GROUP MARKETING RESEARCH PROPOSAL - GSBS6031                                

 

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Re: Development and Implementation of Master of Tourism and Hospitality Program

As you may be aware the University of Newcastle is considering expanding on its current suite of tertiary programs. In October 2008, Nova Market Research Consultants were contracted to develop a Marketing Proposal to determine the market demand for the Master of Tourism and Hospitality Management program.

This proposal outlines the research objectives, design, sample development and data analysis techniques of the research.

On behalf of Nova Research we wish to express our appreciation for being selected to develop and conduct the attached market research proposal for the University of Newcastle. If you have any queries regarding this proposal or its content please do not hesitate to contact us.

We look forward to working with you in the future.


                                                                                           

                                                                                     

                                                                                 

Group Marketing Research Proposal

The University of Newcastle:

Proposed development and Implementation of the

Master of Tourism and Hospitality Management

November 2008

Table of contents

  1. Background…………………………………………………………………………………...4
  2. Problem Statement…………………………….……………………………………………...4
  3. Research Objectives and Questions…………………………………………………………..5
  4. Hypotheses……………………………………………………………………………………6
  5. Research Design………………………………………………………………………………9
  6. Questionnaire Design…………………………………………………………………………9
  7. Sampling Plan……………………………………………………………………………….10
  8. Data Collection Administration……………………………………………………………..12
  9. Anticipated data collection techniques……………………………………………………...14
  10. Conclusion…………………………………………………………………………………..15
  11. Appendix……………………………………………………………………………………16
  12. References…………………………………………………………………………………..20

1. Background

The University of Newcastle (UN) offers a diverse range of undergraduate and postgraduate programs to a student population of over 26,000. More specifically, the UN has over 3,500 international students from more than 80 countries who study both on and off-shore in the fields of health, science and technology, business, engineering, teaching and humanities.

The major competitors for the UN in regards to recruiting international students are the prestigious Group of Eight (GO8) universities. As the UN is not a member of the GO8, it has to ensure that it remains competitive in the market by offering products that meet the needs and wants of international students.

Secondary data from Australian Education International (AEI) and Hobsons Australia, (the University’s international enquiry management service) suggests that there is a growing demand for hospitality and tourism management programs within the international student market. At present, the UN only offers majors in leisure and tourism management through the undergraduate programs of the Bachelor of Social Science and the Bachelor of Business.

The UN wishes to assess the feasibility of developing and implementing a new postgraduate program, the Master of Tourism and Hospitality Management, in order to meet market demand. This research proposal will outline the problem statement, research objectives and the marketing research plan as a whole, therefore, enabling UN to make an effective management decision in regards to the development and implementation of the Master of Tourism and Hospitality Management.

2. Problem statement

The problem statement is “Should the University of Newcastle develop and implement a Master of Tourism and Hospitality program (MTHM)?”  The catalyst for this problem statement is twofold. Firstly, research indicates that there only 12 universities that offer a postgraduate Hospitality / Tourism program in Australia, with only 1 institution offering the program in New South Wales (Appendix 1a). This highlights a gap in the market, which UN can fill and ultimately gain market share. Secondly, the addition of the M THM program to the Newcastle Graduate School of Business (NGSB) suite of programs has the potential to increase international student numbers, and therefore revenue. Also, this program will attract a range of international students and assist to diversify the UN’s international student population, which aligns with the UN’s current strategic plan.

 

3. Research Objectives and Questions

The marketing research questions that are to be explored are as follows:

3.1. What is the current demand for the Master of Tourism Hospitality  & Management Program?

  1. What should the target market be for this program / Where is the demand coming from in terms of geographical region?

   3.1.2 Where would consumers prefer to study the Master of Hospitality & Tourism      Management Program?

The UN needs to ascertain whether there is significant demand for the M THM, to ensure resources are not wasted in the development and implementation of an unnecessary program. The UN is also required to identify where the demand for such a program is coming from in order to effectively identify and target the relevant consumers, and strategically promote the program. In addition, the University also needs to establish whether students would prefer to study the M THM either on or off shore, and in which Australian state, which will assist with market segmentation.

3.2 What are consumers expectations of the Master of Hospitality & Tourism Management Program?

    3.2.1 What is the expected tuition fee for this program?

    3.2.2  What is the expected duration for program completion?

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  1.  What is the accreditation expectation for this program?
  2.  Would consumers expect this program to include an internship/work placement component? If so, would consumers prefer to complete the internship on or off shore?
  3.  What factors do consumers consider important when selecting a University to undertake further study?

The general rationale behind this research question is that the UN needs to know what are prospective international students’ expectations of such a program prior to it being developed and implemented. Key areas of interest include indicative program cost and duration, the potential for the program to be accredited ...

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