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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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