Marketing Management Plan for RTO Connect: MKTG1390

This marketing report analyzes RTO Connect, a registered training organization, within the context of the education industry, focusing on the building and construction sector in Melbourne, Australia. The assignment examines the impact of COVID-19 on the industry and the shift towards targeting the domestic market, specifically Gen X and Millennial consumers. The report includes a consumer and STP analysis, segmentation based on demographics and geographic locations, and the use of relationship marketing techniques. It also explores customer personas, marketing objectives, and the effectiveness of radio campaign advertising. The report offers recommendations for expanding qualifications, targeting the domestic market, and creating value for customers. PESTLE and TOWS analyses are employed to assess the market situation and formulate effective marketing strategies, including B2C marketing and integrated marketing communication.

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

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Table of Contents
Introduction..............................................................................................................................2
Part A........................................................................................................................................2
Consumer and STP analysis................................................................................................2
Segmentation, targeting and positioning............................................................................4
Customer persona Charts....................................................................................................8
Gen X.................................................................................................................................8
Millennial........................................................................................................................10
Part B.......................................................................................................................................12
Conclusion and recommendations........................................................................................15
References...............................................................................................................................16

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Introduction
The introduction of the assignment is about the marketing and selling of the building
and construction to the domestic market in the context of COVID 19 that has affected the
industry largely. The market segments that have been targeted include the Gen X and
millennial of Melbourne in Australia. The method to be used for the selling will be the
relationship marketing technique and the research will also highlight the management of
radio campaign advertising, which can also attract more clients towards the product and the
brand. RTO Connect is a registered training organisation within the education industry that
sells various training programmes to enhance the skills and knowledge of the students in their
desired field of education and training, thus make them successful in their professional career
and progress consistently (Olsen and Thunqvist 2018). Here, in this assignment, the analysis
of findings from the PESTLE and other analysis procedures, will help in understanding how
the company can expand its qualifications and target the domestic market by marketing and
selling to the construction and building industry.
Part A
Consumer and STP analysis
Considering the fact that due to COVID 19, most of the students from foreign
countries have been unable to visit Australia. The international flights departure and
incoming have been stopped, which also created some downfall for the registered training
company named RTO Connect to target the international students properly. Thus, the
company has aimed at selling building and construction through the use of relationship
marketing technique to change the customer acqusitions process, thereby facilitate marketing
and selling B2C (Camilleri 2018). Based on the analysis of various political and socio-
cultural factors, it could be understood that he products are basically the qualification and

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training essentials provided to the students. Amidst the Coronavirus students, the rate of
international students has fallen and thus the company has segmented its market in Australia
to meet the requirements of clients. The trade qualifications, courses and training
programmes are basically the products that the company aim to sell for improving the skills
of students in the local market and allow them to obtain trade certificate and required degree
for working within the building and construction industry (Andaleeb 2016). Considering the
fact the building and construction are considered here as trade qualifications, RTO Connect
has aimed to sell the various building and construction trade courses and qualifications to
promote quality education outcomes for the local market students and ensure their growth
and stability, who have been passionate about the concerned industry. This would also make
them acquire opportunity to learnand consider building and construction as an honour
(Schlegelmilch 2016). The target market consists the millennial and the Gen X students,
who are to be provided with the various trade qualifications and courses along with the
specific goal of attaining relevant skills to work within the building and construction industry
in the future.
The relationship marketing has been preferred by the organisation as it could help in
B2B and B2C, thus allow for business dealings and construction companies aiming at the
development of long term relationships during uncertainties within the competitive business
environment. It could also help in establishing trust and loyalty among the clients as well as
allow the construction businesses to deliver better solutions by gaining in-depth customer
focus along with the achievement of good market and overall leadership within the industry
too(Schiffmanand Kanuk 2014). The relationship marketing could also be helpful for
creating a sense of trust and loyalty among the millennial and Gen X, furthermore, allow
them to acquire positive mind-sets of availing the products and services of the company, i.e.,
RTO Connect in Australia.

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The consumers targeted by RTO Connect are the millennial and Gen X consumers,
who have been aged as 22- 37 years of age and 38 to 53 years of age. Amidst the COVID 19,
the international students have been coming in lesser numbers and thus the company’s focus
has been on these customers. The company has targeted these clients so as to expand the
qualifications scope and deliver Certificate Level III education for attracting a wider group of
audiences largely (Bickhoff, Hollensenand Opresnik 2014). The education system has been
largely affected with the epidemic and the company would focus on the local market to drive
changes in their behaviours and ensure management of building and construction activities
properly too.
Segmentation, targeting and positioning
The size of the building and construction market is quite big and it has created
enormous opportunities for growth and employment of people within the concerned sector. It
has also become essential for the companies to attract more local candidates as with the
Coronavirus spreading all over the world, the international candidates have been left out,
unable to reach out to the business organisations within the building and construction sector
in Australia. RTO Connect, has thus targeted the Gen X and millennial and segmented those
based on their age, qualifications and knowledge that they possessed (Dzeng, Linand Wang
2014). The building and construction qualifications and training accounted to a large portion
of the business and thus the training package qualifications have catered to the needs of the
students quite comprehensively. But the program enrolment has somewhat dipped in the past
year and same has been experienced for this year as well, due to the students from local areas
even unable to stay out of house or visit the training organisation for educational purposes,
due to COVID 19 and nationwide lockdown (Demirkesenand Arditi 2015).

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Considering the market size to be huge, RTO Connect has also made sure to deliver
training and courses so as to increase the enrolments of local students in the building and
construction industry. The apprentice and trainee commencements have declined for the past
few years, which makes the company select the millennial and Gen X students who are
responsible and wiling to learn and acquire the desired skills related to the specific industry.
The segmentation has thus been done on the basis of demographics such as their age, gender,
income, which have allowed them to pursue some additional training, furthermore get trained
for the higher skilled jobs to become successful in their professional career in the future
(Mishchenko, Monastyrevand Evdokimtsev 2018). The training of building and construction
would be delivered under various programmes including the BCG off site construction, CPC,

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BCG general construction as well as the BCP. The segmentation has also been done with the
help of assessing the skills and qualifications that are currently possessed by the individuals,
based on which, the enrolment process will be done by RTO Connect. Based on the various
programmes, the candidates would be segmented as well regarding whether they want to gain
skills and knowledge about general construction, carpentry and joinery, off site construction,
plumbing or other construction activities to cement a position within the construction
companies after the completion of internship from RTO Connect (Andaleeb 2016).The
geographic segmentation could also be used by the organisation to targeting the different
millennial and Gen X individuals from different locations all over Australia. Due to the
COVID 19, international students’ enrolment has been quite lower and thus the company
should aim at segmenting the local market comprising of the students from Melbourne
Australia, various localities present there and all over Australia (Schlegelmilch 2016).
As it is a training company, so RTO Connect is basically service oriented, which has
enabled relationship marketing to be implemented for focusing on the clients’ services. The
targeted market segment comprises of millennial and Gen X students and the company needs
to make sure that the targeting is based on the demographics and geographic aspects. The
targeting should also help RTO Connect to connect with more students all across the
domestic market in Melbourne Australia.

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The market segments that seemed to be the most attractive have to be targeted by the
organisation based on the needs of students about whether they want to work in general
construction, off site construction, plumbing and joinery activities or even want to expand
won skills for starting a new business. RTO Connect should understand, which of the groups
of market contribute to the bottom line and thus the targeted segments include the millennial
and Gen X from Melbourne, Australia, who are not much younger and not much older as
well. They are the right balance of skills, experience and knowledge that they have acquired
and crave for learn more to acquire the qualifications and training required by them to acquire
professional growth within the building and construction industry (Schiffmanand Kanuk
2014). The relationship marketing has further helped in making the creating trust and loyalty
among clients, thus made them believe that the company cared for them in spite of the
lockdown and made them ready to avail the training sessions and programmes online.The
radio campaign advertising would also be considered as an effective way to market the
products and services, thus boost the ad campaigns and gain greater outreach to the
consumers all over (Bickhoff, Hollensenand Opresnik 2014).
The company must understood at first about why the customers need to purchase the
product or service at first rather than the competitors. Firstly, in the light of COVID 19, most
of the training companies are closed, but RTO Connect could make sure to deliver online
classes and coaching to facilitate the training purposes without any need to make the

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studentsvisit the institute, rather stay at home and learn. It could be a great way to position
the brand and create some positive mind-sets among the people who want to avail the
services of the company. This cold also act as an unique value proposition, while combining
the other marketing mix components such as he price and promotions, RTO Connect could
made the building and construction trade qualifications, courses and training programs,
available online to access for the customers (Dzeng, Linand Wang 2010. This would increase
the website visitors for the company and make the domestic market students, especially, the
Gen x and Millennial to visit the website and subscribe to the website of the company to avail
the services easily. Therefore, this is how the company could segment, target as well as
position itself within the domestic market to draw in more potential clients and make them
acknowledged with the building and construction trade qualifications, courses and training
programs, also considered as the products and services to be sold by RTO Connect.
Customer persona Charts
Gen X
Jessica’s Story:
She has completed her bachelors’ degree and diploma in Engineering from The University of Sydney. Her
hobbies are researching, listening to music and reading books. Along with this, she is working as an intern
in IBM, Melbourne.
Psychological attributes:
Jessica is tech savvy, which helps her in enhancing her knowledge. She has produced many blogs in Twitter
regarding the aspect of relationship building and marketing, which has gained popularity among the critics

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and the businesspersons. She intends to join RTO Connect for gaining effective project management skills
and training. Energetic is the correct adjective to define her approach towards the levied services by the
educational institutes and firms. Along with this, she also likes to hang out with friends.
Demographic details:
Age- 25 years
Gender- Female
Geographic location- Queensland, Australia
Marital status- Unmarried
Degree- BA (Construction and Engineering, University of Sydney)
Goals and motivation
To work as an HR manager in one of the reputed firms under the Building and Construction Industry
Source of motivation- colleagues, team members, professors and seniors
Barriers:
Ineffective conflict resolution skills, lack depth in the knowledge of the relationship building and marketing
Sales objection:
Poor perceptions towards management compels me to switch over companies
Quote: “ I intend to attain project management skills and get a better placement in IBM within the next
year end”

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Millennial
David’s story:
David has completed his masters in mechanical engineering from University of Melbourne. He likes to read
books. Travelling is his passion. Besides, he is working as an intern in Aurecon Group, Brisbane.
Psychological attributes:
David is socially active in the networking sites like Facebook and Instgram, where he has his own page. He
writes comments regarding current competition in the business, where aspects like relationship marketing
gain prominence
Demographic details:
Age- 28 years
Gender- Male
Location- Sydney
Marital status- Unmarried
Degree- Masters in Mechanical Engineering, University of Melbourne
Goals and motivation:
To become a project manager of a reputed Construction Company, probably my startup
Barriers:
Ineffective communication skills

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Sales objection:
Lack of proper vision and purpose would be enough for me to switch
Quote: “ I hope that RTO would be a cornerstone in fulfilling my dreams of becoming a project manager”