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OFFICE OF TRAINING and FURTHER EDUCATION INTERNET MARKET RESEARCH PROJECT Welcome to the information website of the OTFE Internet market research project being conducted by APT Strategies Pty. Ltd. OTFE have identified a requirement to understand better how to successfully market VET services and to attract overseas students using the Internet. To meet this requirement, APT Strategies Pty. Ltd. are carrying out a 5 stage research project, to address the areas detailed in the tender specification. The end result of the project will be a research report documenting an understanding of the most effective use of the Internet to: •promote and sell training
services and products For more information about the project, please see the below list APT Strategies Research Methodology Critical Timeline of Research Stages ReportsStage One: OTFE Internet Research Global Marketplace Review Stage Two: Domestic VET Providers
Review Stage Three: OTFE Internet Research
Online Survey Stage
Four: Marketing VET Online Project Report Stage Five: TAFE Marketplace Review Contact details are: Mr Chris Corbel, Project Manager,
Virtual Campus Business Development Mr Marc Phillips, Director BACKGROUND This project will provide an improved basis for the implementation of Internet marketing strategies by Australian VET providers. Until recently emphasis on on-line delivery of vocational education and training has legitimately focused on development of on-line course materials. With the steady growth in these materials, and the increased content being placed on the Internet by TAFE Institutes, there is an urgent need for a clear understanding of how to successfully market VET services and attract students. Examples of current VET marketing
approaches in Australia can be obtained by going to http://www.edna.edu.au.
Click on 'Browse', 'Vocational Education and Training (VET or TAFE)', 'Providers (VET and
ACE)'. The project will produce a research
report which will document an understanding of the most effective use of the Internet
to: This information may be available through an analysis of overseas models which places them in a useful context for the Australian VET sector. The project will also provide an
understanding of the potential international client groups that can be reached via the
Internet. In particular, it will focus on countries from SE Asia and the Pacific Rim,
including an understanding of the language and cultural issues that need to be considered
when marketing education and training to these countries. The successful tenderer will: • identify current Internet marketing methodologies including those used by overseas educational/commercial groups across Europe, Asia, SE Asia, Pacific Rim, and North and South America, including: -distribution and mix of marketing
materials, •identify current examples of international education marketing using the Internet/Online technologies. •identify those domestic and international client groups with Internet access who are decision makers in terms of purchasing training. •identify countries with the capability to accept Australian advertising material across the Internet, and those countries which will shortly develop the capacity. •develop a series of models for the Internet marketing of educational program delivery (drawn from educational and commercial Internet advertisers). •document the cultural and language issues in international Internet marketing, and identify strategies to overcome these barriers.
Three staged research approach to gather the information followed by; Two stages of analysis and recommendations for marketing strategies and practical guidelines for marketing educational services successfully on the Internet. The research stages will include: Stage One: Desktop research using search engines and directories, Stage Two: An online questionnaire, Stage Three: Indepth telephone interviews with key decision makers within client groups. The analysis stages will combine the research results with the commercial experience of the APT Strategies Team to: Stage Four: Develop and document the Internet business models for VET; Stage Five: Document the Successful Guide to Internet Marketing for VET. |