MARKETING OF

EDUCATIONAL SERVICES

Efforts By:-
Akanksha Jain
Shantanu Dubey
What is a service?

A service is an intangible
product involving a deed,
performance, or an effort that
cannot be physically possessed.
Education as a service
 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 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.
 Characteristics:-
:::INTANGIBILITY:::
 Education is an Intangible dominant service
—Impossible 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.
:::Perishability:::
 Production and consumption are
simultaneous activities.

 No inventories can be made up.

 :::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.
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?
 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.
 :::Marketing Mix:::

Marketing
MIX

Physical
Product Price Place Promotion
Evidence
Process
Product
 Range
 Quality Level
 Brand Name
 Post Transactional Service
Price
 Level
 Discounts (Scholarships)
 Allowances
 Commissions
 Payment Terms
 Consumers percived value
 Quality/price relationship
Place
 Location
 Accessibility
 Distribution Channels
 Distribution Coverage
Promotion
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Public relations
People
 Personnel
 Training
 Commitment
 Attitudes
 Degree of involvement
 Customer contact
Physical evidence
 Environment
 Furnishings
 Layout
 Noise levels
Process
 Polices
 Procedures
 Customer involvement
 Flow of activities
 :::Current Trends:::
 The RDAS Approach—
 The Relating, Discovering, Advocating, and
Supporting (RDAS)
 This RDAS schema provides a template
against which practitioners may assess their
current activities, and may serve as a basis for
establishing a new genre of management and
cost accounting systems that can be applied to
marketing educational products and services.
CASE STUDY –
Amity is the leading education
group of India with over 50000
students studying across 700
acres of hi-tech campus.

Amity is passionate about

grooming leaders who are not
only thorough professionals but
also good human beings with
values and sanskars.
 ::: SERVICES OFFERED :::
1. World class education.
2. Over 1000 acres of hi-tech campuses.
3. Spread over 4.5 million sq. ft. of built up
area.
4. India's first wireless campus with over
4,000 networked HP/IBM machines.
5. 50 MBPS broadband connectivity.

6. Amphitheatre Style, air-conditioned classrooms.

7. Intensive Corporate Interaction.
8. Industry Oriented Teaching.
9. Personality Enhancement.
 ::: MARKETING MIX :::

PRODUCT :

Amity is one university which offers

a plethora of educational avenues
to students. Major programmes:

1. Management Programmes (MBAs,
BBA’s with a range of specialization).

2. Biotechnology Programmes.

3. Engineering and Computer

Applications programmes.
 Scholarships for Amity Programs

100% Scholarship
PRICE: Eligibility - 94% aggregate and above
in Class X 
(CBSE/ICSE).
PROGRAME PRICE RANGE
50% Scholarship
1. Management Programmes 3.52 – 8.5 LACS Eligibility - 91% aggregate and above
in Class X 
2. Biotechnology Programmes 2.6 – 8 LACS (CBSE/ICSE).

3. Engineering and Computer 4.4 – 9 LACS Scholarships for Programmes after

10+2
Applications programmes
100% Scholarship
Eligibility - 93% aggregate and above
in Class XII 
(CBSE/ICSE).

50% Scholarship
Eligibility - 88% aggregate and above
in Class XII
(CBSE/ICSE).
 PLACE :

NOIDA
CAMPUS LUCKNOW
CAMPUS
JAIPUR
CAMPUS
PROMOTION :
PHYSICAL EVIDENCE:
 PROCESS: PEOPLE :

1. College website
contains all the
required information.

2. Application forms
can be downloaded
online.

3. Live Counseling.
:::Thank you:::