EXPECTATIONS

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
MARKETING? (as
an educational
institution)
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
What are colleges weaknesses?
Prioritize them starting with
greatest weakness
OPPORTUNITIES 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. Affordability/value;
2. Recruitment;
3. Programs offerings;
4. Student centeredness;
5. Student support services;
6. Instruction quality;
7. Facilities.
W
1. Collaboration with other colleges
2. Communication (internal, external);
3. Process improvement;
4. Budgeting/resource allocation.
O
1. Workforce needs (workforce demands for emerging industries/programs, skilled
workers);
2. Technology (demand for new technologies, distance education);
3. Establish/strengthen partnerships.
T
1. Funding reductions;
2. Competition from other higher education institutions;
3. Student/citizen issues (poor preparation, illiteracy);
4. Accreditation requirements;
5. High school misalignment with colleges
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
School Campaign
Radio
Tuition fee discounts
Scholarships
Fringe benefits
PTA

EXISTING MARKETING
STRATEGIES OF SIC
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 oce
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 protably
to him and to ourselves.

Philip Kotler, 1997, Marketing Management
MARKETING AND CUSTOMER
SERVICE
Customer service is an integral
part of marketing, influencing
the way both customers and
potential prospects view and
judge a company's product or
service.

Customer service plays an
important role in
the marketing piece of your
business. Marketing brings a
customer in, customer
service keeps them coming
back