An Investigation of Marketing Mix for Changing Education Market

This research report, prepared by a student, investigates the strategic marketing factors affecting the Melbourne Nursing and Midwifery Federation, a private training organization. The research aims to identify effective marketing strategies within the context of a rapidly changing education market, particularly in response to the shift of Initial Registration Of Overseas Nurses (IRON) into EPIQ program. The report includes a literature review defining marketing and the marketing mix (Product, Price, Place, Promotion), emphasizing the importance of strategic marketing for customer-centered approaches and organizational profitability. The research design incorporates a mixed-methods approach, including both qualitative and quantitative research methods, with a survey of 20-30 staff members. Ethical considerations are also addressed, ensuring respect for participants and the avoidance of misleading information. The report concludes with a list of cited references.

Industry Research Project
Student Name
Student Number

Industry Partner
 I am performing one of the executive roles in the Melbourne Nursing and
Midwifery federation. I am provided with the role of overseeing the healthcare
business management allied with the association (Festa et al. 2016).
 It is a private training organization. This organization is providing vocational
training to national, international, and domestic students from the past
consecutive thirty years. Continued…

Research Problem
 The shift of Initial Registration Of Overseas Nurses
(IRON) into EPIQ program was declared by the Nursing
Midwifery Board of Australia (NMBA).
 The prime requirement of the change is to provide
courses of Graduate Certificate level by the Melbourne
Nursing and Midwifery Federation.

Research Aim
 To investigate about the strategic factors of marketing that
affecting the Melbourne Nursing and Midwifery
Federation.
 To find out the ways to promote the marketing into the
continually changing market of education.

Literature review
 To define the term marketing, it can be said that, marketing
is the way to promote any business or product to generate
more customer reach and recognition (Pour et al., 2013).
 Marketing mix is a theory to include activities namely
advertising, delivering, and selling products to the end users
(Varadarajan 2015). There is a development of secondary
research for the available marketing information.
 This significant area allows the organization to increase
recognition, financial factors, and customer reach.
 The marketing mix theory is comprised of four effective
products including Product, Price, Place, and Promotion.
The marketing managers are the key stakeholders to
properly apply the theory and lead towards the ideal
outcome.

…continued
 Product – Product refers to the commodity the
organization is offering in return of some amount (Mintz &
Currim, 2013).
 Price – Price refers to the amount the customers are
charged in return of the service or the product Pour et al.
2013).
 Place – Place refers to the distribution channel for
product delivery to the potential customers.
 Promotion – Promotion is the fourth component of
marketing mix theory. Various organizations opt for their
unique and original way to promote the business. It is the
way to bring the customer focus for the organization
(Varadarajan, 2015). In this era of digital technology,
social media is one of the

…continued
 Strategic marketing always look forward to customer
centered strategies (Varadarajan, 2015). It should always
incorporate plans and approaches aiming for profitability
of the organization and application of the secondary
search based procedures of strategic marketing (Kellezi,
2014).
 Strategic marketing is the way to create a unique
identity in the target market (Milichovsky & Simberova,
2015). It is the organization’s own call to determine the
platforms to promote their brand and identity within the
target market.
Continued…

Research Questions
 What are the affecting factors for strategic marketing of
Melbourne Nursing and Midwifery Federation?
 What are the procedures to improve the marketing
strategies of Melbourne Nursing and Midwifery
Federation?

Research Design
 For this research, the experts may opt for a mixed
research method including qualitative and quantitative
approach.
 Sample – Among the 70 staffs the research will
conducted with 20 -30 stuffs for the survey.
 Sampling method – For quantitative survey the
researcher will select probability and for the interview
they will select non-probability convenience technique.
 Sampling technique – The research will follow random
selection technique.

Research Design: Research Tool(s)
Descriptive survey questionnaire
 Descriptive survey questionnaire
with 3 open ended questions.
Open ended questionnaire
 Open ended question to analyze the
level of efficiency of the staffs.

Ethical considerations
 The research activities will primarily provide respect for the ignominy of
research participants.
 Complete consent will be gathered from the participants prior to the research
work.
 Exaggeration about the research activities will be neglected.
 The research activity will not promote any misleading information to the
participants.
 Unacceptable language will be avoided during the course of research work.

Reference list
 Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016.
The (r) evolution of wine marketing mix: From the 4Ps to
the 4Es. Journal of Business Research, 69(5), pp.1550-
1555.
 Johnson, G., 2016. Exploring strategy: text and cases.
Pearson Education.
 Kellezi, J., 2014. Trade shows: A strategic marketing tool
for global competition. Procedia Economics and Finance,
9(1), pp.466-71.
 Kumar, V., 2015. Evolution of marketing as a discipline:
What has happened and what to look out for. Journal of
Marketing, 79(1), pp.1-9.
Continued…