The document discusses the importance of marketing educational services due to increased competition in the education sector. It defines education as an intangible service that offers benefits such as knowledge and skills while outlining various marketing strategies specific to this sector. Key marketing mix components include product differentiation, pricing strategies, promotion, and the importance of service quality and infrastructure in attracting students.

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