IN MANY DEVELOPING NATIONS THE THOUGHT OF MARKETING UNIVERSITIES OR HIGHER LEARNING INSTITUTIONS HAS NOT BEEN EXPLOITED BECAUSE OF THE DEMAND THAT WAS THERE, BUT NOW WE HAVE INTERNATIONAL INSTITUTIONS WHO ARE TAPPING FROM THE MARKET HENCE CREATING A COMPETITION THAT IF NOT MONITORED WILL DESTROY MOST IF NOT ALL THE CURRENT MARKET. THIS PRESENTATION SERVES TO INTRODUCE A NECESSARY TOPIC THAT SHOULD BE CONSIDERED BY ALL HIGHER LEARNING INSTITUTIONS IN ALL DEVELOPING NATIONS. DEVELOPED NATIONS MAY LEARN A THING OR TWO FROM THIS PRESENTATION AS WELL.
Citation preview
1. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story
2. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda
Introduction Top Line Story PAST: Need to market HEIs was not
really being felt by the institutions.
3. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda
Introduction Top Line Story The mission of HEIs has not changed.
Societies expects HEI to generate new knowledge, train the next
generation of scholars, and prepare students for gainful
employment. But the context in which HEIs operate has shifted
noticeably. In this context, HEIs are reaching out more directly to
both local and international students Hence some form of
communication about the unique benefits of studying at a particular
HEI is becoming increasingly important.
4. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda
Introduction Top Line Story HIGHER EDUCATION INSTITUTIONS COME FACE
TO FACE WITH ISSUES LIKE-: A. PRODUCT DIFFERENTIATION, i.e. How is
Poly BA. Com. different from C U BA. Com.? B. PRODUCT EXTENSION, i.
e Certificate Diploma- Degree - Masters C. DIVERSIFICATION, i. e
Computer Science , Business Management, Theology, A. SERVICE
INTERGRATION, i. e Link to prospective employees
5. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Marketing
in Context Top Line Story 1. Institutional Growth : - through
strategic Partnerships i.e. CIM, ACCA, BAM etc 2. Link between
University and International Global Markets i.e. Global Recruitment
Seminars
6. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story 3. Brand awareness-relationship between University and its
Product/Services 4. Competition- more Universities
7. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story Better understanding of the Context i.e. customers,
competitors customer acquisition-prospective students
8. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story 1. What business are we in? 2. Who are our customers and what
Benefits do they seek MARKETING HOW? MARKETING STRATEGY Before
deciding on the marketing mix, Higher Education institutions should
answer certain basic questions-:
9. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story 1. What is our entry strategy 2. How can we build or defend
our competitive advantage 3. What and How should we offer a new
service that help or strengthen the competitive position MARKETING
HOW? MARKETING STRATEGY STRATEGISING:-
10. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING STRATEGY Marketing Mix Product Price
Place Promotion Physical Evidence Process People
11. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING STRATEGY Marketing Mix Adult
Education Elementary Education Secondary Education Vacation
Education Higher Education
12. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX A. PRODUCT This includes -:
Range Quality level Brand Name Post transaction services
13. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX B. PRICE Level Discounts or
Scholarships Allowances Commissions Payment terms Consumers
Perceived Value Quality/Price Relationship
14. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX C. PLACE This includes:-
Location Accessibility Distribution Channels Distribution
Coverage
15. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX D. PROMOTION This Includes:-
Advertising Personal selling Sales Promotion Publicity Public
Relations
16. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX E. PEOPLE This Includes:-
oPersonnel oCommitment oTraining oIncentives oAttitudes oDegree of
Involvement oCustomer contact
17. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX F. PHYSICAL EVIDENCE This
Includes:- Environment Furnishings Layout Noise Levels Facilitating
goods
18. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING HOW? MARKETING MIX F. PROCESS This Includes:-
Policies Procedures Mechanism Employee discretion Customer
Involvement Flow of Activities
19. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING WHAT? CURRENT TRENDS THE RDAS APPROACH R-relating
D-discovering A-advocating S-supporting
20. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING WHAT? CURRENT TRENDS NOTE: Notion of concept
selling is applied to the marketing of products and services. The
four RDAS are further divided into twelve sequential and
interdependent tasks:-
21. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING WHAT? CURRENT TRENDS Client Identification Fact
Finding Planning Establishing Credibility
22. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story Targeted Research Focused Planning Problem Analysis and
Agreement Planning the Presentation MARKETING WHAT? CURRENT
TRENDS
23. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story MARKETING WHAT? CURRENT TRENDS Presenting Facilitating The
Decision Achieving Closure Rediscovering
24. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story WHY RDAS APPROACH? CURRENT TRENDS Provides a template against
which practitioners may :- Assess their current activities Serve as
a basis for establishing a new genre of management and cost
accounting systems that can be applied in marketing educational
products and services.
25. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line
Story These include-: Reputation of the institute Number of
applicants keen to enrol on the course Past success rate of
placement Faculty expertise Width of specialization offered
Infrastructure facilities Fees SOME CRITERIA THAT STUDENTS USE TO
APPLY