Comprehensive Marketing Analysis and Strategies: Otago Polytechnic AIC

This report provides a detailed marketing analysis of Otago Polytechnic Auckland International Campus. It begins with an introduction outlining the campus's focus on career-oriented education, its three locations, and its commitment to providing academic programs and English language learning to enhance student employability. The report details the campus's objectives, including increasing student numbers and brand awareness. It then identifies the target market, which primarily includes international students aged 18-35, and discusses various promotional methods such as television advertising, word-of-mouth, social media, and online and offline courses. The report highlights the unique selling points, including a large student body and NZISM accreditation. It also covers the courses offered, market segmentation based on geographical, demographic, and behavioral factors, and student enrollment behavior. Furthermore, the report incorporates the principles of effective advertising, including attention, interest, credibility, desire, and action, along with the 4Ps of marketing. The report also includes references from various marketing sources.

Otago Polytechnic Auckland
International Campus

Introduction
• Career focus education.
• Three campuses in Auckland, Dunedin, Central Otago.
• Provide academic programs and high-quality English
learning.
• Enhances employability.
• Celebrates Diversity.
• Availability of multilingual staff.
• Courses include Graduation and Post Graduation
(Diploma) in Applied Management, Bachelor of Applied
Management, Graduation (Diploma) in production and
operations management, project management and
many more.

Objectives
To increase the number
of students by 40% by
2020.
Increase brand awareness
by 50% by the beginning
of 2020.
To become the market leader
that is to provide the best
education and exposure to the
international and local
students.
To provide a variety of
courses and impart
knowledge

Target Market
•Students from all over the world.
•Main focus is on diversification.
•Not restricting to only Indian and Chinese market.
• Age of students ranging from 18-35 years.

Promotional methods
Television
advertiseme
nt
Word of mouth
Social
Media
Other
s
NewspaperMagazine

Advertising campaign
“ Follow your career, not the crowd”.
7000 students.
Part time and full
time
Program fees
ranging from NZD$
16,000- $20,000 NZISM Accreditation
Unique selling point: Online and offline courses

Courses
108 courses of which the
popular ones include-
Graduation and Post graduation courses in
Visual arts.
Post graduation in Occupational therapy
practices.
Post graduation diploma in Midwifery.
Graduation and Post Graduation (Diploma) in
Applied Management.
Bachelor of Applied Management.
Graduation (Diploma) in production and
operations management.
Project management
Bachelor of Information Technology.
Bachelor of Engineering technology.

Offerings
Information in
many
languages
Studying in
a global
environment
Exchang
e
program
s
Internation
al
partnership
s
International
student
support
Internshi
ps and
Placemen
ts
Internationally
recognized
certifications

Market segmentation
•Geographical- The campus is in
situated in three places of New Zealand.
•Demographic- Students of age group
18-35, Family income of minimum
NZD$40,000, minimum educational
qualification of standard 12 is necessary,
students from all nationality and
occupation.
•Behavioral- Enthusiastic approach,
hostile, positive attitude.

Students’ enrolment behavior
Enrollment in a certain course depends on social,
economic and personal conditions.
• Students willing enrolls because of the brand
name.
• Enrollment to maintain a social status.
• Enrolment according to the financial condition
of the student.
• Enrolling after a quick research about the
college.
• Enrolling without thinking.

References
Otago Polytechnic. (2019). Otago Polytechnic. Retrieved from
https://www.op.ac.nz/
Nuseir, M. T., & Madanat, H. (2015). 4Ps: A strategy to secure
customers' loyalty via customer satisfaction. International Journal of
Marketing Studies, 7(4), 78.
Wells, W. D. (2014). Measuring advertising effectiveness. Psychology
Press.
Okazaki, S., & Taylor, C. R. (2013). Social media and international
advertising: theoretical challenges and future
directions. International marketing review, 30(1), 56-71.
Stafford, M. R., & Faber, R. J. (2015). Advertising, promotion, and
new media. Routledge.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market
segmentation: a performative perspective. Journal of Marketing

Thank
you