Service Mktng
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Marketing of Educational
Services
By Shivanshu Gupta-UM11910
Shubham Puri UM11411
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Education
Education in its broadest sense is any act
or experience that has a formative effect on
the mind, character, or physical ability of
an individual.
Education is the process by which society
deliberately transmits its accumulated
knowledge, skills and values from one
generation to another through institutions.
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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
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Need for Marketing
Educational services (1)
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
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Need for Marketing
Educational services(2)
This makes them come face to face
with questions like Product differentiation,
product extension,
diversification
and service integration
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Education as a service
Services are those separately
identifiable, essentially intangible
activities, which provide want
satisfaction and are not necessarily
tied to the sale of product another
service
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Education as a service(1)
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
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:::Points to be noted:::
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
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Characteristics:-
:::INTANGIBILITY:::
Education is an Intangible dominant
service—Impossible to touch, see or feel
:::Standardization is difficult::: Lack of Standardization opens up marketing
opportunity of differentiated need based course
packages
Education as a service cannot be patented
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:::Perishability:::
Production and consumption are
simultaneous activities
No inventories can be made up
Eg:- A lecture scheduled cannot be
stored
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:::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
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:::Other Characteristics:::
High Fixed cost, Low Variable Cost
Specialized and need based
Competition
Customer limitations
Lack of ownership
Heterogeneity
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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?
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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
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How can we build or defend our
competitive position?
What is our entry strategy?
How should we offer new service
offers that help/strengthen the
competitive position?
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:::Marketing Mix:::
MARKETING MIX
ELEMENTARY EDUCATION
SECONDARY EDUCATION
VOCATIONAL EDUCATION
HIGHER EDUCATION
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:::Marketing Mix:::
Marketing
MIX
Product Price Place Process Physical
Evidence Promotion
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Product
Range-
Quality Level-
Brand Name-
Post Transactional Service-
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Price
Level
Discounts (Scholarships)
Allowances
Commissions
Payment Terms
Consumers percived value
Quality/price relationship
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Place
Location
Accessibility
Distribution Channels
Distribution Coverage
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Promotion
Advertising
Personal selling
Sales promotion
Publicity
Public relations
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People
Personnel
Training
Commitment
Incentives
Attitudes
Degree of involvement
Customer contact
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Physical evidence
Environment
Furnishings
Layout
Noise levels
Facilitating goods
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Process
Polices
Procedures
Mechanism
Employee discretion
Customer involvement
Flow of activities
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:::Current Trends:::
The RDAS Approach—
The Relating, Discovering, Advocating,
and Supporting (RDAS) Notion of concept selling is applied to the marketing
of products and services
The four RDAS categories are further divided
into 12 sequential and interdependent tasks:
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I. Client Identification
II. Fact Finding
III. Planning;
IV. Establishing Credibility V. Targeted Research;
VI. Focused Planning;
VII. Problem Analysis and Agreement;
VIII. Planning the Presentation;
IX. Presenting;
X. Facilitating the Decision;
XI. Achieving Closure;
XII. and Rediscovering.
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Rationale, practical suggestions,
and examples related to marketing
task accomplishment are presented
within the discussion under each major
heading.
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This RDAS schema provides a
template against which practitioners
may assess their current activities, and
may serve as a basis for establishing a
new genre of management and cost
accounting systems that can be
applied to marketing educational
products and services.
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:::Thank you:::