This document discusses marketing strategies in online education in the UK. It aims to investigate how the marketing mix influences students' online education decisions and identifies relevant marketing factors. The document provides background on marketing in online education and reviews literature on the 7Ps marketing mix model and its elements - product, price, promotion, place, people, process, and physical evidence. It outlines the research methodology, including a quantitative survey of 400 UK students to collect primary data on factors affecting their decisions. The findings will help develop marketing strategies for the online education sector.

1. EECU062 Geography
Answers:
1. Introduction
1.1. Background Of The Topic
Online education is progressively being perceived as a service industry, with a focus on
serving the needs and expectations of its clients, the students. According to Mahajan (2017),
concerns about satisfaction and students' evaluations of excellence would entice and keep
students, just like any other type of business. According to Lau (2020), student happiness
and engagement are inextricably linked. In today's highly Competitive Market any business
must create a high-quality product that meets customer expectations, charge a fair price,
grow distribution, and follow it up with a solid marketing strategy. All that the online
educatio sector can do to affect demand for its product is included in the marketing mix.
Customer perceptions of quality in the context of online educational services are also
improving. The link amongn consumer pleasure and quality of service has garnered
considerable attention as well.
1.2. Aim Of The Study
This study aims to investigate the marketing mix strategy and adaptation in online
education in the United Kingdom. The study's findings will be used to help build marketing
strategies for the online education sector.
1.3. The Objectives Of The Research
To establish the importance of marketing strategy in online education.
To verify if the distribution approach has an impact on students’ purchase intention
To evaluate 7ps of marketing in online education and its adaptation.
1.4. Research Question
How the Marketing Mix does influences students’ online education?
What are the marketing-related factors that affect the online education sector?
1.5. Significance Of The Research
The findings of this research would assist both scholars and students equally. The relevance
of marketing mix and adaptation in online education in the United Kingdom is highlighted.

2. This paper would assist future academics and researchers in understanding the importance
of the marketing mix.
2. Literature Reviews
Several scholars in the sphere of online education have examined service marketing.
Intangible, inseparable, heterogenic, and perishable are the four aspects of services. Since a
service cannot be preserved for subsequent use, it is characterised as perishable (Ndofirepi,
Farinloye, and Mogaji 2020). Service heterogeneity is a result of the difficulty in
standardising service performance that has an impact on quality. Even though the buyer
and the seller are both responsible for the consumption and production of the services
provided, service delivery and consumption are inextricably linked. Considering online
education services demand a distinct marketing mix than traditional consumer goods, a
change in the marketing mix is required. The four Ps of traditional product marketing is
product, pricing, promotion, and place (or distribution). As in the service industry, the
marketing mix can be modified and is still significant to some level. People, processes, and
physical evidence have been added to improve service delivery (Prabowo and Sriwidadi
2019).
2.1. Product
Product is whatever catches people’s interest, encourages them to buy, acquire, or consume
it, and fulfils a demand or necessity. A product might be a tangible item or an intangible
service. Televisions, cell phones, and other tangible things are illustrations of tangible
products. Legal counsels provided by a lawyer or medical care provided by a doctor are
instances of intangible services or items (Gunawan and Wahyuni 2018). As a result, online
educational services are an intangible product in which an educator instructs learners using
any available internet media. In online education marketing, the product is linked to
educational facilities.
2.2. Price
Price Is An Important Part Of The Marketing Mix For Attracting Students And Earning
Revenue For Professors. The Price Is Sum Of Money Customer Pays For Service or
product that an organisation provides. Prices, according to Hung (2020), are defined as
what is offered in return for services and goods.
2.3. Promotion
The online education industry must communicate with their target audience to pique their
interest; they should engage students and parents regarding their goals and actions.
Promotional strategies are one key area that requires an appropriate response; online
educators must employ promotional policies to inspire their potential customers as well as

3. the services they deliver (Hung 2020).
2.4. Place Or Distribution
All business initiatives that make the product accessible to the intended consumer are
included in the marketing mix. The concept of producing goods and services accessible to
clients for convenient consumption is known as distribution. When it comes to reaching out
to customers, the majority of service providers use direct marketing (Setiawan et al. 2021).
In online education marketing, place (distribution) refers to the accessibility and
affordability of teaching in any location through online mode.
2.5. People
The most crucial aspect of any service or experience is the people. Customer experience
components are customised to match the demands of the people who consume them, and
services are frequently generated and used at the same time. Everyone participating in the
development and delivery of a service is referred to as people (Khodakarami et al. 2021).
The professor’s and staff's performance is determined by their ability, abilities, experience,
and knowledge. Customers (students) expect high-quality service, thus professionals must
possess the necessary social skills, intelligence, and knowledge of the service industry.
2.6. Process
The enhanced marketing mix, sometimes known as the 7Ps, includes the process. The
process of 7Ps refers to the steps taken by customers to get and consume a product, as well
as all of the actions associated with manufacturing and providing the service (Jain and Jain
2017). To put it another way, the process is how the customer obtains the service. In the
marketing and business literature, there are a variety of perspectives on the process.
Enrolment, program completion, assessments, results in publication, and graduates are
among the bureaucratic responsibilities of online education. The online education process
includes customer counselling, customer interaction, staff discretion, methods, procedures,
policies, and the flow of activities.
3. Research Methodology
Every research includes a research methodology in which the analyst describes the
research approaches used. The research method is used as an interpretation tool to assist
the audience in determining whether the evidence presented in the study came from
reliable sources. After that, in this study, the research approach is implemented to teach the
reader about the research techniques used (Kumar 2018). This component of the study
covers the research strategy and data collection methods, as well as the data analysis
method.

4. 3.1. Research Strategy
According to Pandey and Pandey (2021), primary and primary data can employ a variety of
methods, the most prevalent of which are interviews and surveys in primary data applied
studies. A survey method will be employed in this research. The researcher would use an
online survey for a variety of reasons, including the source data's high credibility and
reliability. As a result, the researcher will be able to generate accurate and trustworthy
results. The current study will be quantitative rather than qualitative. The number of
answers from students will be counted. The number of answers from customers will be
counted. Quantitative research, according to Pandey and Pandey (2021), may detect
numerical data and quantity types of data.
3.2. Data Collection Method
The primary data collecting method and the secondary data collection method, according to
Pandey and Pandey (2021), are two important data gathering methods used in academic
research. To collect data for the current inquiry, the main data collecting strategy will be
applied. Students from private schools and institutions in the UK will participate in this
online poll. The study enlisted the participation of 400 pupils from private schools and
institutions in the UK. The convenience sampling strategy will be used to select the samples
due to the ease with which they can be collected, notably in terms of time (Kumar 2018).
Data confidentially will be protected during the main data collection period, by study ethics.
Customers' personal information will be kept private and would not be shared.
3.3. Data Analysis Method
According to Taherdoost (2016), data analysis is the method of analysing collected data to
achieve research objectives, and theoretical concepts can be used in this process. A
descriptive analysis will be performed on the data collected through an online survey. For
the study's sample, around 200 students will be chosen at random. Pie charts and bar charts
will be used to illustrate the data collected, and Microsoft Excel will be used to accomplish
so. The information will next be analysed utilising literature reviews.
4. Conclusion
Investigating the marketing mix strategy and adaptation in online education in the United
Kingdom is the aim of this research paper. This research will be completed using the
primary data, and thus, an online survey will be conducted among 400 students from
private schools and institutions in the UK.
5. References
Gunawan, A. and Wahyuni, S.F., 2018. The effect of the marketing mix, service quality,

5. islamic values and institutional image on students’ satisfaction and loyalty. Expert Journal of
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Hung, N.T., 2020. The Impact of Educational Marketing on Universities Performance:
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Jain, M.R. and Jain, S., 2017. Analyzing and Exploring the Effectiveness of Each Element of
7Ps of Marketing Mix.
Khodakarami, P., Zakaria, Z., binti Jamil, R. and Najmaei, M., 2021. The influence of
Management Commitment on Inward Export Performance in Higher Education: Mediating
Role of People Marketing Mix Adaptation. Journal of Positive Psychology and
Wellbeing, 5(4), pp.561-576.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Lau, M.Y.M., 2020. Effects of marketing mix on students’ selection of transnational top-up
degrees in Hong Kong. International Review of Management and Marketing, 10(5), p.27.
Mahajan, P., 2017. Incorporating 11 p's of service marketing mix and its impact on the
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Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. 13 Marketing mix in a heterogenous higher
education market. Understanding the Higher Education Market in Africa, p.222.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge
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Prabowo, H. and Sriwidadi, T., 2019. The Effect of Marketing Mix toward Brand Equity at
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Setiawan, R., Cavaliere, L.P.L., Hussaini, T., Villalba-Condori, K.O., Arias-Chavez, D., Gupta, M.,
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Taherdoost, H., 2016. Sampling methods in research methodology; how to choose a
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