Deakin University ranks among top three universities and number 36 in the world’s top universities under 50 years. Reaching of the international ranking is due to Working closely with government, industry and other professional bodies. The Deakin makes sure that the research and teaching are responsive and relevant to fast changing global needs and wants from the student with a diverse background. University contributes to a large extent on the social, cultural and political. For instance, the quick attention on the aeronautical and automotive globally, as result of embracing research, composite material and carbon fiber. Deakin has been consistently in the frontline in exploiting the risky and exciting opportunities for the disruptive change brought about innovation and technology revolution. To prepare students for the 21st century career and lives, Deakin has been quick to respond and capitalize on the opportunities of the leveraging emerging and new technology, and digital change in teaching, community and research engagement. One of the progresses the Institute has made is the DeakinSync and IBM Watson. The future plans for the Institute are the cloud growth cloud in the next one decade.
Establishment of the Deakin University was back in 1974 with the passage of the Deakin University Act 1974. The University first offered and specialized in the distance education and fourth university to be formed in the regional Victoria. The first enrollment of the student was in 1977 at Waurn Ponds (Deakin, 2017). Merging of the Geelong teachers college, a state college of Victoria and Gordon Institute of Technology made the formation of the University. The incorporation of the teaching method with digital technology and evolvement over time has made improvement of personal experience. The Deakin University partners with Institute such as the Geelong cars, Telstra and IBM so as to save children. The university is in the ranking of the number three on the basis of offering employability to its graduates. Through the online portal, the Deakin Management, assist their students in the publicizing themselves for the job vacancies. One of the excellent benefits of studying in university is that rating of Deakin researchers is world class in helping students to the real world application. Additionally, the Deakin offers placement and internship opportunities in their course growth so as to enhance and embrace skills and knowledge. So, university assists their student in their education and career development because of the flexibility and innovation environment.
The performance of universities in the Australia plays a significant role in the international market. Sophistication and simplification of the regulation help the educational market in Australia with the quality of the education across worldwide (Gardner, 2014). There was a positive influence on the students increasing their interest in the undergraduate courses because of the government funding and reregulation (universities Australia, 2017). The Deakin University would use the opportunities of educational institutions in Australia to attract and retain the local and oversea students.
Due to the government subsidies, there is an increase in the undergraduate courses. The government loan totals to 147 % for universities to cater for the higher education training for the students (Dodd, 2016). Due to the demand increase from an international student, the government is offering the support so as to improve the standard of the instruction (Creighton, 2016). Clearly, there is an improvement in the scope of higher education due to the assistance from the government.
Educational universities and institutions offering education in Australia attract both the regional and international students (Phillips, 2013). The government funding enables the Deakin to improve their facilities to attractive a range of students from different parts both locally and overseas.
There is an increase of 0.1% to the local students pursuing an undergraduate course in the Australia (Moodie, 2016). Deakin University will structure their course to provide the benefits and offers to attract the students with the aim of short term courses. There is an increase in the numbers of the students pursuing the business and arts due to their short-term nature, unlike the law and engineering which attract a small number of students because of the long duration for the completion.
Following democratic policies, Australia has a high level of the political stability. Political condition contributes to the favorable learning environment and improvement in the whole system of education (Habc, 2017). Therefore, the Australia government exercises the transparency factor so as to avoid illegal activities.
According to the research, the economy state of Australia is very stable and the forecasting condition is that it will increase by 3% in 2018 (OECD, 2017). The universities in Australia are among the organization contributing to economy growth of the country (Universities Australia, 2017). Thus, the economy condition in Australia contributes to increasing the education demand among regional and oversea students.
Deakin University provides quality and flexible education and therefore attracting students across the all-region globally. The Labor government of Australia insists on the need to improve the school system (Universities Australia, 2017). The ministry of teaching is said to change the pattern to autonomy so as to improve the ranking of the universities worldwide.
Application of digital technology in the Institute has led to creativity; innovation and simplification of student understanding capability (Selwyn, 2016). There is an actual enrollment of student across the border due to an incorporation of innovation and digital trend in the education system of the Australia.
Ballarat comprises many campuses providing stiff competition to the other universities. Geelong Deakin University and the Ballarat Federation University of Australia are among the university having the school facilities in Victoria (UniCurve, 2017). Variance in the government funds contributes to the fluctuation in the market on the both public and private schools. The private university is getting attention from the student because of the flexible offers and the financial support of 70% from the government (Oslington, 2014). La Trobe University provides the best dentistry course than the Deakin University. Deakin and Monash University are rounding up of the regional campuses, hence facing the unsustainability concerns. There will be an attraction for both the national and internal students to the Deakin course. According to the research, Deakin University is in the rank of number 1 for its years of practice and its campus (Cervini, 2016). Flexibility and ranges of the courses make the Deakin University have a competitive edge over another university in the market.
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Strength · The campus enhance the quality and student interaction by using cloud system · Institution provides online course to the mature age group population irrespective of their geographical location (Deakin, 2017). · Deakin offers employability training and discounts to the students |
Weaknesses · Refunding payment is paid to division which causes delays in reimbursement fee because of the verification policy (Deakin, 2017d). |
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Opportunities · Partnership of Deakin with corporations increase the chances of the employment opportunities, therefore increasing the reputation of the institute · Scholarship opportunism increase the education level of university (Deakin, 2017) |
Threats · The dropout rate and low enrolment rate affect sustainability (Cervini, 2016) · There is competition due to the campus enhancement and takeover · It is necessary to improve the number of student because the government funding depends on the base of the students. |
The recognition of the Deakin University is as result of creativity and innovation in its education system. It offers elaborate and better undergraduate and postgraduate courses. The online and offline students total up to 53,000 (Deakin, 2017). Deakin has some reputed courses that provide employment opportunity to the student both national and globally. Since its formation, the Institute has outstanding teaching resources and flexible learning programs.
University has a program such as Deakin University employment division that enhances interaction between the new and current students, and alumni to know about the university and the course it offers (UniHub, 2017). Communication enables the creation of the university brand awareness and also promotes the institution culture to the clients and viewers. There is an improvement in Deakin University marketing as result of usage of merchandising, recruitment and digital marketing drive (Deakin, 2017). Placement of the Deakin among top position with five stars in Victoria makes the university to pose a stiff competition to other Melbourne universities in the Australia.
Marketing aim and promotional objectives 2018
Deakin University desires to be the premier university in driving digital frontiers which enable research, and connection for a future job. The main aim of promotional is to makes a huge difference through world-class innovation and research. Deakin also seeks to provide exception education irrespective of where you want to go or where you are. Additionally, the university plan to strengthen communities, enable enterprise and partners. The University wishes to continue delighting the alumni, staff, and student with proper engagement. Digital technologies have had an enormous influence on the radical change and curriculum to the design and offering courses that assist in new thinking about assessment, learning, and feedback.
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Description |
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Product |
Deakin assist in providing a flexible courses in undergraduate and post graduate, which make it to have a strong influence in both locally and international level. Deakin university offers PG and UG courses to their students in different field such as engineering, teaching, business law, and health science, and agriculture option (Deakin, 2017). |
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Place |
There are online and on campus classes in the Deakin facilities to diverse backgrounds. In the university, there is cloud campus where students are able to study, sit for exams and seminars irrespective of their geographical location (Deakin, 2017a). Cloud campus enables the attraction of the students of different age bracket and working community in Australia. |
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Price |
Credit point for PG and UG are what guides the Deakin in providing fee structure to the student. $5081-$10596 is the domestic fee for the regional student’s course with 8 credit ranges (Deakin, 2017b). There is an increase in the students trust and attraction in the university due to the scholarship made available to the international students. |
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Promotion |
There is provision for discounts for students in varying discipline along their coursework period (Deakin, 2017c). Deakin talent graduate employment division helps the students with the development of their future career. For that reason, the division serves as an effective promotional strategy. |
BCG matrix
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Market share |
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Low |
high |
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Market growth rate |
High |
Stars · High growth · Potential growth · Need to improve the innovation |
Question mark · Need to invest |
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Low |
Cash cow · Established and stable |
Dog · Low potential · Elimination |
BCG matrix is also a growth –share matrix for the portfolio analysis and planning. Model is useful in the positioning and developing current and future business. The aim of the design is to understand the portfolio optimization, marketplace, and effective resource allocation (Armstrong et al., 2012). Therefore, it is vital to analysis the strategic business units and portfolio planning.
Question marks: the quadrant has a lower market share compared to the competitor. The market is in the growth stage, and they are opportunities for the new entrant (Terpstra et al., 2012). Hence, the Deakin have to develop and expand by continuously improving and investing in their operation when creating new campus branches.
Stars: the business has high market share compared with competitors. The competitive and fruitful organization has at least one product or business unit. Therefore, these stars will improve continuously to retain its position in the marketplace. Then, the institution should use cash cows support investment requirement to invest for the sales growth and market share.
Cash cows; the organization has high market share compared with the competitors. The market is not very attractive because of the market growth rate (Wagner III, & Hollenbeck, 2014). The market does not attract new players, and so the cash cow maximize the revenue and protect and keep the market share
Deakin University should maintain the strong market position and defend on the market share both nationally or internationally in attracting their student. The university should take advantage of the large enrolment of the student to expand the size of the operation and supports other businesses.
Dogs; The firms operate in the low-growth market and have low market share (Wagner III, & Hollenbeck, 2014). Business should put to consideration on new strategy development. The possible strategies are selling the business, withdrawing, cost reduction of operation and repositioning of the current functioning.
In the case of the dogs quadrant (low market share), the university can optimize the process; it can also reposition the courses offering to generate positive revenue.
Introduction stage: leaders will seek to build the university and its courses awareness and develop the market for its courses. At this juncture, the Deakin may put low penetration pricing to build market share or high skimming to recover the operation cost (Baker, 2014). Promotion is important to create awareness and educate potentials students and staff on the benefit of studying and working at the university.
Growth stage: the university can build the brand preference and concentrate on the market share increase. The institute will increase the feature of its product has the time passes.
Maturity stage: the high growth diminishes, and competition of the products may arise (Hollensen, 2015). For that reason, in case of all universities embracing the issues of digital technology, the institute can emphasize on the product differentiation, lower prices for the courses or add more intensive and incentives so as to encourage preference over the competing classes.
Decline stages: the university can opt for the maintaining the courses or adding more contents reduces the cost of pursuing the studies or discontinue the offering of the course.
Product life cycle and BCG model (Hollensen, 2015)
Porter’s competitive strategies
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Broad |
Advantage |
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Low cost |
Product uniqueness |
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Broad (industry wide) |
Cost leader strategy |
Differentiation strategy |
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Narrow (market segment) |
Focus strategy ( low cost) |
Focus strategy(differentiation) |
Cost leadership: the direction depends on the structure of an institution. Cost leadership will rely on the economies of the scale, technology or availability of the resources. : The organization work so as to achieve the lowest distribution and production cost to lower price than its competitors and win a large market share (Turnbull & Valla, 2013). The business using the cost leadership strategy should be effective at purchasing, engineering, physical distribution, and manufacturing. The Deakin University is a market leader due to the lower cost of its course, which has made it attract some students abroad and also nationally.
Differentiation: the differentiation strategy tries to be unique with providing services or product that customer perceives they have value to them. The firms concentrate on the strengths that will contribute to the achievement of the intended differentiation (Turnbull & Valla, 2013). Therefore, the institute will strengthen real leadership, should make products with the best component, inspect and carefully communicate. Thus, the organization can achieve reward with a premium price. Due to the technology contributing to globalization, Deakin University significantly concentrates on the technology so as to enhance skills of the student.
Focus: the strategy focus on the choice of industry-wide and the market segment (Turnbull & Valla, 2013). The organization selects sectors in the industry and concentrate on its strategies to provide with the needs while excluding other. The group focuses on one or more narrow target segment. The firms understand these parts and pursue either differentiation or cost leadership with the target portion.
From 2014, there is an increase in the total assets by $167.1 million including a decrease in the government contribution deferred of $4.3million (Universities Australia, 2017). In the recent annual report there was $ 62.6 million in the value of assets. The combination of capital expenditure ($107.1m), less disposal and depreciation of $76.1m, add a land and building evaluation of $7.3 million and $77.8million respectively lead to increase of $115.8million in plant, property, and equipment (Universities Australia, 2017).
Total liabilities increased by $6.0million from the previous year and increase in accrued and creditors expenses of $10.2 million, the rise in advance of $0.5milion and an increase of $ 2.3 in oversea fee HELP liability and finally reduction of employee benefits by $2.9 million (Deakin, 2017). The Deakin University strategic plan is to expand small campus around the victoria region, so as to accommodate many students. Additionally, the 2018 budget focuses on the improving further on the digital platform so as to increase and attract the number of students both locally and globally.
Deakin will improve the innovative environment in both the location and in the cloud. The Deakin ‘s digital enabling strategy will respond to the anticipation of the future and guide digital thinking on the possibilities of emerging, new technology and ensure excellence in the future infrastructure. The university plan to improve the employee capability and productivity (Deakin, 2017). Deakin recruit staff that is adaptable, creative and ready to encounter challenges in a complex sector. Deakin continues to put commitment to a workplace culture that supports research, teaching and community engagement. There is a significant growth rate for the past five years in both financial resilience and strength. For instance, in 2014, the Deakin University Council approved a $10 million investment in a new social, environmental and governance (universities Australia, 2017). Deakin fraternity will support services to enable success and enrich the living, learning and social experience for the students. The university will also work in strengthen the connection with staff; add value to the alumni, communities, industry and government.
Conclusion
Deakin University is among top institute in Australia due to digital facilities. The university has different fee structure and a wide range of courses for undergraduate and postgraduate courses. Cloud interaction, scholarship service, online classes and employment ambition is important factors in the attraction of the Australia students and around the globe. Additionally, the political and economic conditions pay a significant role in the growth environment for the university. Continuing growth of the Deakin’s reputation is due to the increase in the international rankings. Deakin has to do a proper implementation plan so as to continue innovation which will enable the student attraction of diverse background. As the logo of the Deakin dictates “worldly,” the institute should continue to have inclusivity and vibrant culture so as to diversify its community. The marketing plan will help the institute to focus on the regional Victoria and building a university for the Geelong area. Due to proper’s engagement with the staff and students, the marketing plan will assist in the creating a long lasting commitment which will be accessible, friendly and flexible. Strengthening of engagement to equity to Torres and aboriginal Strait Islander students, and also students from diverse backgrounds will improve on the creating good reputation for the university in future.
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