Business Research Project: Analyzing Nan Tien Institute's Future

This dissertation project focuses on the Nan Tien Institute (NTI), an Australian higher education institution. The study aims to assist NTI in attracting its target market by understanding student perceptions and market dynamics. The research includes an introduction, literature review covering key study ...Read More

Running head: DISSERTATION
DISSERTATION
Name of the Student
Name of the University
Author Note

1DISSERTATION
Acknowledgements
I would first like to thank my thesis advisor [title] [Name Surname] of the [School / Faculty
name] at [University name]. The door to Prof. [Last name] office was always open whenever I
ran into a trouble spot or had a question about my research or writing. He/She consistently
allowed this paper to be my own work, but steered me in the right the direction whenever he
thought I needed it.
I would also like to thank the experts who were involved in the validation survey for this
research project: [List professional Titles, Name and Surnames of the experts who
participated/contributed]. Without their passionate participation and input, the validation survey
could not have been successfully conducted.
I would also like to acknowledge [title] [Name Surname] of the [School / Faculty name] at
[University name] as the second reader of this thesis, and I am gratefully indebted to his/her for
his/her very valuable comments on this thesis.
Finally, I must express my very profound gratitude to my parents and to my [partner, spouse,
girl/boyfriend] for providing me with unfailing support and continuous encouragement
throughout my years of study and through the process of researching and writing this thesis. This
accomplishment would not have been possible without them. Thank you.
Author
[Name Surname]

2DISSERTATION
Table of Contents
Executive Summary.........................................................................................................................4
Chapter 1: Introduction....................................................................................................................5
Brief Introduction........................................................................................................................5
Organization Overview................................................................................................................5
Research objectives.....................................................................................................................5
Research problem statement........................................................................................................6
Chapter 2: Literature review............................................................................................................7
Key study domains......................................................................................................................7
Target Market..............................................................................................................................7
The factors influencing the mindset of the students by choosing a university............................7
Competitiveness in the market...................................................................................................10
Buddhist education....................................................................................................................10
Conceptual framework...............................................................................................................11
Chapter 3: Research methodology.................................................................................................13
Statement of Problem and Research Questions.........................................................................13
Research Philosophy..................................................................................................................13
Research Design........................................................................................................................14
Research Approach....................................................................................................................14
Research strategy.......................................................................................................................14

3DISSERTATION
Limitations.................................................................................................................................15
Chapter 4: Analysis and Findings with Discussion.......................................................................16
Age Group.................................................................................................................................16
Occupation.................................................................................................................................17
Will you be interested in undertaking the Buddhist courses?....................................................17
What factors according to you are important to be present in a University?............................18
What are some of the motivational factors of joining the University?......................................19
Do you think the area of Buddhist study will align with your future work?.............................20
Choose a reason why you would choose Nan Tien...................................................................21
What key benefits of studying at NTI?......................................................................................22
After reviewing the various offerings of the University, would you take up the courses at the
University..................................................................................................................................23
Discussion..................................................................................................................................24
Chapter 5: Conclusion...................................................................................................................26
Recommendations......................................................................................................................26
Future scope...............................................................................................................................27
References......................................................................................................................................28

4DISSERTATION
Executive Summary
Nan Tien University is a premier University as present in Australia which provides associated
Buddhist learning facilities to the different students. In association with this, it can be critically
mentioned that, the main purpose of the study is to help the University in understanding the
manner in which it will be able to attract the associated target markets. In association with this, it
is effective to outline that the study will be targeted towards understanding the perception of the
students while taking the admissions and will also highlight the manner in which the University
can improve its operations accordingly.

5DISSERTATION
Chapter 1: Introduction
Brief Introduction
The main aim of the report is to highlight the manner in which the Nan Tien Institute will
decide on the manner with the help of which they will target the associated students to join the
institute (Abratt and Bendixen 2018). The University has been running with the aim to expand
its overall horizon and inconsideration of this, it wants to understand the mindset of the different
individuals to gain an understanding of what factors influence them to undertake the decisions
regarding joining the University (Andreasen 1996). This will thereby assist the Institute to
improve itself and design the sessions and courses accordingly to increase the number of students
associated with the enterprise.
Organization Overview
The Nan Tien Institute functions with the aim of becoming one of the most popular and
eminent Buddhist Institution as present in Australia. It is a unique institute which provides a
wholesome Buddhist Experience to the different customers. The main aim of the University is to
provide the professionals with high quality academic experience and degrees with the help of
which they will be able to engage in effective operations and considerate initiatives so as to
engage in effective popularity. The institute runs with the aim of increasing the current student
base to 800 by the year 2023 (Nantien.edu.au 2020). In line with this, it is effective to note that
if the University gains this knowledge, it will be able to improve its positioning.
Research objectives
The research Objectives which have been set for the study are as follows:

6DISSERTATION
 To gain an understanding of what aspects do students look out for when they choose a
University
 To examine the factors which will influence them to take the course at the University?
 To understand the key benefits the students aim to gain at Nan Tien university
 To form policies and learning programs as per the needs of the students.
Research problem statement
Nan Tien Institute is having difficulty enrolling a large number of students which the
enterprise offers. In association with this, they aim to understand the needs of the different
students and the aspects which they look about in a University which will enable them to plan
accordingly and target the right customers in the right manner (Andreasen, Kotler and Parker
2008). Hence, through this study, the Nan Tien University will be able to gain an understanding
of the Opportunities, Key barriers, Target segments, Potential customers, market share and
associated parties with the help of which they will be able to undertake the course in an effective
manner and the University will be able to increase the admission count.

7DISSERTATION
Chapter 2: Literature review
Key study domains
Target Market
According to Chernev (2018), the target market can be mentioned to be the set of
individuals which an enterprise aims to target for the purpose of their activities. In the case of the
University, the Target market can be essentially described as the set of students who are the
potential customers or the future students of the University. In consideration of this, it can be
effectively mentioned that, the target market needs to be decided on effectively so as to engage
in a strong association with aims of the firm. The entire student base cannot be targeted by the
University and in line of this; it is effective to mention that, it has to decide on the selection of
the target segments in the right manner. According to Cravens and Piercy ( 2006), selecting the
right target audience is an effective step to be taken by any enterprise as it will go a long way in
assisting the different individuals to decide upon the overall manner in which the institute can
select the potential students and direct promotional programs towards them.
The factors influencing the mindset of the students by choosing a university
Another critical concept which has come forward in this domain can be understood to be
associated with the mindset of the students while they undertake a University for their future
selection. In line with this, it can be effectively mentioned that, the understanding of these factors
will be effectively critical for the University as it will assist them in designing the curriculum in
a similar manner (Dao and Thorpe 2015). Moreover, the understanding of these factors
influencing the mindset of the students while making the choice of a University will also be

8DISSERTATION
effective in understanding how the different students think and in what ways can them be
targeted accordingly.
 Admission criteria: The first factor which has a critical influence on the overall thinking
and on the mindset of the students can be understood to be the admission criteria of the
University. This essentially means that, various students prefer different types of
criteria’s. Some of the students prefer a simpler criteria whereas the others prefer the one
which tests theory overall capability (Dowding 2019).
 Location: The location of the University and the nearby neighborhood also influences the
decision making of the different students in regards to the choice of University they
would like to undertake training in. With respect to this, it can be critically mentioned
that, all Universities must be located at formidable locations in addition to the fact that
the University would be required to be located in an area whereby there are ample spots
nearby which influence the students to join the university.
 Courses offered: The courses as offered by the University can be understood to be the
next set of factors which influence the students to undertake the choice of their University
(Dustmann, Puhani and Schönberg 2017). This adequately means that, in case an
enterprise aims to attract a large number of students, then in such a scenario, it would be
effectively required to see to it that, it is being able to offer viable courses to the different
students as this would then enable them to take up the courses and increase the admission
count at the University.
 Placements: Placements also form an integral part of the factors which influence the
students to take decisions in regard to which they might join a University or may choose
to not join one (Hemsley-Brown and Oplatka 2015). In consideration with this, it can be

9DISSERTATION
effectively stated that, when the University seeks to offer a sound placement offer to the
students, the students are more attracted to join the University. Another factor in close
alignment of this can be understood to be the fact that the different University if not
offering placements to the students must be providing them with adequate opportunities
to undertake the right kind of skills which would then assist them to make the correct
choice and take adequate decisions.
 Faculty: The faculty of the University also influences the decision making. This can be
stated because, very often the faculty has a key impact on the learning provided to the
student and hence, in case Nan Tien University aims to target a large number of students,
it must hire faculty members who have excellent subject knowledge and have the overall
capability to achieve the students goals and influence them to perform better.
 Class Size and Credibility: The class size can be agreed to be another factor which has
the capability to influence the different students as present. In association with this, it can
be effectively mentioned that keeping a smaller class size usually influences the students
to take the decision in favor. Additionally, the credibility of the university as per the
standard governmental ratings and the rankings in the industry can be mentioned to be
another factor influencing the decision making.
 Values of the University: All Universities have their own culture and value system. This
culture and value system acts as a big motivator for the different students who intend to
join the University (Rand et al. 2019). It is a common fact that the different individuals
generally look out for the aspects such as the Comfort, compassion, thoughtfulness and
studious environment for the overall growth. Moreover, this is generally instilled in the

10DISSERTATION
Nan Tien University as it intends to offer the Diversity, community and associated
thoughtfulness so it can be chosen as a viable option by many.
Competitiveness in the market
The competition in the market can be taken to be the fact that there are other Universities
offering career oriented courses. The competitiveness can be taken to be the advantageous
positioning of a company over the others. The reason why some companies have this aspect and
other do not is due to the fact that the former company has a unique value offering. In
connotation to this, it is essential that all the Universities in the Australian education industry
need to have a competitive factor which will attract the customers towards them. In the case of
the Nan Tien University this can be stated to be the fact that the University caters to offer world
class Buddhist knowledge to the students (Park and Kim 2016). The Universities must be
essentially focused towards offering competitive services which will then assist in ensuring that,
it is being able to make differentiated offerings to attract the different students as present.
Buddhist education
The Buddhist education can be referred to as the teachings of Lord Buddha. The pillars of
the Buddhist education are generally based on the meditation, wisdom and the discipline aspects.
In consideration of this , it can be effectively mentioned that, the teachings of Buddha aim to
ensure that the wisdom of the different individuals can be revived and that, the various
individuals are being able to undertake daily activities in a calm manner and lad their overall
lives in a peaceful manner (Nguyen-Phuoc et al. 2018). As the lifestyle of the different

11DISSERTATION
individuals have become quite stressful in nature, it can be considered essential for the
businesses to bring about calmness in their activities which will thereby assist in ensuring a
competitive advantage and a better living style (Lanero Vázquez and Aza 2016). The
curriculum which is generally followed by the Universities in such aspects can be associated
with the aspects such as the spiritual curriculum and maintaining a peaceful mind at all times.
In consideration of this, it can be agreed to it that, the learning method is oral and the
associated students always tend to follow a strict code and curriculum which is generally
followed strictly (Sahaf 2019). The education system generally follows evidences, prominence
and tours with meditation and conferences as well.
Conceptual framework
The conceptual framework which has been formulated for this study can be understood to
be as follows:
Nan Tien
University
Factors
influencing
students
Curriculum
Career reference
Location
Values

12DISSERTATION
Hence, from the given conceptual framework it can be rightfully mentioned that the aim
of the study is to outline the associated factors which the different students generally tend to
consider before undertaking any crucial decision making. In reference to this, it can be
effectively mentioned that the associated decisions as undertaken by the students are generally
influenced by a large number of factors, which have been discussed in the previous section and
the University has to ensure that it is being able to abide by these factors critically so as to ensure
that it is being able to fulfill its objective.

13DISSERTATION
Chapter 3: Research methodology
Statement of Problem and Research Questions
The research problem which is being discussed in the report is to understand the way in
which Nan Tien Institute will reach out to the target audience in an adequate manner and
essentially will also be able to gain more students(Kumar 2019). The different research
questions which have been set for the study can be mentioned to be as follows:
 What are the key opportunities and key barriers for market entry?
 What are the key segments in the market?
 What is target market description and profile?
 Who are the potential customers/students for the University?
 Who are the direct or indirect competitors in the areas of study?
 What is the market share potential?
 How competitive is course pricing in relation to competition?
 What spheres of education would a Buddhist flavored teaching have most appeal for
(health, business, education, engineering, law etc.)?
 What would motivate potential students to study at the Nan Tien Institute?
 What sort of student might find this appealing?
Research Philosophy
The research philosophy can be defined to be the set of assumptions which the researcher
has to undertake before proceeding with the study. For the purpose of this study, the research
philosophy which has been selected can be mentioned to be the Positivism Philosophy. The

14DISSERTATION
philosophy has been useful in understanding the motives of the students and the education
market (Ledford and Gast 2018).
Research Design
The research design can be adequately defined as the manner in which the study is
formatted. In association with this, it can be critically mentioned that the research design selected
for the study can be mentioned to be the Descriptive research design. In association with this, it
is effective to understand that using this research design, the student attitudes, intentions and
associated behaviors will be understood.
Research Approach
The research approach which has been selected for the study can be stated to be the
Deductive research approach. As the research aims to outline and understand what factors the
students generally tend to consider before undertaking any decision (Quinlan et al. 2019). In line
with this, it is effective to understand that the Deductive research approach will help in critically
deducing the data which has been collected for the study.
Research strategy
The research strategy which has been adopted for the study can be mentioned to be the
mixed approach. The reason why the mixed approach has been adopted is that it will assist in
finding the results of the study and understanding the objectives. Both the primary and secondary
methods of data collection have been adopted for the study and this will then be followed by the
quantitative analysis. The data collection will be undertaken with the help of close ended
questionnaires. These questionnaires will ask the students about their overall thoughts about the
Buddhist curriculum and the manner in which they take decisions. The questionnaire will have

15DISSERTATION
Likert scale options along with certain close ended options. For the purpose of understanding,
100 students have been selected who have been given out the forms and associated questions
using the Google forms. Their responses have been recorded and analyzed critically. The data
has been analyzed using the quantitative method and presenting using various graphs and charts
have been used for the study.
Limitations
The limitations of the study can be mentioned to be as follows:
 Only 100 participants could be selected for the study due to limited resources and time
 In association with this, it can be critically stated that, the limited sources have been
taken for the review of literature.

16DISSERTATION
Chapter 4: Analysis and Findings with Discussion
The primary data collection which had been undertaken with the help of the survey
outlined the opinions of the different individuals. In consideration of this, it can be effectively
mentioned that, the given section will outline the findings from the questionnaire and
accordingly highlight the discussion pertaining to the same.
Age Group
Row Labels
Count of Age
Group
15-18 years 16
19-22 years 17
23-25 years 31
26-29 years 36
Grand
Total 100

17DISSERTATION
16
17
31
36
15-18 years
19-22 years
23-25 years
26-29 years
Occupation
Row Labels
Count of
Occupation
Student 53
Working 47
Grand
Total 100

18DISSERTATION
53
47 Student
Working
Will you be interested in undertaking the Buddhist courses?
Row Labels
Count of Will you are interested in undertaking the Buddhist
courses?
No 52
Yes 48
Grand Total 100

19DISSERTATION
52
48 No
Yes
What factors according to you are important to be present in a University?
Row Labels
Count of What factors according to you are important to be present in a
University?
Cost 17
Course 28
Credentials 25
Location 21
Values 9
Grand Total 100

20DISSERTATION
Cost Course Credentials Location Values
0
5
10
15
20
25
30
Total
What are some of the motivational factors of joining the University?
Row Labels
Count of What are some of the motivational factors of joining the
University?
Education 27
Faculty 25
Great resources 16
Lifestyle
alignment 10
Values 22
Grand Total 100

21DISSERTATION
Education Faculty Great
resources Lifestyle
alignment Values
0
5
10
15
20
25
30
Total
Do you think the area of Buddhist study will align with your future work?
Row Labels
Count of Do you think the area of Buddhist study will align with your future
work
Believe 33
Disbelieve 22
Neutral 12
Strongly believe 18
Strongly
disbelieve 15
Grand Total 100

22DISSERTATION
Believe Disbelieve Neutral Strongly
believe Strongly
disbelieve
0
5
10
15
20
25
30
35
Total
Choose a reason why you would choose Nan Tien
Row Labels
Count of Choose a reason why you would choose Nan
Tien
Applicability to future line of
work 24
Great atmosphere 19
Great faculty 19
Location 13
Stimulating courses 1
Values 24
Grand Total 100

23DISSERTATION
Applicability to future line of work
Great atmosphere
Great faculty
Location
Stimulating courses
Values
0
5
10
15
20
25
30
Total
What key benefits of studying at NTI?
Row Labels
Count of What key benefits of studying at
NTI?
Aesthetic
learnings 25
Block teaching 25
Peace 13
The degree 37
Grand Total 100

24DISSERTATION
Aesthetic
learnings Block teaching Peace The degree
0
5
10
15
20
25
30
35
40
Total
After reviewing the various offerings of the University, would you take up the courses at
the University
Row
Labels
Count of After reviewing the various offerings of the University, would you take up
the courses at the University
No 44
Yes 56
Grand
Total 100

25DISSERTATION
44
56
No
Yes
Discussion
Hence, it can be agreed that, the different students look out for a formidable environment
which seeks to offer peace and an overall perspective to the students. As Nan Tien offers a
variety of courses, over the last few years, various students have taken up the courses and seeked
an understanding of the manner in which the University has assisted them throughout. The
different students can be effectively attracted to the courses using a variety of offerings such as
the peace of mind, making the students understand the importance of work life balance,
providing them with compassion and additionally teaching them to cope up with the extremely
stressful lifestyle (Winter and Chapleo 2017).
In consideration with this, it is effectively critical for the enterprise to understand that, by
offering courses which heighten the health and social wellbeing of the students is critical
(Siderits 2017). The students will only be attracted towards the University by making use of the
fact that the course is required to meet the adequate needs of the students such as their overall
lifestyle, experts and experiences, Masters programs and other associated offerings as well.

26DISSERTATION
Therefore, by offering the Good location, great library and the Block teaching
experience, the enterprise will be able to ensure that it is successively being able to provide
greater facilities and adequate learning (Wilson and Gilligan 2012). The interaction with the
different family members and the associated students and teachers also offers a considerate
environment accordingly.

27DISSERTATION
Chapter 5: Conclusion
Therefore, from the given study, it can be rightfully understood that, the students are
affected by a large number of factors before undertaking the appropriate decision making. In
association with this, it can be critically mentioned that, the different students often take up the
course at the Nan Tien University due to the fact that it provides them with calmness which helps
them in dealing with the different individuals in an adequate manner. In addition to this, it also
provides them with the strength to face the different scenarios in a critical manner and provides
them with a technique to deal with the pressurizing workplace environment in a critical manner.
The study has been laid down in an effective manner whereby the first section outlines the
Introduction section, whereby the different objectives, backgrounds and associated overview of
the enterprise has been provided. In consideration to this, it is effective to mention that, the
second chapter outlined the associated theories and factors affecting the students before they
undertake the relevant decisions. In line of this, it can be adequately stated that, the third chapter
outlined the various research methods which have been applied for the study. This is then
followed by the discussion on the associated outcomes of the survey questionnaire and the
discussion based on the same. The next section provides certain recommendations for the Nan
Tien University.
Recommendations
Firstly, the University needs to promote and advertise its unique culture and the overall
business environment. In association with this, the University tends to offer a multicultural and
diverse environment which attracts the people.
Additionally, the University needs to promote the associated diverse and contemplative
pedagogy with meditation as well.

28DISSERTATION
Lastly, the Nan Tien University would be required to collaborate with various institutions
so as to engage in long term success.
Future scope
In the future, the study can aim to take a qualitative turn and seek to understand the actual
offerings of the University. This will then be assessed with the actual requirements and the ways
to fulfill the existing gap can be recommended accordingly.

29DISSERTATION
References
Abratt, R. and Bendixen, M., 2018. Strategic Marketing: Concepts and Cases. Routledge.
Andreasen, A.R., 1996. Strategic marketing for nonprofit organizations. Englewood Cliffs, NJ:
Prentice Hall.
Andreasen, A.R., Kotler, P. and Parker, D., 2008. Strategic marketing for nonprofit
organizations.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Cravens, D.W. and Piercy, N., 2006. Strategic marketing (Vol. 7). New York: McGraw-Hill.
Dao, M.T.N. and Thorpe, A., 2015. What factors influence Vietnamese students’ choice of
university?. International Journal of Educational Management.
Dowding, K., 2019. Rational choice and political power. Policy Press.
Dustmann, C., Puhani, P.A. and Schönberg, U., 2017. The Long‐term Effects of Early Track
Choice. The Economic Journal, 127(603), pp.1348-1380.
Hemsley-Brown, J. and Oplatka, I., 2015. University choice: what do we know, what don’t we
know and what do we still need to find out?. International Journal of Educational Management.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Lanero, A., Vázquez, J.L. and Aza, C.L., 2016. Social cognitive determinants of entrepreneurial
career choice in university students. International Small Business Journal, 34(8), pp.1053-1075.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Nantien.edu.au 2020. University [online]. Available at: https://www.nantien.edu.au/ (Retrieved
on: 27 Feb. 2020).

30DISSERTATION
Nguyen-Phuoc, D.Q., Amoh-Gyimah, R., Tran, A.T.P. and Phan, C.T., 2018. Mode choice
among university students to school in Danang, Vietnam. Travel behaviour and society, 13, pp.1-
10.
Park, A.S. and Kim, H.K., 2016. The Effect of Motivation for Major Choice and Satisfaction in
Major on the Adaption of university Life among university students. Journal of the Korea
Academia-Industrial cooperation Society, 17(2), pp.511-519.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Rand, D.G., Newman, G.E. and Wurzbacher, O.M., 2015. Social context and the dynamics of
cooperative choice. Journal of behavioral decision making, 28(2), pp.159-166.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
Pvt. Ltd..
Siderits, M., 2017. Buddhism as philosophy: an introduction. Routledge.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Winter, E. and Chapleo, C., 2017. An exploration of the effect of servicescape on student
institution choice in UK universities. Journal of Further and Higher Education, 41(2), pp.187-
200.