University of Canberra Assignment Help
BACKGROUND
University of Canberra is a university of Australia’s capital and is regarded as one of Australia’s top universities situated in Bruce, Canberra, Australian Capital Territory. Currently, University of Canberra has its local campuses in Sydney, Melbourne, Queensland and Canberra while international campuses are situated in Hong Kong, China, Bhutan and Singapore (University of Canberra, 2017). The University of Canberra has designed its network in a way that would blend the vocational and higher education together in best way for providing the students with the access to selected courses in desired location. The University of Canberra is a controlled entity of the Canberra Group. The aims of UC are to provide education that offers high quality transformative experience, to engage in research and creative practice and to contribute to society through research and education (University of Canberra College, 2013).
Till 2014, UC had 9012 continuing students and 7958 commencing students who commenced the courses on or after 1st January of the collection year (University of Canberra, 2017a). Faculty of business, government and law experienced most of the enrollments. There were more female enrollment in the university as compared to male students in the years 2010 till 2015 (refer to figures below).
Research degrees, undergraduate degrees and professional diplomas are offered by University of Canberra to its domestic as well as international students. University of Canberra College is a controlled entity by UC which prepares the international and domestic students for studying in UC by providing them pathways through various programs (University of Canberra, 2017a).
SEGMENTATION & TARGET MARKET
University of Canberra offers 200 undergraduate, postgraduate and research degrees (University of Canberra, 2017b). At University of Canberra College Diploma entry programs are designed for domestic as well as international students, Access programs are designed for only domestic students, Graduate Certificate in Academic foundations is offered for international students only and ELICOS programs are offered for both international and domestic students to improve English proficiency (University of Canberra, 2017b).
One possible way to segment the study market in Australia is demographics and geographic basis. The graph below shows that in Australia, proportion of females’ enrollment has been rising while male student’s enrollment has been falling since 1949 (Grattan Institute, 2016). This is because, the overall social positioning of women has improved and entry into courses like teaching and nursing are being dominated (Grattan Institute, 2016).
Figure 8: Gender Wise Enrollments in Australia Since 1949
Source: (Grattan Institute, 2016)
Similar trends have been seen in UC admissions figures as female enrollment (9178 students in 2014) dominated the admissions since 2010 as compared to male student’s enrollments (7792 students in 2014) (University of Canberra, 2015). Based on geography, Asian students have been dominating the enrollment trends in Australia as well as in University of Canberra (as discussed above).
MARKET MIX ANALYSIS
PRODUCT
UC offers over 200 courses in more than 10 disciplines to both international and domestic students. It offers:
- Diplomas, associate degrees and bachelor degrees are offered at undergraduate level to all international and domestic students.
- Honors, graduate certificate, graduate diploma, postgraduate diploma and masters are offered at post-graduate course level to all international and domestic students.
- At research course level, masters and doctorate degrees are offered to both international and domestic students.
In 2014, highest number of students were enrolled in business, government (BGL) and law post-graduate and under-graduate degrees at University of Canberra. Whereas, education, science, technology & mathematics remained second priority for students to get enrolled in 2014 in both post-graduate and undergraduate course level (University of Canberra, 2017c).
Figure 8: Course Wise Enrollments in 2014 at UC
Source: (University of Canberra, 2017a)
PRICE
In Australia, the annual median undergraduate fee ranges from $21,000 to $28,000 (depending on discipline) for international students (Norton & Cherastidtham, 2017). In recent years, the international student fee has risen by 4 to 5% but the overall effect has been minimal due to declining value of Australian dollar that made Australian degrees cheaper (Norton & Cherastidtham, 2017). Fees in University of Canberra is as follows:
| Undergraduate Fee
|
More than 200 courses specialization | Highest fee – $142,300
Lowest Fee – $22,280 |
| Post Graduate Fee (course work) | More than 40 courses specialization | Highest fee – $102,000
Lowest Fee – $12,160 |
| Research | More than 5 fields | Highest Fee – $107,450
Lowest Fee – $45,520 |
Source: (University of Canberra, 2017d)
PLACE
The courses are delivered through online, on campus, intensive and self-paced modes. The courses are also taught in collaboration with campuses in Melbourne, Sydney and Brisbane as well as international partners (University of Canberra, 2017e).
Figure 9: Delivery Modes of Study in University of Canberra
Source: (University of Canberra, 2017e)
PROMOTION
Currently, pull marketing strategy is being used by University of Canberra by spending more money on advertisements and promotion of courses to students who are willing to pursue higher education in Australia. The pull marketing strategy is carried out by spending more money on advertisement in newspapers, television, banners, posters, emails, adverts, radio and via internet instead of concentrating on word of mouth promotional strategies (University of Canberra, 2017b).
PEST ANALYSIS
| Category | Description |
| Political | · Australian government expresses the demand to increase the student numbers for catering students from greater diversity of background.
· Government is developing more mechanisms for monitoring the quality of learning and education. · Establishment of Australian Learning and teaching council, Department of education, employment and workplace relations and Australian Council on Open, Distance and eLearning has promoted education in Australia. · Government of Australia is open for entry of private universities. Source: (Doherty, Steel, & Parrish, 2013) |
| Economic | · Economy is increasing at a decent rate.
· Disposable income in Australia is on the rise. · Booming economy is attracting students from many corners of world. · Funding across higher education is tight and competitive. Source: (Doherty, Steel, & Parrish, 2013) |
| Social | · Students’ fee has been increased.
· Psychographics and demographics of Australia show preference of education and motivation to build new education centers in Australia. · Students are more astute about the value they get from investment in education. · Universities have been regarded by students as rigid with traditional teaching style. · Students look for more technologically developed universities. · Mobile media and social media are influencing social practice outside of the universities. · Universities are slowly adapting to meet the needs of new generation of students. Source: (Doherty, Steel, & Parrish, 2013) |
| Technological | · Net generation students are more proficient technically with full knowledge of technologies that might be used in the learning process (Kennedy, et al., 2009).
· Increased need for distant and flexible learning for students. · Significant growth in ownership of electronic devices in Australia as 49% to 63% of people with access to broadband in 2009 reached 97% by 2012 (Nielson Company, 2012). · 92% Australians own smartphone and 66% of them are under 35 years of age (Nielson Company, 2012). |
COMPETITOR ANALYSIS
University of Canberra faces highest competition with tertiary education providers located in Australian Capital Territory especially Australian National University, University of Melbourne, University of Sydney, University of Queensland, Monash University, University of South Wales, University of Western Australia and University of Adelaide (Hardy, 2016). All of these universities are regarded as top Australian Universities in 2016-17 (refer to figure below).
BRAND POSITIONING
University of Canberra has branded itself as Australia’s most innovative tertiary institution with high world ranking and wide regional, national and international reach (University of Canberra, 2017b). The goal of UC is to offer high quality transformative experience to everyone in any stage of their life irrespective of gender, race, ethnicity and nationality (University of Canberra, 2017b).
CONCLUSION
Overall, the market analysis of University of Canberra shows that it has well established itself as an education provider for the domestic as well as international students. With it’s another branch University of Canberra College, prospective students are prepared beforehand to enter the university in early 20s. With huge variety of majors to choose from, it has been attracting many number of international and domestic students as can be seen from the statistics above. University of Canberra, with its partnerships with the education providers is continued towards achieving its goal of providing education to the ones demanding it regardless of nationality, race and ethnicity.
References
Australian Bureau of Statistics. (2013). Australian Social Trends: International Students. Retrieved April 10, 2017, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features20Dec+2011
Australian Government. (2016). Monthly Summary of International Student Data. Retrieved April 9, 2017, from https://internationaleducation.gov.au/research/International-Student-Data/Documents/MONTHLY%20SUMMARIES/2016/12_December_2016_MonthlySummary.pdf
Doherty, I., Steel, C., & Parrish, D. (2013). The challenges and opportunities for professional societies in higher education in Australasia: A PEST analysis. Australasian Journal of Educational Technology, 28(1), 105-121. Retrieved April 9, 2017, from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4200&context=hbspapers
Grattan Institute. (2016, August). Mapping Australian Higher Education: 2016. Retrieved April 9, 2017, from https://grattan.edu.au/wp-content/uploads/2016/08/875-Mapping-Australian-Higher-Education-2016.pdf
Hardy, K. (2016, September 22). ANU and University of Canberra rise in world university rankings. Retrieved April 9, 2017, from http://www.canberratimes.com.au/act-news/anu-and-university-of-canberra-rise-in-world-university-rankings-20160921-grl912.html
Kennedy, G., Dalgarno, B., Bennett, S., Gray, K., Waycott, J., & Judd, T. (2009). Educating the Net Generation: A handbook of findings for practice and policy. Retrieved from http://www.netgen.unimelb.edu.au/outcomes/handbook.html
Nielson Company. (2012). Nielsen Online’s Internet and Technology Report. Retrieved April 9, 2017, from http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/03/itrpt-mr-mar092.pdf
Norton, A., & Cherastidtham, I. (2017). University fees: what students pay in deregulated markets. Grattan Institute Background Paper. Retrieved April 9, 2017, from Grattan Institute Background Paper: https://grattan.edu.au/wp-content/uploads/2015/08/830-University-Fees.pdf
University of Canberra. (2015). UC at a Glance: 2015. Retrieved April 9, 2017, from http://www.canberra.edu.au/about-uc/strategic-plan/uc-at-a-glance/documents/UCAtAGlance_Final.pdf
University of Canberra. (2017). About Us. Retrieved April 10, 2017, from http://www.canberra.edu.au/about-uc
University of Canberra. (2017a). UC At Glance. Canberra. Retrieved April 10, 2017, from http://www.canberra.edu.au/about-uc/strategic-plan/uc-at-a-glance
University of Canberra. (2017b, January). Breakthrough: The University of Canberra’S Strategic Plan 2013-17. Retrieved April 9, 2017, from http://www.canberra.edu.au/about-uc/strategic-plan/documents/breakthrough-uc-strategic-plan-prospectus-2013-17.PDF
University of Canberra. (2017c). Courses. Retrieved April 9, 2017, from http://www.canberra.edu.au/future-students/courses
University of Canberra. (2017d). International Student Tuition Fees Rates. Retrieved April 9, 2017, from http://www.canberra.edu.au/future-students/courses/glossary/fees-and-contributions/international-fees
University of Canberra. (2017e). Study Styles. Retrieved April 9, 2017, from https://www.canberra.edu.au/current-students/study-styles
University of Canberra College. (2013). Strategy: 2013-17. Canberra: University of Canberra. Retrieved April 10, 2017, from http://www.canberra.edu.au/references-to-production-site/pdfs/UCCO0007_UCC_Strat_Plan_FA_web1.pdf