Essays on Marketing Analysis of La Trobes Master of Management Online Program Case Study

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The paper "Marketing Analysis of La Trobe’ s Master of Management Online Program" is a brilliant example of a case study on marketing. La Trobe is a leading Australian university that is ranked 351+ in Times Higher Education Rankings. Students consider such favorable ratings when choosing La Trobe programs among many other offerings in the market. La Trobe’ s Master of Management Online is a newly launched product that targets the busy professionals who desire to improve their managerial and leadership skills and abilities. La Trobe ensures that students can take the program online and that the program is flexible enough to fit into their busy lives at work and with family. La Trobe has a strong brand that is associated with social inclusivity and high-quality research and academic activities that have made it a world-class university.

La Trobe has adequate teaching and research facilities and staff that will ensure it is capable of offering the best quality to its Master of Management Online students. With a target of about 100 students in the first intake, La Trobe can potentially generate between AUD$4,946,000 and AUD$5,692,000 in revenue. La Trobe’ s Master of Management online faces competition from almost similar products offered by Griffith University, Deakin University, and Monash University.

These close competitors offer online Masters in Business programs at a relatively similar price point as La Trobe. However, La Trobe’ s program is a fully dedicated online program that is priced favorably considering the University’ s high rankings. La Trobe’ s marketing communication should ideally emphasize its affordability, quality, brand reputation, flexibility, and compatibility with the target market needs. Situation analysis Latrobe University is one of the leading higher education institutions in Australia that offer a diversified portfolio of undergraduate and postgraduate programs for domestic and international students.

La Trobe operates in a highly competitive market comprising of a total of 43 universities offering almost similar programs in certain disciplines. Once students have graduated from la Trobe having successfully undertaken various degree courses, they have better chances of getting decent employment in their area of specialization. Australian universities have more than one million enrolled students. In 2016, a total of 322,014 applications were made by individuals applying for an undergraduate placement. This is a huge market considering the fact that only 43 institutions are accredited to offer degree programs.

For the past 50 years, the Australian higher education industry has been posting positive growth in enrolments of both domestic and international students. Postgraduate course work has doubled its share of enrolment in the past 30 years to 22% of the total enrolments made. The University of Melbourne, Monash University, and the University of Sydney are some of the major players in the industry with a combined student population of about 180,000 (18% market share) as of 2016.

The 21st century has ushered in the information age that has led to the loss of jobs and the creation of new jobs, economies, and industries thanks to the growth of internet ease of access to information and globalization. Tertiary institutions that adapt to the changing macro environment by offering digital learning platforms have better chances of retaining their market share and profitability in the long-term. This marketing plan is focused on critically analyzing the effectiveness of the marketing of La Trobe University’ s newly launched Master of Management online given the existing competition and environmental factors in the Australian higher education industry.

References

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Griffith University, 2016. Online Courses & MBA in Australia | Griffith University. [Online]

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Monash University , 2016. Master of Management - Monash Business School. [Online]

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Veletsianos, G., 2016. Emergence and Innovation in digital Learning: Foundations and Applications. s.l.:Athabasca University Press.

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