Marketing Plan for Murdoch University. This plan talks about the use of Google AdWords and Content Marketing. The keyword research was achieved using SEMrush.

1. MARKETING MEDIA PLAN
NOVEMBER 2018

2. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product

3. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product
`• Better Job
• Better Networking

4. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product
`• Better Job
• Better Networking
• Updated material/topic
• Customizable

5. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product
`
• Real world experiences
• Safe country
• Affordable living cost
• Part time opportunity

6. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product
• Placement/Research
• Specialization
• Multicultural foods
• Student center
• Career center
• Modern library
• The guild
• Food bank
• Non-academic club
• Student counselling
• Scholarship
• Shopping center
• Placement/Research
• Specialization
• Multicultural foods
• Student center
• Career center
• Modern library

7. Core Benefit
Generic
Product
Expected
Product
Augmented
Product
Potential
Product
`
• Long-life friends
• Networking with professional
• Unexpected opportunity

8. Pride
Children’s
educationDo not hesitate
to spend
• More Indians go abroad
• Indian parents
• Higher education
THIS IS
INDIA

10. Name : Nishanth
Age : 22 years old
Relationship : Single
Interest : Marketing, Branding,
Market Analysis
Goals
• Enhance knowledge
• Secure future
• Get international exposure
• Experience a different
lifestyle
Frustrations
• Lack of information on internet
• Need to contact agent for information
• Unable to access the right source of
information
Motivation
• Stay back option after graduate
• Better future and career
• Quality over quantity
Influencers
• Family
• Friends
• Education agents
• Internet

11. M
Y
J
O
U
R
N
E
Y
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email

12. Crowded Marketplace

13. 4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia

14. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
Paid Search
- Top Universities in Australia
Content Marketing Example
- Murdoch University Ranking
Form: Blog
Media: Google Search (Organic)

15. 5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle

16. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
Paid Search
- Job Opportunities in Australia
- Jobs in Australia for Indians
- Jobs in Australia
- Cost of Living in Australia
- Indian Students in Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
Content Marketing Example
- Post-study work opportunities
for international student
- Internship testimonial
- Indian Community in Perth
Form: Blog, Video
Media: Google Search (Organic), YouTube, Facebook

17. 6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information

18. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
Paid Search
- MBA in Australia
- Australia PR
- Australia Scholarship
- Scholarship for Indian Student
in Australia
Content Marketing Example
- Internship experience
testimonial
- On-campus job fair
- International Student
Scholarship
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
Form: Blog, Video
Media: Google Search (Organic), YouTube, Facebook

19. 7. Agents search & choice
 Agent research
 Agent reference from family

20. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
Paid Search
- Overseas education consultants
- Global educational consultants
- IDP India
Content Marketing Example
- Education services for
international student
- Accredited educational
consultants
7. Agents search & choice
 Agent research
 Agent reference from family
Form: Blog, Video
Media: Google Search (Organic), YouTube,
Facebook

21.  Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)

22. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
Paid Search
- Top Universities for MBA in
Australia
- Best MBA Colleges in Australia
- Australia University Ranking
Content Marketing Example
- Murdoch MBA Ranking and
Accreditation
- What’s Best MBA should look
like
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
Form: Blog
Media: Google Search (Organic), Facebook

23. 11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple

24. 12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience

25. O
P
P
O
R
T
U
N
I
T
I
E
S
1. Graduated
2. Need recognition
 Career enhancement
 Opening a business
 Practical knowledge exposure
3. Postgraduate options
 Decided to study MBA
4. MBA background information
 Best MBA program in local university
 Entry requirement for MBA program for
local university
 MBA program outside India
 Decided to go to Australia
5. Country research
 The safety of Australia
 Average living cost in Australia
(Prioritize the affordable one)
 Part-time job opportunity
 Best city to study & work in Australia
 Indian community & events
 Student’s University lifestyle
6. School-level options & rankings
 MBA university ‘s rank
 University’s location
 Course’s duration
 Rate of acceptance from the university
 Graduate support for students
 Scholarship information
7. Agents search & choice
 Agent research
 Agent reference from family
8. First meeting with agent
 University list in Australia
 General enquiry about Australia
 Scholarship in Australia
 Job opportunity after graduation in
Australia
 Contact information of Indian alumni in
Australia
9. Education Fair
 Entry requirement from each university in
Australia
 Duration of MBA course in each university
 Location of university in Australia
 Course’s fee & scholarship
 Career option after graduation
 Internship while studying
 Top university in Australia for
MBA course
 World ranking for university in
Australia
 Infrastructure of the universities
 Facility of the universities
 On-campus accommodation
10. Desktop research (8
universities in Australia)
13. Second meeting with agent
 Shortlist to 4 universities
 University acceptance rate
 Duration for application’s response
 Document for application sent to agent
by email
11. Desktop research
(University’s location research)
 City night life
 Road trip destination & tourism
Proximity to:
 Transportation
 Indian grocery
 Shopping centre
 Indian restaurants
 Temple
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option
Self Google
Family/
Friends
University
Website
Youtube
Education
Agent
InstagramEducation
Fair
Angry
Nish
Frustated
Nish
Important
Content Marketing Example
- Student internship experience
- Student testimonial in doing
practical assignment
12. Desktop research (Program
home/landing page)
 Course’s handbook
 Scholarship
 Semester holiday
 Faculty list & experience
Form: University Website
Media: Google Search (Organic), Email

26. 14. Offer letter
 Decided to go to Murdoch University
 Scholarship from Murdoch
 Location close to city
 Facility and rank of the university
 Flexible course structure
 Availability of the specialization option

27. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G

28. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G
Blog Sample:
Before I would pour out my heart to you, I would
like to Introduce myself……… I got the perfect
internship that I was dreaming for…… The process
of getting an internship started with me as a
student….. Be specific about your interests….. The
biggest challenge for me…… Finally trust the
process by which I mean trust yourself first…….

29. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G
Vlog Sample:
A Vlog about a day in the internship’s office

30. C
O
N
T
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T
M
A
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K
E
T
I
N
G
Journey Map Sample:
Starting MBA at Murdoch University  ……….. 
Finding out area of Interest  ………….  Landing
in Internship at WACA.

31. C
O
N
T
E
N
T
M
A
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K
E
T
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N
G
Brochure Sample:
A small section on the brochure should talk about
the various internship opportunities that are
available at Murdoch University.

32. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G

33. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G
Facebook Post Sample:
Posts - Murdoch University provides work
integrated learning. Want to know more? Follow
us and stay updated!
Pictures – Picture posts about what Murdoch
University’s industry partners and information
sessions from them.
Video – A glimpse of Workshops and information
seminars about internship can be posted so they
would contact Murdoch University to know more
about the opportunities.

34. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G
YouTube Sample:
Murdoch University should have a dedicated
channel for MBA. The vlog from the Murdoch
University website should be posted both on the
main channel as well as MBA channel so the
customer doesn’t miss out the video from
Murdoch University.

35. C
O
N
T
E
N
T
M
A
R
K
E
T
I
N
G
Instagram Sample:
Internship video teaser

36. THANK YOU