The paper "Marketing Plan of Master of Management Online Program, Latrobe University" is a good example of a marketing case study. This paper provides an analysis of the marketing of the newly launched online Masters of Management by Latrobe University and compares the program with offers from four other universities in Australia. The paper found that all the four competitors offer a similar online program and that there is stiff competition for students. Compared to its rival universities, Latrobe University has a reputation for excellence and is positioned strategically as a leading research centre in Australia.
Latrobe University online program is priced competitively, which is a good match for the macro-economic trends in the education sector. The university uses different strategies and mediums to market this program and recruit students. These strategies include campus visits, print and electronic adverts and social media marketing. Introduction Distance education is a form of learning in which the instructor and learner are separated by place and time and is one of the fastest-growing and popular systems of educating in many universities. Due to rapid improvements in communication and information technologies, universities are offering different media-based courses regardless of the students’ locations or geographic constraints.
Although the way in which this new form of education is delivered differs from university to university, the majority of distance learning programs rely on technologies that have been tested for reliability, efficiency and cost-effectiveness. Such learning programs are particularly helpful for learners who are not geographically or physically able to obtain traditional classroom-based education (Cheng 2010, p. 179-181). Across the world, distance education has grown remarkably over the past two decades. As a cost-effective alternative to traditional education, the objective of distance learning is to complement curriculum enrichment, battle illiteracy and foster opportunities for economic prosperity using non-traditional learning techniques (Rantz 2002, p.
456). In Australia and other developed countries, distance learning is gradually becoming a vital component of the university curriculum. With the number of distance-learning programs offered by Australian universities expanding, there is intense competition among these institutions to provide the best programs and attract as many students as possible (Tricker, Rangecroft, Long & Gilroy 2001, p. 165-177). In this competitive environment, the most important consideration for the institutions offering online education is to develop innovative marketing strategies to differentiate their service.
Indeed, many Australian universities have stepped up their marketing campaigns in an effort to showcase their capabilities and competitiveness with regard to the various program as they offer. The paper that follows provides a marketing analysis of the newly launched online Master of Management program at Latrobe University and compares it with four competitors in Australia.
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