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Uploaded byMd. Moulude Hossain
Marketing Strategy for Higher Educational Institutions An Integrated Service Marketing Communication (ISMC) Perspective
The rapid marketization of higher education in recent time influences the authors to develop a marketing strategy for higher educational institution from services marketing perspective. This study will help the higher educational institutions and universities in understanding what market orientation means and how students would value their offerings. This paper presents an extensive view of institutions internal and external resource and competitive situation analysis. In the globalized world of the current century, higher education is becoming more and more competitive and international – leading universities must promote their own institutions not only locally but internationally as well. The study found that the institutional performance greatly influenced by the performance of the students and teaching staffs. In addition to the analysis of the institutions competitive advantages the authors propose an integrated marketing communication model for higher educational institutions. The means can be used to promote its services to the community and prospective students. The model presented in this paper built upon two integration system namely, Message Integration and Response Integration with four form of communication such as, written, physical, multimedia and verbal. It attempts to integrate all the forms of promotion available for promoting a service product to its customers.
Marketing Strategy for Higher Educational Institutions An Integrated Service Marketing Communication (ISMC) Perspective
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