MNG93217 Industry Research Project: Marketing Mix in Education Market

This report, titled "An investigation of the Marketing Mix for Organisation X in a rapidly changing education market", analyzes the marketing strategies of Organisation X, a private training firm specializing in vocational education. The research focuses on the challenges faced by the company due to changes in the education market, particularly concerning the IRON bridging program for nurses. The report examines the marketing mix components (product, price, place, and promotion) and their impact on the organization's performance. The research aims to evaluate strategic marketing factors affecting Organisation X and recommend improvements. The study employs a mixed research method, utilizing both quantitative (surveys) and qualitative (literature review) data collection techniques. The research involves a sample of 200 international students and uses a probability sampling tool. The report also includes a literature review, research design, data analysis methods, and ethical considerations. The report aims to provide recommendations for improving Organisation X's marketing strategies to enhance its competitiveness and profitability in the evolving education sector.

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Template
Report title An investigation of the Marketing Mix for Organisation X in a rapidly
changing education market
Industry
partner
Company X is a private training firm that provides vocational education
nationally for globally as well as domestic scholars for thirty ages. The
company has provided its services in Australia to globally qualify
registered nurses that been permitted by the Australian Health
Practitioner Regulation Agency in completing the research matter
(Domegan, et al., 2016). In this, organization X marks the offshore
nursing employee market for the aim of recruitment of Registered
Nurses as well as mitigation of the recent nursing deficiencies in
Australia. The IRON plan creates millions of dollars for companies X
each age, however, that’s all modified now as the plan was currently
replaced by EPIQ based on authorization standards (Magatef, 2015).
This company is associated with this company via a nursing background
as well as through my manage role, attracting globally experienced
nurses in the IRON plan (Christopher, 2016). Company X comprises 70
workforces within the considerably lower turnover rate. The
modification, as well as a significant decrease in statistics, raises
different several risks to profitability, competitive benefits of company
X.
Research
problem
In the current era, the organization must know about the marketing mix
caused by implementing in their business process and make an effective
outcome. For dealing with the changing education market, the
organization needed to comprehend the marketing mix as it permits to

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operate the business and get a favourable outcome. The marketing mix is
imperative because this tool aids the researcher in promoting business
and meeting the aim of the organizational aim (Wu and Li, 2018). The
previous studies have completed on the marketing mix importance,
marketing mix component in the different sectors. But, there is less
research on the role of the marketing mix in the education sector.
In the current era, it is effective for most of the people to deeply
understand an effective way by which the company would be able to get
reliable information towards research matter.
Research aim To evaluate strategic marketing components affecting Organization X as
well as company X will do for improving the marketing in the rapid
modification education market. The following objectives will be
considered by the researcher to meet the aim of the study:
 To comprehend the meaning and concept of the marketing mix
 To explore the role of the marketing mix in improving the
education market
 To recommended marketing strategies for improving the
education market
Research
questions(s)
What is the marketing mix of organization X is quickly transforming the
education market?
Literature
Review
A marketing mix is an approach that consists of acts in advertising,
selling, and delivering goods and services to consumers It is an
imperative tool because this method permits to examine different factors
named as products, price, place, as well as promotion. These factors
could assist the organization in increasing their recognition, financial

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gains, and consumers (Wang, et al., 2015). It is also illustrated that there
are two factors like independent as well as dependent factors. These
factors are effective to improve business performance. In this study,
product, price, place, and promotion are independent factors while
dependent factors. It is illustrated that the organization could deeply
comprehend the marketing mix for promoting its services and sustains
its business in the market for the long-term (Wedel and Kannan, 2016).
Independent Variables
Product
The product consists of a commodity of a firm which is providing in
return for the cost.
Price
Cost consists of the amount that will be payable by the company in
returning product service.
Place
The place consists of the distribution method for goods delivery for
potential consumers.
Promotion
Different companies opt for unique as well as original methods to
promote their business. It is illustrated that promotion entails marketing
acts undertaken by the organization in attracting consumers.
Dependent Variables
Strategic marketing consists of creating consumer-centered approaches.
Besides, it is illustrated that incorporate plans as well as strategies
purposes for increasing the profitability of the firm as well as depends

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on the use of secondary study which is relied on improving the strategic
promotion. It is also illustrated that strategic marketing is a method of
creating a unique determination for a specific market. It is illustrated
that the company identifies platforms for promoting its brand as well as
determination in the specific market (Cacciolatti and Lee, 2016).
From the analysis of the above table, it can be suggested that certain
factors are considered as the strategic marketing named as the product,
price, promotion, and place. It is evaluated that different components are
considered to examine the strategic marketing. The organization could
use an effective tool for obtaining reliable information about the
research issue.
Research
design
The research design could be effective in collecting the depth
information towards the research matter. In this study, the researcher
has practiced both mixed research method in collecting reliable
information about the research issue. Herein, the investigator has
practiced this method to get depth information about the study issue. In
this way, quantitative study method is effective in collecting numerical
information about the research issue (Lee, et al., 2015). Furthermore,
qualitative method is used for obtaining conceptual information about
research issue. The quantitative data is gathered by considering the
survey through questionnaire. The survey through questionnaire is an

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imperative technique for getting statistical information towards research
matters (Wilden and Gudergan, 2015).
The qualitative data is gathered by considering the literature review. It
will aid the researcher in getting reliable information about research
matters. The literature review tool supports to get the depth information
concerning the research issue. It is illustrated that the researcher will
practice this method for obtaining reliable information about the
research matter (Wilden and Gudergan, 2015).
Sample The sampling tool aids the researcher in selecting a suitable method for
getting reliable as well as valid information towards the research matter.
There are two kinds of sampling tools that are considered by the
researcher named as a probability as well as non-probability sampling
tools. Herein, the researcher has practiced the probability sampling tool
caused by getting reliable information towards research matter (Wilden
and Gudergan, 2015). The researcher has practiced this tool and obtains
reliable information about the research matter. In this study, the
researcher will be sampling 200 international students that are currently
undertaking vocational studies at organisation x nationally.
Herein, the researcher has practiced collecting depth information
towards the research matter. This tool is effective in collecting depth
information for the research matter. In this, the researcher practiced
different methods of research design caused by getting information about
the research issue.

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Research
Tool(s)
Data collection methods
The data collection method could support to select a suitable method for
collecting favourable information about study matter. In this study, both
data collection method has been practiced named and primary as well as
secondary data collection method. The primary data collection method
supports to get the factual data which could be gathered by entailing the
survey through questionnaire method.
This method supports to get the numerical information by collecting
direct responses of the candidates towards the matter. Apart from this, it
is illustrated that the secondary data is another imitative tool that is
supportive to get the information by existing sources named as articles,
books, online and offline sources are considered by the researcher for
getting favourable information towards the research matter (Cacciolatti
and Lee, 2016).
Data analysis methods
The data analysis method is effective in evaluating the information about
research matters. The data analysis section considers different sources
named as theoretical as well as numerical information about the research
matter. The data evaluation section could be effective in examining the
collected information towards the research issue (Cacciolatti and Lee,
2016).
The researcher has considered different software named Ms-Excel
software is considered by the investigator caused by examining the data
towards research matter. Herein, data analysis could be effective in
collecting depth information about the research matter. The data

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evaluation tool could be vital to meet the organizational purpose.
Ethical consideration
Ethical norms could provide a way to an individual for conducting
suitable behaviour for conducting the study. Ethical norms could also be
effective for the investigator to secure confidential information which is
shared by candidates at the time of conducting the study. Ethical norms
could allow the investigator to make the transparent relationship between
research candidates and investigator (Cacciolatti and Lee, 2016).
Demographic
Question
Gender Male Female Other
Select Age
Group
20-35 36-50 51+ Other
Objectives
based questions
Strongly
Disagree Disagree Neutral Agre
e
Strongly
Agree
PRODUCT
Organisation X promotes
qualifications among
employees having shortage of
skills in the international
market.
VET qualification delivered by
organisation X that lead to
industry employment
opportunities.
Organisation X can increase
enrolments into VET courses
by making partnership with
university.
Why did you choose to study or
enrolled in at organisation X as
opposed to another provider?
Please write your response here:
PRICE Organisation X has competitive
pricing for providing VET
qualifications.
Agent commission is paid at the
market rate by Organisation X

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and is in line with other
education providers.
Organisation X places more
value on the price of a
qualification over the quantity
of candidates in a particular
qualification.
How important was price and
feasibility in your decision to
select organisation X for your
qualification? Please describe.
Please write your response here:
PLACE
Organisation X should deliver
offshore VET training for part-
qualifications to target markets
Organisation X has established
the delivery of VET
qualifications remotely to
offshore markets
Students /agents interested in
VET qualifications can find
products and services offered at
Organisation X easily.
What influence did the campus
location have in your decision
to enrol at organisation X?
Please explain.
Please write your response here:
PROMOTION
Organisation X works with
international agents to promote
VET qualifications
Organisation X Utilises online
platforms such as social media
platforms to find new partners
Organisation X values word of
mouth marketing rather than
creative advertising methods
and online tactics.
Which strategic marketing
material provided to you have
led to make enrolment in
organisation X?
Please write your response here:

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References
Domegan, C., McHugh, P., Devaney, M., Duane, S., Hogan, M., Broome, B.J., Layton, R.A.,
Joyce, J., Mazzonetto, M. and Piwowarczyk, J., 2016. Systems-thinking social marketing:
conceptual extensions and empirical investigations. Journal of Marketing
Management, 32(11-12), pp.1123-1144.
Magatef, S.G., 2015. The impact of tourism marketing mix elements on the satisfaction of
inbound tourists to Jordan. International Journal of Business and Social Science, 6(7), pp.41-
58.
Christopher, M., 2016. Marketing: an introductory text. Macmillan International Higher
Education.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Wang, Q., Wang, Z. and Zhao, X., 2015. Strategic orientations and mass customisation
capability: the moderating effect of product life cycle. International Journal of Production
Research, 53(17), pp.5278-5295.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal
of Marketing, 80(6), pp.97-121.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), pp.73-99.

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Wilden, R. and Gudergan, S.P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science, 43(2), pp.181-199.