About Education services

1. Marketing
of
Education Service
SUBMITTED BY:
ANKUR MISHRA

2. EDUCATION
Education is the process of facilitating learning, or the acquisition of knowledge,
skills, values, beliefs & habits.
It can be done through storytelling, discussion, teaching or research. It can takes
place in formal or informal settings that directly effect the way of one’s thinks, feels
or acts.

4. SIGNIFICANCE
OF
EDUCATION
For a
happy &
stable life
Equality
Money
Makes you
self-
independent
Turns
your
dreams
into reality
Makes the
world a
safer &
more
peaceful
place
Makes
you
confident
Helps to
contribute
to society
For
economic
growth of
nation
Saves
you from
being
fooled

5. EDUCATION SECTOR IN INDIA
 India is one of largest network of higher education institutions in the world with 666
universities & 39671 colleges.
 Third largest in terms of education enrolment (21.5 million per year).
 The sector is currently pegged at US$ 2-3 billion & is expected to touch US$ 40
billion by 2017.
GOVERNMENT INITIATIVES
 P.M. Mr. Narendra Modi launched the Skill India initiative – ‘Kaushal Bharat,
Kushal Bharat’.
 National Education Policy (NEP) 2016 was released recently by MHRD. The focus
of the policy is to address gender discrimination, on quality of education as well as
innovation & research in the sector.

6. 0.8
1 1.2
1.6
2.1
2.5
3.2 3.4
Direct Contribution of Education & Training
to GDP (US$ billion)

7. MARKETING OF EDUCATION SERVICE
• Marketing of education is gaining momentum.
• The technological changes have increased.
• It can be described as a high contact, consumer & people based service.

8. CHARACTERISTICS
 Intangible
 Perishable
 Heterogeneous
 Inseparable
 Customer Participation

9. 7 P’s
Product
People
Process
Physical
EvidencePromotion
Place
Price

10. 1. PRODUCT
 In educational services, product means the students & the services means the
intangible offers like course, services rendered by faculty etc. made by educational
institutes.
 It promotes brand value of institute in competitive market.
2. PRICE
 It is the amount a student pays for services availed by him/ her. It is determined by
no. of factors:
o competition
o facilities provided
o reputation of institute
o demand of course
 It reflects quality of services provided to students.
 It can be used as marketing tool by institute.

11. 3. PLACE
 It represents the location where an educational institute is established i.e., in
Metro city or in any Rural area.
 It will provide much more competitive edge to Metro city institute.
4. PROMOTION
 It represents all of communications that a service provider use in the
marketplace.
 Components of promotion largely used by institutes: advertising, web-based
marketing & word-of-mouth.
5. PEOPLE
 It means people associated with the services rendered to students either
directly or indirectly.
 Satisfaction of students depend on the way the faculties deliver their best
services to them.
 Growth of institute depends on competency, effectiveness, sincerity &
dedication of teaching community of institute.

12. 6. PROCESS
 The procedure, mechanisms & flow of activities which lead to an exchange of value
are called process.
 If process is hassle free, simple, understandable, technology based, it makes the
institution with difference.
7. PHYSICAL EVIDENCE
 It refers to tangible services provided.
It includes:
o total ambience
o infrastructure
o indoor stadium
o number of books
o different modern teaching aid etc.
All of these play a crucial role in marketing of educational institute services.

13. Example of IIM Marketing Mix
PRICEPRODUCT
Offer unique & specialized programmes:
• Executive education (For working
professionals
• Doctoral education
• PG education etc.
• Best campus placement packages
• Reputational institute
• Gives future security
• Student gets good return
• Qualified faculties

14. PLACE PROMOTION
• IIM-Kolkata with main campus
in Joka
• IIM-Ahmedabad
• IIM-Bangalore etc.
• Currently, 20 existing IIMs
• Sponsorship of events
• Exhibitions in educational fairs

15. PEOPLE
• Academicians, eminent
entrepreneurs, theoreticians, scholars
• PhDs faculty members who involved
in every aspect of institute:
academics, research, consultancy etc.
PROCESS
• World class infrastructure
• Qualified faculties
• Signage:
• To take admission in IIMs, student
must pass all eligibility tests
PHYSICAL EVIDENCE