SERVICE MARKETINGON

EDUCATION SECTOR

VENKATESH DAMODHARANI-YEAR MBA

SRI KRISHNA COLLEGE OF ENGINEERING AND TECHNOLOGY

WHAT IS EDUCATION?

According to Google, Education is

“ The process of receiving or giving systematic instruction”

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 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

CHALLENGES

This makes them come face to face with questions like

Product differentiation, Product extension, Diversification Service integration

WHAT ARE SERVICES?

Services are those separately identifiable, essentially intangible activities, which provide want satisfaction and are not necessarily tied to the sale of product another service

EDUCATION AS A SERVICE

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

HOW?

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

INTANGIBILITY

Education is an Intangible dominant service—Impossible to touch, see or feel

Education as a service cannot be patented

PERISHABILITY

Production and consumption are simultaneous activities

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

OTHER CHARACTERISTICS

High Fixed cost, Low Variable Cost Specialized and need based Competition Customer limitations Lack of ownership Heterogeneity

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?

CRITERIACriteria that students apply:-

Reputation of the instituteNumber of applicants keen to enroll in the

coursePast success rate of placementFaculty expertiseWidth of specialization offeredInfrastructural facilitiesFees

MARKETING MIX

MARKETING MIX

PRODUCT

Range Quality Level Brand Name Post Transactional Service

PRICE Level Discounts (Scholarships) Allowances Commissions Payment Terms Consumers perceived value Quality/price relationship

PLACE

Location Accessibility Distribution Channels Distribution Coverage

PROMOTION

Advertising Personal selling Sales promotion Publicity Public relations

PEOPLE

Personnel Training Commitment Incentives Attitudes Degree of involvement Customer contact

PHYSICAL EVIDENCE

Environment Furnishings Layout Noise levels Facilitating goods

PROCESS

Polices Procedures Mechanism Employee discretion Customer involvement Flow of activities

Queries

EFFORT NEVER DIES