Disclaimer - This work was created for class presentation purposes. Sorry for the cite and other issues.

1. Service Marketing Strategies
for Educational Leadership
in Partial fulfillment of the course requirements for
Entrepreneurship in Education
Presentation by:
Shyam Swarup Khanal
Master of Business Studies (in Marketing)
M.Phil. (in Educational Leadership)
Kathmandu University, Nepal
shyamswarup@kusoed.edu.np

2. Acknowledgements and Disclaimer
• The creator and the presenter of this presentation are not liable to the consequences
arose from the concept, context and contents included on hereafter, or anything else.
We could not assures you that these are beneficial, scientifically tested and/or the key
to the strategic success.
• On the other hand, these are based on our previous studies, knowledge and experience
on the same field, which could be priceless reference for the better practice.
• We acknowledge all known and unknown theorist, marketing gurus, researchers,
writers and practitioners at the moment of making and offering this presentation.
• We apologize, if someone missed to be cited here. We assures you that this
presentation is just only for non-commercial service for the marketing students and
educational leaders.
• Therefore, it is recommended that the scholars, viewers or the management
practitioners must use their own intelligence, knowledge and experience; and define
their own context clearly, because “marketing management is both art and science”.
Hello everyone. This acknowledgement and disclaimer is an example from service marketing concept that you should address
the service receiver at the moment of service encounter. We apologize, if this innovative practice create the issues.

3. 1. Core Concept of Marketing
• Marketing is “meeting needs
profitably.”
• Today everyone markets
something.
• Knowing how to market is
the challenge.
Marketing can be learned in
an hour but takes a lifetime to
master.
Adapted from Kotler (2017)

4. Adapted from Kotler (2017)

5. 2. Service and Customer Service
• The teacher offers the education services for their students and parents.
• Services are economic activities which involves the deeds, processes and
utilities for the intangible output which must be consumed at the time
of its production.
• The teacher offers the career counseling for their student(s) during the rest.
• Customer service is the support to the company’s core products.
• In educational organization offering hospitality to the students and
parents, promotion of their business, creation and management of their
club-alumni, medical insurance, queuing and routine management,
grievance handling etc. are just the supporting deeds to the core business
of providing quality education.

6. 3. Service Marketing Triangle of Educational Services
 In educational organization,
the students are the main
consumer who encounters the
services every moment.
 All of activities are concerned
with the satisfaction and the
progress of students.
 Educational leaders needs to
rethink that the teacher and
supporting staffs are their
human resources and capital.
Therefore, take them as
“Internal Customer”.
Adapted from Bitner (1995) as cited in Devasagayam et al. (2010, p. 214)

7. 3. Service Marketing Triangle of Educational Services
• Internal Marketing: We start here.
• At this stage, service organization enable their employees and promise. E.g. a
principal conducts the teacher meeting for final examination and describes the
expectations of students and parents.
• Communicate school strategies and promises to all of the teachers and
supporting staffs horizontally, vertically or diagonally; formally or informally;
using traditional media or digital media; or else.
• Serve the teachers and other staffs as your “Internal Customer” of your
service. Transformative leadership, emotional intelligence, instructional
leadership are the some contemporary approaches.
• Take their service as they are your priceless non-substitutable human
resource and capital.

8. 3. Service Marketing Triangle of Educational Services
• Interactive Marketing
• At this stage, service provider delivers their services to the customers. Here,
well enabled teachers and staffs encounter the students and their parents to
serve them directly, digitally, or using other technologies like phone, TV etc.
• Here, students and parents observes, evaluate and make perception on your
teacher and staffs. Therefore, this stage is important for words of mouth too.
• The service escape: physical evidences like smartboard, projectors, school
layout, digital classroom etc. are modern practices where students and parents
make their own perception and expectation on the quality of service.
• Service center like reception with hospitality, or learning management
software (LMS) like Moodle are the proven practice in education. The
resourceful libraries, fast and uninterrupted ICT departments are some other
expectations.

9. 3. Service Marketing Triangle of Educational Services
• External Marketing
• At this stage, what you promise (during the promotion) is what your
customer expect. Don’t make impossible promises or offers.
• Use any or combination of many rationally as per market segmentation.
• Words of mouth: simulate or stimulate: to create “Influence” and “Trust”
• Be a thought leader, share reviews-testimonial-citation, develop referral
program, segment leaders, media, publicity, fairs, events-programs,
faculty/student exchange.
• Public relation is concerned with media, investor, government, society,
CSR; use customer relationship and influence marketing
• TRADITIONAL tools: door-to-door, poster, pamphlet, leaflet, brochure,
booklet etc. vs. DIGITAL tools: database marketing, website, blog,
social media, email, online classes

10. 4. Strategies for Nature of Educational Services
A. Services are intangible in nature :
Therefore, it cannot be easily inventoried, patented, readily displayed,
communicated. Pricing is difficult for individual unit of service delivered.
in Educational Organizations
How it could be possible to store the educational service between a teacher and
the students once delivered during the class? The tangible goods (DVD, web
database etc.) could record it, and play it again, but it is not the same service as
previously served.
And, it is also impossible to see the teachers’ service, but it could be felt.
Teachers and school team’s behavior, attitude, uniform, response, performance
could change the satisfaction level of perceived service.
And, pricing for that individual who gained more knowledge could not be
charged doubled than other participant.

11. 4. Strategies for Nature of Educational Services
Suggested Strategies
• Schools can use “tangible cue”, like making intangible education service to
more tangible, like clean and hygienic setting, smart class, consistency etc.
• Simulate and/or stimulate “word of mouth” and relationship marketing than
advertisement of quality. Create strong image and branding. Your market
positioning differs the level of tolerance.
• Engage in after school relation, alumni, support them-their parents in career,
social relation, participate them in yours and/or yourselves in their programs,
festivals, give free and/or special services like trainings, counselling.

12. 4. Strategies for Nature of Educational Services
Suggested Strategies from the perspectives of students and parents
Value =
𝑆𝑢𝑚 𝑜𝑓 𝑏𝑒𝑛𝑒𝑓𝑖𝑡𝑠
𝑆𝑢𝑚 𝑜𝑓 𝑐𝑜𝑠𝑡𝑠
Benefits = Sum of (attitude, skills, knowledge, certificate
of achievements, relationship, image, better
opportunity, assurance, insurance, fast service,
no queue, extra class, counseling, inclusiveness,
belongingness etc.)
Costs = Sum of costs (economic costs, time spend,
psychological costs, energy, efforts, failure,
technology, opportunity costs, remarkable /
favorite teacher etc.)
Zone of Tolerance = Desired Service – Adequate Service
Dissatisfactory [Value < 1] Satisfactory level [Value = 1] Delightedness level [Value > 1]
Decrease the costs OR Increase the benefits OR More Increase the benefits if costs increases

13. 4. Strategies for Nature of Educational Services
Service Profit Chain Model
Adaptedfrom Mulder (2018)

14. 4. Strategies for Nature of Educational Services
B. Services are heterogeneous in nature:
Service delivery and customer satisfaction depend on employee actions. Service
quality depends on many uncontrollable factors. There is no sure knowledge that
the service delivered matches what was planned and promoted.
in Educational Organizations
• Student and parents satisfactions are different terms.
• Their satisfaction could be subjects to different variables including substitute
service.
• And, each and every service relation between a teacher and there individual
students is different phenomena.

15. 4. Strategies for Nature of Educational Services
Suggested Strategies
• Generic service on education delivery for each and every students and/or
parents without any discrimination from teachers and school. In 21st century
education, use of digital technologies is best tool for large group of
heterogeneous students.
• Customized service or differentiation for different segmentations. E.g. extra
classes, counselling, boost up or anything else whether to pull up or push up to
the needy students.
• Remember, not everyone has same level of abilities for all activities.
Therefore, heutagogy is emerging practice in education, on which teacher
became the facilitator, where students are self-determined, search and bring
their issues, discuss and find their own path.
• However, it is difficult to adopt heutagogy in junior level, it is recommended to
follow pedagogical approaches with more progressivist and pragmatist path.

16. 4. Strategies for Nature of Educational Services
C. Services have simultaneous production and consumption:
• Customers participate in and affect the transaction. Customers affect each other.
Employees affect the service outcome. Decentralization may be essential. Mass
production is difficult.
in Educational Organizations
• It is impossible to conduct education without students, their parents,
stakeholders and others.
• When teacher is delivering the education, the student must participate at the
same time actively.
• However, with the recorded service; its delivery time, channel, distance and
number of participant could be extended in the digital era.

17. 4. Strategies for Nature of Educational Services
Suggested Strategies
• Emphasize on selection and training of teacher and public contact staffs (like
driver, accountant, admin etc.)
• Use multiple locations, train more staffs, use service blueprint (e.g. academic
calendar and its complete procedures etc.)
• Manage meeting schedules for individual student and/or their parents meet
individually (than in group) at least three times (before start, midterm and after
final).
• Manage individual student’s performance schedule and their growth report
card as same as note their response, behavior, emotions, conversations,
activities through database, camera, personal diary, class teachers diary.
• Apply strategic service marketing mix and approaches to build competitive
advantages.

18. 4. Strategies for Nature of Educational Services
D. Services are perishable.
• It is difficult to synchronize supply and demand with services. Services cannot
be returned or resold. It is immediately perished, once it is created. A service
generated by a canteen chef for certain time frame is just vanished after they
produce the food. However, they can produce the same food for dozen plates.
in Educational Organizations
• Student cannot return the same education to the same teacher at the same time,
but regenerate it to the next session and generation (even for their teacher).
• Teachers’ teaching service for a period is just finished with end of that period,
its repetition in next session is different service. So, it is chargeable subject.
However, a same service could be shared to the dozens of disciples at the same
time.

19. 4. Strategies for Nature of Educational Services
Suggested Strategies
• Strategies to cope with fluctuating demand and supply
• Additional classrooms; large hall with extra seats for special events like
“traffic week program by police inspector”; or guest lecturers speech etc.
• Hiring of teachers, digital leadership, digital literacy, ICT tools, database,
web base (online) education, session recording and display to extend the
service delivery and consumption period.
• Make simultaneous adjustments in demand
• Strategic HR management with routine management, job rotation, job
enrichment, extra temporary hiring,
• Senior students/class to support junior class without hampering their own
education (specially practiced at school, when more teachers are absent, high
ranking students are requested to help juniors)

20. References
Kotler P. (2017 July 15). My Adventures in Marketing: The Autobiography of
Philip Kotler. http://www.philkotler.com/2017/07/15/my-adventures-in-
marketing-the-autobiography-of-philip-kotler/
Zeithaml, V. A., Parasuraman, A. P., & Berry, L. L. (1985). Problems and
strategies in services marketing. Journal of Marketing, 49(2), 33–46.
https://doi.org/10.1177/002224298504900203
Devasagayam, P. R., Buff, C. L., Aurand, T. W., & Judson, K. M. (2010).
Building brand community membership within organizations: A viable
internal branding alternative? Journal of Product & Brand Management,
19(3), 210–217. https://doi.org/10.1108/10610421011046184
Mulder, P. (2018, October 5). Service profit chain, a great strategy tool.
Toolshero. https://www.toolshero.com/strategy/service-profit-chain/