BSBMKG609: Wentworth Institute Marketing Plan Development

This document outlines a marketing plan for the Wentworth Institute, starting with the institution's mission and vision statements. It then delves into a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors relevant to the institute's operations. A SWOT analysis is also conducted, identifying the institute's strengths, weaknesses, opportunities, and threats. The marketing strategy section focuses on social media advertising as a key promotional tool, particularly utilizing platforms like Twitter and Facebook, alongside educational websites. The marketing mix is then detailed, covering product (quality of education and services), price (low pricing strategy), place (strategic campus location), and promotion (social media and educational websites). The plan aims to enhance the institute's market position by leveraging its strengths and addressing its weaknesses, while capitalizing on opportunities and mitigating threats to attract more students.

Marketing plan of Wentworth
Institute

Mission and Vision statement of
Wentworth Institute
Vision statement
The Vision statement of the Wentworth Institute is to place the
institution the best in the region in terms of both facilities and the
teaching abilities.
Mission statement
The mission statement of the Wentworth Institute is to develop
better facility and encouraging scholar students to take an admission for
getting better educational faculty.

PESTLE analysis
 Political
 As far as the political segment is concerned, the current Australian government has shared its concern for the education of the youths.
 Moreover, a number of international students are also visit Australia to pursue advance studies.
 Economic
 From the economic perspective Australia is popular for its high lifestyle but minimum expenses in the education make it lucrative internationally.
 Furthermore, the par-time jobs are also offered to the students so that they can maintain their standards of living.
 Social
 Fair and prosperous cultural norms lead Australia to become a hub of education.
 The Australian people value knowledge and openness.
 Technological
 The modern education with smart classroom teaching is considered to be an important aspect for the students studied in Australia.
 In addition to this, the institutes are also promote technological advancement through e-library, books and journals that facilitate better educational
environment for the educational sector in Australia.
 Legal
 Australian Human Rights Commission puts emphasis on the equal opportunity for meritorious students to get education. Even so there are fellowship
system that encourages the students to pursue advance studies.
 On the other hand, Australian Education Act 2013 compels the government to fund the schools and colleges so that the educational institutions are enable
to implement adequate changes.
 Environmental
 As far as the environmental factors are concerned, it can be argued that good education will make good people who have enough knowledge of what is
wrong and what is right. Therefore, it will also develop a better framework for a sound human resource.
 Moreover, the higher education can lead to peace and tranquillity that is also an important aspect for the benefits of the environment.

SWOT Analysis
Strength Opportunity
 Good environment for education.
 Better faculty.
 Wonderful educational records.
 Philanthropic works.
 Making better facility for the students.
 Increase the admission seats.
 Providing distance education.
Weakness Threat
 Lack of efficiency in non-teaching staffs.
 Unfriendly student portal.
 Intense competition among fresh
candidates for getting admission.
 Other universities with better educational
facility.
 Less pricy educational institutes.
 In-transparent non-teaching staffs.

Marketing strategy
 Social media advertising can be an useful tool to promote Wentworth
Institute.
 In this regard, social media like Twitter and Facebook is very useful for
using as promotional tools.
 Moreover, Wentworth Institute can opt for the educational websites
where students and aspirants are visited in a daily basis.

Marketing mix 4P
 Product
As an educational institute it is obvious to state that Wentworth Institute puts more emphasis on the quality of education.
Therefore, it can be argued that the product will be quality of service in terms of the quality of education. Based on this, it can be
argued that the facility and quality that are provided by the institute (Huang and Sarigöllü 2014). It is associated with providing faculty
and the non-teaching staffs with the advance e-learning process that are essential for a better educational environment.
 Price
In this context, the price of the products are associated with the role to offer the students admission fees and educational fees
in order to set some lucrative offers to the students. Based on this understanding, it can be stated that the Wentworth Institute sets a
low pricing strategy but high quality service in order to capitalise the market more extensively (Datta,, Ailawadi and van Heerde 2017).
As a matter of fact, it will deliver a strategic advantage to the marketing mechanism of Wentworth Institute.
 Place
It is important for the Wentworth Institute to deliver a better location to attract maximum number of customers. Therefore,
Wentworth Institute had to set up its campus in a better place that is convenient and free from traffic and noises (Fan, Lau and Zhao
2015). In this regard, the location sets by Wentworth Institute is very advantageous and the local community adds up more benefits
because of creating a better environment for education.
 Promotion
In this regard, the promotional strategy are played a significant role to generate more effectiveness in the process of making
better advertisement. In this context, opting social media is beneficial for the organisation to attract more customers. Furthermore, it
can be stated that using Facebook and Twitter will be a beneficial factor for the organisation (Bahadir, Bharadwaj and Srivastava 2015).
In addition to this, it can be stated that advertising in the educational websites are also contributed in this regard.