Marketing Of Educational ServicesPresentation Transcript
Marketing of Educational Services By Priyanka Balwa MBA-III-B 2009-10
Education in its broadest sense is any act or experience that has a formative effect on the mind , character , or physical ability of an individual.
Education is the process by which society deliberately transmits its accumulated knowledge , skills and values from one generation to another through institutions .
Need for Marketing Educational services
Need to “market” their services has not really been felt by the educational sector
This is because there is always Demand>Supply
But in the recent years, there is a shift in trends
Large number of institutions for specialized fields have been set up in the recent years for fields like Management and computer education
This has lead to increase in competition
This makes them come face to face with questions like
and service integration
Education as a service
Services are those separately identifiable, essentially intangible activities, which provide want satisfaction and are not necessarily tied to the sale of product another service
Education as a service can be said to be providing an intangible benefit ( Increment in knowledge, aptitude, professional expertise, skill ) produced with the help of a set of tangible ( infrastructure ), and intangible ( faculty expertise and learning ) aids
:::Points to be noted:::
A consumer may have tangible physical evidence to show for the service exchange transaction
But the actual benefit accrued is purely intangible in nature
Education is a service which is geared primarily to the consumer market
Education is an Intangible dominant service—Impossible to touch, see or feel
:::Standardization is difficult:::
Lack of Standardization opens up marketing opportunity of differentiated need based course packages
Education as a service cannot be patented
Production and consumption are simultaneous activities
No inventories can be made up
Eg:- A lecture scheduled cannot be stored
It is impossible to separate a service from the provider
There is a need for the service provider to be present when the service is to be performed and consumed
This limits the scale of operations—The number of providers available would define the number of simultaneous performances possible
High Fixed cost, Low Variable Cost
Specialized and need based
Lack of ownership
::::Before Deciding on the Marketing Mix, Educational Institutes should answer certain basic Questions::::
What Business are we in?
Who are our customers and What benefits they seek?
Criteria that students apply:-
Reputation of the institute
Number of applicants keen to enroll in the course
Past success rate of placement
Width of specialization offered
How can we build or defend our competitive position?
What is our entry strategy?
How should we offer new service offers that help/strengthen the competitive position?
:::Marketing Mix::: Marketing MIX Product Price Place Process Physical Evidence Promotion
Post Transactional Service-
Consumers percived value
Degree of involvement
Flow of activities
The RDAS Approach—
The Relating, Discovering, Advocating, and Supporting (RDAS)
Notion of concept selling is applied to the marketing of products and services
The four RDAS categories are further divided into 12 sequential and interdependent tasks:
Problem Analysis and Agreement;
Planning the Presentation;
Facilitating the Decision;
Rationale, practical suggestions, and examples related to marketing task accomplishment are presented within the discussion under each major heading.
This RDAS schema provides a template against which practitioners may assess their current activities, and may serve as a basis for establishing a new genre of management and cost accounting systems that can be applied to marketing educational products and services.