Group of Eight Univeristy
McKINNA et al provided frank and confronting feedback to the university. This was difficult for internal stakeholders to accept and required conviction and a rigorous academic case. It was challenging to change a culture that for 100 years had focused on marketing the institution itself rather than the outcomes for students.
MARKET RESEARCH
A wide reaching program of qualitative research was conducted with every external stakeholder including prospective and current students, parents, employers and academics across Australia plus nine international markets.
MARKET ANALYSIS
A McKINNA et al, market potential index was constructed to assess and rate best prospect international markets. Detailed competitor analysis was also conducted.
BUSINESS ANALYSIS
Stakeholder relationship models were mapped in detail. Internal interviews held with academic and general staff.
STRATEGY
Strategic analysis revealed the need for drastic brand repositioning and altered marketing strategy. New brand architecture was proposed.