This report provides a comprehensive marketing analysis of OPAIC, a higher education institution. It begins with an examination of the micro and macro environmental factors influencing OPAIC, including customers, employees, organizational structure, resources, political, economic, social, and technological factors. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The report emphasizes the importance of ethics and social responsibility in marketing operations. Recommendations are provided to management, focusing on enrollment expansion, facility renovation, and securing partnerships. Part Two of the report delves into buyer behavior, exploring the influence of reference groups, family life cycles, social class, and self-concept. It analyzes marketing strategies for Jett's Gym and outlines the buyer decision-making process. The report concludes by examining characteristics affecting consumer behavior, such as cost, psychological factors, perception, and societal influences, using a case study of NZ research firm.