Marketing Plan for Higher Education Institutions

Marketing Plan

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Executive Summary
In education industry especially in the higher education industry, there is an intense rivalry
going on among different institutions. Due to this it is essential that a company evaluates the
factors that might affect the quality of education and service delivery. It was found that
Amount of research, educational infrastructure, faculties, environment for education and
Syllabus are some of the factors that need to be analysed by the institutions. At the same
time, institutions must be able to design their promotional mix in such a manner that it has
impact on the minds of students who aims to go for higher studies. This report highlights the
promotional mix for higher educational institutions. It was found that Return on Investment,
numbers of students, improvement in the student’s educational growth and ratings by
different magazines and governments are some of the criteria that helps in measuring the
success of the promotional mix.

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Contents
Introduction...........................................................................................................................................2
Factors that affect the quality and delivery of higher education............................................................2
Marketing promotion plan.....................................................................................................................3
Marketing communication objectives................................................................................................3
Promotional Mix................................................................................................................................4
Criteria that can be employed to measure the objectives...................................................................6
Budget...............................................................................................................................................6
Timeline................................................................................................................................................7
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9
Introduction

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In today’s time, every organisation is facing tough competition from their rivals. In this
environment, it is crucial that companies understand the factors that might affect the quality
and delivery of their offerings. This is crucial for gaining competitive advantage over the
rivals. On the basis of these, it is also essential that firms design the marketing
communication plan to achieve all the goals and objectives (Kalenskaya, Gafurov &
Novenkova, 2013). A designing of effective marketing promotion plan helps an organisation
in achieving the desired benefits. This report provides the factors that affect the quality and
delivery of the higher education services. It will also provide the marketing promotional plan
for Australian Institute of Higher Education till the year 2020 along with budgets.
Factors that affect the quality and delivery of higher education
There are several factors that are having impact on the quality and delivery of the higher
educational institutions. Evaluation of these factors helps any company in understanding the
way in which they can design their future plans. Some of these factors are:
Amount of research: The extent to which any company is focused towards the research has
a greater role in the quality of education. The numbers of projects that are running in any firm
plays a highly critical role in increasing the value of the organisation. Since new research
allows students to learn something extra hence they are also attracted towards the institutions
where maximum numbers of researches are going (Enache, 2011). At the same time, these
new research improves the delivery of the education as students gets indulged in these
research hence learning new things.
Educational infrastructure: Another essential thing that improves the quality of education
at the education institution is the type of educational infrastructure present in that institution.
This infrastructure includes laboratories, classroom facilities, use of technology for providing
education, facilities for other co-curricular activity etc. This also includes the infrastructure
for disabled people so that they might not face challenges in their day to day activities
(Durkin McKenna & Cummins, 2012).
Faculties: The qualification of the faculties at the institutions plays a critical role in quality
of education. This is because qualified faculties are always able to deliver the education in a
right manner without any specific problems. It is also crucial that an institution have faculties
from different cultural backgrounds. This is because it helps a firm to deal with students from
different cultural backgrounds (Alipour, Aghamohammadi, Ahmadi & Hoseini, 2012). At the