Marketing Research and Analytics: Swinburne WIL Program Analysis

This report presents a marketing research and analytics investigation into Swinburne's Work Integrated Learning (WIL) program. The research aims to assess student awareness and preferences towards the program, exploring opportunities for increased engagement and improved program perception. The report identifies a key research problem concerning the university's need to attract more students to the WIL program amidst competition. Marketing problems related to highlighting the benefits of WIL, particularly internships, are also addressed. Research objectives focus on exploring awareness, building meaningful student connections, and analyzing communication channel preferences. Secondary research highlights the importance of WIL in enhancing student performance and the role of various communication channels in promoting the program. The conclusion emphasizes the potential for increased student engagement and skill enhancement through targeted marketing strategies and a better understanding of student needs. Desklib provides access to this and other solved assignments.

Marketing Research and Analytics
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Executive summary
To complete this research, researcher investigate the proper methods and apply
effectively into the market. This helps in increasing awareness about the preferences to make
Swinburne WIL process to manage and explore more options to analyse students effective for
choosing Swinburne WIL programmes. This report covered background of the research,
identification research problem in addressing issues in managing and analysing the source for
analysing technique to provide for professional and placement and chose internship process in
addressing the source in an effective period. Furthermore, the use of marketing and research
problem for managing and addressing different challenges to complete effective process with the
use of different segments to complete effective process and make qualitative secondary research
in an effective manner.
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Table of Contents
Executive summary ........................................................................................................................2
Background of the Research Problem.............................................................................................4
Identified Research Problem...........................................................................................................4
Marketing problem..........................................................................................................................5
Research Objectives and Questions.................................................................................................5
Secondary research..........................................................................................................................6
Conclusion.......................................................................................................................................7
References.......................................................................................................................................8
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Background of the Research Problem
Within the organisation, Swinburne WIL is managing a process for increasing awareness
about the programmes and analyse systematic growth in different challenges. It further provide
the growth and manage different perspective to explore the options and choose various benefits
while appropriate to complete effective growth in the managing universities to complete others.
There are different opportunities for managing students and provide them work during the
completion of their courses (Akter and et.al., 2021). It further needed for the university to
manage applicability and provide wide range of opportunities to undergraduate students work in
an effective and appropriate manners. The use of professional working systems and project
working system, HR department will be helpful for managing and addressing wide range for
professional placement and internship for managing objectives. It further helps in managing
workload to build up the actions and make effective marketing process to manage different
student's engagement in their extra curriculum activities (Pothuri, 2021). These are the issues
which are needed to be addressed in the university and they are being able to manage and attract
more students for the managing WIL programme and consider effective sources to achieve
higher level efficiency to complete basic research and identify appropriate research problem.
This research proposal is related to identifying the purpose of Swinburne WIL Programme. It
further make an addition of research problem, marketing problem and the objectives and
questions to achieve organisational objectives. To complete this research, researcher adopted
qualitative research methods in which secondary research is conducted for successful completion
of the identifying research problems.
Identified Research Problem
“To investigate about the awareness and preferences towards the Swinburne WIL
programme and explore more options to students for choosing their universities rather than
others.”
From the above case study the researcher have analysed that there was a problem faced in
the university regard to the Swinburne leading to impact the performance of the students
effectively. The researcher has focused on gathering relevant data and information to smoothly
carry their research and accomplish desired objectives. The university has faced problem the
student not choosing the right option rather choosing other options available to them (Razaghi
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and Shokouhyar, 2021). Through investigation has been done in regards to the problem related to
the awareness and preferences towards the Swinburne Wil programme and offering more options
to students to choose their university.
Marketing problem
For the Swinburne university there are different marketing problems which are needed to
be identified for their WIL programmes. It is analysed that the university is providing different
sectors and growth to provide different undergraduate students. That further helps in giving paid
work to their students that are related to professional work culture which are basically for the
duration of 18 to 24 days (Peterson, 2021). On the other hand, they further provide project work
that helps in considering 1 or 2 week process and they paid for the work (Bahrami and
Shokouhyar, 2021). The main marketing problem for the university is to explore the use and
make sure to provide a systematic growth in understanding the challenge and identified research
problem. These marketing problem is to examine different factors to analyse work culture and
provide a wide range of opportunities of students engagement process. It is effective and helpful
for working appropriately and gain high professional and personal internship programmes (Liu
and et.al., 2021). The common marketing problem is basically related to highlighting the process
and manage beneficial process to achieve Swinburne marketing engagement and their process
for including different type of professional and personal internships.
“The major marketing problem of the Swinburne WIL to increase the engagement
activities of students while including professional and personal internships.”
Research Objectives and Questions
Research objective 1: Explore the opportunities and awareness about the WIL programmes. Research question 1: What is the extent level of awareness for make a professional
practices and internships within Swinburne? Research question 2: What are the opportunities which are provided by Swinburne WIL
process to their undergraduate students?
Research objective 2: To build the connection and engage their students in more meaningful
approach. Research question 1: Does students are getting interest in towards the 12 month paid
placement programme which are differ from currents employment status?
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 Research question 2: How the university gain the attitude of WIL programmes which are
differ from students factors? Research question 3: Is the university face any kind of relationship fear of Covid-19 and
interest towards paid placements?
Research objective 3: To analyse the communication channel preferences of undergraduate
students in different sectors. Research question1: What is the most effective and used channel to receive information
from Swinburne university?
 Research question 2: What is the most preferred communication message for the
undergraduate students by universities?
Secondary research
The awareness regarding the WIL programme will help the students to enhance their
performance at the university and become successful in the career path. It will help in offering
students to get paid work for six to twelve moths leading to offer them wide number of
opportunities. The main objectives of behind creating awareness regarding this programmes is to
effectively work towards welfare of the students. It will also offer opportunities regarding
offering professional and project work to the students (Venkatesan, Farris and Wilcox, 2021). To
build the connection and engage their students in more meaningful approach.
The WIL programmes will also help the students of the university to build the
connection in the university and improve their overall performance. It will also help students to
engage in more effective and meaningful work leading them towards further growth and
success . Such as it will help the students to be engage in various kind of professional work
which are very essentials for the professional growth of the students (Wang and et.al., 2021). In
addition to this, creating awareness regarding these kind of programmes will also help the
students to get paid work, which is considered to be most meaningful approach.
In order to create awareness regarding the WIL programmes the university has
considered various communication channels. There are various communication channels present
to create awareness among the undergraduate students in various sectors such as email, Dropping
sessions, professional teams and social media (Zahay, 2021). The growing use of social media
among the students makes it easy for the university to easily connect and interact with large
number of students and create awareness among them regarding the WIL programmes (Yuksel
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and et.al., 2021). The university has effectively utilised all the communication channels in order
to make students aware of the programmes.
Conclusion
From the above report, it has been analysed to complete working and analysing research
problems which are needed to be addressed and provide a growth in managing platform activities
and address the issue to compile with different factors. While working in the university and
managing their basic growth, they are using high processing management classes . Furthermore
with the help of marketing problem and research problem researcher is able to identifying the
process in an effective and appropriate manner. While managing and addressing the issues it
further provide a wide range of possibility to make high level of engagement of students and
their meaningful ways to manage and high profitability sources in different scenario. It further
provide a wide range of possibilities to acknowledged the students skills and enhance their
knowledge by providing different scenario to complete management process and addressing
issues related to students empowerment growth. This research helps in identifying process which
are used by their marketing team to enhance the footfall of students in their universities.
Furthermore, this research helps in managing and identifying the process of exploring
opportunities for students. In addition to this, why the students should choose the programme
and make more effective growth in their personal and professional working experiences through
the scheme of paid workings. This research is helpful in exploring wide range of option for the
universities to make a strong relationship with the students.
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References
Books & Journals
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Bahrami, M. and Shokouhyar, S., 2021. The role of big data analytics capabilities in bolstering
supply chain resilience and firm performance: a dynamic capability view. Information
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marketing on customer engagement: Using big data analytics and natural language
processing. Journal of Business Research, 125, pp.815-826.
Peterson, M., 2021. Teaching the Online Marketing Research Course for MBA Students. Journal
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Pothuri, S., 2021. Marketing analytics as a Service: Secure Cloud Based Automation Strategy.
Cloud Security: Techniques and Applications, p.105.
Razaghi, S. and Shokouhyar, S., 2021. Impacts of big data analytics management capabilities
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Venkatesan, R., Farris, P.W. and Wilcox, R.T., 2021. Marketing Analytics: Essential Tools for
Data-driven Decisions. University of Virginia Press.
Wang, Y., Deng, Q., Rod, M. and Ji, S., 2021. A thematic exploration of social media analytics
in marketing research and an agenda for future inquiry. Journal of Strategic Marketing,
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Yuksel, M., Smith, A.N., Smith, R.S., Bicen, P., Wilson, E.J. and Weiner, J., 2021. Student
Interest in Client-Sponsored Projects: The Quest for Engagement in Marketing
Research Courses. Journal of Marketing Education, p.0273475321996797.
Zahay, D., 2021. Advancing research in digital and social media marketing. Journal of
Marketing Theory and Practice, 29(1), pp.125-139.
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