Expanding Marketing Principles For The Sale Of Higher Education

Abstract

This paper will develop and explain a conceptual framework for the use of business industry marketing techniques within the higher educational spectrum. This framework will demonstrate how sound marketing management can help higher education increase its effectiveness and improve student interest, as well as encourage the development of managerial skills that will lead to better operational efficiency. The material will be presented in a detailed, specific, and practical manner that can be utilized by educational administrators. There are many benefits in the utilization of the marketing concept for higher education. Marketing can lead to a better understanding of your customer (student), a more efficient use of money geared specifically towards your target market, a better understanding of where your college or university stands relative to your competitors. Marketing can also help create a more effective use of your human resources and an increased awareness of marketing trends. Marketing, specifically targeted towards the student using the nine p’s and taking into account the differences between marketing for higher education and marketing for products, may result in improved student interest towards the marketed university or college, which may result in higher enrollment

Education Service Quality, Value and Satisfaction on Student Customer Intentions and Behaviour

“…Consistent with previous research, sacrifice is conceptualized as what the customer sacrifices in order to receive a service (Cronin, Brady and Hult, 2000). Rudd and Mills (2008) identified that high prices set by universities limit the number of potential possible students who could afford these courses. Not limited to money, other sacrifices such as time and effort are components of sacrifice (Cronin et al, 1997).…”

“…These motivations stemmed from the fact that most of the student sample felt that the fees were too high; thus exemplifying that overpricing can have dire consequences. According to Rudd and Mills (2008), charging too high a price can drain the pool of too many prospective students.…”

“…Thus, marketing techniques are being applied regularly by a growing number of universities to achieve competitive superiority (Temple and Shattock, 2007;Wilkins, Shams and Huisman, 2013;Han, 2014). Current students are often a good marketing tool as they have similar characteristics to the prospective students and can be completely up to date in relation to what to expect about the offerings available at the university (Rudd and Mills, 2008). The challenge being that universities must consider the student from a commercial perspective, and not just an academic one.…”