The University is an institution with a good reputation for distance learning in Australia. The Department in the case study operates from the capital city office and provides its services to staff and international students on other campuses. The marketing managers in the Department frequently travel overseas to market university services and recruit international students. The Department also performs other marketing activities such as organising overseas visits, and marketing and advertising for the university. The Department’s primary objective is to increase the overseas student enrolment in the university. The other functions of the Department are to manage customer relationships with new international students, to manage international students’ admission applications and to administer the legal and administrative responsibilities required of the university.
The case study examines the Web Electronic Service framework of the University of Australia (not the real name). The department is in the process of developing and implementing Web-based e-Service system. International students have the option to lodge the admission application through either of any: web-based e-Service system on the World Wide Web, phone, fax, or in person. On receiving the application a decision is made by the staff on the admission status. The department is implementing the electronic delivery of its services on the website. The web electronic service is believed to be in use for approximately last two and half years. The e-Service process involves students making the application and the staff processing application on the website.