MKT103 Integrated Marketing Communications

Task:

Step 1: Opportunity Analysis (A2)

First you need to better understand the macro and micro issues affecting the marketplace. You will undertake research to find out what main issues students face when beginning university, which will assist you to develop the marketing mix that will provide the solution (value) to these students. 

Don’t worry too much in this assignment about knowing what you will write for the marketing mix (4 P’s) – that’s assignment 3. Instead, make the focus of this task understanding the marketplace and your customer, so that you develop a solution that best suits their needs and wants. 

You will undertake research using a variety of sources to identify the specific opportunity you will pursue in Assessment 3. There is no right or wrong answer here; every student will narrow the scope of focus down differently. For example, you may find during your research that Chinese students comprise the largest cohort of international students in Australia. You may choose to focus on assisting international students from China to better settle into their first year of Australian studies. Others may choose to focus on helping the specific issues mature age students face. 

The research you undertake will largely be online research on websites and databases. This may include using Euromonitor (demonstration given in week 2 online classroom), reading Government reports on the education industry, and research on similar tutoring services (your competitors). 

Step 2: Marketing Mix Plan (A3)

You are then to identify a specific target market (as mentioned previously) and develop a marketing mix campaign that can be used to launch your new service.