EDUCATION INDUSTRYCONSUMER

BEHAVIOR PROJECT

Education : “The process of receiving or giving systematic instruction, especially

at a school or university”.Education industry :

It comprises of establishments whose primary activity is education, including public,

not-for-profit and for-profit establishments. Included are elementary and secondary schools,

colleges, universities and business schools.

Formation: Established in 1947 as UGC that stands for “University Grants Commission”.

Up-gradation: Current form since 2000 as HEC that stands for Higher Education Commission.

Registration: Total number of recognized universities=127

•Primary Motive – Facilitating institutes of higher learning to serve as an engine of growth for socio economic development of Pakistan.

•Secondary Motive – To upgrade university and colleges to be the focal point of higher learning of education research and development.

Introduction:“Universitas magistorum et scholarium”

that means community of teachers and scholars.

Definition:“University is an institution of higher

education and research which grants academic degrees in various subjects and provide both undergraduate and post graduate degrees”.

Public Sector:“A Public University is a university that is

predominantly funded by public means through a national or subnational government, as opposed to

Private Universities”. Private Sector:“Private Universities are universities not operated

by governments. Depending on their location, private universities may be subject to government

regulation”.

1.Quaid-e-Azam University, Islamabad2.Pakistan Institute Of Engineering And Applied Sciences3.Agha Khan University, Karachi4.University Of Agriculture, Faisalabad5.University of The Punjab, Lahore

Formed : Established in 2000 in Lahore by Dr. Professor Abdul Rehman

Vision : Facilitating Superior Human BeingsMission : To enhance the potentials of students, faculty, staff by bringing a positive change in their personal and career lives, motivating them through;Quality EducationPersonality DevelopmentTrue Professionalism Career Planning thus, adding value to our nation, and ultimately to humanity.

BS Electrical Systems BS ElectricalEngineering Bachelor in Architecture M.Com M.Sc Economics B.Com (Hons.) BS Aviation

Doctor of Pharmacy Pharm-D Masters in Business

Economics Masters in Mass

Communication Bachelor in Mass

Communication

• 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• This makes them come face to face with questions like

• Product differentiation, Product differentiation, • product extension, product extension, • diversification diversification • and service integrationand service integration

• 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.

• Youth• Middle and Elite Class• Have done inter recently• Ex Superior Students• Jobians• Leisure Learner

Co EducationMindset towards Islo UnisQuality Perceived ValueJobians

“A set of customers sharing common needs or characteristics that the company

decides to serve”.

1. Quality buyer: A student who demands high-quality services and

is not overly concerned with costs. He or she wants the best and is willing and able to pay.

2. Value buyer: A student who demands good value as defined by a

fair quality-to-price ratio. He or she looks for high quality for the money spent and expects service levels to match price levels.

3. Economy buyer: A student primarily interested in minimizing financial,

as well as acquisition costs and tends to favor the least expensive and most easily purchased service offering.

The diversity of undergraduate and graduate student markets has increased significantly over the last decade in following ways.•Variation in student demographics,•Psychographic•Behavioral characteristics•Age of individualism•New technologies •Extensive globalization•Socialization•Keen sense of entitlement. This can only be harvested by carefully crafted marketing strategies and activities based on clearly delineated and profiled segments of the market.

Product :•Variety Products•Quality Level•Brand Name•Post Transactional Service

Place :•Location •Accessibility•Distribution Channels•Distribution Coverage

Price :• Income Level• Discounts (Scholarships)• Allowances• Commissions• Payment Terms• Consumers perceived

value• Quality/price relationship

Promotion :• Advertising• Personal selling• Sales promotion• Publicity• Public relations

BS AviationSplit Degree ProgramsEasy Migration FacilityFee InstallmentsJob Preferences

http://anmc.superior.edu.pk/

1. University of Central Punjab2. Muhammad Ali Jinnah University3. Foundation University Islamabad

Promoting Superior University through:•Electronic Media (T.V Channels , Social Media)•Print Media (Newspapers , Magazines , Brochures)•Cable Network•Billboards•Personal Selling

• Interpretivist Approach (time bound, socially constructed, socially constructed)

• Maslow’s Hierarchy of Needs = Ego Needs (self esteem, prestige, status)

• Decision Making = Economic View (knows all alternatives and can select best alternative)• Instrumental Conditioning = Positive Reinforcement