Industry Research Report: Melbourne Nursing Federation

This report presents findings from an industry research project investigating the marketing mix of the Melbourne Nursing and Midwifery Federation, focusing on the shift from the IRON program to EPIQ. The research employs a mixed-method approach, including a survey of 200 students, with 21 responses analyzed. Key findings reveal student preferences regarding course selection, the importance of price and location, and the effectiveness of marketing materials. The report examines factors influencing strategic marketing, including student demographics, qualifications, and opinions on training quality, university partnerships, and the organization's competitiveness. The analysis also explores student perspectives on fees, offshore training, and the availability of information. The conclusion highlights the need for the organization to refine its marketing strategies, particularly regarding fees, to attract both local and international students, while also addressing the challenges within Australia's nursing industry.

Running Head: INDUSTRY RESEARCH
INDUSTRY RESEARCH
Name of the Student
Name of the University
Author Note:

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Brief statement of the problem
The paper aims to discuss the investigation of the marketing mix for Melbourne
Nursing and Midwifery Federation within the shifting educational program in the market.
The problem of the research is the shifting of Initial Registration of Overseas Nurses (IRON)
program into EPIQ program organized by the Nursing Midwifery Board of Australia to
address the issue of lack of potential nurses in Australia (Mackeyand Gass 2015).
Research aim and research questions
The research aims to investigate about the factors affecting the nursing academy.
Along with this, the paper also aims to find out the techniques for promoting the mission
within the continually shifting educational market. Hence, the research is trying to find out
the answers of the following questions.
 What is the concept of strategic marketing for nursing organizations in Australia?
 What are the factors affecting the strategic marketing of Melbourne Nursing and
Midwifery Federation?
 What are the strategies for improving the marketing program?
Findings
As per the design of the research, the experts followed a mixed method to address the
questions mentioned previously. Briefly it can be said that, mixed method involved both the
qualitative and quantitative research works. For this research work, 200 students from the
Melbourne Nursing and Midwifery Federation were selected. The students were pursuing the
related course of study within the organization. From the 200 emails, the experts received
only 21 responses. The result is provided in the following section.
ETEA RESEARCH SURVEY SUMMARY

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1.
2.

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3.
4.
5.

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6.
7.
8.Why did you choose to study the qualification you are enrolled in at Organisation
X as opposed to another provider?
no
Due to employment opportunities
because i am interested in this stream.

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It was suggestion from my education agent
It's what the agency back home recommended to me and nearest to my sister's house.
That's what I do
I'm familiar with the environment
Equipped with knowledgeable teacher who are value free
I like rule and regulations in this organisation.
Fees
Have got friendly and unique style of learning that can leads me to better future and better
experience
It’s relatively cheap. Flexible time that suits me
It’s relatively cheap. Flexible time that suits me
Because it provide best knowledge, have got friendly and warm environment and is in
convenient place
for gaining new knowledge and skills
Local and trustworthy
Organization X's courses fees are affordable and aim to address the overall cost of living

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9.
10.
11.

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12.How important was price and feasibility in your decision to select Organisation X for
your qualification? Please describe.
high
It is extremely important to ensure that while studying for my qualification, I am still financially
capable and able to support myself without any problem
The price was very important because i am student over there and it is affordable according to
my earning. As I do 20 hours job it is feasible for me.
It is cheaper before than this year.
It is important to develop our skill
That's what I do
As per fees not really reasonable both in terms of lectures being offered is indeed lucrative and
even more convenient for me in line with location of residence.
Very
It was fair amount regarding any kind of VET course its the reasonable price
It’s was cheap and economical. It’s a worthy qualification
It’s was cheap and economical. It’s a worthy qualification
The price is good enough which we can afford and yes it is convenient to get access.

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Very important
Equally important
13.
14.

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15.
16.What influence did the campus location have in your decision to enrol at
Organisation X? Please explain.
Campus location has less influenced my decision
first of all, peaceful environment. secondly, the flexibility of their study.
actually I have no choice but I preferred to have it in the city. As a previous location.
nearest to my sister's house where I live.
That's what I do
Quit convinient and accessible
Convenience
Its in a very peace and friendly environment and has got quality of education

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It’s away from the busy Melbourne city
It’s away from the busy Melbourne city
the location is convenience
I live within a 5 mile radius of the campus
I wanted a college in the city and this was suitably located in the city i wanted
17.
18.

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19.
20.Which strategic marketing material were you provided that lead to your
enrolment into your qualification?
The web interface that is very user-friendly and easy to understand. Also, knowing that they
have staff who are also from my home country added an influence to my decision to enrol
we were provided clear and accurate information to students before enrolment and allow
marketing degrees focus on developing skills, knowledge and practices that are linked to each
other. These qualifications often provide credit, reducing the duration of your study.
Website information
Post it to social media’s, newspapers abroad to encourage more off shore students
nothing was provided. absolutely nothing..
That's what they do
Through education agency ...

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Self search.
More advertisement and more promotions regarding the organisations benefit of enrolling in
the unit and way to have a proper quality of education
Certificate iv ageing support
Internet
Internet
Internet
Job network agency gave me pamphlets and information regarding courses and suggested I
take a look and enrol
Through a friend living in the city
Discussions
From the findings it can be said that, the 21 responses from the students are very
important to the researchers. The research result shows from the 21 students, there are 57%
students were from the age group of 26 – 33, 14.3% were 34-41, 28.6% were between the age
group of 18-25. From the perspective of gender, 42% of the students were female gender and
57.1% were gender. Considering the place or geographical location, 38.1% students were
from New South Wales, 23.8% were from Victoria, 28.6% were from Perth, and 9.5% were
from Adelaide. However, the bar graph represent different countries as the origins of the
students. The original places includes India, Jamaica, Japan, Kenya, Nepal, New Zealand,
Nigeria, Philippines, and Singapore. Measuring the qualifications of the 21 students it is a

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positive side of Melbourne Nursing and Midwifery Federation. Majority of the students
strongly agree that they possess good range of qualifications to be fit for the EPIQ program.
More than half (61.9%) students agree with the fact that they possess good range of
qualification. Only 9.5% are neutral whether their qualification is fit or unfit for the EPIQ
program. The 6th question of the survey was whether the Melbourne Nursing and Midwifery
Federation delivered quality training for the VET qualification or not. More than half of the
responses indicates agree that is 57.1%. 23.8% of the responses are indicated towards the
parameter of strongly disagree. 14.3% responses indicating towards neutral reaction that is
students are not sure about the quality of training are fit for the EPIQ program or not.
The seventh question asks about the thinking about university partnership of the
organization to enhance the VET qualification. More than half (61.9%) of the students agreed
with the concept. 14.3% students strongly disagreed for the concept. 9.5% of the students
voted for strongly agree parameter. Next question asks for the students opinion about
selecting this organization rather than selecting other organizations of Australia. The respose
differed from students to students. Some of the students selected the organization for
employment opportunities, some of the students are selected the organization for simply for
their interest, some of the students stated that it was the advice from the educational agent,
some of the students stated the familiar environment of the organization, and the rest of the
students selected this organization for comparatively cheap fees structure. The question after
this asks the rating for measuring the competitiveness of the organization. 47.6% of the
students agree with the fact that the organization possess strong competitive advantage on the
other hand 19% of the students strongly disagree with the fact and 33.3% of the students
remain neutral in this regard. After that, the survey questionnaire includes the reasonability of
the qualification program. 33.3% strongly disagrees with the fact that the fees structure is

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reasonable, 23.8% agrees with the fact, 23.8% remain neutral and 14.3% disagrees with the
fact.
After that, the students were asked whether the organization need to deliver offshore
training of the qualification program to attract the target markets. 42.9% of the responses
indicate for agree, 23.8% strongly disagree, 9.5% disagree, and 23.8% remained neutral. The
next question is asked whether the organization has successfully established the training
program in the target market of the rural areas.52.4% of the students remained neutral, 19%
of the students agreed, 19% of the students strongly disagreed, and 9.5% of the students
disagreed with the fact. Next the survey questionnaire added to ask the students whether the
organization had a University partnership to enhance the chosen location for enhancing the
accessibility of pathway packages delivered by Melbourne Nursing Midwifery Federation.
52.4% of the students agreed with the fact, 28.6% of the students strongly disagreed with the
fact, and 9.5% of the students remained neutral for the concept.
Next, the question involved to ask whether the organization is reputed enough in their
home country or not. 33.3% of the students disagree with the fact, 23.8% of the students
remained neutral, 19% of the students strongly disagreed, 14.3% strongly agreed, and 9.5%
students agreed with the fact. The next query is about whether the information about the
organization are easily available or not. 42.9% agrees with the concept, 28.6% strongly
disagreed with the concept, and 19% of the students remained neutral. The survey also
investigated about the strategic marketing procedure adopted by the students for getting
enrolled for the VET qualification program. In this regard the researcher got some mixed
results. Few students commented that they followed the strategy of user-friendly web
interface for getting enrolled within this organization. on the other hand, the agents informed
that they provided clear and accurate information to the students about the marketing degrees
and the focused skills for this training program. The website information were posted within

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the social media platforms to encourage more local and offshore students for the
organization. Along with this, the students commented that, the strategy of self-research
helped them to get information about the organization and getting enrolled for the desired
course.
According to the literature review, the research adopted a mixed method including
both the quantitative and qualitative method (Morse 2016). The survey helps to understand
the efficiency of the organization in providing the training related to VET. The situation of
Australia about the nursing industry is unhealthy and requires help from the organization to
address the selected issue (Mertens 2014).
Conclusion
In conclusion, it can be said that, the survey was quite helpful for the organization to
measure the efficiency. The discussion about the 21 responses gathered from various regions
of Australia helped the organization to improve their strategic marketing procedure to attract
more students for the training program. They are available on the online social media
platforms to make the students aware about the program. Both the students and university
agents are well aware about the university course structure and fees. However, according to
the survey the fees structure of the course is not feasible or reasonable for majority of the
students. Hence, the organization need to restructure the fees structure for attracting more
students locally or offshore locations. The survey helps the researchers to measure the
program to address the major issue of Australia’s nursing industry. Nursing industry need to
be well equipped for the training program. The Melbourne Nursing and Midwifery
Federation is doing well in marketing the program for the EPIQ program. As mentioned by
the students that the organization is providing ample amount opportunities to the students for
employment. All the students need to get employed after getting the VET training from the

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organization. On the other hand, by doing this, the issue of Australia’s nursing industry can
be derived by these measures taken by the organization. Survey is the great way to analyze
the marketing program adopted by the organization. Moreover, it will help the organization to
take initiative for marketing the nursing related program in near future for the sake of the
organizational growth and the community.

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