EXPECTATIO

NS

1.Getting acquainted
with marketing
concepts;
2. Identifying target
market;
3. Identifying existing
marketing activities;
4.Creating strategic
plans.

What is Marketing?
Marketing Process
Marketing Mix
Customer Service

Experts/authors
Kotler (
Berman (2005)
Lusch, Dunne & Carver

(2013)
Staver (1989)

Existing Studies
A New Educational Marketing Mix: The 6Ps for Private

School Marketing in Iran - Mehrdad Alipour,

Management Department, Zanjan Branch, Islamic
Azad University, Zanjan, Iran (2012)
Marketing Colleges and Universities (A Strategic
Model for Enrollment-Driven Private Colleges by
Michael K. Townsley
Service Quality and Student Satisfaction: A Case
Study at Private Higher Education Institutions by
Hishamuddin Fitri Abu Hasan (2008)
The Use of Online Marketing and Social Media in
Higher Education Institutions in Romania Elena Lidia
Alexa, Marius Alexa, and Cristiina Maria Stoica (2012)
****

HOW DO WE
VIEW

What is Marketing?

What is marketing?
Marketing is an organizational function in a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in a way
that benefits the organization and its
stakeholders.
American Marketing Association

Core Concepts of
Marketing
Needs, wants, and demands
Products and services
Expectations and Satisfaction
Value, Satisfaction, and quality
Exchange, transactions,

relationships
Markets

What is Marketing?
The right product, in the right
place, at the right time, and
at the right price
Adcock

MARKETING PROCESS
SITUATIONAL ANALYSIS

MARKETING STRATEGIES

MARKETING MIX DECISIONS

IMPLEMENTATION AND CONTROL

Situational Analysis
SWOT Analysis
Evaluate institutional strengths, weaknesses,

opportunities, and threats in order to match

strengths to external opportunities, transform
weaknesses into strengths, convert external
threats into opportunities, and eliminate or
minimize weaknesses and threats for sound
strategy development and decision making.

SWOT KEY QUESTIONS

STRENGTHS

WEAKNESSES

What are the colleges

competitive strengths?
Prioritize them starting
with greatest strength
OPPORTUNITIES

What
are
colleges
weaknesses?
Prioritize them starting
with greatest weakness
THREATS

What
are
the
main
opportunities
of
the
college?
Prioritize them- starting
with greatest opportunity

What are the greatest

threats
facing
the
institution?
Prioritize them starting
with the greatest threat

SWOT RESULT

Staff or Administrator

S 1.
2.
3.
4.
5.
6.
7.

Affordability/value;
Recruitment;
Programs offerings;
Student centeredness;
Student support services;
Instruction quality;
Facilities.

W 1.
2.
3.
4.
O 1.

Collaboration with other colleges

Communication (internal, external);
Process improvement;
Budgeting/resource allocation.
Workforce needs (workforce demands for emerging
industries/programs, skilled workers);
Technology (demand for new technologies, distance education);
Establish/strengthen partnerships.
Funding reductions;
Competition from other higher education institutions;
Student/citizen issues (poor preparation, illiteracy);
Accreditation requirements;
High school misalignment with colleges

2.
3.
T 1.
2.
3.
4.
5.

SWOT ACTIVITY
Strengths: What are the top 3 things that SIC

(or your unit/office/department) does well?

Weaknesses: What are the top 3 things that
SIC (or your unit/office/department) should
improve?
Opportunities: What opportunities could SIC
(or
your
unit/office/department)
take
advantage of in the next three years?
Threats: What is changing in the environment
which could adversely affect SIC (or your
unit/office/department)?

The Marketing Mix

The tools available to a business to gain

the reaction it is seeking from its target

market in relation to its marketing
objectives
7Ps Price, Product, Promotion, Place,
People,
Process,
Physical
Environment/evidence
Traditional 4Ps extended to encompass
growth of service industry
Helps firms to reach their objectives

Marketing
Mix

EXISTING MARKETING
STRATEGIES
School Campaign OF SIC
Radio
Tuition fee discounts
Scholarships
Fringe benefits
PTA

Literature Review: 7Ps

Research Journal of Applied Sciences, Engineering
and Technology 4(21): 4314-4319, 2012
ISSN: 2040-7467
Maxwell Scientific Organization, 2013
Submitted: March 09, 2012 Accepted: April 20,
2012 Published: November 01, 2012
Corresponding Author: Mehrdad Alipour,
Management Department, Zanjan Branch,
Islamic Azad University, Zanjan, Iran
A New Educational Marketing Mix: The 7Ps
for Private School Marketing in Iran

Literature Review: 7Ps

In the said study, first, the researchers

reviewed 7Ps of the traditional services

marketing mix to education sector.
1. Product: Product in educational sector is
related to school facilities such as workshops
and training labs, libraries. This element in this
sector is similar to the physical evidence. Price
et al. (2003) showed that the major factors of
selecting university by the perspective
students, is the university facilities.

Literature Review: 7Ps

2. Price: Lamb et al. (2004) believe, price
is the amount of money that the buyer,
pays to the service provider. But the tuition
that parent pay for their children's education
is the corresponding price in the educational
sector. So price involved tuition issues
(soedijati and Pratminingsih, 2011).

Literature Review: 7Ps

3. Place: This factor is related to whether
the school is available and will be
comfortable to travel there or not. Prospective
parents may choose a school and it is a simple
reason which school is located near their
home (Lockhart, 2005). Yoo et al. (2000)
believe that the reduction of parent traveling
time to school, will lead to a positive
perception and it has a positive impact in
improving the school image in their mentality.

Literature Review: 7Ps

4. Promotion: Promotion may be key element in
the school marketing mix. Indeed, most marketing
efforts that are performed at schools are classified
as promotion (Oplatka and Jane, 2004). The
purpose of promotion is communication with the
target markets. The same concept today plays an
significant role in creating competitive advantage
for organization against competitors. Plan will not
succeed without effective promotional plans. Most
schools in the world use promotional activities such
as PR. However, television and Press advertising is
less common in the educational sector (Bell and
Rowley, 2002).

Literature Review: 7Ps

5. People: People Factor can be related to all
staff, employees and members, including Principal or
deputy as well as teachers. In fact, people include all
members of the school that can serve to student
(consumer) and parents (customer) (Kotler and Fox,
1995). Soedijati and Pratminingsih (2011) emphasize
in own study that people factor as vital for the
successful delivery of the service is very important. Of
course Soedijati and Pratminingsih (2011) believes, it
is related to the ability, skills, experience and
knowledge of teachers. According to his opinion, the
most important aspect that affect on parental
satisfaction is Teaching features that lead to learning
(Chung-Kai and Chia-Hung, 2008).

Literature Review: 7Ps

6.
Process:
Processes
are
all
the
administrative and bureaucratic functions
of the university which is registration, course
evaluation, examinations, result dissemination
and graduation (Ivy, 2008). Moreover Soedijati
and Pratminingsih (2011) considers the
learning process and social activities as
Processes that occur in universities.

Literature Review: 7Ps

7.
Physical
evidence:
Intensity
of
intangibility the educational services will be
reduced by physical evidence. University
facilities and buildings can be considered
physical evidence. Kotler and Fox (1995) also
believe that the first image in the university
student's mind will be shaped by this Factor.
Ivy (2008) considers video projectors and
facilities necessary to present lectures as
physical evidence.

OTHER COLLEGES:
MARKETING MIX
DECISIONS

PRODUCT STRATEGY
EDUCATION PROGRAMS
Remedial programs
Jumpstart (readiness)
Startup (readiness)
Online courses (expand geographical reach)
Honors program for more gifted students
(acceleration program)
Adult-education classes (nontraditional students
who may have graduated from high school ten or
more years and now re-entering the academic
environment)
Each market has different needs each require a
different service product

PRICE STRATEGY
Tuition
Scholarships
Grants and loans
Commuting cost
Living cost
Retention discounts
Providing information of matriculation/other

fees, etc.)
Installment tuition
Flexible approach (distinguished students to be
given discounts
Spending of tuition to be published provides
parents confidence about the school.

PLACE STRATEGY
multiple full campuses across a region
operate on main campus in one part of the

city while offering other coursework

classroom maybe brick and mortar (redefined
by internet) accessibility of laptop /wifi
powered
offering night school and weekend courses
(hold full time jobs)
podcast lectures
other forms of recorded classroom
experiences (students time and convenience)

PROMOTION
Television advertising (name recognition and provide basic

information)
Sales force admission counselors to make the rounds of
high schools across its target marketplace
Internet (develop personal communication one on one) for
parents and alumni
PTC (Parent Teacher Communication) via school website, and
Interactive Voice Response (IVR) in which parents can check
their educational status of their parents #4
Privileges creating positive image in the mind of the
parents : ratio of the students to pass national examination;
acceptance rate of students to universities; popularity of
other institutions thru invitations #2
Brochures (can be sent via mail or email not only makes the
information more easily available but also provides the
possibility of viral marketing and expo (participation in
annual exhibition to highlight the schools achievements.

PROMOTION
Websites and social media said to be an
unlimited resource of instruments to get
closer to the public

PEOPLE
Specialized trainings
Exhibit expressed attitude
Give too much emphasize on customer

service trainings
Professors (academic teacher reputation- PhD
parents perception have high knowledge
in their field) - #1

PROCESS STRATEGY
INTERNAL PROCESSES: registration,

payments, etc.

PHYSICAL
EVIDENCE/PROOF
Buildings (structure)
Facilities and laboratories
Landscaping
Furnishings and landscaping
Tidiness

MARKETING ORIENTATION
What is a Customer?
A customer is the most important
person ever in this office
in person or by mail.
A customer is not dependent on us
we are dependent on him.
A customer is not
an interruption of our work
he is the purpose of it.
We are not doing a favor
by serving him
he is doing us a favor by giving us the
opportunity to do so.
A customer is not someone
to argue or match wits with.
Nobody ever won an argument with a
customer.
A customer is a person
who brings us his wants.
It is our job to handle them profitably
to him and to ourselves.

Philip Kotler, 1997, Marketing Management

MARKETING AND
CUSTOMER SERVICE
Customer

serviceis
an
integral part ofmarketing,
influencing the way both
customers
and
potential
prospects view and judge a
company's
product
or
service.

Customer serviceplays an

important
role
in
themarketingpiece of your
business. Marketingbrings
a customer in,customer
servicekeeps them coming
back