nature of the educational organisation

Assignment question
Part A- 50%

1) Briefly describe the nature of the educational organisation which will be the focus for this assessment task. In doing so you are to mention the type of organisation (School, College…), the location(s), the size (enrolment numbers), student characteristics (age, demographic, culture and other relevant features), the vision, mission and values of the organisation. Any special or unique features of the organisation should also be mentioned. (400 words)

2) Identify the five most significant (global, government, economic, technological, demographic, societal and other) features/impacts/forces/trends that are already affecting, or are likely to affect your educational organisation in the near future. For each of these you are to justify your choice with reference to the impact/potential impact of each feature on the future of the organisation and the implications for marketing. (1000 words)
3) Explain why of each of the following should be considered when developing a marketing plan for your educational organisation. In doing so provide real or hypothetical examples of each and the implications/possible implications for a marketing plan for your educational organisation.
• Competitor/potential competitor analysis
• Marketing Intelligence
• Segmentation and targeting
• Differentiation
• Positioning
• Branding

(1000 words)

 

Part B-50%

4) Explain, using examples and reference to the literature why an understanding of organisational culture in educational settings (this can be any educational organisation) is critical to the development of an effective marketing culture. (600 words)

5) In your organisation, identify what you believe to be the three main features of organisational culture that limit/potentially limit the development of an effective marketing culture. In your discussion of each feature, you should provide examples and make reference to relevant literature. (600 words)

6) Considering your educational organisation and your responses to questions one to five above, you are to develop and justify recommendations about:

• An organisational learning program designed to improve the marketing culture in your organisation.

• External marketing

• Relationship marketing

• Internal marketing

• Service marketing

‘A’ Nature of the Educational Organisation.

( 10 marks) Important features are absent or described inadequately. Most relevant features are described in a manner that provides an understanding of the organisation. All relevant features are described in a manner that provides an understanding of the organisation. All relevant features are described such that the reader has a sound understanding of the organisation’s main features. All relevant features are described such that the reader has a very thorough understanding of the organisation’s main features.
Issue impacting organisation and impact on marketing.
(20 marks) Features and impacts unclear or not included. Some features that impact/potentially impact organisation are described. The manner in which each affects/potentially affects the organisations and marketing strategy are mostly clear.
Minimum use of appropriate examples and literature. Five features that impact/potentially impact organisation are described. The manner in which each affects/potentially affects the organisations and marketing strategy are included.
Examples and literature are used appropriately. Five features that impact/potentially impact organisation are described. The manner in which each affects/potentially affects the organisations and marketing strategy are clear.
Use of relevant examples and literature. Five features that impact/potentially impact organisation are described. The manner in which each affects/potentially affects the organisations and marketing strategy are clear.
Relevant examples and literature are used to enhance the understanding of the features and their impacts.
Marketing considerations.
(20 marks) Most considerations are not addressed, few relevant references included. Most considerations are addressed some with examples and reference to appropriate literature. All six considerations are addressed along with examples and reference to appropriate literature. All six considerations are addressed along with relevant examples and reference to appropriate literature. All six considerations are addressed in detail along with relevant examples and reference to appropriate literature.

 

 
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‘B’ Understanding organisational culture.

 

 

(15 marks) Understanding of issue and use of references not evident. Has not demonstrated an understanding of the relationships between organisational culture and marketing culture. Some reference to literature. Has demonstrated a sound understanding of the relationships between organisational culture and marketing culture. Appropriate reference to literature. Has demonstrated a sound understanding of the relationships between organisational culture and marketing culture. Examples are relevant. Appropriate reference to literature Has demonstrated a thorough understanding of the relationships between organisational culture and marketing culture. Examples are relevant. Appropriate reference to highly relevant literature
Features that can limit effective marketing culture.

 

(15 marks) Understanding of issue and use of references not evident Has not identified three main features or provided examples. Has identified three main features, provided examples and made use of the literature. Has clearly identified three main features, provided relevant examples and made use of the literature Has clearly explained the impact of three main features, provided relevant examples and made use of highly appropriate literature.
Recommendations for marketing.
(20 marks) Recommendations are not developed or justified. Less than five recommendations are explained. Some reference to
appropriate literature. Five recommendations are explained. Each is justified with reference to
appropriate literature. Five recommendations are explained in detail. Each is justified with reference to
appropriate literature. Five recommendations are explained in detail. Each is justified with reference to highly relevant
literature.

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