Factors Affecting Higher Education Services and Marketing Promotion Plan for CQU University

This article discusses the five major factors that affect the quality and delivery of higher education services to students and presents a marketing promotion plan for CQU University in 2020.

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Contents
Introduction......................................................................................................................................2
Five major factors that affect the quality and delivery of higher education services to the students
.........................................................................................................................................................2
Skills and Knowledge of Staff.....................................................................................................2
Staff Turnover and elderly human resource................................................................................3
Language Issues...........................................................................................................................3
Lack of Practical Approach.........................................................................................................4
Class Size.....................................................................................................................................4
Marketing Promotion plan for 2020................................................................................................5
Marketing Communication Objectives........................................................................................5
Promotional Mix Element............................................................................................................6
Budget and Timeline....................................................................................................................6
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Introduction
The higher education is an important part of the lifestyle of a person. Higher education plays a
great role in identifying the future instances of a person. It is important to provide quality
education to the people or students in the environment so as to create a good future and life for
them. In the below mentioned paper issues for the CQU university has been discussed in the
paper along with the market promotion plan in the business (Reeves, 2016). More details about
the information used in the paper are discussed below:
Five major factors that affect the quality and delivery of higher
education services to the students
Skills and Knowledge of Staff
The fact should be noted that quality of the teachers and their skills highly affects the quality and
delivery of higher level education services to the student. In order to provide efficient
educational services to student, it is important for the teachers to themselves have efficient skills
and knowledge in the business environment. It is important for the highly famous universities
like CQU to attain efficient staff who can train the students to attain high education in the
education industry (Ali, Zhou, Hussain, Nair, & Ragavan, 2016). In order to provide higher
education, it is important that the teachers must have adequate qualification because if the
teachers themselves will not have knowledge then how will they provide it to other students. Till
primary and secondary education, students can learn themselves and average teachers can train
them but in case of high education, it is important to make the student understand the concepts
deeply. If they will not understand the concepts, then they would not be able to pass it just by
cramming. It is important for the teachers to understand the mind-set of the students and train
them accordingly. They need to create an adequate relationship in order deliver the knowledge
and value to the customers. If the teachers will not maintain a relationship with students, then
they would not be able to connect with them and provide them enough knowledge about the
course and educate them (Gaytan, 2015).

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Staff Turnover and elderly human resource
During a course, teachers connect with the students and try to maintain a solid relationship with
them so as to train them effectively. Once a relationship is created, students enjoy the company
of the teachers and concentrate in their class while teaching as well. But, due to managerial
issues, many times the teachers leave the university in between due to which students suffer.
Thus, it should be noted that staff retention can be one of the issues that can create problem in
the delivery of higher level education about the students in the universities like CQU. Further,
with the changing environment, students also have started demanding change in the teaching
patterns to take interest in the studies (Badwan, Al Shobaki, Naser, & Amuna, 2017). However,
the elderly teachers are not able to change their teaching pattern in an innovative way, nor they
are able to create a friendly relationship with the students due to which the students take less
interest in their class. Thus, it should be noted that elderly teachers and low staff retention can
reduce the adequate service delivery of education in the university environment. Low staff
retention makes it difficult for the student to connect with any teacher afterwards and become
comfortable with them (Masino, & Niño-Zarazúa, 2016).
Language Issues
Language issue is one of the biggest barriers in the process of service delivery in a university.
For instance, a teacher coming from different part of the world and having different accent will
not be able to train and deliver the educational services effectively. Like an American teacher
going to Nepal for serving higher education to the children will not be able to train them
effectively because of difference in language. While teaching, either the student will not be able
to understand the language of teacher or the teacher will not be able to understand the queries of
the students and resolve them appropriately (Sibinga, Webb, Ghazarian, & Ellen, 2016). Further,
it is should be noted that along with language differences, there also comes difference in the
teaching pattern which creates confusion in the minds of students. Resulting to which,
educational services are not delivered to the students appropriately. Low confidence and
improper body language also affects the interest level of the students in the educational
environment and detracts them from effectively gaining educational experience from the teachers
(Arkorful, & Abaidoo, 2015).

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Lack of Practical Approach
Nowadays, teachers have started working with a positive and practical approach to train the
student and make them grasp knowledge efficiently. As in the higher education system, the
concepts have become more complex and difficult for the students to understand due to which
teachers have started using a practical approach to make the students learn and keep the things in
their mind as well. However, teachers who do not use practical approach face difficult to
successfully deliver the education to the students (Kauffman, 2015). Teachers that use theory
system to make the students learn are unable to train them effectively to excel the higher
education. With the changing environments and emergence of complex situations, it has become
important for teachers to use a practical approach otherwise they will fail to succeed. Thus, it
should be noted that the students experience regarding the teaching system is also one reason that
affects the improper delivery of educational services on the part of teachers present in the
university environment (Englund, Olofsson, & Price, 2017).
Class Size
It should be noted that the class size plays a huge role in affecting the interest level of the
students in the educational environment. Class size effect shows that more the students are there
in a class lower the level of student achievement in the environment. Higher number of students
in a class makes the environment congested and makes it difficult for the students to focus as
well. For instance, in a classroom of 200 students, it is sure that the students sitting at the starting
bench would be able to learn from the teacher while students sitting at the back benches would
just play and mock at other people. Also, the teacher would also not be able to take care of
students personally (Ahmad, 2015). Thus, it should be noted that greater class size increases the
chances of improper learning process and educational service delivery in the university
environment. Large class have negative effect on the performance of the students but also the
quality of the student engagement as well. This process creates a difficult environment for the
teachers to teacher and for students to learn (Elsharnouby, 2015).

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Marketing Promotion plan for 2020
Marketing Communication Objectives
Marketing objectives are formed in the business environment to help the organization grow and
achieve success as well. Being a Marketing Communication Director, below mentioned are the
marketing objectives defined by the management that will help in increasing the brand image of
the university CQU and attract students as well:
Building Brand Awareness: The initial marketing objective of the university CQU is to build
brand awareness in the target environment. The promotional strategies should be implemented in
such a way so as to attract the interest of large number of people in the functioning of the
university. If the management of the university will promote the brand in the right way then the
people will also attain right image about the brand in the external environment (Lim, 2018).
Increase in Sales for University: second objective is the increment of sales in the business
market. Say it or not university is a business only where the students are the customers and sales
are made through their feeds in the environment. The marketing communication objective of the
company should work in such a way that the sales of the services offered by the company are
increased. The company should also provide exciting offers to attract the interest of the students
and increase their enrolment in the industry as well (Kassab, Al-Shafei, Salem, & Otoom, 2015).
Retaining Existing customers: through the marketing promotion campaign, the business is aiming
to attract new teachers for the university and retain the existing ones as well. This has been seen
as a considerable issue in delivering quality services of education to the students in the
environment because of lack staff retention facilities in the environment. Promotion the
university will also provide recognition to the staff and it will make them create a bond with the
activities of the university due to which this process of staff retention will increase (Bastable,
Sopczyk, Gramet, & Jacobs, 2019).
Using New Tools and Techniques to grow: lastly, it should be noted that it has been seen that that
the company is facing issues as the management is not using highly efficient, qualitative and new
practical approach. So, the objective of the company is to grow in the international environment

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of education and provide practical skills and training models to the teachers as well as students in
the business environment (Althunibat, 2015).
Development of cultural programs: this type of marketing objective will attract more people
coming from different parts of the world and will increase overall market presence. This will also
eliminate the language barrier as well.
Promotional Mix Element
Advertising: The University should develop the advertising activities in the business environment
so as to increase the traffic on the university. It is important for CQU to attract the students
coming from different parts along with the world. Along with targeting diverse range of people,
it is important for the university to advertise the brand in such a way that the people do not feel
that a wrong message has been shared. In order to implement promotional mix, the business
needs to advertise the brand in the worldwide, while the message shared should aim to attract
people towards education in the university.
Public Relations: Further, the organization should maintain personal relation with people present
in the environment. Public relation will help the university to identify the problems in their
growth and attract students towards the university accordingly. This process will also create a
positive image about the university in the eyes of prospective students present in the market
(Kintu, Zhu, & Kagambe, 2017).
Sales promotion: Provide discounts, additional gifts and offers and lastly scholarships come
under this segment where the university attract students through such perks in the environment.
Direct and personal selling: under this process, the university need to keep the employees in tact
so that they can attract the students by using face to face marketing techniques in the business
environment (CQU, 2019).
Budget and Timeline
Promotional Mix Budget
Promotional mix elements Amoun
t
Social Media Marketing

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1. Facebook $2,000
2. Twitter $500
3. Google $5,000
4. YouTube $3,500
Total Social Media $11,000
Direct Marketing
E-mail Marketing $2,000
Internet Marketing $7,000
SEO Marketing $6,600
Total 15,600
Print Media $7,000
Others
Offers and discounts $2,500
Promo codes $2,000
Total $4,500
Events and Sponsorships $10,000
Total Required Budget for
Promotion $48,100
Activity Time
Period (in
months)
Manager Growth Objective Criteria to
Judge Success
Building Brand
Awareness
4 Marketing Head Collection of authentic
information about people,
competition and creating
an image
Development
of
differentiated
image in
market
Creating groups for
public relations
2 Manager Identifying best PR people
and creating relationship
with people
Successfully
addressing
problems and
creating long
lasting

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relationships
Analysing the use of
technology and
innovation for use of
practical approach
1 R & D Using innovative
technology and practical
approaches to teach
Increase use
of IT in class
Defining audience
and prioritizing areas
to target
2 Marketing Head Deciding target groups and
people
Attracting
people beyond
boundaries
Development of
cultural program
15 days R & D Head Analysing strategies for
cultural programs at
university
Increasing
outsider
students
Retaining staff 1.5 Human Resource
Management
Head
Finding right type of
people for the business and
retain them
Decreases
employee
turnover
Allocation of budget
for sales promotion
activities
1 Management Defining of expenses for
each of the activity and
providing perks
accordingly
Number of
students
attracted
through
promotions
Initiating effective
sales
12 Sales head Increasing enrolment in
university
High number
of students
Conclusion
Thus, by concluding afore mentioned analysis, the facts should be identified that the information
about CQU University has been highlighted in the paper. The initial part of the report explains
the five factors present in the university that affect its service delivery and quality in the
educational setting. While the second part of the report explained the promotional mix plan for
the university to grow and increase their markets share in the international market.

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References
Ahmad, S. Z. (2015). Evaluating student satisfaction of quality at international branch
campuses. Assessment & Evaluation in Higher Education, 40(4), 488-507.
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education
service quality effect student satisfaction, image and loyalty? A study of international
students in Malaysian public universities. Quality Assurance in Education, 24(1), 70-94.
Althunibat, A. (2015). Determining the factors influencing students’ intention to use m-learning
in Jordan higher education. Computers in Human Behavior, 52, 65-71.
Arkorful, V., & Abaidoo, N. (2015). The role of e-learning, advantages and disadvantages of its
adoption in higher education. International Journal of Instructional Technology and
Distance Learning, 12(1), 29-42.
Badwan, J. J., Al Shobaki, M. J., Naser, S. S. A., & Amuna, Y. M. A. (2017). Adopting
technology for customer relationship management in higher educational
institutions. International Journal of Engineering and Information Systems
(IJEAIS), 1(1), 20-28.
Bastable, S. B., Sopczyk, D., Gramet, P., & Jacobs, K. (2019). Health professional as educator:
Principles of teaching and learning. Jones & Bartlett Publishers.
CQU., (2019). Marketing. Retrieved from <
https://www.cqu.edu.au/about-us/structure/directorates/marketing>
Elsharnouby, T. H. (2015). Student co-creation behavior in higher education: the role of
satisfaction with the university experience. Journal of Marketing for Higher
Education, 25(2), 238-262.
Englund, C., Olofsson, A. D., & Price, L. (2017). Teaching with technology in higher education:
understanding conceptual change and development in practice. Higher Education
Research & Development, 36(1), 73-87.

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Gaytan, J. (2015). Comparing faculty and student perceptions regarding factors that affect
student retention in online education. American Journal of Distance Education, 29(1),
56-66.
Kassab, S. E., Al-Shafei, A. I., Salem, A. H., & Otoom, S. (2015). Relationships between the
quality of blended learning experience, self-regulated learning, and academic
achievement of medical students: a path analysis. Advances in medical education and
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online learning. Research in Learning Technology, 23.
Kintu, M. J., Zhu, C., & Kagambe, E. (2017). Blended learning effectiveness: the relationship
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Lim, D. (2018). Quality assurance in higher education: A study of developing countries: A study
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Masino, S., & Niño-Zarazúa, M. (2016). What works to improve the quality of student learning
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Reeves, S. (2016). Why we need interprofessional education to improve the delivery of safe and
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Sibinga, E. M., Webb, L., Ghazarian, S. R., & Ellen, J. M. (2016). School-based mindfulness
instruction: an RCT. Pediatrics, 137(1), e20152532.