Management Decision Problem (MDP)
“The Australian tertiary education system is increasing viewed as a competitive market” (Pike, 2004, p.1-18). Nowadays, the percentage of people access to university education is much higher than before. Universities need to concern about how to attract new students and retain current students in the competitive market. Due to cost-effective factor, many universities in Australia set up large size classes for some large subjects which usually have more than 200 students enrolled. The teaching quality and effective learning outcomes are strong influence on student satisfaction in recent years. Many universities believe that small class could provide high teaching quality and promoting small class as a major selling point. However, there are many personal factors could influence student satisfaction such as student background, student learning style (Davies et al., 2006, p.146-152). The marketing mix (4ps) is the most important of organization goal achieving program (Solomon and Stuart, 2000, p.3). Universities managers need to consider about other influence factors of student rating not just class size. The factor of student satisfaction is complex and broad. Researchers could not only focus on one element of influence factors and implement marketing plan successfully. To find out what are the most significant factor influence on student satisfaction and identify the expectation of students could help managers to create efficiency marketing strategies. To develop marketing strategy and address student want and need could increase student satisfaction and improve market attraction (Quester et al., 2004, p.46). This report is going to discuss about how to use variety technique to find out the student wants and needs.
Marketing R ...