BSBMKG431_Weerawat Phatchana_TASK2

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Australian Pacific College *

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431

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Marketing

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Feb 20, 2024

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Section 1: Establish marketing task requirements To answer this section, you must read through and interpret textual information. Attach proof of the textual information you read, highlighted, and interpreted (Business Plan, Marketing Plan, Communication Policy and Procedures). Organisation al structure Describe the organisationa l structure. Who do you report to? What is your role? Worlducation is a social start-up that manufactures tablet computers for primary school students. They not only focus on the hardware, but they also have a competitive team creating software, content and activities to better engage and educate the students. Worlducation aims to change the way children learn at school by implementing artificial intelligence technology that can follow up on each child’s progress and adjust to their needs as they learn, creating the optimal path learning experience. I am a Sales Representative and have been identified as a potential future

leader for the business. For professional development, I am performing marketing tasks for the Sales and Marketing Manager. My first task is to identify and assess opportunities to promote the new cloud-based product to existing and new customers. I have been asked to present your marketing options to the CEO and Sales and Marketing Manager. Organisation al goals What are the explicit goals? What are the implicit goals? Our objectives are to: • Achieve a 10% profit margin. • Increase the number of customers by 15%. • Donate hardware/software and train one child for every software/hardware purchased. • Improve our marketing and advertising so that 75% of customers recognise our brand. • Continually improve the quality of service given to clients to increase referrals by 10%. • 100% customers are aware of our social responsibility ethos. • Target identified growth markets with planned, market appropriate campaigns employing a variety of promotional strategies and advertising mediums. • Offer attractive fee structures to our clients. • Continually improve the skills, knowledge, and effectiveness of our marketing team through our commitment to training and development. • Use hybrid advertising with consistent messaging. IMPLICIT: - Increase rad awareness - Increase sales - Increase income - Achieve all company goals Business Plans What are the planned business activities? What are the Customers can download the software and pay a monthly subscription fee or an annual fee of $150. This will be the focus for the business for the next three years with the aim of achieving a 10% profit margin and increasing the number of customers by 15%. These customers typically are parents of school aged children who earn an above-average salary. The children already have their own devices and attend public and private schools. The home-schooling network may also be a potential market for this product.

timeframes for the plans? We aim to: • build our brand. • have every part of the business supporting each other. • develop staff and attract talented employees. • support vulnerable children to learn • eliminate illiteracy. Marketing Plans Marketing activities What should be done? Timeframe When should it be done? What are the current marketing activities? Do market research to identify trends and market movements January What are the planned marketing activities? What are the timeframes for the planned marketing activities? Contact potential clients to generate leads and offer discounts February Partner with aid organisation to promote social ethos 3 months prior Advertise annual software development competition 2 months prior Advertise cloud-based software ASAP Train staff to use cloud-based software ASAP Develop software donation program linked to software sales ASAP Policies and procedures Use communication to develop relationship with clients, to communicate with internal and external stakeholders in relation to business matter. What are the implicit requirements of the Communicati on Policy and Procedure? Communication must be professional and friendly and always uphold Worlducation’s code of ethics. Communication needs to be used carefully especially widely using social media because even though social media give to the company a great opportunity to be known by a huge audience at the same time can give a negative effect on the company reputation if used wrongly What are the explicit requirements of the Communicati

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on Policy and Procedure? Marketing objectives • Improve our marketing and advertising so that 75% of customers recognise our brand. List the marketing objectives for the marketing task (at least two). • Continually improve the quality of service given to clients to increase referrals by 10%. With the referral system for example the company has the opportunity to grow using word of mouth also increasing our brand recognition the trust of clients will increase and consequently even the size of our market share How do these objectives contribute to the broader organisationa l goals? Target market Describe the target market you selected here. Target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child to improve an earth an easier life at school Consult with superior To : Teacher From : Weerawat Phatchana Draft your email to your superior to seek their input for selecting the target market here. If your business requires a different form of communicati on, attach Subject : target market Good morning Teacher, Hope this email finds you well. I’m writing to you to seek your input for selecting the target market I believe the target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child 2 improve an earth an easier life at school.

☒ Communication with superior (if a different form of communication is required by your business) ☒ Proof of analysed textual information including Business Plan, Marketing Plan, Communication Policy and Procedures Attach: proof of the communicati on to this section of your portfolio. Additionally speaking of communication I think se communication to develop relationship with clients, to communicate with internal and external stakeholders in relation to business matter. Communication must be professional and friendly and always uphold Worlducation’s code of ethics. Communication needs to be used carefully especially widely using social media because even though social media give to the company a great opportunity to be known by a huge audience at the same time can give a negative effect on the company reputation if used wrongly I have attached communication policy and procedure today’s email for your convenience and review. Kind regards Weerawat Phatchana

Section 2: Determine marketing opportunities Complete this section to describe the marketing environment and target market. Marketing clients Who are the existing marketing clients? Which additional clients are required for the selected target market and marketing task? Target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child 2 improve an earth an easier life at school • Informal businesses • Event organizers • Exhibitors • Educators • Private tutors • Individuals External environment Use any appropriate analysis tool (such as PESTLE Analysis) to describe the external environment in which the business operates here. P olitical • Schools being privatised • A government initiative creates the risk that the school may fail to deliver the policy or be diverted away from local priorities etc. • Changes to the skills required to be a teacher/ tutor • Changes to curriculum with short lead times • Requirement to be self managing • Requirement to be self financing E conomic • Central or local government funding decisions may affect school/ establishment finances • Closure of a local industry may affect fund raising plans etc. • Ability of parents to raise funds for optional activities • The need to run breakfast/ after schools clubs • Ability to invest ‘savings/ surpluses’ • Cost of providing resources: o Staff – teaching & support o Basics – books/ paper o Technology solutions laptops etc • Interest rates • Shortages of materials on national/ international markets • Over provision of school places in the area resulting in competition

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from neighbouring schools • The risk of highly valued, key staff moving on to more ‘up and coming’ schools/ academies S ocial • Decline in birth rate, reflecting national trends • Local population changes (increasing/ decreasing numbers) • Demographic changes may affect likely pupil rolls or the nature of pupils needs e.g. pupils with English as a second language etc. • Closure of local firms providing employment • Inability to attract staff • Social networking – blogs, facebook, twitter • Changes to qualifications expected • Integration with local community • Integration of students with special needs • parental preference – an increase in ‘parent power’ has allowed parents more freedom of choice over their child’s school • the risk of highly valued, key staff moving on to more up-and- coming establishments • Information is accessible to staff anywhere in the world via the Internet • Staff were not given enough training or access to effectively change their habits and how they expected information to be made available T echnologic al • Changes to standards/ equipment required • Risk of selecting the wrong technology at times of change (i.e. windows -v- open source) • New computer viruses may affect school/ college operations, • Disturbing/ illegal images on the internet may affect ICT security measures etc. • Move from paper based books to e-book readers • Computer hardware being out of date • Computer software being out of date • Time to manage IT systems L egislative • new legislation may create risks of non-compliance with the law, create new administrative burdens etc

• Changes to child protection legislation • Raise the age of school leaving age • Raise/ lower the age of starting school. Nursery/ kindergarten • Change to school opening hours • Changes to funding of charity based organisations • Health & safety legislation E nvironment al • A new highway layout near the school may create new dangers for pupils etc • Waste disposal • Reduction of green space available for activities • Changes to local bus routes • Using a significant amounts of paper and photocopier toner to produce printed information Gaps and opportunities List three marketing factors that are relevant to the target market. What are the gaps in the current marketing activities? Identify five opportunities for future marketing to the target market. The Educational Technology market changes with the times, based on innovations, trends, research studies, and data. Over the years, certain advances in the capabilities of smartboards, tablets, and mobile devices have spurred market-wide changes in supply and demand. There are countless options available to optimize, collaborate, and present information. Students are also able to learn at their own pace, thanks to advances in personalized and adaptive learning technologies. Despite the seemingly saturated market, there are ongoing areas that have become focal points for educators to find better solutions. These areas have emerged as states and policy makers set aside funding to target areas in demand, based on federal government initiatives, as well as growing bodies of research. -product it is important for the target market as it needs to cover all their needs and wants - price need to be inline with their expectation - promotion if for example businesses buy in bulk Marketing opportunities; - Ads on social media - you tube video - TikTok video - Products shows in presence of audience - Advertise o Gmail Research marketing opportunities and target market List at least two sources of With the school system being an integral part of the public sector, information and analysis on the education market plays an important role for both government and commercial organizations. As technological advancements and

information or attach proof to this section of your portfolio. Show your mathematical calculations to process the data or attach proof (e.g. MS Excel spreadsheet) to this section of your portfolio. Summarise the research results. government initiatives continue to transform the industry, our reports can help you adapt to the evolving education environment. Marketresearch.com provides business intelligence on varying aspects of the industry, including data on pre-K and K-12, colleges and universities, general and special education, books and materials, e-learning, technology in education, and more. Our extensive and thorough collection of education research reports provides insights into trends, changes, projections, and opportunities across the entire market. Education marketing shouldn’t be confused with education- based marketing, a specific marketing strategy that involves the education of prospects, rather than pitching them, to establish trust. On the other hand, education marketing encompasses all marketing activities in the education sector, including the following: • School marketing: There was a time when schools didn’t need marketing because they relied solely on their reputation and word of mouth. That time is forever gone because millennial parents are more tech-savvy and use the internet to support their decision making. Schools that don’t actively market themselves are destined to be ignored by many millennial parents who would otherwise be greatly interested in what they have to offer. • Marketing for higher education: Education marketing and higher education are a match made in heaven. Colleges and universities benefit from marketing for higher education because it helps them elevate their brand and drives enrollment. Students benefit from it because higher education marketing helps them make the right choice when choosing their education path. • Digital marketing for the education sector: In today’s digital world, traditional marketing strategies are no longer suitable for targeting younger demographics. Educational institutions must embrace digital channels if they want to convey their message to a large audience in a cost- effective manner. Such channels include email , web content, social media, paid search, and others. Harnessing these and other marketing channels is not easy, but the potential to greatly increase revenue and decrease cost per lead is huge, making digital marketing an important cornerstone of every education marketing strategy. • Social media marketing for educational institutions: Parents and students alike spend a lot of time on social media sites, and educational institutions should establish a presence on sites like Facebook, Twitter, and Instagram to engage with them and learn more about their wants and expectations.

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Content published on social media should be bite-sized, captivating, and in line with the image the institution is trying to build. • The promotion of educational apps: The current educational app market is so competitive that it’s no longer enough just to have a great product—one must also have a great educational marketing strategy that is executed to perfection to get ahead of the competition. There are now approximately 3.2 billion social media users worldwide, which equates to about 42 percent of the population. Social media platforms like Facebook, Twitter, Instagram, and Reddit are the most popular among millennials, followed by Gen Z, Gen X, and baby boomers. Since their early days, social media platforms have matured in every way imaginable, and they now provide a myriad of different ways how they can be used in higher education marketing. Regardless of which social media platform you decide to target, your goal should always be the same: establish meaningful connections with your target audience by providing engaging content. It’s helpful to create a social media marketing (SMM) persona to represent your target audience. The marketing persona should include information such as age, gender, education, goals, challenges, and primary values. When deciding what content to create, always keep your social media persona in mind but don’t be afraid to experiment.

In 2022, as the world continues to adjust to the global disruption caused by COVID-19, educational marketing needs to adjust as well. Leaning into the benefits of apps and other distance learning tools to help students thrive during this unprecedented time. In this article, we explain the top education marketing strategies that professionals in the education sector need to know about in 2022, providing several specific examples to consider when planning marketing activities this year. Why Does the Education Sector Need Education Marketing? The education sector has been experiencing a massive boom thanks to the numerous opportunities created by the internet and modern technologies in general. According to Orbis research, the global e-learning market worldwide is set to surpass $275 billion value by 2022, driven largely by the escalation in the number of internet users and growing access to broadband internet and mobile phones with online capabilities. Traditional educational institutions, as well as private developers, have so far released over 500,000 educational apps , many of which are available on the App Store and Google Play. Besides education apps, the e-learning market is also saturated with online courses, videos, eBooks, and websites, making it very difficult for new players to get noticed. Education marketing’s purpose is to implement various marketing strategies to promote valuable educational content. And it is often the only way for new educational content to reach students and gain traction. In fact, doctorate courses in education underscore the importance of marketing in the industry to drive revenues and growth. Education industry leaders must leverage education marketing to survive in the cut-throat competition in the field as well. Education marketing shouldn’t be confused with education- based marketing, a specific marketing strategy that involves the education of prospects, rather than pitching them, to establish trust. On the other hand, education marketing encompasses all marketing activities in the education sector,

including the following: • School marketing : There was a time when schools didn’t need marketing because they relied solely on their reputation and word of mouth. That time is forever gone because millennial parents are more tech-savvy and use the internet to support their decision making. Schools that don’t actively market themselves are destined to be ignored by many millennial parents who would otherwise be greatly interested in what they have to offer. • Marketing for higher education : Education marketing and higher education are a match made in heaven. Colleges and universities benefit from marketing for higher education because it helps them elevate their brand and drives enrollment. Students benefit from it because higher education marketing helps them make the right choice when choosing their education path. • Digital marketing for the education sector : In today’s digital world, traditional marketing strategies are no longer suitable for targeting younger demographics. Educational institutions must embrace digital channels if they want to convey their message to a large audience in a cost-effective manner. Such channels include email , web content, social media, paid search, and others. Harnessing these and other marketing channels is not easy, but the potential to greatly increase revenue and decrease cost per lead is huge, making digital marketing an important cornerstone of every education marketing strategy. • Social media marketing for educational institutions : Parents and students alike spend a lot of time on social media sites, and educational institutions should establish a presence on sites like Facebook, Twitter, and Instagram to engage with them and learn more about their wants and expectations. Content published on social media should be bite-sized, captivating, and in line with the image the institution is trying to build. • The promotion of educational apps : The current educational app market is so competitive that it’s no longer enough just to have a great product—one must also have a great educational marketing strategy that is executed to perfection to get ahead of the competition. While leading providers of marketing services to educational institutions, such as ComboApp, often use education-based marketing when promoting education services and products, the fact remains that it is just one of many effective education marketing strategies that can be used in 2022. 7 Best Education Marketing Strategies in 2022

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The best education marketing strategies in 2022—regardless of whether they’re used in marketing for schools or in marketing for educational apps—take advantage of the tremendous opportunities created by the internet. That’s not to say that traditional advertising strategies, such as billboards, flyers and brochures, print ads, and face to face meetings, have no place in the digital era, but their return on investment makes them far less attractive than modern digital marketing strategies. Let’s take a look at these seven strategies for marketing education in 2022. 1. Use Social Media Platforms to Connect with Your Audience There are now approximately 3.2 billion social media users worldwide, which equates to about 42 percent of the population. Social media platforms like Facebook, Twitter, Instagram, and Reddit are the most popular among millennials, followed by Gen Z, Gen X, and baby boomers. Since their early days, social media platforms have matured in every way imaginable, and they now provide a myriad of different ways how they can be used in higher education marketing. Regardless of which social media platform you decide to target, your goal should always be the same: establish meaningful connections with your target audience by providing engaging content. It’s helpful to create a social media marketing (SMM) persona to represent your target audience. The marketing persona should include information such as age, gender, education, goals, challenges, and primary values. When deciding what content to create, always keep your social media persona in mind but don’t be afraid to experiment.

Digital advertising can be a very effective way of marketing education services, which is part of the reason why worldwide digital advertising spending is predicted to reach over $375 billion by 2021. eMarketer, the company behind this mind-blowing statistic projects that advertisers in the United States will spend 54.2 percent of their advertising budgets on digital ads. By 2023, that figure is expected to reach 66.8 percent. This will depend on the needs of your users and the educational product you offer. Some parts are universal though, and that means being easy to navigate and having engaging content. You want people to want to use your website, and these are two of the biggest factors that make people navigate away and never return. It’s a well-known fact at this point that 90 percent of consumers read online reviews before visiting a business or paying for a service. That’s why online reviews should be an integral part of all higher education marketing strategies. The best way how to encourage students to leave online reviews is to make the review process as easy as possible. Better yet: make it fun! Instead of forcing students to fill miles long forms, you can implement a star-based rating and make verbal feedback completely optional.

Market segmentation Describe the market segments. • Informal businesses • Educators • Private tutors • Individuals Segment review How do the segments consider the marketing task requirements? How do the segments compare to the marketing factors you identified? What will your marketing focus be? Segments Task requirements Marketing factors Informal businesses Create trust and relationship Need to be informed about benefit to the business Educators Create trust and relationship Need to be informed on the benefit of their work Private tutors Create trust and relationship Need to be informed on the benefit for their activity Individuals Create trust and relationship Need to be informed on the benefit for their child/children

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Complete the table to analyse the marketing opportunities to select the preferred marketing options. (Q9) 5 marketing opportunities Marketing opportunity How does the marketing opportunity target the selected market segment? How does the opportunity meet the marketing objectives? How does your research support or contradict the opportunity? Ads on social media Social media give to the company the opportunity to reach a huge audience who can be interested It meets as we want to increase sales and brand recognition It support as young now communicate on social media it is a great opportunity to be able to advertise on social media Advertise on Gmail Professional app used by all people now and advertising there it give a more professional image to the company It meets as we want to increase sales and brand recognition and trust It support as it will achieve all people who daily uses emails TikTok video Social media give to the company the opportunity to reach a huge audience who can be interested It meets as we want to increase sales and brand recognition It support as young now communicate on social media it is a great opportunity to be able to advertise on social media you tube video tutorial Social media give to the company the opportunity to reach a huge audience who can be interested It meets as we want to increase sales and brand recognition It support as young now communicate on social media it is a great opportunity to be able to advertise on social media Products shows in presence of audience All people showing to the event are interested or at least curios about the product and service It meets as we want to increase sales and brand recognition It support as it give a clear and real opportunity to sell on the same day of the show using a great pitch Preferred marketing opportunities: - Ads on social media - Products show - Advertise on Gmail

Email To : Teacher Draft an email to your superior to explain the marketing opportunities you evaluated, outline your evaluation, and say why you selected the final three opportunities. Also ask your superior to approve your choice. From : Weerawat Phatchana Subject : marketing opportunities Good morning Teacher, Hope this email finds you well. I am writing to inform you that I managed to run a market research and I prepared all possible marketing opportunities for our company as below: Marketing opportunit y How does the marketing opportunit y target the selected market segment? How does the opportunit y meet the marketing objectives ? How does your research support or contradict the opportunity ? Ads on social media Social media give to the company the opportunity to reach a huge audience who can be interested It meets as we want to increase sales and brand recognition It support as young now communicate on social media it is a great opportunity to be able to advertise on social media Advertise on Gmail Professiona l app used by all people now and advertising there it give a more professional image to the company It meets as we want to increase sales and brand recognition and trust It support as it will achieve all people who daily uses emails TikTok video Social media give to the It meets as we want to increase It support as young now communicate

Proof of external environment analysis (if not shown in the portfolio) ☐ Attach: Proof of research and data processing (if not shown in the portfolio) ☐ company the opportunity to reach a huge audience who can be interested sales and brand recognition on social media it is a great opportunity to be able to advertise on social media you tube video tutorial Social media give to the company the opportunity to reach a huge audience who can be interested It meets as we want to increase sales and brand recognition It support as young now communicate on social media it is a great opportunity to be able to advertise on social media Products shows in presence of audience All people showing to the event are interested or at least curios about the product and service It meets as we want to increase sales and brand recognition It support as it give a clear and real opportunity to sell on the same day of the show using a great pitch I believe the three final opportunities could be: - Ads on social media - Products show - Advertise on gmail Please to reach me if you have any further question or concern Kind regards Weerawat Phatchana

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Marketing opportunity presentation ☐ Attach: Meeting (if not already viewed in person by your assessor) ☐ Section 3: Present marketing opportunities Attach your PowerPoint Presentation to present the options to management to this section of your portfolio. If your presentation was not viewed in person by the assessor, attach proof of the meeting to this section of your portfolio.

BSBMKG431_Weerawat Phatchana_TASK2

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