Essays on Marketing Plan for University of Wales Trinity Saint Davids E-learning Product Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Plan for University of Wales Trinity Saint David’ s E-learning Product" is a good example of a marketing case study.   This report is a marketing plan developed to the senior management of University of Wales Trinity Saint David. Besides, the paper presents some of the possible challenges or barriers to market entry that are best explained using Porter’ s model of five forces. On the other hand, it also explains to the senior management of the institution how it can create value to the product by first taking into account the importance of value chain analysis.

The barriers to market entry can be best addressed by doing proper relationship marketing and identification of marketing mix using the 4Ps model. Nonetheless, the report has also mentioned the need to carry out proper market segmentation, targeting and positioning so as to successfully introduce the product into the existing education market. Finally, a growth strategy of the product is vital and the report concludes with some recommendations to the senior management. Introduction With the increased competition in tertiary education, many institutions have diverted their education strategies towards digital learning.

The advancement in information technology has created an online learning environment that is generally referred to as e-learning (New Zealand Ministry of Education 2014). E-learning is basically an electronic learning system where learners use their electronic gadgets that are connected to the internet to carry out their learning activities (New Zealand Ministry of Education 2014). The main focus of this piece of work is on University of Wales Trinity Saint David that recently introduced e-learning to complement its existing traditional model of education since Bologna Press has recommended changes to education standards (Reuters 2014).

Certain marketing mix factors influence the introduction of new products into the market (Alan & Fiona 2013, p. 208). Therefore, this paper utilises different elements of marketing to develop a marketing plan for e-learning product that the University of Wales Trinity Saint David is availing to the education sector. The marketing plan process The marketing planning process is important since it involves such activities like doing proper marketing mix, value creation, relationship marketing and other marketing concepts like segmentation, targeting and position. Furthermore, the process identifies the need for corporate social responsibility in the modern business environment and it is also important to the organisation by identifying barriers to market entry.

Most importantly, the process provides the growth strategies that are suitable for the chosen product. Marketing mix using the 4Ps model A new entry of a product into an existing market requires a clear understanding of the marketing mix concept which acts as the feasibility test of a project. Firstly, the most important thing is to do a proper market positioning of the product. A model that best defines a marketing mix is the model 4ps that states that entail the product, place, price and promotion (Mahadevan 2000, p. 58).

The same tool is used to coin a basic phrase that states that marketers must choose the right product, introduce it at the right place under appropriate price by using the right strategies of promotion. The marketing mix is rather the different choices that an organisation has to make when availing products or services into the market. EJ McCarthy introduced the 4Ps model to define the marketing mix (Alan T & Fiona 2013, p. 207).


Alan T & Fiona S 2013, ‘From the 4Ps to COM-SM: reconfiguring the social marketing mix", Journal of Social Marketing, vol. 3, no. 3, pp.206 - 222

Arijit S & Prakash V2010, ‘Getting the customer interested in your innovation: role of distribution and promotion strategies’, Business Strategy Series, vol. 11, no. 3, pp.158 - 168

Callender, C 2012, The 2012/13 Reforms of Higher Education in England: Changing Student Finance and Funding. Social Policy Review 24: Analysis and Debate in Social Policy 2012, 77-96

Childs, S, Blenkinsopp, E, Hall, A & Walton, G 2005, ‘Effective e‐learning for health professionals and students—barriers and their solutions, A systematic review of the literature—findings from the HeXL project’, Health Information & Libraries Journal, vol. 22, no. 2, pp20-32

Christine D, Katie, C, Martine, S, Patricia, M, Tim H 2013, ‘Value co-creation in social marketing: functional or fanciful?’, Journal of Social Marketing, vol. 3, no.3, pp.239 - 256

Concannon, F, Flynn, A, & Campbell, M 2005, ‘What campus‐based students think about the quality and benefits of e‐learning, British Journal of Educational Technology, vol.36, no.3, pp501-512

David W. C & Stan A 2008, ‘Using value-chain analysis to discover customers' strategic needs’, Strategy & Leadership, vol. 36, no.4, pp.29 - 39

David, B 2009, ‘Relationship marketing” or is it “relationships in marketing”? New opportunities and constraints’, Journal of Business & Industrial Marketing, vol. 24, no 5/6, pp.1-6

Fry, K 2001, ‘E-learning markets and providers: some issues and prospects’, Education+ Training, vol.43, no. 5, pp233-239.

Gill H & Allan M 2005, ‘E-learning in the corporate university’, Journal of European Industrial Training, vol. 29, no.1, pp.75 - 90

Håkan, H, Alexandra, W 2005, ‘Developing a new understanding of markets: reinterpreting the 4Ps’, Journal of Business & Industrial Marketing, vol. 20, no. 3, pp.110 - 117

HJM Business Development May 31 2012, Use Ansoff’s Matrix to Identify your Growth Strategy, viewed from

Mahadevan, B 2000, ‘Business models for Internet-based e-commerce, California management review, vol. 42, no,4, pp55-69

Neill, C 2009, ‘Tuition fees and the demand for university places’, Economics of Education Review, vol. 28, no.5, pp 561-570

New Zealand Ministry of Education 2014, what is e-learning?, viewed from

Occupation, N 2012, ‘Occupying Newcastle University: student resistance to government spending cuts in England’, The Geographical Journal, vol.178, no. 2, pp104-109.

Pempek, T. A., Yermolayeva, Y. A & Calvert, S. L 2009, ‘College students' social networking experiences on Facebook’, Journal of Applied Developmental Psychology, vol. 30, no.3, pp227-238

Peng S. C & Brad, W 2003, ‘Strategies for e-education’, Industrial and Commercial Training, vol. 35, no. 5, pp.196 - 202

Pituch, K. A., & Lee, Y. K 2006, ‘The influence of system characteristics on e-learning use’, Computers & Education, vol. 47, no.2, pp222-244.

Reuters 2014, Results Of The Bologna Process And The Impact On The Engineering Education In Germany. Scientific and organising committee

Salah S. H & Stephen, C 2012, ‘Examining world market segmentation and brand positioning strategies’, Journal of Consumer Marketing, vol. 29, no. 5, pp.344 – 356

Song, L, Singleton, E. S, Hill, J. R, & Koh, M. H 2004, ‘Improving online learning: Student perceptions of useful and challenging characteristics’, The internet and higher education, vol. 7, no. 1, pp.59-70

Svensson, A 2011, ‘Challenges for collaboration in e-learning: towards an e-learning pedagogical practice. In Society for Information Technology & Teacher Education International Conference, vol. 2011, no. 1, pp.777-785.

Thomas, C & Antoine H 2001, ‘Corporate developments and strategic alliances in e-learning", Education + Training, vol. 43, no.4/5, pp.256 - 267

Zhang, D, Zhao, J. L, Zhou, L & Nunamaker Jr, J. F 2004, ‘Can e-learning replace classroom learning?’, Communications of the ACM, vol.47, no. 5, pp.75-79.

Download full paperFile format: .doc, available for editing
Contact Us