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AshritaNilayRaghupaty
MithunPraneeth
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Education as a service
Education as a service can be said to be
providing an intangible benefit
(Increment in knowledge, aptitude,
professional expertise, skill) producedwith the help of a set oftangible
(infrastructure), and intangible (faculty
expertise and learning )aids
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Customer Benefit Analysis
Knowledge Acquisition, Societal Status, Increase literacy
Service Concept
Education
Service Delivery
Ambience, style, technology, books
Service Offer
Knowledge transfer, Placements, Personal attention and feedback
Service Form
Online, one to one, tutoring, case studies
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Marketing Educational Services
Need to Market their services has been
felt by the educational sector
Though there is 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 forfields like Management and Computer Education
This has lead to increase in Competition
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Consequence of competition
This makes them come face to face withquestions like
Product differentiation
Product extension
Diversification
Service integration
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Intangibility
Education is an Intangible dominant
serviceImpossible 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 (in terms of with
the essence of feel)
No inventories can be made upEg:- A lecture scheduled cannot be stored
(in terms of digital formats would lack theambience when presented, the nuances of
deliverer listener interaction.
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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 performedand consumed
This limits the scale of operationsThe
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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What consumer looks out?
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
Fee
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Marketing
MIX
Product Price Place ProcessPhysical
EvidencePromotion
People
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Product
Range
Quality Level
Brand Name
Post Transactional Service
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Price
Level
Discounts
Scholarships
Payment Terms
Consumers Perceived 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
People Processing:
Examinations, Viva-Voce
Possession Processing:
Paper correction, workbooks, notebooks
Mental Stimulus Processing:
Pedagogy, Oration
Information Processing:
Marks, Results
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LoVinEducation:
Education
service
Staffs
External Marketing
Line of Visibility
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