BSBMKG418 Marketing Plan V1.0 copy.docx - MARKETING PLAN...

MARKETING PLAN 2007-2008
Success College Australia
Introduction
Success College Australia recognises the importance of an effective marketing plan to promote the
college, its image, and its resources to the community. The college Marketing Plan is a statement of
how the college will seek to implement its mission and meet the objectives set out in the Strategic
Plan 2015-2016.
Purpose of the Marketing Plan
The purpose of this document is to guide the administration, faculty and staff of Success College
Australia to effectively market the college and its services to the community.
Section I. Overview of Success College Australia
A. Historical Summary and Overview of the College:
Success College Australia is located in Ballarat, Victoria approximately two hours from Melbourne.
The college has a practical service area surrounding the college and including approximately 124,000
people. It has approximately 165 employees and 5350 full time equivalent students. The signature
programs of the college are its numerous business and marketing programs. The college is governed
by a nine-member Board.
B. Mission Statement:
Success College Australia promotes excellence in learning, teaching, and service; provides lifelong
educational opportunities; and serves as a cultural, intellectual, and economic resource for the
community.
C. Purposes of the College
1. To provide an environment that fosters excellence in learning and teaching.
2. To provide a university transfer program of high academic quality for students who plan to
continue their education.
3. To offer degree and certificate programs to develop or enhance occupational skills that repare
learners for a changing global economy.
4. To provide developmental courses to prepare students to do college level work.
5. To provide adult education and workforce development.
6. To provide comprehensive student services to enhance students’ success.
7. To promote the civic and cultural life and the economic development of the community.
8. To make education accessible through innovative instructional methods.
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D. Listing of Academic Programs
 Basic Studies – introduction to university studies
 Bachelor of Business
 Bachelor of Business (Accounting)
 Bachelor of Business (Event Management)
 Bachelor of Business (Human Resource Management)
 Bachelor of Business (Marketing)
 Bachelor of International Relations
 Bachelor of International Business
 Bachelor of Marketing Communications
 Graduate Diploma of Business Administration
 Graduate Certificate in Marketing
 Master of Business Administration
 Master of International Business
 Master of Marketing Communications
 Master of Management
 Master of Management (Marketing)
Analysis:
Success College Australia demonstrates its strongest area in the Marketing Communications with
44% of student enrolment. In addition to this enrolment, a large number of students are taking
prerequisites to the programs in Business. Enrolment within the Event Management division have