Globalization and Education Integration and Contestation

Question: Discuss about the Globalization and Education for Integration and Contestation. Answer: Introduction: The Queensland University of Technology is a research university that is located in Brisbane, Queensland, Australia. It is a public university that boasts of three campuses: one in Gardens Point, one in Kelvin Grove and another in Caboolture. The educational institute has close links with the relevant industries and pertinent teaching as well as applied research. There are many contributions to the course development, which are aided by the industry representatives and the professionals, which helps to add a practical point of view to the theoretical education. The institute has a large number of student enrolments. In the year 2014, 47,229 students enrolled into the Queensland University of Technology (Baron Corbin, 2012). There are about 12,983 staffs in the institute. The total revenue gathered by the university in the year 2014 was $ 907 million. This report analyses the competitive and the marketing environment of the Queensland University of Technology. It discusses the backgr ound, market summary, demand assessment, segmentation and target market. It also discusses the current marketing mix analysis, PEST analysis, and SWOT analysis. The write up analyses a close competitor of the university and the analysis of the value and brand positioning. The Queensland University of Technology a research university that is located in Brisbane, Queensland, Australia. The educational institute was established in the year 1989. However, the institute traces its history from the year 1849 from the Brisbane School of Arts. In the year 1882, it was transformed into the Brisbane Technical College. Originally the college had just 80 students, however, the number rose to 1000 students during the great economic depression of the early 1890s. In the year 1908, the Brisbane Technical College became Central Technical College, which became a pivotal institution for vocational training and apprenticeship guidance for men as well as women. Gradually the technical and professional courses provided by the Central Technical College, moved to the Queensland Institute of Technology. In the year 1911, the Brisbane Kindergarten Training College was established. It initially had an enrolment of five students ("Home", 2017). In the year 1946, the Brisbane Ki ndergarten Training College introduced a three-year course, which led to an increase in the number of students. The Queensland Teachers Training College comprised of a strength of 25 students. It moved to Kelvin Grove in the year 1942. It had a strength of 676 students, who were mostly registered in the primary teaching course. In the year 1944, the Queensland Teachers Training College converted into the Senior Teachers Training College.It was renamed as Kelvin Grove Teachers College in the year 1961. The Kelvin Grove Teachers College transformed into the Kelvin Grove College of Advanced Education from the year 1976. The Kedron Park Teachers College opened in the year 1961 with a strength of 192 students. In the year 1974, the Kedron Park Teachers College converted to the North Brisbane College of Advanced Education ("Home", 2017). The Brisbane Kindergarten Teachers College, in the year 1982 amalgamated with other three teaching institutions to form the Brisbane College of Advanced Education. The Queensland Institute of Technology (QIT) was established at Gardens Point. The QIT comprised of six departments. They are: Chemistry building general studies business studies engineering architecture In the year 1965, the QIT only had 4,634 students which rose to 7,665 by the year 1981. The demand for courses offered at the Queensland Institute of Technology kept on growing during the 1980s and it later became the Queensland University of Technology (Gibb, Haskins Robertson, 2012). The Queensland University of Technology (QUT) is one of the most prominent of the educational institutes of Australia. It has a global outlook with a practical and real world focus. The university has over 48,000 students, which is a strong point of the university. The number of international students of the educational institute is almost 8000. There are students from almost 1000 countries. The university offers about 650 postgraduate and undergraduate courses ("Home", 2017). These courses include widespread research programs and deliver a practical approach based curriculum that is aimed at developing a practical point of view and real world outcomes (Collis Hussey, 2013). The university offers a varied range of subjects and courses that the students can pursue. There are many options like the following: Building and planning Business Creative, design and performance Education Engineering Health and community Information technology Languages, including English language pathway programs Law and justice Science and mathematics The educational institute provides scope to the students to achieve practical knowledge and also a practical workplace experience and priceless connections and network to the industries. According to a study conducted in the year 2017, the Queensland University of Technology (QUT), ranks the 1st in the Australia and 24th in the world for Communications and Media Studies. The QIT ranks the 9th in the country for Nursing and the 42nd in the world for the same course. The QUT ranks 7th in Australia in the QS Graduate Employability Ranking by Subject in the year 2017 ("Home", 2017). Demand assessment, segmentation and target market: In the world today, the need for staying ahead of the curve than anybody else has become the utmost important need of the time. There is the presence of immense competition in every sector of the world. Students from all over the world need to be on top of the competitive race. The Queensland University of Technology offers many courses that are supportive of making the students ready for the practical world by providing them with relevant exposure, knowledge and experience (Jones et al., 2012). The market segmentation of the QUT is based on the demand of the vocational and professional courses that are offered by the university to the students. The market for the students preferring vocational courses is wide and has many scopes. The university ranks the 276th in the QS World University Rankings. Of the total student population, 85% comprises of the undergraduate student and 15% comprises of the postgraduate students (Gale Parker, 2013). About 54% of the undergraduate students and 46% of the postgraduate students are international students. The target market for the QUT is the group of students who aim for getting a vocational education so that they are well ahead in the competition(Curtin, 2017). Marketing mix analysis: The analysis of the four Ps of the marketing mix is necessary for understanding the method in which a new product or service is taken to the market. It is helpful in defining the market options in terms of price, product, place and promotion. This is requires so that the product or service that is offered, meets the expectation of a particular need or demand of the customer (Lozano et al., 2013). In this context, the four Ps of the QUT is essential for the analysis of the university. The price of the courses offered in the university is moderately high with the 2018 pay structure as follows: Unit/ Study Load Study Abroad tuition fee 3 units (36 credit points) A$7,743 4 units (48 credit points) A$10,324 5 units (60 credit points) A$12,905 Thus, it can be seen that the tuition fee of the institute is moderately high but is still affordable (Jones et al., 2012). The product here is the array of courses offered by the QUT. The courses offered at the QUT are mainly vocational based. It means that the courses are based on the real life practical knowledge, which helps the students to deal with the real life problems in the future (Kaiser et al., 2014). The courses that are offered by QUT include building and planning courses, business courses, creative design and performance courses, education courses, engineering courses, health and community courses, information and technology courses, English and pathway programs, Law and justice courses, and science and mathematics courses (Curtin, 2017). The university has three branches in three locations, namely, Gardens Point, Kelvin Grove and Caboolture. This means that the immense popularity and the varied range of courses that are offered in the QUT, attracts a lot of students which has made the management of the QUT to spread out the courses offered to the three branches so that the students can be accommodated (Armstrong et al., 2014). PEST Analysis: Political factors Economic factors Social factors Technological factors The existing government in Australia places importance on the education system. So, AUT can benefit greatly from the decision. The current economy is dwindling and thus, people are choosing for courses that can ensure a return on their investment (Christie Misson, 2012). QUT thus can attract many students owing to the practical courses that are offered. The need for practical knowledge based courses is important for the world of today (Krueger Casey, 2014) . Thus, the QUT has a positive point in the section of social factors. The QUT has a lot of scope for introducing many technological innovations in its system. The institute already is very much in tune with the technology that is prevalent worldwide (Christie Misson, 2012). Brand and value positioning In the day and age of today, QUT positions highly in the education market solely because it offers such a wide range of courses that are based on practical knowledge. It prepares the students for the real, practical world. It is running a sustainable business as the need for courses that impart practical knowledge and ensures a job is going to be popular amongst the students at all times (Christie Misson, 2012). The uniqueness of the brand of QUT lies in the massive range of courses that are offered. Conclusion: Therefore, it can be said conclusively that the Queensland University of Technology offers a great variety of practical knowledge to the students, which is imparted through the array of courses that are offered by the university. There are about 12,983 staffs in the institute, which denotes the huge popularity of the educational institute. The total revenue gathered by the university in the year 2014 was $ 907 million. With the current economic scenario, such practical knowledge based courses are the order of the day. The university prepares the students to take on the challenges of the real world. References: Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014).Principles of marketing. 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