Establish and Adjust the Marketing Mix for Wentworth College Report

This report provides a detailed analysis of the marketing mix for Wentworth Metro College, focusing on its products, services, pricing strategies, promotional methods, customer base, and distribution channels. It examines the college's mission, the key characteristics of its offerings, and how these elements are used to attract both domestic and international students. The report reviews the college's pricing policies, including product lining, service bundling, and price skimming, and analyzes the significance of various market outcomes. Furthermore, it identifies environmental factors impacting the marketing mix, assesses customer priorities, and evaluates the effectiveness of different marketing mix components. The report also explores how the college monitors and adjusts its marketing mix in response to market factors and consumer feedback, ensuring alignment with organizational objectives and desired market positioning. The report provides insights into the college's promotional activities through social media, spot admission days, and admission fairs.

Running head: ESTABLISH AND ADJUST THE MARKETING MIX
Establish and Adjust the Marketing Mix
Student’s name:
Name of the university:
Author’s note:

1ESTABLISH AND ADJUST THE MARKETING MIX
Executive Summary
This report demonstrates the ability, knowledge, and skills to evaluate each component of the
marketing mix and it determines the suitable marketing mix for specific markets as well as
adjusts and monitors the marketing mix. This report has found out the marketing mix of
Wentworth Metro College and it has considered the key characteristics of the services, prices,
places and promotional methods taken by the college. This college is situated in Sydney
Melbourne and it offers diploma level courses to the students around the world. It offers various
services like online portal access, accommodation, and faculties. This report shows the pricing
strategy of the college and it takes service-bundling. The promotional methods are mainly based
on online service providing. This report evaluates the contribution made towards the
organization's objectives, desired positioning and strategies. The target market of the college is
domestic and international students who come to Australia for further studies in Business and
Accounts. A marketing plan for marketing mix has been given in this report to show the
monitoring process of each components of marketing mix. Environmental factors in the
Australian college industry have also been shared to show the college's marketing objectives and
the promotional techniques.

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Table of Contents
Introduction......................................................................................................................................3
Part A...............................................................................................................................................3
1. Marketing of Wentworth Metro College’s products and services...............................................3
2. Identifying the key characteristics of the products and services and their significance to the
market..........................................................................................................................................5
3. Review pricing policy and analyse pricing variables to determine their effect on the market6
4. Analyse the significance of market outcomes of.........................................................................7
a. Promotional methods...............................................................................................................7
b. Customer base..........................................................................................................................7
c. Channels of distribution...........................................................................................................8
d. The level of customer service provided...................................................................................8
5. Establishing the marketing mix components...............................................................................9
a. Information on how each element of the marketing mix has been used..................................9
b. Analysing and testing their significance to each other and relevance to customer base.......10
Part B.............................................................................................................................................11
1) Identifying environmental factors and assessing their potential impact on the marketing mix 11
2) Identifying customer priorities, needs and preferences and the way they impact the marketing
mix.................................................................................................................................................12

3ESTABLISH AND ADJUST THE MARKETING MIX
3) Considering product, pricing, promotional activities, distribution channels and service
variations........................................................................................................................................13
4) Analysing the marketing mix in relation to...............................................................................14
a) Select the most appropriate mix and explain your decision..................................................14
b) Evaluate marketing mix decision to ensure it meets organisational, strategic and operational
marketing objectives..................................................................................................................15
Part C.............................................................................................................................................18
1) Monitoring the performance of the organisation’s products and or services in order determine
which components should be tested..............................................................................................18
2) Evaluating the implications of altering one or more components of the marketing mix in
response to market factors and consumer response.......................................................................19
3) Adjusting components of the marketing mix in response to.....................................................20
a) Testing the results and evaluation of market response..........................................................20
b) Budget requirements..............................................................................................................21
c) Continuously meet organisational strategic objectives.........................................................21
d) Consistently maintaining operational marketing objectives and the desired market
positioning.................................................................................................................................23
Conclusion.....................................................................................................................................23

4ESTABLISH AND ADJUST THE MARKETING MIX
Introduction
Marketing is the management process and with the help of marketing, products and
services move from concept to the consumers. Marketing is mainly used to make, keep and
satisfy the consumers. As stated by Armstrong et al. (2015), marketing involves promoting,
researching, distributing and selling of the services and products. Mainly marketing includes the
coordination of the four elements in it, product, price, place and promotions. In this report,
Wentworth Metro College is chosen in order to show the marketing mix as well as the
promotional method of this college. The aim of the report is to highlight the potential impact of
the marketing mix on the college and the effectiveness of customer service of the college.
Part A
1. Marketing of Wentworth Metro College’s products and services
The mission statement of Wentworth Metro College:
Wentworth Metro College seeks the exceptionally promising students around the world
and across the nations to educate them in accounts and business through social experience and
mental discipline.
Sydney Metro College is known as Wentworth Metro College as it is situated at
Wentworth. Sydney Metro College has opened its new branch at Melbourne CBD as well.
Wentworth Metro College offers the products to the students:
 Textbooks and trade books
 Reference books

5ESTABLISH AND ADJUST THE MARKETING MIX
 Art supplies
 School and office supplies
 Gift items and card or stationary items
 Dorm room furnishing
 Emblematic merchandise
Wentworth Metro College is also provided with the services like:
 Special courses of Wentworth Metro College
(Certificate IV in Business, Diploma of Business, Advanced Diploma of Business,
Certificate IV of Accounting and Diploma of Accounting)
 Wentworth Metro College Mailroom
 Library access
 Online learning facility
 Accommodation
Wentworth Metro College provides these services and products to the students in order to
attract maximum students from Australia and from international spheres. In addition, they do the
marketing of the products and services through online modes like social media, e-mail and
websites. The college provides diploma and advanced diploma level courses for the students that
help the students to become job-ready. The special features of the courses and online help can
attract the students across the globe and this college has a well-maintained website from where
the students can get the information regarding applying process and library access
(Sydneymetrocollege.edu.au 2018).

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2. Identifying the key characteristics of the products and services and their significance to
the market
Wentworth Metro College provides products and services to the students who enrol their
names in the academic session. Academic session starts at a specific time in each year and the
duration of the courses are mainly 2.5 years; each of the courses has five semesters. For the
future students from international spheres, Wentworth Metro College provides special benefits
and attraction of giving the provision like making a bank account, OSHC, accommodation
facility in Australia and airport-picking facility (Sydneymetrocollege.edu.au 2018). Current
students of the college get the opportunity of SMC E-learning portal access, recognition of prior
learning facility, student support services and English language support services.
Therefore, it has been noticed, Wentworth Metro College provides various student
support services in order to increase the customer base. These products and services are
perishable and time has significance in the college offers. The students need to enrol the name
before all the seats are booked as service of the college is not used at the proper time, it may go
for one year. In Australia, especially in Sydney; there are so many business ad diploma levels
colleges. Service demand in education has a high degree of fluctuations and it many changes in
demand for a year or for an academic year. Therefore, Wentworth Metro College has high
demand during the beginning of the academic year and low demand in off period. As opined by
Huang and Sarigollu (2014), unlike a product, the service given by the organisation cannot be
touched, tasted or sensed before their availd. Wentworth Metro College provides various services
like library access, online portal and graduation handbook; however, students have to enrol the
name to get the access to these. Moreover, Wentworth Metro College provides personalised
service as well when the students come for enrolment. The students can get the added advantage

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of getting a scholarship. Therefore, according to Fan et al. (2015), some of the personalised
services must be created and consumed simultaneously.
3. Review pricing policy and analyse pricing variables to determine their effect on the
market
Wentworth Metro College has three main strategies for pricing. The first strategy is
product lining through which Wentworth Metro College sets the price steps between product line
items. Therefore, using high-low pricing can be an effective strategy when it comes to offering
the premium students from the international sphere. It gives this college to same or rather higher
pricing than the other competitor colleges in the market. In addition, service bundling refers to
when the customers are given a deal or discount when they make a larger purchase rather than
just one service (Hanssens et al. 2014). Therefore, Wentworth Metro College provides a special
discount on the overall academic fees when the students book various services from the college
like a handbook, academic fees, online portal access, accommodation and transportation. Lastly,
price skimming is all about making the service or products pricing higher initially and
Wentworth Metro College uses the strategy because of its brand image in the market.
Wentworth Metro College provides various types payment features and this college
provides financial assistance to the students as well. The college also offers accommodation to
the students in Sydney. Wentworth Metro College uses the pricing variables like discount
percentage, agreements with the students over phone calls, the residual value of the service
psychological elements of advertising and competitive pricing. Estimated total cost of studying
in this college is AU$3,400 for 23 weeks courses (sydneymetrocollege.edu.au 2014).

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4. Analyse the significance of market outcomes of:
a. Promotional methods
Wentworth Metro College has been active in the social networking sites in order to reach
the students across the globes. Promotional activities through social media and online platform
are cost-effective for any colleges and universities (Helm and Gritsch 2014). The colleges cannot
use any billboards and hoardings as these are a very costly way of communication to the
students. In addition, Wentworth Metro College has its social networking page on Facebook,
Twitter, Instagram and Google Plus. The PR team of Wentworth Metro College is active on
social media pages to answer the queries of the students.
In addition, Wentworth Metro College does spot admission day once in a year and the
college asks the students to visit the spot admission day to enrol their names. In addition, this
college does events like admission fair where the students can get the prospectus of the college
and get the ideas of fees structure. Wentworth Metro College tries to be unique and original in
the content of the ads when they provide the print advertisement in newspapers. Sometimes, the
college tries to give contests to the students and first few students get the chance to win
scholarship when studying at the college.
b. Customer base
In the year 2017, almost 800 million international students came to Australia for higher
studies. Therefore, the student market is large in Australia and colleges try to book all the seats
as possible. The students like to study in higher education, ELICOS, vocational education and
school education. The customer base of Wentworth College is based on the domestic students
and international students as well. This is a private institution and it offers mainly three types of

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courses. This college allows 164 students per class as they maintain a good ratio of students and
faculty in the class.
c. Channels of distribution
Channel of distribution is important to the organisations as it is one of the components of
marketing mix through which the consumers get the goods. Distribution channel refers to the
path or route through which the services can travel to the customers. For the colleges like
Wentworth Metro College, it does Business-to-Customer distribution of the service as it does not
use any kind of middleman inside this. The distribution of service of education, giving
prospectus, giving accommodation to the students all is done directly to the students. Marketing
intermediaries are not needed for Wentworth Metro College as this college often outsource
distribution of the prospectus and forms through online mode.
d. The level of customer service provided
Wentworth Metro College provides best possible for customers service as it is a private
institution and it has to attract the customers in order to book all the seats. Firstly, this college
checks the entry requirements for the students when the students call or text them to ask for
admission.
In addition, Wentworth Metro College asks for the Visas whether the students have this
or not. If the students do not have Visas, the college helps the students to make a Visa for them.
Wentworth Metro College provides overseas student health cover (OSHC) when the
students arrive in Australia (Sydneymetrocollege.edu.au 2018).

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The college provides accommodation facility to the students in Australia who come
outside of Australia. For the candidates who come to take the admission to college, the college
provides Airport Pick-up.
The college helps the foreign students and domestic students to open the bank accounts
for them.
Apart from the future students, the current college students can get the facility of e-
learning facility and the student support services from the executive team. In addition, the
college provides student handbook to the students where the students can get the facility of
English Language Support and academic season help.
5. Establishing the marketing mix components
a. Information on how each element of the marketing mix has been used
Product: Wentworth Metro College offers various products like textbooks and trade
books, reference books, gift items and card or stationary items and dorm room furnishing. Apart
from the products, the organisation provides the facility of the services like a diploma and
advanced diploma courses for the students across the globes. Extra services are provided to the
students like, of e-learning, qualifications, Recognition of Prior Learning and English Language
Support.
Price: The College takes product-line strategy as this college provides a group of related
products under the same brand sold by the college. Wentworth Metro College tries to expand the
offering by adding extra value to the service and products. The product line strategy is associated
with product bundling strategy where the customers like to have all the services as the college

11ESTABLISH AND ADJUST THE MARKETING MIX
gives a discount when taking all the services at a time. The students need to buy service and
products from the college which are familiar to the students. The college takes money at the time
of admission and during the semester.
Place: Wentworth Metro College is near Sydney and it has another branch at Melbourne.
The place of the college gives extra significance to the students and it adds values to the college.
The students can access the students’ portal through online also.
Promotion: Wentworth Metro College uses mainly the social media and online
promotional strategies. The admission date and the semester dates are shared by the PR team
through the official website of the college and online media. In addition, this college uses the
events like Spot Admission and Admission Fair in order to attract the students. The college
students are provided accommodation to Australia.
b. Analysing and testing their significance to each other and relevance to the customer base
The customers of this college are students who come from the foreign universities. The
marketing mix helps to create mix creation for the organisation as all the activities of marketing
are directly mixed up with each other (Menon et al. 2015). Wentworth Metro College provides
best three courses for the students and they take the competitive pricing for the courses. The
places of the campuses are close to the urban sections where the students can easily access to
transportation. The online mode of education of the college helps the students to solve their
doubt. This extra facility of the college would help it to gain the maximum revenue in coming
years. Marketing mix also helps to develop new service for the students and they can learn from
the competitors in the market as well. Marketing mix assists to increase the service and product
portfolio in the market and it is a guide to develop a business (Baker 2014).