This document discusses marketing strategies for education as a service. It emphasizes that education has intangible benefits provided through tangible means, and focuses on people as the most important component that cannot be replicated. The marketing mix for education includes product range and quality, price and payment terms, place including location and accessibility, and promotion through various channels. Producers of education should share information on recognition, create awareness of professional demands, and strategies for course delivery.

1. MARKETING OF EDUCATION
LECTURE SLIDES BY Dr VIPUL JAIN
PhD,PGDBA,MBA,MA(Eco,),PGDMSM,BA(Eco.)
9412900055
vipulleoss@gmail.com

2. Education as a service can be said to be fulfilling
the need for learning, acquiring knowledge
(providing an Intangible benefit ), produced with
the help of tangibles. The buyer does not get the
ownership.
Education cannot be seen or touched ( build
service differentiation )
Precise standardization is difficult ( Different
degrees requires different personnel )

3. Education as a service cannot be patented
( can be replicated easily ) Find out what cannot
be replicated
The most Important thing in Education is
‘people component’ & this component cannot
be replicated. Utmost care should be taken in
the selection of ‘personnel’ & then they should
be trained & retained

4. MARKET STRATEGY
Focus on account of Intangibility
Should be tangibalised
Branding ( proper communication & Image )

5. What business are we in
Who are customers & what benefits do they
seek
How can we build or defend our competitive
position
Innovation & continuous changes

6. THE MARKETING MIX
PRODUCT
Range
Quality
Brand name
Equity
PRICE
Perceived value
Payment terms

7. PLACE
Location
Accessibility
channels
PROMOTION MIX
Advertising
sales promotion
publicity
public relations

8. PEOPLE
Personnel training
Appearance
Internal marketing
Attitude
customers contact
customers degree of Involvement
( High contact vs. Low contact services )

9. PHYSICAL EVIDENCE
Environment
Furnishings
Color layout
Noise levels
Tangibles

10. PROCESS
Policies
Procedures
Mechanization
Employee customer Involvement
Flow of activities

11. A consumer generally looks for three pay-offs
Recognition leading to acceptance by the
profession & society, through statutory means or
through well established social means
Course content leading to enhancement of
knowledge & skills, which differentiates
capabilities even within the profession
Course delivery through acknowledged teachers
& practitioners

12. A producer ( promoter ) should do the following
Sharing Information of recognition
Creating awareness of the demands of the
profession
Strategies for delivery
Creating Interfaces