This ppt is about the education sector as service market. The informations are collectecd through Internet surfing.

1. SERVICE
MARKETING
ON
EDUCATION SECTOR
VENKATESH DAMODHARAN
I-YEAR MBA
SRI KRISHNA COLLEGE OF ENGINEERING AND
TECHNOLOGY

2. WHAT IS EDUCATION?
According to Google, Education is
“ The process of receiving or
giving systematic instruction”

3. 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

4. CHALLENGES
This makes them come face to face with
questions like
Product differentiation,
Product extension,
Diversification
Service integration

5. WHAT ARE SERVICES?
Services are those separately identifiable,
essentially intangible activities, which
provide want satisfaction and are not
necessarily tied to the sale of product
another service

6. EDUCATION AS A 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

7. HOW?
 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

8. INTANGIBILITY
 Education is an Intangible dominant service—
Impossible to touch, see or feel
 Education as a service cannot be patented

9. PERISHABILITY
Production and consumption are
simultaneous activities

10. INSEPARABILITY
 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

11. OTHER CHARACTERISTICS
 High Fixed cost, Low Variable Cost
 Specialized and need based
 Competition
 Customer limitations
 Lack of ownership
 Heterogeneity

12. MARKETING STRATEGIES
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?

13. CRITERIA
Criteria that students apply:-
Reputation of the institute
Number of applicants keen to enroll in the
course
Past success rate of placement
Faculty expertise
Width of specialization offered
Infrastructural facilities
Fees

14. MARKETING MIX
HIGHER
EDUCATION
VOCATIONAL
EDUCATION
SECONDARY
EDUCATION
ELEMENTARY
EDUCATION
ADULT
EDUCATION
MARKETING
MIX

15. MARKETING MIX
Marketing
MIX
Product Price Place Process
Physical
Evidence
Promotion

16. PRODUCT
 Range
 Quality Level
 Brand Name
 Post Transactional Service

17. PRICE
 Level
 Discounts (Scholarships)
 Allowances
 Commissions
 Payment Terms
 Consumers perceived value
 Quality/price relationship

18. PLACE
 Location
 Accessibility
 Distribution Channels
 Distribution Coverage

19. PROMOTION
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Public relations

20. PEOPLE
 Personnel
 Training
 Commitment
 Incentives
 Attitudes
 Degree of involvement
 Customer contact

21. PHYSICAL EVIDENCE
 Environment
 Furnishings
 Layout
 Noise levels
 Facilitating goods

22. PROCESS
 Polices
 Procedures
 Mechanism
 Employee discretion
 Customer involvement
 Flow of activities

23. Queries

24. EFFORT NEVER DIES