Marketing Plan for Australian Catholic University (ACU) 2018. Improvement of ACU's branding and enrollment

David Williams

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Document from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 95.0, , language: ...

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Document from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 95.0, , language: English, abstract: This report presents a marketing plan for Australian Catholic University (ACU)-an international university founded in 1991 that currently has a student population of 25687. The 2018 marketing plan is derived from a previous analysis of the marketing and competitive environment of the institution. This marketing plan serves as a guide for the institution's marketing team and the University entirely as it strives to build brand awareness, boost stakeholder en¬gagement as well as augment student enrollment and academic portfolio. This marketing plan serves as a roadmap with key objectives and strategies that ACU can use implement to market itself successfully. The main areas of focus in this document are: institutional background, market summary and demand analysis, demography analysis, PEST analysis, competitor analysis, marketing promotion analysis, SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives, marketing mix strategies, competitive strategies, media and budget and anticipated outcomes. Implementation of this marketing plan will help build institutional culture and pride by fostering engagement among all members of the institution: students, alumni, staff, donors, faculty and external partners. This would improve ACU's branding and enrollment. Nonetheless, much work remains to be done as the marketplace evolves and the University's internal objectives are generated or realigned.