Analyzing Situational Influences: CSU Student Recruitment Strategies

This assignment requires a university marketing manager to analyze how situational influences impact prospective students' decisions to attend Charles Sturt University (CSU). The task involves reviewing two provided student responses outlining factors such as physical surroundings (location, facilities), social influences (reputation, diversity), temporal factors (course availability), and momentary factors (desire for a quick degree). The marketing manager must then synthesize these insights, comparing and contrasting the experiences shared, to develop effective recruitment strategies. The goal is to understand how these situational elements – encompassing location, social environment, and timing – can be leveraged to attract new students, emphasizing the importance of tailoring marketing efforts to resonate with these diverse motivations. This analysis offers a practical approach to understanding student decision-making and creating targeted marketing campaigns.

Discussion topic:
Read the responses from the group, then compare and contrast your experiences and discuss how
understanding the role of situational influences on the decision to attend CSU might help you if you
were a university marketing manager working to recruit new students. Write 400 quality words on how
you would go about doing this. Upload this part of the assessment to Turnitin
Here is 2responses from the group. Can u please write down for me 400 word as a University
marketing manager working to recruit new students.
Hellen,
There are many reasons impact my decision to choose CSU as the school to
complete my degree. I have making many researches and looking to many
resources, comparing many different universities within many countries and
cities to make this decision, and the reason for my choice was because:
- First thing come up in my concern is the Physical surroundings. I want to
experience a life in a western country, but not so far from my own country
so I can go back easily, and Australia was a perfect choice.
- CSU placed at a favourite city of mine, Melbourne, a city that well-known
for its diversity and friendly citizens, also it was chosen as the most livable
city in the world many years continuously. This social factors is the main
reason for my decision.
- Another physical influences is great location, the school placed in middle of
CBD, easy for transportation.
- Reasonable tuition fee also be an important physical factors in regard to
my choice.
- Other factors is relates to social surrounding, as the school have a good
reputation and well-known, and CSU' graduated student have a high
employment rate.
- A Temporal factor that affect my choice was as the time I want to start my
study, soonest course I can enroll is in CSU.
- My decision also affected by Momentary factor in Antecedent States, as I
want to finish my degree as soon as possible, and CSU offer are 3 sessions in
a year, which is convenient for me to apply to study and finish the degree
more quickly.
Nancy,
I chose CSU as a authentic school to study basis on some reasons:
I wanted to experience life, learn new things and exchange skills
CSU is a perfect place to study. Its located in the heart of CBD, near
transportation, easy for travelling. There are different races and multiple
cultures. Great environment

CSU has a high graduate employment rate. Multiple intake dates that meet
my needs
Quick and easy student visa processing. Flexible entry requirements
The tuition fee is reasonable
Assessment item 2
Report and Presentation
Value: 20%
Length: 2000 max
Submission method options
Alternative submission method
Task
Conduct research on 1 internal influence and summarise the findings of each source.
You will need to use the textbook and four additional sources of information (5 in total).
To do this assignment, follow this 5-step process
Step 1: Pick one internal influence from the list below:
 Perception
 Learning
 Memory
 Motivation
 Emotions
 Personality
Step 2: Re-read the chapter of your textbook related to that internal influence
Step 3: Conduct research
In addition to the prescribed text, find four (4) sources related to that internal influence (2 should be
academic sources).
Step 4: Summarise the findings of each source
Write 1-2 paragraphs describing and evaluating each of the five (5) sources (i.e. textbook chapter plus
the four (4) additional sources), using the questions below.
(Your paragraphs should be no longer than 400 words for each source and each paragraph should
have a heading including the title of source and author/s name).
 Where did you find the source? (5 marks)
 Why did you select it? (5 marks)
 How old is it? (5 marks)
 Comment on the authority or background of the author (5 marks)
 Identify the intended audience (e.g. industry, academics, popular culture) and explain how
you could tell who the author/s were targeting e.g. difficulty of reading (5 marks)
 Describe how the findings in the source improve your understanding of that internal influence
and provide an example of how this could be used to predict consumer behaviour (60 marks)
NB the remaining 15 marks are allocated to presentation and referencing (see marking guide)

Step 5: Compile and include a reference list using APA 6th format
Make sure to have a look at the marking guide (below and in the Resources folder "Assignment
Materials") before completing this, as more detail is provided about how to answer the questions.
Rationale
As a marketer you will need to be informed about both the industry you work in and the internal
influences affect consumer decisions. This requires you to have good research skills so that you can
collect and evaluate the sources of information and determine if they can usefully inform your
marketing strategy.
Remember bad information can lead to bad decisions.
As a student you need to develop skills as an academic in both researching and referencing
The objectives of the assessment are for students to:
 gather and interpret information from a range of academic and industry sources
 predict consumer behaviour using relevant models
 demonstrate broad reading around subject content
 demonstrate correct use of APA 6th style of referencing;
Marking criteria
Criterion: The
various skills to be
assessed
Fail
below > 50
Pass
50 - 64
Credit
65 - 74
Distinction
75-84
High Distinction
above 84
Where did you find
the journal article /
source?
(5%)
Did not state for
any of the
sources.
Stated for only
1 – 2 sources.
Stated for 3
sources. Stated for 4 sources. Stated for all 5
sources.
Why did you select
it?
(5%)
Did not state
reasons for any
of the sources.
Stated reasons
for 1-2 of the
sources
Stated reasons for
3 of the sources
Stated reasons for 4
of the sources
Stated reasons for all
5 sources
How old is it?
(5%)
Did not state for
any of the
sources.
Stated for only
1 – 2 sources.
Stated for 3
sources. Stated for 4 sources. Stated for all 5
sources.
Comment on the
authority or
background of the
author
(5%)
Did not comment
for any of the
sources.
Commented
for 1 – 2
sources.
Commented for 3
sources.
Commented 4
sources.
Commented for 5
sources.
Identify the intended
audience and
explain how you
could tell who the
author/s were
targeting
(5%)
Audiences were
not clearly
identified for all
sources.
Audiences
were clearly
identified for 1
-2 sources.
Audiences were
clearly identified
for 3 sources.
Audiences were
clearly identified
for 4 sources.
Audiences were
clearly identified for
all 5 sources.
Describe how the
findings in the
source improve your
Does not
comment on how
the sources
Limited
example
provided for
Describes impact
on understanding.
Examples
Provides a good
description of the
impact of the source
Well-articulated
description of the
impact of the source

Criterion: The
various skills to be
assessed
Fail
below > 50
Pass
50 - 64
Credit
65 - 74
Distinction
75-84
High Distinction
above 84
understanding of
that internal
influence and
provide an example
of how this could be
used to predict
consumer behaviour
(60%)
impacted on
understanding or
provide an
example.
each source.
Example
included.
provided shows
how the theory
could be used to
predict behaviour.
on understanding
using evidence /
links to theory.
Relevant examples
used.
on understanding
drawing on theory.
Relevant / insightful
examples illustrates
behaviour prediction
well.
Correct citations –
APA 6th edition
(10%)
No / limited
references
included.
Reference list
included.
Some attempt
to format
citations in
correct APA
6th style.
Reference list
included. Some
attempt to format
citations in correct
APA 6th style
with a few errors.
Reference list
included. Some
attempt to format
citations in correct
APA 6th style with
1-2 errors.
Reference list
included. Accurate
citations using
correct APA 6th
style.
Presentation
(5%) Poor
presentation.
Correct format
employed but
with some
missing
elements.
Correct format
employed with
some errors.
Good presentation.
All key elements
evident with 1-2
errors.
Presentation
outstanding. All key
elements evident.
Presentation
You are expected to engage with an online resource to clearly present your learning through a report
and presentation that ensure you follow the below instructions in your report:
 Attention is paid to spelling, grammar and clear communication of ideas.
 Assessment items should be typed.
 Use 1.5 spacing.
 Use a wide left margin. Markers need space to be able to include their comments.
 Use a standard 12pt font such as Times New Roman, Calibri or Arial.
 Left- justify body text.
 Include a separate title page with your name, student number, subject code, assessment
number and assessment question. Include class time and tutor’s name if applicable.
 Number your pages (except the cover page).
 Use a header or footer with your name and student number on each page.
 Always keep a copy of your assessments. Both a hard copy and an electronic copy.
 Most importantly, always use your spelling and grammar checker, but remember that this
does not pick up all errors. You must still manually and carefully edit your work.
Requirements
Students are required to participate in the group and to submit their collaboration marks in order to be
graded for this assesment.
Students are the designate one member of their group to submit the presentation via Turnitin and via
the discussion board. Everyone else is responsible for submitting their peer review form via Turnitin.