia, in the United Kingdom, in
the United States of America or even in Singapore for that matter. It is only teachers who
have received an international education who can be entrusted with the duty of imparting
learning that is not only of a high standard but which is also of a global standard. Students
today want to receive their education or degrees from institutions that are well recognized not
just in the country where they are studying but in other parts of the world as well, so that they
can apply for suitable jobs and services in leading international destinations. Hence higher
education institutions have to pay considerable attention to the kind of faculty they recruit to
impart college and university education, in the arts, the sciences, in commerce and even in the

2MARKETING COMMUNICATION FOR HIGHER EDUCATION
fine arts. Faculty members who have international degrees and international teaching
experience are the type of people that most students pursuing higher education want to
receive their training from today (Ho & Law, 2017).
Another major factor that is seen to have an impact on the way that higher education
is shaped and imparted in today’s day and age is quality infrastructure. It is only higher
education institutions that are serviced by good quality infrastructure who can expect to
attract the students from all over the world, and that too meritorious students who will take
pride in the institution that they are studying at. Quality infrastructure implies the
development and provision of smart classrooms where students have access to wireless
internet services, laptop computers and electronic learning aids in order to gain an
understanding of their course subjects better. Quality infrastructure also refers to the
provision of well equipped and well spaced out seminar rooms or lecture halls that have all
the audio visual aids that are necessary in order to carry out power point and video
presentations as a part of the teaching process. Any institution of higher education which
wants to be recognized as one of the leading places to study at in the world today, will have
to make sure to give its students access to the best infrastructure if they are to feel
comfortable and motivated to learn while studying at this institution. Additionally, higher
educational institutions like colleges and universities should also make sure that they are
serviced by gyms, and sports grounds that can serve as venues for both inter college sporting
activities as well as intra college sporting activities. In both Australia and the United States of
America, many students are admitted into institutions of higher learning on the basis of what
is termed as sports scholarships. The sports scholarships give students the opportunity to
pursue the degree education of their choice at a renowned institute of higher education, based
on their sporting skills and abilities (Stewart, 2018).

3MARKETING COMMUNICATION FOR HIGHER EDUCATION
A third important factor that is seen to have an impact on the way higher education is
imparted today is the provision of degree and diploma programs in foreign languages.
More and more students around the world are becoming interested in the pursuit of foreign
languages as a form of additional training or additional skills development. This is because of
the fact that industries around the world are becoming increasingly globalized in character.
Most companies in leading international destinations such as London, New York and Sydney
require their employees to be well versed with at least one foreign European or Far Eastern
languages in order to be able to communicate and to negotiate with clients and partners from
different parts of the world. Some of the foreign languages that students of higher education
are wanting to learn and to master today are Mandarin, French, German, Korean, Japanese
and Spanish. Higher education institutions that want to attract meritorious students from
different parts of the world need to make sure to offer degree or diploma programs, or both in
all of the foreign languages that have been mentioned, giving students the scope to add to
their academic knowledge on a variety of subjects by learning how to communicate in a new
language. For this purpose again, the institute of higher education that provides degree and
diploma courses in a foreign language will have to recruit experienced, qualified and gifted
faculty members who will be able to do a good job of imparting training in foreign language
to the students. Only by providing training in the writing and speaking of a foreign language,
be it a long term course or a short term intensive court, can a higher education institution
hope to compete successfully in the international market for education today (Tate et al.,
2015).
Training students in IT skills is also imperative for higher education institutions that
want to rank well in global ratings for higher education. IT training and development is
therefore a fourth major factor that influences the pursuit of higher education in today’s day
and age. The use of information technology is something that is deployed to each and every