Most of the Australian higher learning institutions have earned credit in providing quality learning services that have transformed lives of various individuals. These institutions play a critical role in enhancing creativity and innovation in the country (Hanover Research, 2014). In education, the competition for student enrolment exists in both private and public institution. Therefore, marketing practices are used to define what organizations offer, and their commitment to ensuring students derives the best satisfaction from the services provided (Barnes and Lescault, 2012).
Therefore, this paper has explored Holmes Institute, which specializes in offering education services to students. It has addressed five areas. These areas include; organization description, analysis of the 5Cs, the collection of information about 5Cs, developing marketing strategies and marketing tactics. Through a review of these areas, one can adequately understand how Holmes can apply marketing to attain success in the industry.
2.0 Holmes Institute
Holmes Institute is an Australian privately owned institution that specializes in providing higher education courses. It was established in 1963 in Melbourne. It has located some of its campuses in Hong Kong, Cairns, Gold Coast, Brisbane, Sydney and Melbourne (Samuel, 2009). Holmes operates in the education industry and offers several courses that are paramount in shaping students by providing them skills and knowledge that is fundamental for handling problems in the contemporary society. It delivers diploma, bachelor and postgraduate level education in Asia and Australia (Holmes Institute, 2017).
The college offers courses such as diploma in; management, media technology, hospitality, and accounting. For undergraduate level, it offers courses such as Bachelor of; business management, and marketing (Samuel, 2009). Holmes Institute provides a variety of courses to students that shape them into useful and reasonable individuals in the society. Offering various brands in the education industry has painted an excellent picture and assures the public of getting essential skills that can assist graduates to secure employment and also find solutions to current business problems (Portfolio, 2007).
Holmes derives most of its success from the mission and vision statement. Its vision statement “committed to providing the highest quality education to enable and empower students to get self-improvement, irrespective of nationality, gender or belief.” This mission enhances pursuit to the provision of outstanding services through the application of best teaching practices. This mission also guides it to offer quality services to all students irrespective of gender or place of origin. This institute has customized on various programs that intend to market it and further influence the number of student’s enrolment. Holmes has established relationships with various Australian Universities and through this initiatives, it has initiated various diploma courses (Holmes Institute, 2017).
Through embrasure of diversity, it has succeeded to serve students from more than thirty-five countries. Through the mission statement, Holmes accords a high level of priority to the students by ensuring they get the best experience. Students are assisted to achieve personal growth and developments. It offers a broad range of accommodation services to students who are part of the efforts used to ensure Holmes remains the best educational institute in Australia. Also, ex-students are assisted or guided on how to secure employment in the job markets through internship programs and relevant courses. These activities have made it renowned internationally for prowess in the educational area.
3.0 5 Cs for Holmes Institute
Holmes Institute experiences some challenges that fundamentally require the adoption of best management practices (Portfolio, 2007). However, it has the opportunities for further growth because the number of students seeking training is increasing. Holmes has vital resources such as qualified and experienced teaching personnel, many campuses, and enough learning resources. The establishment of various universities across Australia and enough educational resources creates a competitive advantage over competitors. This is indeed part of its strength. Holmes Institute also capitalizes on technology to ensure it offers relevant and different courses to the learners. However, it faces stiff competition from public and other private owned institutes in Australia. It also has a weakness of offering more courses rather than specializing in maybe sciences, business, agricultural or information technology courses.
3.2 Customers
Holmes location in Australia enables it to serve domestic and international students by providing an outstanding education to all students. It mainly targets students to pursue various management, marketing, Information courses, etc. Major courses range from the diploma to the master’s level. The common attributes in the students are the need for marketable subjects that can enable them land on jobs soon after graduation. Students enroll in this college to acquire knowledge that can assist them to handle all organizational, industrial and life challenges. For those who are already working, they enroll to this institute to gain current skills and further improve their management skills. Therefore, Holmes Institute has prioritized total quality improvement which is critical in providing satisfactory services to the learners (Silvestri, 2014).
3.3 Collaboration
Holmes derives substantial success from the collaboration with various stakeholders in the education sector. The partnerships are intended to ameliorate provisions of relevant and quality education to customers (Holtzman & Anderberg, 2011). The three most important parties Holmes has collaborated with include; the government, other learning, and training institution and the customers. It procures training and teaching materials based on the syllabus that is recommended by the Australian ministry of higher learning education.
It collaborates with institutions such as Zhengzhou Railway Vocational and Technical College, Qingdao, JMC Music Academy, Photography Studies College, etc. This collaboration aims to facilitate the provision of a wide range of courses. For the student’s part, it offers scholarships and helps them in securing an internship. However, this industry, do not require distributors since the customers only enroll to the institution rather than using middle parties to pass the education.
3.4 Competitors
Holmes Institute faces stiff competition from both private and public universities (Ladd, 2013). Some of the main competitors in the industry include; Australian Catholic University, Australian National University, Bond University, Central Queensland University, Carnegie Mellon University, Charles Darwin University, etc. These universities are ranked top and offer varieties of new courses and apply similar marketing techniques used by Holmes Institute to attract many students. However, the industry is open to the new entrants provided they comply with the quality standards provided by the government (Hanover Research, 2014). The new entrant is not a great threat than the existing top-ranked institutions where most local and international students prefer hence posing a significant challenge for survival (Wilkins & Huisman, 2011).
3.5 Context
Holmes experiences political and technological challenges. These factors commonly influence operational activities of various organizations in Australia. Political perspective is all about the government enactments that affect funding of private and public schools. The Australian Education Act of 2013 influences the amount of financing of this institution which substantially favors public institutions. Also, there are regulations imposed by the government regarding the courses and quality of education to offer, student’s qualifications for particular courses and the syllabus (Australian Government, 2017). On the other hand, technology is ever changing and compels this organization to keep on making changes to the type of courses offered (Glenn & D’Agostino, 2008).
4.0 How Holmes Collects Information Regarding the 5Cs
4.1 Information about what customers want
The demand for courses depends on various factors. Students are motivated to pursue different courses based on personal ambition, referrals by friends and parents, mentors advice and the marketability of the course. Notably, these are the parameter which influences demand at the student or customer level. Holmes identifies customer’s demands through market research. It continually invests in marketing research to uncover the best marketing practices, current managerial problems in industries, areas that experience labor shortages (Hemsley & Oplatka, 2010).
4.2 Collection of information about competitors who pose a threat.
Education and training industry is characterized by fierce competition. Attracting and retaining customers requires creating conducive learning environment, provision of relevant courses and provision of quality services to the students (Palmer, 2011). Through intelligence surveys, Holmes collects useful information about what drives students to prefer enrolments in top ranked public and private universities in Australia. The reviews help the administration to understand strategies used by the competitors to win many students. Such data is used for comparison couches new and better strategic policies that helps in overcoming or coping up with the competition (Morrison, 2013).
4.3 Collection of information regarding the change in the context of the business
Usually, the education sector is sensitive to contextual changes and quickly responds to government regulations concerning the tuition to be charged for various courses, the recommended course duration, and others. Holmes ensures it regularly reviews Australian government provisions on education issues. It has employed experts to handle students and legal affairs which handle student’s disciplines issues and collaborates with government agencies. Through this collaboration, this institution is kept abreast about the current administration regulations. For a technological change, Holmes is always updated. Thus, the regular research and development conducted by ensures this institution is always updated with technological changes.
4.4 Role of collaborators in the process of collecting information
Collaboration in the education sector is critical in undertaking valuable research and achievement of quality improvement objectives (Palmer, 2011). Collaborating with other players especially the well-performing institutions enhances access to strategic information that if embraced, the organization probably succeeds. It enhances access to information that could have been collected by other institutions about student’s preferences, market changes, and new topics to be incorporated in the syllabus. Holmes thus, capitalizes on such information to make adjustments to its strategic plans.
5. 0 Developing Marketing Strategy
It has substantially invested in both traditional and modern marketing channels. Prospective students can access the college website and confirm tuition fees chargeable, the duration, campuses and the teaching staff. The internet, social media, radio and television are used to inform prospective customers about the learning services offered by this institution (Barnes and Lescault, 2012). Holmes has a marketing department that specializes in crafting marketing programs, research about the industry trends, and performs other activities that can positively impact on its reputation.
5.1 Choice of target market
Holmes Institute should target both domestic and international students. These groups can further be segmented into the diploma, undergraduates, and master’s level. Most of the students admitted in this organization pursue the undergraduate level of education, followed by the Diploma and finally the master’s level. All the groups are equally important. Hence substantial efforts ought to be accorded on each of them to ensure they are reached by the information (Ergen, 2011). Segmentation should be broadly classified into local and international students.
Thereafter, Holmes should further classify them into diploma, undergraduate and master’s levels. By doing this, the marketing department will probably manage to craft an apt market and media planning that will be relevant and reach every category (Shoemaker, Lewis and Yesawich, 2007).
5.2 A value proposition for the target market
This statement convinces prospective students that Holmes is the only institution that provides quality education that inclines the fees paid (Silvestri, 2014). The proposition also distinguishes the institution from competitors in the industry. The best value proposition for Holmes can be “Learn at Holmes and be empowered to unlock the un-lockable.” This proposition assures students of success in anything they partake after graduating from Holmes. All the targeted students pursue higher education just to be successful in any undertakings and future endeavors (Hassan, 2012). For those who aspire to build their professionalism, they are assured just from the value proposition. Therefore, value proposition that affirms unlocking of learners potentials summarizes all determinants students base on before applying to be admitted to any institution (Starck & Zadeh, 2013).
5.3 Positioning statement for the target market
Positioning statement summarizes organization mission, vision, the ultimate goal of existence and how it values customers. Homes can adopt the position statement that read “Professionals and experts are not born but made at Holmes, hurry to join.” Notably, this premise will place Holmes in a high market position and students may be motivated to adhere to the institution to be turned into professionals and experts. It liquefies the perception that successful entrepreneurs, marketers, accountants and any other professionals derived their success from their passion and talents.
6.0. Marketing tactics
Market segmentation and positioning do not assure guarantee success without the application of other marketing and promotional techniques. The probability of achievement will also depend on the application of marketing mix; probably the 4-7ps (Enache, 2011). The marketing P’s that Holmes should focus on include; product, pricing, promotions, process, place, and people.
6.1 Product/service
Holmes should offer quality services to the students. Quality should be factored in all services provided at schools. Both the international and domestic students should be offered similar services without discrimination. Besides quality, Holmes should offer a range of services to students at all levels that match the contemporary society.
6.2 Pricing
Not all students who seek admission in private learning institutions have a lot of money. Charging high price for the courses will discourage some students from enrolling in the institution. Holmes should, therefore, charge relatively lower or affordable price for the services (Enache, 2011).
6.3. Promotions
Holmes should market its courses through promotions. It should advertise about products it offers through the social media, television, internet, websites, etc. (Ghauri & Cateora, 2010). It can also extend promotional practices by providing sponsorship to bright students, sponsoring some causes that promote creativity and innovation.
6.4 Place
Holmes should locate other branches in strategic places such as cities that are densely populated. Such areas attract all target students. For instance, cities that are inhabited by many people have many jobs, and the possibility of attracting master’s students is too high. The closeness to the institution offers an opportunity for managers to enroll as part-time students.
6.5. People
Holmes should collaborate with stakeholders to ensure it only offers relevant courses that suit student’s preferences. Also, collaboration with the media will enhance coverage of the institutional activities it undertakes in giving to the society. Healthy, relationship and partnering with media increases organizational capability in booking for better timing for advertisements.
6.6 Processes
Holmes should establish an independent department to oversee quality improvement issues. The quality of the education should be accorded priority, and this can be possible through cooperation with stakeholders in the education industry. For instance, Holmes should factor all recommendations of Australian ministry of education recommendations regarding quality and course offer to ensure service quality is achieved.
Conclusion
In conclusion, it is paramount for Holmes to substantially investment in marketing activities that is useful in attracting and influencing students to purchase behavior. Equal measures should be accorded to all the three students segments; diploma, undergraduate and masters’ level because they are all important to the organization success. Through adequate collection of information about the 5Cs, Holmes can apply this knowledge in drafting effective marketing strategies that can probably create a positive impact. A good marketing strategy should be followed by a superb media planning to ensure the information about learning services offered reach the customers.
8. References
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