AssessmentPromotional ActivitiesBSBMKG414 Undertake Marketing Activities BSBMKG413 Promote Products and Services
SCENARIO2017 Marketing Plan: Sydney Business College VisionSydney Business College’s sole focus is to provide international students with a secure, welcoming and trusted educational and life experience. We provide quality education and support to make every student’s dreams of living and experiencing life in Australia a reality.MissionOur mission is to provide the best customer service experience and a quality training program in the following areas:Job Seeking Skills Workplace skillsProfessional Skills Entrepreneurial skillsUniversity Pathway.(CQU)Our Clients International students wishing to meet the Australian skill standards for career opportunities looking to improve their language skills for career opportunitieswishing to experience life in AustraliaProduct Offering to StudentsQuality:Our quality objective for our classes is ‘fun’ by being interesting, engaging,useful and practical. Courses:Practical and skills based program that equips students with the skills thatmatch the occupations in demand. Holistic programs that provide students with a realistic experience of Businessservices to their level of understanding.Training Staff:Continual professional Development makes our trainers a key asset ofthe organization.Superior Customer Service: Supporting students, friendly service.Price:Competitively, we are positioned midway in terms of price.Location:Central city location, close to transport and work options.Promotional Activities© Bridge Business College Version 1, September 2017Page 2of 27
Flexibility: toward our student’s needs, our study timetable allows for a balancedlifestyle between work and study. We offer blended working – a mixture of online andclassroom..Price PositionSydney Business College sets prices by benchmarking against our competitors.Value proposition:Quality and price through education, skills for occupation development, training delivery and service.Strategic ObjectivesTo provide excellent customer service to our studentsTo provide quality vocational study that is of value to our clientsTo ensure quality governance (legislative and ethics)To ensure sustainability and growth of the collegeMarketing ObjectivesIncrease the number of newstudents enrolling in 2018 courses by 20%.Increase the number of existingstudent enrolments for 2018, to avoid losing them to competitor colleges.Provide a ‘fun’ academic program which is interesting, engaging, useful and practicalImprove product awareness by communicating our values, mission and service standards to the market.Develop Agent relationships Promotional Activities© Bridge Business College Version 1, September 2017Page 3of 27
Target SegmentsTarget MarketProfile1New international students, currently living overseas.
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