Ashrita Nilay Raghupaty Mithun Praneeth

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

Customer Benefit Analysis Knowledge Acquisition, Societal Status, Increase literacy Service Concept Education
Service Offer Knowledge transfer, Placements, Personal attention and feedback

Service Form Online, one to one, tutoring, case studies

Service Delivery Ambience, style, technology, books

Marketing Educational Services

Need to Market their services has been felt by the educational sector Though there is 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

Consequence of competition

This makes them come face to face with questions like

Product differentiation Product extension Diversification Service integration

Intangibility

Education is an Intangible dominant serviceImpossible 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 (in terms of with the essence of feel)

No inventories can be made up

Eg:- A lecture scheduled cannot be stored (in terms of digital formats would lack the ambience when presented, the nuances of deliverer listener interaction.

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 operationsThe 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?

What consumer looks out?

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 Fee

Marketing MIX

Product

Price

Place

People

Promotion

Physical Evidence

Process

Product
Range Quality Level Brand Name Post Transactional Service

Price

Level Discounts Scholarships 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

People Processing:
Examinations, Viva-Voce

Possession Processing:
Paper correction, workbooks, notebooks

Mental Stimulus Processing:

Pedagogy, Oration

Information Processing:
Marks, Results

LoV in Education:
External Marketing

Education service
Line of Visibility

Staffs