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 domains like target market, factors influencing student mindset, competitiveness, and Buddhist education. The methodology outlines the research philosophy, design, approach, and strategy, along with limitations. The analysis and findings section presents survey results on age group, occupation, interest in Buddhist courses, motivational factors, and key benefits of studying at NTI. The discussion section interprets the findings and provides insights into student preferences and institutional strategies. The conclusion offers recommendations and future research scope. The assignment is a comprehensive business research project, analyzing the Nan Tien Institute's challenges and opportunities. The project includes a client brief, assessment tasks, a research proposal, presentation outline, and a final report template, providing a detailed framework for the research and analysis. The project aims to help the Institute in understanding the manner in which it will be able to attract the associated target markets, the perception of the students while taking the admissions and will also highlight the manner in which the University can improve its operations accordingly.

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