2. WHAT IS EDUCATION?
According to Google, Education is
“ The process of receiving or
giving systematic instruction”
3. 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
4. CHALLENGES
This makes them come face to face with
questions like
Product differentiation,
Product extension,
Diversification
Service integration
5. 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
6. 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
7. 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
8. INTANGIBILITY
Education is an Intangible dominant service—
Impossible to touch, see or feel
Education as a service cannot be patented
10. 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
11. OTHER CHARACTERISTICS
High Fixed cost, Low Variable Cost
Specialized and need based
Competition
Customer limitations
Lack of ownership
Heterogeneity
12. 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?
13. CRITERIA
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
Fees