Visual Culture Studies

Visual Culture Studies Visual Culture is everything that is seen, that is produced to be seen, and the way in which it is seen and understood. Representation is the way a person interprets symbols and images of a culture and the way these images explain why the world is the way it is . The Visual Culture approach acknowledges the reality of living in a modern world . Since childhood, a person’s brain uses representation of images into meanings to make sense of their world. For an example , It is that part of culture that communicates through visual means . If some special moment didn’t capture in your camera, you can digitally manipulate it on your computer. The queues are longer for the virtual reality at New York’s State Building . This virtual city will be joined shortly by Paris Las Vegas , copying the carefully manipulated image of the city of light. Life in this alter reality world is some times looks more pleasant than the real things, some time contrary to this. Way back in 197 9 same sex marriage was opposed by the united States Congress but later when the sitcom character Ellen shown on television , millions of people liked it. On the other hand , virtual reality has long been favoured by the armed forces as a training arena, bring it into practice in Gulf war at a huge cost of human life. This is known as visual culture. It is not just a part of your everyday life, it is your everyday life.. Pictorial presentation is an impactful way forward communication for observing the new visuality in the culture.   Nearly every form of visual media a person comes into contact with a photograph, which is undisputable evidence of an event. There is the myth of photographic truth, which means that photographs are subjective, yet can be manipulated and taken in different contexts. For an example the photographs taken by Nazi’s during the holocaust. The photographs denote that Nazis killed millions of people, but the photographs may also take on many connotative meanings of the two connotative meanings mentioned with the Nazi pictures they each hold different ideologies; ideas that form a culture. The ideas of ideology are usually taken in as the views of most of the population of a given culture, therefore ideologies define cultures. An American ideology is the belief in independent freedom while a communist ideology is communal sharing. How are these ideologies passed on in a culture? They start off in schools and places that people gather. Malls are filled with advertisements. There are ads that symbolize skinny brunettes wearing Chanel as the perfect woman, which is what most men and women tend to take as truth. Then there are ads to enlist people into the army, which give a message of a strong country run by individuals. The idea of interpretation is that people are made up of the different ideologies with which they come in contact with through out their lives. In this case a person might enlist in the army to be a part of a strong country while another might buy a Chanel dress to look like the woman in the ad. This newly visual existence may be confusing. For example the new visuality of culture is not the same as understanding it . Indeed the gap between the wealth of visual experience in contemporary cult ure the ability to analyse that observation marks either of the opportunities and the need for visual culture as a field of study. People get crazy to visuals of a skinny brunette wearing the Chanel clothes, rather than a overweight lady with red hair. This can be explained through psychoanalytic theory. It implies that people get feelings out of images because they tend to bond with them. In the case of the advertisements , a person might have been brought up in a culture that implies that skinny brunettes are the pretties of all. At a young age that person accepted that idea as true and holds it to this day, ending up buying a Chanel dress just because the lady in the ad is a skinny brunette. Visual culture is concerned with visual events in which information, meaning or pleasure is sought by the stakeholder in an interface with visual technology. I mean any form of apparatus designed either to be looked at or to enhance the natural vision , from oil painting to television the internet. Postmodernism has been defined as the crisis of modernism , that is to say wide ranging complex of ideas and modes of representation ranging from over arching beliefs in progress to theories of the rise of abstract printing . Now these means of representation is no long seems to be convincing until unless any alternative having emerged. The post modernisation is the crisis called by modernisation and modern culture confronting the failure of its own strategy of visualising . Also, we can say it is the visual crisis of the culture creates post modernity, not its textuality . While print culture is certainly not going to disappear, the fascination with the visual and its effect that was a key feature of modernism has endangered a postmodern culture that is at its most post modern when it is visual. The globalization of the visuals taken together demands new means of interpretation. At the same time , the transformation of the postmodern also requires rewriting of historical explanations of modernism in order to account for visual turn. We feel human experience is now more visual impressive. In many ways , people in industrialized post – industrialized societies now live in visual culture to an extent that seems to divide present from the past. Popular journalism constantly remarks on digital imagery in films, the advent of post photography and developments in medical imaging , not to mention the endless tide of comment devoted to the internet . It is evident post modernism is visual culture. Despite the vast range of alternatives , visual culture is a tactic to which to study the genealogy, definitions functions of post modern everyday life. The fragmented culture that we call postmodernism is best imagined and understood visually, just as the nineteenth century was classically represented in the news papers novel. Western culture has consistently privileged the spoken word as the highest form of intellectual practice and seen visual representation is secondly rated examples of ideas. Western philosophy now use a pictorial , rather than textual , model of the world , marking a significant challenges to the notion of the world as a written text that dominated so much intellectual discussion in the wake of such linguistic based movements as structuralism and post structuralism . While those working on with visual media might find such remarks rather patronizing , they are the measure of the extent to which even literary studies have been forced to conclude that the world as a text has been challenged by the world a picture. Such world pictures can not be purely visual, but by the same token , the visual disrupts and challenges any attempts to define culture in completely linguistic terms. Visual culture has a history that needs exploring and defining in the modern as well as post modern period. Many current uses of the term have suffered from vagueness that makes it little more than a buzzword. For some critics , visual culture is simply ‘the history of images’. Visual culture is used in a far more interactive senses , concentrating on the determining role of visual culture in the wider culture to which it belongs. Such a history of visual culture is debated , contested transformed as constantly challenging place of social interaction definition in terms of class, gender sexual identities. One critic in communication studies had made a point that this work entails ‘greater level of uncertainty risk ‘ than have often been used until now. As visual culture is still an idea in the making , rather than a well- defined existing field , this aims to help in its definition of visual culture rather than present it as a given. Visualising the things which are not in themselves visual is one of the most striking features of the new visual culture. A world picture doesn’t mean the picture of the world but the world perceived, conceived grasped as a picture. The world picture does not change from an earlier medieval one into a modern one, but rather the world becomes picture at all is what distinguishes the essence of the modern age. Visual culture doesn’t not depends on pictures but on this modern tendency to picture or visualise existence. One of the important objective of visual culture is to understand how these complex pictures come together. It direct our attention away from structured , formal viewing settings , like cinema to the centrality of visual feelings in everyday life. At present different notions of viewing are within between all the various visual sub disciplines. Of course, it does make a sense to differentiate . Our attitude varies whether we go to see movie , attend any art exhibition or see television. Most important thing to note here is our visual experience take place aside from these formally structured moments of looking. Just as cultural studies has sought to understand the ways in which people interpreting the meaning from the stock of mass culture , so does the visual culture prioritize everyday feel of the visual from the snapshot to TV and even the blockbuster art exhibition. Visual culture is a necessarily historical subject , based on the recognition that the visual image is not stable but change its relationship to exterior reality at particular moments of modernity. Perspective system , for example, depends upon the viewer examining the image from one point only, using just one eye. No one actually does this , but the image is internally coherent and thus credible. A photograph necessarily shows us something that was at a certain point actually before the camera’s lens. This image is dialectical because it setup a relationship between the viewer in the present and in the past moment of space or time that it represents . Film or photographic image no longer reflects reality because everybody knows it can be manipulated by computers. Real time prevailing over real space , virtually dominating turning concept of reality on its head . If we recollect the film produced by ‘smart’ bombs which were used in Gulf war , showed targets being destroyed , only for it later to emerge that they missed as often as any other bomb. These virtualities of the post modern image constantly seem to elude our grasp, creating a crisis of the visual that is more than a specialized problem for the traditional visual disciplines. The concept of world picture is no longer adequate to analyse the changed and changing situation . Visual culture seek to find ways to work within this new (virtual) reality to find the points of resistance in the crisis of information and visual fever ( overload) in everyday life. It can also be argued that in modern warfare tactics ( i.e. imitation, manipulation simulation ) are necessary to defeat the enemy win the war. So , we can now see the collapse of reality in everyday life from the mass visual media. One photograph alone no longer shows the truth. Similarly, some of the most followed television series bear no resemblance to reality at all. But the visual is not simply the medium of information and mass culture. Its offers sensual immediacy that can’t be rivalled by print media. The very element that makes visual imagery of all kinds distinct from texts. For better understanding of visual culture let us give this feeling a name – the sublime. The sublime is the pleasurable experience in representation of that which would be painful in reality, going forward to realization of limits of the human powers of nature. The sublime was first theorized in antiquity by Longinus, who described how is our soul is uplifted by the true sublimes; it takes a proud flight and is filled with joy and vaunting, as though it has itself produced what it had heard. The sublime was given renewed importance by enlightenment philosopher Immanuel Kant, who called it ‘ a satisfaction mixed with horror’. Kant contrasted the sublime with the beautiful, seeing the former as a more complex and profound emotion leading a person with taste for the sublime to detest all chains from the gilded variety worn at court to the irons weighing down the galley slave. The study of Visual Culture can include anything from Painting, Sculpture, Installation, Video art, Digital art, Photography, Film, Television, The Internet, Mobile screenic devices, Fashion, Medical scientific imaging, Social spaces of museums, galleries, exhibitions, and other private and public environments of the everyday. Visual Culture Studies involves an analysis of contemporary culture, media and society It important to understand how societies construct their visual perspectives through knowledge, beliefs, art, morals, laws, and customs, amongst other things. All images are produced within dynamics of social power and ideology. Ideology is the shared set of values and belief which individuals live out their complex relations to a range of social structures. Ideologies often appear to be natural or given aspects of everyday life. The future of visual culture in everyday life is deep rooted like development of internet high definition TV , make clear that visualizing is here to stay. On the other side , there are those who have dedicated themselves to ensuring that visual culture is eradicated as a field of study. Casting visual culture in this light places it in the role of the underdog, which can be course be a very privileged in academic field. So the example of the institutionalisation of cultural studies in the United states is perhaps the best place to look for lessons for the fledging interdisciplinary. Analyzing visual culture is a useful tool in understanding more about the world in which we live in. One may see things in different aspect or an image might take upon new meaning, once its meaning is analyzed and truly understood. Through the process of representation, psychoanalytic theory, and photographic truth, one may find a whole new world in the very one that they live. Visual Culture studies provide us with the ability to analyse the visualà ¢Ã¢â€š ¬Ã¢â‚¬ ¹

Crucible Projects Essay

Select one of the following to complete independently or with a partner: People Magazine’s Love Triangle of  the Year Produce a magazine article in which you try to piece together the story of this love triangle from the various characters’ points of view. Your article should include comments by John Proctor, Elizabeth Proctor, and Abigail Williams. The main goal here is to understand the effect their actions had on each of the others. Be sure to bring out the major events of the story in some way. Your finished product should look like a magazine article and include various pictures or whatever your creative minds can come up with! Look at some People Magazine articles for ideas. The Crucible: An Alphabet Book For your final project, you will create an alphabet book using one letter of the alphabet per page. It may be rhyming or nonrhyming. Give your book a cover and illustrate it. As this will be your final grade, I am particularly interested in seeing that you have an understanding of the major events and themes of the novel as well as relationships between the characters. (EXAMPLE: A is for adultery. M is for McCarthyism.) The Crucible Greeting Cards Design five greeting cards that you think John Proctor, Elizabeth Proctor, Reverend Parris, and Abigail Williams would have sent to each other for a holiday. You choose the holiday/occasion and design the five cards, one from each of these characters. Include a picture and a quote or poem that they would have written in each card. They can be funny or serious. Be creative and make the cards look nice! I am particularly interested in seeing that you have an understanding of the major ideas and the relationships between the characters. Include an explanation with each card. The Crucible Soundtrack Create a soundtrack for the novel, choosing or composing five songs (ONE can be an instrumental). The songs must represent the main themes, moods, relationships, or events in the story in some way. Create a CD insert with appropriate artwork, artist information, dedications, and a booklet that includes lyrics and a paragraph for each song explaining how and why each relates to the book. You may burn the songs onto a CD if you’d like, but it is not required. The Crucible Diary Create a journal/diary for one of the three main characters. In that character’s voice (first person),you will create at least 10 one page, typed and dated entries based on what’s happening at the time. This will allow you to comment on the major events of the plot. You MUST comment on the following: The first appearance of the character in the story Any meeting that your character has with another of the characters Any important event that occurs in the story Any physical/psychological changes in the character Where the character leaves the story The story covers years in the character’s life so you will observe changes in the character’s acceptance in the community, the physical and/or mental condition of your character, and his/her relationship with the other characters. The main characters who will appear in your journal will be John Proctor, Elizabeth Proctor, Abigail Williams, Reverend Hale, and/or Reverend Parris. You may choose any of these as your â€Å"journal writer†, but all of them will appear in your journal. The Crucible Times Develop a front page from a Salem newspaper during the time/setting of this story. Your front page will be full of the story of Abigail and Company, the scandal, and/or the aftermath. The goal is to show me that you have an understanding of the plot and characters in the play. Your front page should include several of the following: 1. A banner headline 2. At least one picture with a caption 3. The lead story (at least 300 words) 4. Related side bar stories 5. Horoscope 6. Title of newspaper 7. At least one advertisement that is play related 8. Advice column 9. Gossip column 10. Classifieds

How effectively does Parker translate Act 3 Scene 3 on to the Screen? Essay

This is the first time I have read a Shakespeare play, however I have seen the film version of Romeo and Juliet. At first it was hard to understand, the language was difficult but it was a good story. Parker made the film to suit regular filmgoers, and I found it easier to understand. The plot was gripping gut the language was challenging. The costume, the language and the photography all made it a good Shakespeare experience. As the plot of Othello is more relevant to today than Shakespeare’s time, it includes all the elements of modern day films, and is well presented by Parker. I choose to assess how effectively Parker translates the original script of Act 3 Scene 3, the temptation scene. This is the pivotal scene in the play. At the beginning Othello declares his love for Desdemona, but by the end his mind is set on killing her. This scene also shows the power of Iago and the ability to manipulate all the others. The ‘temptation scene’ is the longest and most important scene in the play. Iago, whose ingenuity, inventiveness, cunning, lack and hypocrisy are evident throughout, plays the dominant role in this scene. An analysis of the various crucial stages in Iagos assault on Othello’s peace of mind, and on the reputations of Desdemona and Cassio, will reveal the depth of Iagos evil genius. At the beginning of the scene Othello is happily married by the end he has decided to murder his wife and Cassio. Iago immediately sets to work, using the slender evidence so far to hand against Cassio. He concentrates first on Cassio’s role as a go-between in Othello’s wooing of Desdemona, and allows Othello to recall the circumstances of Cassio’s departure from Desdemona, and his own reservations about it. Othello has not been favourably impressed by the furtive manner of Cassio’s departure, and is not helped by Desdemona’s insistent, repetitions, irritating pleading on Cassio’s behalf. Iago’s main strategy at this point is to throw out dark, mysterious hints of something that he pretends he does not want to bother Othello with. Iago succeeds in giving the impression that there are some disreputable truths behind his insinuations. Othello’s suspicions inevitably grow, as Iago warns him of the dangers of jealousy. Iago tells Othello that Venetian women are notorious for infidelity to their husbands. He reminds Othello that Desdemona’s deception of her father in marrying him, and points the unnaturalness of her choice of Othello in preference to someone of her own race. Othello is now convinced of Iago’s honesty and knowledge of human nature that he searches for reasons for Desdemona’s infidelity. The sight of Desdemona only causes confusion in Othello’s mind. She notices a distressing change in his attitude and behaviour, and, in trying to help him, drops her handkerchief, a gift from Othello, and a token to which he attaches enormous significance. Emila picks up the handkerchief and gives it to her husband. Iago decides to leave the handkerchief at Cassio’s lodgings. This is going to be Othello’s first sign of truth. Iago, of course, cannot offer any proof, but argues that strong circumstantial evidence ought to be enough to satisfy Othello. He mentions to pieces of manufactured testimony, Cassio’s dream and Cassio’s possession of Desdemona’s handkerchief. Iago was played by Northern Ireland born actor Kenneth Branagh who is a famous Shakespearian actor and director. Irene Jacobs plays the part of Desdemona, who is a lesser-known Belgian actress. Lawrence Fishbourne is the first Black actor to play Othello on film. There are a number of foreign actors in this film, which gives a European appeal and creates the feeling of Italy or somewhere foreign; there is also a wide mixture of foreign accents. Lawrence Fishbourne covers up his American accent very well. His vast array of colourful costumes, earrings, scars and shaven head all suggest his exotic character that has travelled the world. Iago on the other hand has only one costume throughout. This highlights his role as a servant, but even with all the wealth and riches of Othello and Desdemona, Iago is still able to wield his authority over them in to doing what he wants Act 3 scene 3 is 478 lines long, which is long for Shakespeare. In the text the whole thing takes place in the citadel, while Parker uses all the techniques at his disposal to attract and maintain the viewers attention. Parker uses music, a variety of different lighting and camera angels to set the mood. Parker also uses flash back and dream sequences very effectively and has a vast variety of different locations throughout the scene. The first scene has a sense of elegance and gracefulness with the 2 men going down the stairs to the courtyard and up the stairs to Desdemona. Although in this scene Iago throws his first blow, everything is good-natured; there is a feeling of friendliness and harmony. The next scene is the pole fighting between Iago and Othello. Iago is the one who is put to the ground but everything is good-natured. It shows Othello has power. After the pole fighting the scene changes again to the two men working down a narrow stairway washing their hands. Even at this point Othello’s costume has changed. This highlights his power. The scene then changes to the dark, brown, dull armoury, which is full of guns and gunpowder. The bareness of the place, the guns, the cold bare metal and the ever-increasing absence of daylight adds to the ominous feeling of the scene. The camera changes and focuses a lot on the facial expression throughout this scene. A line is added from Act one into this scene, â€Å"†¦ I will pour my pestilence in his ear†¦Ã¢â‚¬  Iagos plan is to pour poison into Othello’s ear. His is the first time that you can clearly see the doubt in Othello’s face. The music then changes to a very high pitched note, suggests something very ominous is about to happen, adds tension. But lightens again when Othello shows he is not going to give into Iagos insinuations, then deepens again to show Othello’s mood. The next scene is up in the bedroom and is even darker, with only a very dim candle to light the room. Iago is dressing Othello for the banquet while Othello is daydreaming, he has suspicious thoughts. While Iago remains the servant, he still exercises power over Othello’s thoughts and feelings. As the scene gets even dimmer Othello begins to succumb to Iagos suggestions. The next scene is the handkerchief scene, which is done in silence. Desdemona and Emila come in and find Othello sitting at the end of the bed sweating. Desdemona wipes his head with the handkerchief and accidentally drops it. When the two leave Emila lifts it. Parker use silence as a powerful symbol in the handkerchief scenes. The handkerchief that seems such an insignificant article proves to be very dangerous in the end. The scene then changes to a bedroom scene with Iago and Emilia, which in contrast to other love scenes in the play, is very crude and vulgar. The room is very dark and small and has little furniture compared to Othello’s bedroom. This emphasizes their role as servants. As Emilia enters Iago turns his head away from her, but when she says she has the handkerchief that Othello gave Desdemona he is all over her, suggesting complete indifference and that he only wants her when she has something for her. At the end of the scene Iago says, â€Å"trifles light as air† and throws the handkerchief up into the air. The next time we see the handkerchief is in Cassio’s lodging where he leaves it in Bianca’s hand before he leaves. Iago had planted it there and Cassio had given it onto Bianca as a gift. Parker then brings a scene in from act four where Othello quizzes Desdemona about the whereabouts of the handkerchief; this is to give more evidence. Othello is sure Desdemona is guilty and then when Desdemona ask Othello to give Cassio his job back this only enrages him further. The scene then changes down to the beach. Parker makes the audience very aware that they are on an island and isolated. The ruggedness of the rocks and the waves and the pounding, shows that they are far from Venice. Iago mocks his master, â€Å"†¦nor poppy nor mandragora†¦Ã¢â‚¬  nothing will bring him back his piece of mind. The climax in his scene is the very dramatic attempted drowning of Iago, also the story where Iago complains of his sore tooth has a very damning affect on Othello. This scene does not appear in the original play by Shakespeare but is very effectively done by Parker to highlight the fact that Othello has totally fallen for Iago’s lies. The next scene is up on the ramparts of the citadel; the feeling of stormy weather emphasizes the mix feelings in Othello’s mind about Desdemona’s distrust. Othello then gets down on both knees and makes a vow to the heavens, very dramatic, tension building. He then says, â€Å"Arise black vengeance, from the hollow hell.† Iago then gets down on his knees and they both swear brotherhood to each other in order to kill two people. Parker adds the slitting of the palms and the clasping of the hands, this increases the horror of what they are going to do. Iago then says, â€Å"I am your own forever.† There is a feel of dramatic Irony, where the audience is aware what is about to happen to Othello but the character does not. The main techniques used by Parker are flash back and dream sequences, which allow us to see inside the mind of Othello, whereas Shakespeare used soliloquy. The flash back and dream scenes are done in silence and don’t last very long. They are done in slow motion and are accompanied by music. They are frequently of Desdemona and Cassio in bed or talking to each other. The lovemaking is done very discreetly and delicacy and are done behind a muslin curtain. They are hinted at rather than stated explicitly. There is a hint of red on the bed, which makes Othello think she is a whore. Music is used effectively by Parker to create an ominous atmosphere and highlights a climax or turning point in the scene. The first time music was introduced was when Othello said, â€Å"It were not for your quiet nor high pitched string note.† The music then deepens to a bass note where Iago says, â€Å"Beware my lord of jealousy† and continues on this deep tone until Othello asks, â€Å"Thinkst thou make a life of jealousy.† The music then becomes more melodious and sweet, suggestion of will not fall prey to Iagos insinuations. At the line, â€Å"Get me some poison† the music deepens again. Parker leaves out about half of the 478 lines and yet he doesn’t compromise the meaning of the play. Very many of Desdemona’s lines are omitted, more than anyone else, and yet with the use of flash back and dream sequences we are very aware of her presence throughout the play. Some of the scenes are rearranged, scene 4 into 3, make Othello’s death sentencing more convincing. Parker does not compromise power and integrity of the play, he delivers a different perspective, which is more creative. There are difficulties with the language but with continued reading I found it a gripping story, and I found Parkers version accessible to modern filmgoers. Shakespeare’s play was limited, the language was used to keep the audiences attention but today film makers have different lighting, music, props and many other things, so this allowed parker to leave much of the language out.

Assignment of Plan A Market Campaign - Free Essay Example

Sample details Pages: 8 Words: 2392 Downloads: 2 Date added: 2017/06/26 Category Marketing Essay Type Case study Level High school Did you like this example? Assignment of Plan A Market Campaign INTRODUCTION International Academy of New Zealand is one of the recognized college of Auckland, which is located at level 13,115 Queen street and is considered to be the Herart of City . This college is registered as a private training establishment by New Zealand Qualifications Authority (NZQA). The motto of our college is Striving for excellence. Don’t waste time! Our writers will create an original "Assignment of Plan A Market Campaign" essay for you Create order Our College make an effort to provide an excellent learning environment which helps in making the dreams of students come true. Our college helps the students for the preparation of Ielts exam and it also provides various courses in the business field of various levels so that students can opt best course out of it. ASSESSMENT PART 1 MARKET ANALYSIS Market analysis is a method used by investors to look at the market by every single corner of the zone. It is a documented record of the market that is used by company for the future decisions and strategy making. This record contains the information about the number of competitors, market size and market growth rate. (i) Market size  It is the number of individuals in a certain market who can buy the product or sell them. Companies are always very eager in knowing the market size before launching their new product. According to the information provided by the NZQA, the numbers of institutions providing National diploma in Busine ss level 5 are 25 likewise for National Diploma in business level 6 are 16. This shows that our college has 24 competitors in market for National diploma in business level 5 and on the other hand we have 15 competitors in National diploma in business level 6. Linguis international institute of language and culture limited, Queens academic group limited, Cornell Institute, National Institute, Tasman International College are some examples of our competitors. (ii) Market Growth Rate It is an increase in product sales within a given market. It is one of the factor that Is considered while evaluating the performance of the product. The table below signifies that the Private providers are on huge demands and around 50,000 students enrolled in 2004. Though the number of students decreased from 2005-2010 but they are demanded more than any other forms of education providers Now the table below describes the number of students came from different countries and moreover it also show s the change of percentage of students from 2009- 2013. It is observed that maximum students came from China and minimum number of students came from Middle East. Secondly , It was noticed that the number of students came from china decreased in 2010 as compared in 2006 by -37% , whereas number of students came from India gradually increased in 2009 as compared in 2004 by 346% . 2009 2010 2011 2012 2013 % change, 2009-2013 China 33,649 25,216 21,080 21,327 21,258 -37% South Korea 15,930 17,500 17,331 16,070 15,282 -4% Japan 14,299 12,325 10,755 9,761 9,745 -32% India 2,599 3,855 6,348 9,252 11,597 346% South East Asia 7,216 7,660 7,662 8,535 9,328 29% Europe 7,139 8,536 8,832 9,857 9,747 37% Latin America 2,968 3,226 3,514 4,222 4,404 48% North America 2,746 2,751 2,704 2,737 2,742 0% Middle East 2,113 3,022 4,463 5,920 5,953 182% All other 7,924 8,411 7,393 7,843 8,418 6% Totals 96,583 92,502 90,082 95,524 98,474 2% 1.2 Environmental analysis The environmental analysis includes physical, social, cultural and spiritual factors which surrounds a person. Environmental analysis helps us in understanding various factors which affects the overall structure of the organization. There are 4 types of factors in this analysis Political factors , Social factors, economic factors and Technological factors (i) Political factors This factor includes government taxes , government laws , policies , trade restriction and political empowerment. For instance, Government made various rules for international students like their minimum wage limit should be $13.75 per hour and they can only work for only 20 hours per week in this way Immigration also plays an intrinsic role of government for international students. (ii) Social factors This factor includes cultural aspects, population growth rate, age distribution etc .These factors effects the demand of the products provided by company. So, company can change th emselves with various management strategies to adapt the social trend. This will help in the growth of company for thepresent and future. (iii) Economic factors These factors include interest rates, economic growth rate, inflation rate etc. These factors are noticed and processed by the company to make their decision and work according it. (iv)Technological factors  These factors are related to technology. They can affect the cost of product, quality and it leads to new innovation of strategies. 1.3 Competitive Analysis  In this kind of analysis, we can know about our strength and weakness by comparing ourselves with our competitors. This is very important so that we can know about that where do we stand. Name of college Queens Academic International Academy of New Zealand Strength of college Provides the study of Tele-communication Individual attention provided due to small classes Weakness of college We dont have level 8 course Name of college Linguis international institute of language and culture limited Imperial college of New Zealand Strength of college Provides National diploma in level 7 Individual attention provided due to small classes Weakness of college We dont have level 8 course 1.4 Market measurement  Market measuring is an analysis of the market with an aim of expressing it numerically. The market share of International Academy of New Zealand in 2010 was 17/42329=0.4% in 2011 was 48/46691= 0.10% and in 2012 was 78/48491=0.16%. We can see that International Academy of New Zealand is increasing their share slowly and steadily in the market. In addition to this I have done survey with the students in the college of both level 5 and level 6 business courses. Survey check (1.5) SWOT Analysis: S- Strength W- Weakness O- Opportunities T- Threats (i) Strength  Our strength is that our college is NZQA recognized. We provide the best quality education to students. In addition to this our college is located in the heart of city. Moreover some facilities are also provided to the students such as internet labs, kitchen for the lunch preparation, fully air conditioned class rooms with board and projector and most importantly very knowledgeable teachers. (ii) Weakness  Our weakness is that most of the students are international students and the expense cost of international study is expensive. Secondly, we do not provide level 8 education or courses which may restrict some students to opt for a lower level. Further on we have threat more than the weakness. (iii) Opportunities- Our have an opportunity to provide level 8 in National Diploma in Business Studies soon this year. Our college can sign up with companies such immigration consultancy firms so that the students who satisfy the demand of his/her education can get an opportunity by our colleges placement for further visa. (iv)Threats  There are many threats that can be faced by our college such as Immigration can shut the doors of our college if we are not fulfilling their demands and not providing the excellent education we promised. Moreover, some colleges help students for their part time jobs and even job search is provided by some of the institutions. We have numerous compe titors who provide same courses but yes with different prices. So these factors are some of the threats we can face and due to this we may lose students. 1.2 Cultural and ethical factors  These factors should be kept in mind while the making of product or provisioning our services. The elements of culture are Language, Religion, Attitude, Education, Moral and Ethics (i) Language  Language plays a very important role in any business or any kind of industry we are working in. Different countries have different type of languages they speak in. Therefore when we go to sell our products or services we should know the common language so that we can easily communicate with people. In New Zealand common language to communicate is English so people coming from different parts of world feel comfortable having a conversation in English. (ii) Religion  Religious beliefs have a great impact in any selection of the product. For example Jain religion prohibits Jain entrepreneurs from enga ging in leather Business, Business of non-vegetarian food etc. For many Indian businesses, business is guided by astrologers and not by management experts. Similarly, some religions have different perception for different services they have been provided with. (iii) Attitude Attitude refers to how a person thinks or has a perception about a particular thing, how he perceives a particular outlook in a given situation. Motivation and other related aspects of human resource management are based on workers attitude to work for a common objective. Attitude of people is dependent on their culture and place through which they are coming from. So they have different attitude and perception towards different situation. (iv)Education The spread of education has affected the business in a positive manner. Now business houses have set requirement for various positions in an organization structure like they select candidates having an MBA as qualification for the position of business manager o r Bachelors in Computer Applications for ICT support person position. Now days consumers are also educated and know all their consumer rights. (v) Ethics  Business ethics refers to moral principles. Businesses have to follow ethical principles .This helps to improve the image of business in the long run. If business follows ethical standards, then it get supports from society. Assessment part 2 2.1 Situational Analysis Identify the marketing objectives based from the plan in accordance with the approved orgasizational procedure and business objectives which include the followings: Targets of International Academy of New Zealand: To enroll more than 200 students in various different courses that our college provides. To achieve the objective mentioned above, we have to deal with various agents and sign up MOU with them because agents are the people, who can help us in enrolling international students at our college and through this mode we can easily achieve our goal. W e can offer set commission to our agents as mentioned in the MOU so that they can advise applicants about our college and courses. According to me we can sign the agreement with 15 agents in India , 3 agents in Sri lanka , 5 in korea, 20 in China by April 2014 We also have students who come from Hongkong so can have link ups with 5 agents from Hongkong , 3 from Singapore and 3 from Malaysia by august 2014 -One of the main objective of my college is to level 7 Business course in our course structure and to tie up with at least one university by august 2014 So by tying up with these many agents and colleges we can easily achieve our goal. 2.2 Evidence that these objectives are approved according to Organization In this part, the objectives mentioned above are approved according to the organizational procedures and structures as all the information and strategies mentioned above are discussed in business plan .In Business plan college wants to tie up with various universities and al so with agents in countries like China , India , Fiji , Sri-lanka , Hong kong . Assessment Part 3 An operational plan for the marketing campaign (i) Activities: If a company wants to achieve a goal of being a leading one in its own Industry or zone then various strategies and marketing activities needs to be developed and implemented. Like for instance Imperial college targets to enroll 200 students in 2014 which can be accomplished by adapting various strategies like Tying up with various Immigration agents in different locations which can be further done by having proper communication which can be either through emails or by setting up a telephonic meeting or also through skype having video chat. (ii) Responsibilities- As an important part of the institution it is our responsibility to clear all the doubts of the students regarding the enrollment, giving details of the course and rules and regulations of the college. Updating the students and giving them regular feedback so that they dont face problems in the future. (iii)Timelines Timeline is providing them a period or a time limit that we set ourselves for the completion of our goal. Like Imperial College has set their own time line to enroll 200 students till December 2014. (iv)Resources The resources needed to accomplish our goal are Marketing manager, Admin staff, College infrastructure, Website, agreements, prospectus, brochures etc. all are different type of modes needed at different levels of the organization. (v) Communication plan In this we plan to have good communication skills with other sources by adapting different modes of communication services like emails , mobile phones etc Contingencies and options for implementations: It is a plan which is used as a backup plan . It is used for a risk management .We have to play up with a risk and come up by new strategies to make our business back on track. Provision for data acquisition: Like NZQA has all the basic information on its official s ite. Similarly our colleges also have their official site providing every information about the college and courses they provide. Updates on regular new events occurring in New Zealand and Auckland which is the best way of communication and also saves time Market Positioning- It is an effort which influences consumer perception for a brand. Its main objective is to occupy a clear, unique and advantageous position in the consumers mind Market mix- Marketing mix is the combination of 4Ps that is product, place, price, promotion. All the Ps are very important and should always is in a stable status for the success of our business. Product Being in an education field, we need NZQA registered courses which are our core product. Place Our College is located in the heart of city, Queen Street. All the services such as bus service, train service are just nearby our college. Price  As there are many competitors, we should offer affordable prices to the students and also variety and diversification in courses of various fields like business, computer application etc. So most of the students get attracted by these offers. Promotion Our College can provide free laptops to the students as a promotional strategy on the basis of their merit. We can promote our services on internet via social networking sites like facebook and twitter. Quality controls, Evaluation process and criteria: We should always remember our motto is STRIVE FOR EXCELLENCE, So excellent quality of education should be provided to the students . Quality of education will always be at top of our college priority and evaluation process is a process through which we can know about our problems and try to solve it and we can also know about how many students have actually filled the forms. References https://www.imperial.ac.nz/prospective-students/why-imperial https://en.wikipedia.org/wiki/Contingency_plan https://www.thefreedictionary.com/ https://www.educationcounts.govt.nz/publications/international/15260/International_Student_Enrolments_in_NZ_2004-2010/Introduction CLASSWORK